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A few weeks ago I shared why it’s important to segment your subscribers. Check that out in Part 1 here.
NGL: I was fired up when I wrote it! I envisioned a smooth process that worked like magic.
It would tell me more about my new subscribers and their goals & challenges.
Plus… remember, the whisperings of “double the revenue!”
So I updated the Welcome email with new link tags to segment and waited with bated breath.
Well… after one week, I was feeling deflated:
Great click rate! But one glaring problem: not a single person clicked on the segmentation links ↓
Instead, they clicked my Most Popular Links options:
And I can’t force new subscribers to click one of the 5 segmentation links. This was a concern I had going in. But I didn’t anticipate going 0-for-6.
That’s a problem.
I needed to reduce the number of links.
I only want readers clicking on the segmentation link options. Nothing else.
So I’m removing all the others — including the entire Most Popular Links section. Poof. Gone!
“But aren’t those helpful articles for your readers?”
They are! But notice they’re addressing three different challenges:
So now I’ll send these articles in an expanded and improved Welcome sequence — if you click 1 of the 5 segmentation links, you get an additional email. Here’s how the new Welcome email looks:
The new version is performing much better. Why?
✅️ I removed all links except the 5 segmentation options.
✅ I incentivized clicks with the promise of an “additional resource”.
I can’t make new subscribers click these links. But I can do my best to incentivize them with the copy.
*Sidenote: If subscribers choose not to click on a link, they enter my regular weekly newsletter rhythm. I may tweak this at some point… TBD.
A 100% click rate is ideal — but this is better than nothing.
I’ll continue to monitor as I get more subscribers and make adjustments as needed.
With the Welcome Email better optimized for segmentation, I now have to create a short automation that adds the subscriber into the correct email sequence (ie. the ‘additional resource’ email).
That’s coming in Part 3 of this series.
Stay tuned!
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