As a busy entrepreneur with limited time on your hands, you want to automate as much of your email marketing and lead generation as possible.
A simple way to automatically check things off your to-do list?
Yes, please! Sign me up for that.
But with email marketing automation, you sometimes run the risk of sending everyone the same information, which could hurt your relationships instead of help them.
Everyone wants to feel unique and special when they join your email list. One of the best ways to make sure new subscribers feel cared for and nurtured is to create a market segmentation strategy.
When you define market segments, you’ll still be able to automate most of your email marketing strategy without turning people off or sending the wrong kind of content.
The secret is to personalize content and offers to each subscriber.
Since you don’t want to do this process manually (that would take forever!), you can create an online quiz that helps you determine which market segment each quiz taker falls into and what personalized content they need in order to feel nurtured and build trust with you.
What is a market segmentation strategy, and why do I need one?
A market segmentation strategy refers to the process of grouping like-minded audience members into categories (or segments) based on similar characteristics they share. This allows you to better personalize content and offers based on what each segment is most interested in.
Think about it like this:
Let’s say you decide to join a large line of people because you heard that your favorite author is speaking at an event. The line slowly moves forward until you’re inside the building.
Then you are greeted by a team member who tells you more about the event and sells you a copy of the author’s newest book so you can get it signed.
The line keeps moving and you’re finally a few people away from the author’s signing booth.
All of a sudden, the same team member comes to tell the line that the author is done signing books for the day and as an apology, they give you a free 10-page booklet on an entirely different topic than the author was going to cover during their talk.
Not only that, but you look down at your plastic book bag and realize that their newest book is written in another genre, making it completely irrelevant to your work.
Most likely, you’d walk away from the event feeling discouraged because you were sold something that was completely different from what you expected the experience to be like. And, to top it off, the free gift you were offered wasn’t even relevant.
While it may have been a good fit for some of the people in line, it wasn’t for you.
This example is fictional, but some content creators are offering the same experience (usually unknowingly) to incoming email subscribers when they don’t have a market segmentation strategy.
Here are some reasons why you may want to include a market segmentation strategy to your email marketing efforts.
Helps everyone feel unique and valued
We all want our brands to have more influence and impact, but if you’re not careful, you could lose sight of the groups of actual people who are inside your bigger audience. Defining your market segments early will keep you from treating all of your audience members the same.
Let’s say you have an email list of 300 people. That may not feel like the email list size you’re hoping for, but it means you are able to directly communicate with 300 unique individuals that have completely different motivations for joining your email list.
Each person has a unique set of traits, skills, and interests. If you lump them all into the same master email list and send everyone the same content, you may turn some people off.
It doesn’t matter if you have 300 or 100,000+ people on your list. You need market segments to make sure they can find their way to the content and offers they care most about.
While you may not be able to deliver on every single request from your audience members, you can treat them more like individuals when you understand what market segment they fall into based on your customer personas.
Saves you from creating confusion in your marketing
Painting a broad picture of who is inside your audience could create confusion in your marketing because you won’t know exactly who you’re talking to.
Are you writing content for the DIYer who wants your best beginner-friendly tips, the aspirational audience member who only wants to dip their toe into what you’re teaching, or the fellow established practitioner who values your expertise and wants advanced strategies?
People who fit all three of these potential market segments could be on your list, but all of them will be looking for different content. Segmentation will save you from sending your DIYer a list of advanced strategies that overwhelms them or sending your established practitioners a few beginner-friendly tips they already utilize.
Helps people find what they need more quickly
When people can’t find what they need, they usually respond in one of two ways:
- email or message you so you can point them in the right direction
- do a quick search and move on if they don’t find anything
If you’re lucky, they’ll choose option A and reach out to you personally, but that can take a large investment of time as your audience grows. If they choose B, they may unsubscribe from your list or stop opening your emails.
Your market segmentation strategy will help you tailor your content based on what each segment is most interested in learning about. You won’t have to second-guess if people are getting what they need because you have already strategically curated a list of resources they’ll love.
This kind of personalized marketing helps your audience feel nurtured and cared for after they sign up for your list. Leaving a lasting positive impression is easier when subscribers can tell you’ve hand-selected content and offers just for them. It will also increase brand trust and loyalty with these subscribers because you’ve taken the time to understand their needs.
How do you do this well?
The best way is by launching your first quiz, which you can do by signing up for a free Interact account right now. I’ll talk about how to do this later on in this article, but for now, sign up and keep reading through these market segmentation tips.
The basics of creating a strong market segmentation strategy
While you don’t want to treat all of your audience members the same way, you can make your life easier by finding the similarities between each subset of your audience. Defining market segments will be easier when you follow these crucial first steps.
Create a list of potential market segmentations
Since the point of creating a market segmentation strategy is to better understand your audience, it makes sense to choose market segment types that will help you gather the data you need to serve your people well.
You can segment your audience by any one (or more) of these factors:
- Personality traits
- Pain points
- Skill levels
As you read through this list, what market segment factors jump out at you?
What kinds of questions do your audience members come into your brand with, and how can you give them the best answers? If you aren’t sure which segmentation factor is best for your own email marketing strategy, read through the breakdown of each segment type to find your perfect fit.
Personality traits: What are some of the traits and attributes that your audience has in common? What similarities seem to pop up whenever you talk to someone who fits your ideal client description or customer persona? You’ll want to use these personality traits to influence your market segments, especially when you create a personality quiz.
Let’s pretend you’re a business coach who teaches others how to create a life and business they love based on their core values. The way you would write an email to a hustle-prone working mom who prides herself on being organized is going to be different than the fresh-out-of-college graduate who wants to live a life of spontaneous adventure.
The segment of working moms might fit the personality description of being organized, driven, professional, and purpose-driven. The college graduate might resonate more with being spontaneous, free-spirited, heart-centered, and present.
None of these personality traits are better than the others. You can write positively about them all and connect with each subscriber’s personality when you use an online quiz (which I’ll get to in a little bit, hang tight!).
Pain points: Pain points represent the obstacles and setbacks your audience segments are currently experiencing. It keeps them from going from where they are to where they want to go. The better you understand what pain points each segment has, the stronger your quiz copywriting will be.
Using the same example from above, a working mom’s pain points might be that she has a hard time sticking to a schedule since last-minute plans and requests from work and her personal life seem to frequently pop up. For a college graduate, she might have more time in her schedule but struggles to know how to invest wisely in essential business tools to make sure her business can comfortably run while she travels.
You might find that each segment has multiple pain points, and some segments may even share them, but try to ask yourself what driving force is behind each segment’s pain point. Externally it may look the same, but internally, each segment’s decision-making could be completely different. This is where we can get into the nuts and bolts of customer psychology, one of our favorite things!
Goals: Which segments share goals with one another? What are they hoping to achieve, and how are they looking to your brand to help them reach those goals? Knowing what goals are motivating your audience to sign up for your email list is invaluable. It also will help you find more positive ways to write about how you can help your audience.
Again, the working mom might want to prioritize flexibility so they can spend time with their family while the college graduate wants flexibility to travel the world. Both want the same thing but they want it for different reasons. When you separate each subscriber into segments, you’ll better understand what their real driving force is.
Interests: This kind of market segmentation is especially important for content creators who want to position themselves as online educators, much like Jenna Kutcher, Marie Forleo, and Lewis Howes (who all use Interact to host their quizzes!). When you know what topics each segment is interested in, you can better serve them content they’ll actually want to read.
If you send travel tips to the working mom, she may not be as interested as the travel-inspired college graduate. The same thing is true if you send business hacks for working moms when the college graduate doesn’t fit that description. Many content creators use their knowledge of each segment’s interests to serve them better content, but this is only one of the potential segments you can use.
Skill levels: Remember our example above when I talked about how a DIYer would need different tips and strategies than someone who is already experienced? You can use your knowledge of each subscriber’s skill level to determine how they’re interested in learning.
Some people may want in-depth lessons while others want quick tips that save them time. No matter what learning style or skill level people have, you’ll be able to give them unique content they’ll love.
Is your brain full of possibilities?
While these market segmentation examples are a great place to start, you can also create some of your own. Think about what factors are most important to your business and start separating your audience into groups from there.
Use a survey to gather data
It may be difficult to create segments in your head and know exactly how to separate your audience, so why not go out and survey people who are already in your audience to make sure you have the right market segments?
By using surveying tools, your approach to market segmentation will feel more like a tangible strategy than a far-off concept.
You could look at your website or email analytics, but this quantitative data can only tell you so much about your audience. Surveying and interviewing audience members who fit your customer personas will help you collect qualitative data that tells the bigger story behind the numbers.
In a survey, you can ask your audience members:
- what they’re most interested in
- what their major setbacks or obstacles are
- what they’re motivated or driven by
- what habits they’ve formed over time
- what niche topics they want to learn more about
- how their friends and family would describe them
- any other information that will help you create your quiz
You might notice how some of the bullet points correlate with the market segment types I talked about above. That’s intentional!
For example, if you want to segment your audience by their pain points, you can ask what their major setbacks or obstacles are along with what they’re motivated and driven by. These two questions will help you get closer to understanding your market segments than knowing how their friends or family would describe them (which would be good if you were segmenting by personality traits).
Go beyond surveys with personal audience interviews
If you want to go more in-depth than a survey, personal interviews with your audience is the next step. This way, you can give your full attention to select audience members and ask more open-ended questions. Sometimes people share more honest feedback when they are talking to a person than filling out a survey.
Interviewing audience members that fit into each market segment will also help you put a face and a name to every segment. Instead of writing emails or creating a quiz for a broad segment, you’ll be able to picture the actual person in your audience and write for them.
By doing this, you’ll be able to strengthen your connection with other people like them because you have a real example to work from.
Try to organize the questions you want to ask during a personal interview by deciding on a market segmentation type (personality traits vs. pain points, for example) and asking your audience member to spend 15 to 20 minutes answering five to ten questions.
Since your audience members are taking the time to help you improve your marketing with their feedback, it might be smart to offer them something for free. You can get creative as to what that is, but make sure it is a relevant free offer based on their feedback.
When I did personal interviews with a few audience members after my first year in business, I thanked my interviewees by giving them 15 minutes of my time for a free business consultation because they gave me 15 minutes of their time to answer questions.
It was a win-win for everyone!
If you have a digital product or another offer you can give your interviewees, they’ll be surprised and delighted by the whole experience. This surprise and delight factor is huge because it shows how much you value the person’s time.
Besides, who doesn’t love a good freebie?
Step-by-step guide to writing a market segmentation-focused quiz
As you go through the process of choosing your market segments, you might start thinking about what you want to offer them. But before you can send a detailed sales pitch, you’ll need to know how to properly identify which segment each email subscriber falls into.
The most simple (and fun!) way to do this is by creating a market segmentation quiz.
By creating a personality-infused quiz, you give your audience an easy way to self-select their segment based on how they answer your quiz questions.
This interactive quiz experience creates a memorable impression on your audience while giving you all the personalized data you need to utilize your market segmentation strategy for better sales.
With your market segments in mind, let’s talk about how you can strategically build your quiz so you only need to set it up before it will run on its own.
Choose a title that aids in your audience’s self-discovery
Based on your niche, which is a subset of a larger industry that refers to your specific expertise, you may already have an idea of what topic you want to pursue. If you need more inspiration, you can look into hundreds of potential quiz topic ideas by visiting our quiz template library.
You can also ask yourself: what you want to be known for and what you want to teach? What kind of value do you ultimately want to give your audience? The answers to these questions will help you choose a topic that makes sense to you.
I’m going to use the same business coach example and say that the quiz topic could be on how to help clients find an easier path to reclaiming their time, freedom, and flexibility.
Now that you have a quiz topic, you still need a quiz title.
Writing a quiz title is simpler than you may think.
It doesn’t need to overly clever. You can add more wit and charm to your quiz personality descriptions, questions, answers, but your quiz title is meant to be clear and concise.
You can simply follow these fill-in-the-blank title formulas for your own quiz topic:
- What Kind of [Blank] Are You?
- What [Blank] Personality Are You?
- How Much Do You Know About [Blank]?
- What Is Your [Blank] Superpower?
Really, it’s that easy.
For even more inspiration, here are a few quiz titles we love.
Make sure that the quiz topic and title you choose is enticing and clear enough so that your audience knows what they’ll walk away with after taking your quiz.
They won’t even know that you have a full-blown market segmentation strategy that’s working on their behalf behind-the-scenes.
Create quiz results based on each market segment
When a person clicks through each quiz question, their anticipation gets higher and higher as they get closer to seeing what their quiz results are.
Your quiz results need to feel like an accurate representation of who they are so it resonates with them deeply and inspires your audience to take action. Otherwise, it’s just another quiz.
Depending on how many market segments you currently have for your brand, I recommend choosing three to five total segments that will become quiz result personalities. If you choose too many, you’ll make extra work for yourself. If you choose too few, it will seem like everyone fits into the same market segment so nothing feels special.
Remember that your audience should walk away from your quiz feeling positive about their quiz results, empowered with their new discoveries, and excited to learn more about how you can help them through your follow-up emails.
When you’re writing each quiz result, make sure you keep it to three or four sentences.
This is the ideal length if you are delivering the quiz results through our Interact platform, but if you redirect your market segment to a custom quiz landing page (like Chanteuse Marie or TONIC Site Shop, shown below), you have more room to write detailed quiz descriptions.
Inside the quiz results, you’ll want to include:
- their defining personality traits
- what makes them unique
- what motivates them
- what they struggle with
- what you offer to help with the struggle
Not sure how to make sure this all comes together in three to four sentences?
I’ve got you covered with a fill-in-the-blank template you can customize.
Personality Title: [Blank]
Personality Description: As a [Blank], you’re known for being [Blank], [Blank], and [Blank]. You’re driven by [Blank] and value [Blank] and [Blank]. You are focused on accomplishing [Blank] so you can [Blank], but you can’t help but struggle with [Blank] along the way. I’ll show you exactly how to [Blank] so you can achieve [Blank] in less time than ever before – check your inbox right now for more details!
Now that I have a general framework to work from, I can replace the blanks with information based on what I know about the business coach’s audience from the previous example.
EXAMPLE 1: Working Mom
Personality Title: Hustlin’ Mama
Personality Description: As a Hustlin’ Mama, you’re known for organizing chaotic situations and thinking on your feet. Your business is driven by your ability to spend more time with your family, and you value time even more than the money you earn. You are focused on scaling your business so you can work less hours each week, but you can’t help but struggle with reaching the next level of growing your team. I’ll show you exactly how to find your next hire and comfortably train them in so you have more flexibility and freedom in your everyday life – check your inbox right now for more details!
EXAMPLE 2: College Graduate
Personality Title: Free-Spirited Traveler
Personality Description: As a Free-Spirited Traveler, you’re known for being spontaneous, brave, courageous, and did we mention spontaneous? You’re driven by your passion to see the world and are always up for a new adventure. You are focused on building a location independent business so you can work from wherever you are (especially at the beach!), but you can’t help but struggle with creating systems that allow you to be gone for weeks or months at a time. I’ll show you exactly how to find your next hire and create a training system so you can get back to booking your next flight – check your inbox right now for more details!
You might notice that the business coach’s offer to help each segment with finding their next hire is the same for both market segments. Wait… if the segments are different, don’t you want to offer something unique to each one?
You don’t have to create a brand new offer for every market segment on your email list.
I repeat, you do NOT.
You can, but the extra work is not required. Instead, all you’ll need to do is find a way to customize the messaging so that you can present the offer in different ways depending on what each market segment cares about.
Give it a try with your own segments.
Use the template above and wordsmith the description until it’s the perfect fit.
If you want extra feedback before you launch your quiz, send the personality descriptions to a friend who would fall into that segment and see how well they resonate with it.
To get more inspiration, here are a few more quiz results we love from other Interact users.
The personality descriptions may feel like they’ll write themselves since you have already discovered SO much about each market segment. Writing your quiz results is one of the most crucial elements of your quiz, but having your market segmentation strategy in place makes it much easier.
You’ll need the personality descriptions for this next step in creating your online quiz.
Create quiz questions and answers with your segments in mind
Now it’s time to tackle the actual content of your quiz.
Since you have the quiz result options already ironed out, think about the best way to guide your audience toward their proper segment. How can you determine where they fit?
The first thing to remember is to create answer options for each question that tie into one of your market segments. This will help you easily generate automatic quiz results for each person who takes your quiz.
You can start thinking about potential answer options as you brainstorm what questions you want to include in your quiz.
You can mix fun questions in with strategic questions that help you determine what segment each person falls into. That way, you can keep the quiz light and enjoyable while asking the questions you need answers to in order to segment your audience well.
Jenna Kutcher, one of the queens of quizzes, recommends adding two or three fun questions in a quiz of 10 total questions. You can choose whether or not you want the fun questions to contribute to tie into the person’s final quiz results or not.
I recommend writing down any quiz question that comes to mind in a bullet-point list and then spending some time away from it. Then, when you come back with fresh eyes, you can choose your favorite seven to ten quiz questions and reorganize them based on the flow that makes the most sense.
You can use these quiz question examples to kickstart your own brainstorming session:
- What three words would your family and friends use to describe you?
- In your friend group, you’re usually the one who…
- What do you want to be known for most?
- When you’re not [Blank], you can usually be found doing…
- What keeps you from learning more about [Blank]?
- You’ve tried [Blank] a few times, but you can never get past this stage…
- You know you could instantly improve [Blank] if you had…
- One of the best compliments someone could give you would be…
When you have your quiz questions narrowed down, write answer options based on your market segments. Think about the people in each segment and how they would answer the questions you’ve drafted.
If you have three quiz results, you’ll want to include three answer options for each question. Then each answer option will correlate with a market segment and personality description you’ve already created.
We love how these Interact users wrote their answers to fit each market segment option.
If you want to add more personality to your answers, you can jazz them up by writing them in your unique brand voice or adding imagery to your quiz answers. Have fun with your answers! The more fun they are to read, the more likely your audience will be to complete your quiz.
Write a follow-up email sequence for each market segment
You’re so close to being ready to launch your market segmentation quiz!
Trust me, the finish line is just around the corner.
Your last step before publishing the quiz is to create a series of follow-up emails that will help you nurture new subscribers once they add themselves to your email list.
You don’t want someone to take your quiz, see their personality description, and then never hear from you again. It’s hard to sell to your email list if you don’t have a plan in place for how you will nurture your relationship with them.
Most people don’t have enough trust built up to make a purchase right after they take a quiz. It’s your job to use what you know about them through your market segmentation quiz to offer recommended resources, tips, and education that helps them build more trust with your brand.
Once you create a follow-up email sequence that is personalized to each market segment, you’ll be able to lightly introduce your offer and describe why it could be worth the investment for your audience.
Here’s a brief look at what your email sequence can look like:
- Email 1: More information about their quiz results
- Email 2: Recommended tips and resources based on their quiz results
- Email 3: Personal story or case study that relates to their quiz results
The first email is focused on giving more value by helping your audience understand even more about their quiz results. After they read this email, they should feel confident in their results and get excited about how they can use the quiz results to improve their life and business.
These improvements can be shared through your second email, which is focused on sharing the best tips and a curated list of resources that is based on their quiz results. This will remind your audience that you’re personalizing the email content to them, helping you build more trust and a stronger relationship with your new subscriber.
Then you’ll highlight a personal story or a case study example from a past client or customer that shows the transformation from pain points to a desired outcome. Along the way, you can mix in personalized details based on the person’s market segment so that the story reflects a similar journey that your audience has been on.
From here, you can transition your new subscriber into a larger sales funnel or start sending them regular email newsletters.
By utilizing this email sequence framework, you’ll take each subscriber on a journey through your brand with personalized steps along the way. Remember to add value in each of these three emails before you talk about what you offer or give a sales pitch.
Educating your audience first will help you build more trust and a more positive rapport with your new subscribers. They’re still trying to feel your brand out and learn more about what you do, so this is a great way to welcome people into your community and teach them what you know.
3 market segmentation quizzes that will inspire your quiz
Every element of a market segmentation quiz has been covered, but it never hurts to look at more inspiration. Why not learn from other people who have been successful with their market segmentation quizzes?
I’ll break down each example and give you some key takeaways you can consider when you create your own quiz content. You might just find your newest idea!
Jenna Kutcher: What’s Your Secret Sauce? quiz
As a multiple seven-figure online educator and empire maker (which just so happens to be the name of one quiz result option), Jenna Kutcher uses her Secret Sauce quiz to segment her large email list. It acts as the first entry point into her brand and is featured on the homepage of her website.
Through the quiz, she asks a series of questions based on what industry each person is in and what their goals are. With these market segmentations in mind, she created custom quiz landing pages that give even more value to quiz takers.
On each landing page (you can see an example here), she also includes a curated list of podcast episodes along with a full breakdown of the person’s quiz results.
Then she gives her audience a final call-to-action to check their inboxes for even more information. The whole quiz experience is delightful!
Key Takeaway: It’s no secret that adding more value to your quiz will make it shine, but are you adding the right kind of value? Since Jenna is a podcast host, it makes sense for her to suggest podcast episodes for each market segment to listen to. Do you create frequent audio, visual, video, or text content? Find ways to work that into your quiz results so you create a memorable impression from the get-go.
PS: If you want to learn even more about how she built her successful quiz and what tips she recommends for first-time quiz creators, check out this full-length interview with Jenna Kutcher!
The Inspired Mama: Ultimate Quiz for Working Moms
Inside the quiz, Karen gives each quiz taker the chance to deeply understand what their main stressors are as a working mom (which segments by pain points) and how they can find a solution that works with their lifestyle (segmenting by goals).
At the end of the quiz, visitors view tailored quiz results written in a way that feels like a warm letter to a friend.
As they scroll through the personality description, they find a CTA button that says “Get Your Personalized Strategy Here” based on the quiz taker’s challenge of revising their conversations. Karen also promises in the copy above the button that the offer will cost less than a cup of coffee, which sets expectations for quiz takers to know what investment they’ll be making.
The button leads to a shop page where the visitor can purchase a copy of the Revise Your Conversations Playbook and convert on the offer from The Inspired Mama.
When a quiz taker makes this small investment, it tells Karen that they are a warmer lead, meaning she can send other sales pitches in the future and have a higher likelihood of selling to that quiz taker because they’ve already become a customer.
Key Takeaway: Offer an affordable product (below $99) that adds an incredible amount of value right away and helps you build a foundation of trust with your customer. It’s hard to ask new leads to purchase higher-priced products so start on the more affordable end and work your way up through your sales funnel.
Liz Lajoie: What Kind of CEO Are You? Quiz
Liz Lajoie, who calls herself the Zen Money CFO, uses her quiz to skillfully segment her audience based on their financial archetype. She has five options: Architect, Baker, Celebrity, Dancer, and Editor.
After someone completes the quiz, they are greeted with a custom quiz result landing page (like this one for the Architect) that features a personal video from Liz along with a detailed explanation on the strengths and setbacks for each type.
Toward the bottom of the landing page, the quiz taker will notice a strong call-to-action that asks if they want to schedule a strategy session. When this button is clicked, her scheduler pops up so people can automatically book a time to talk with Liz.
Key Takeaway: If you are a service-based entrepreneur or freelancer, it might make sense to direct your new leads from the quiz to schedule a free discovery call or strategy session with you. That way, you’re able to gain them as a subscriber and a potential client.
Now it’s your turn to create a market segmentation quiz
To review, here are the steps you’ll take as you create a quiz based on your market segments:
- Choose a quiz title that aids in your audience’s self-discovery
- Create quiz results based on each market segment
- Create quiz questions and answers with your market segments in mind
- Write a follow-up email sequence for each market segment
Then you can build, launch, and promote your quiz in no time!