35+ Email List Segmentation (Plus Sample Use Cases)

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Email marketing doesn’t work.”

“People don’t read their emails anymore.”

Have you ever heard these before? If you’re a digital marketer, you would have most likely said these statements yourself.

“You’ve got to be on TikTok and SnapChat!”

“Email marketing is dead.”

Or not.

Email marketing will not be successful without effective list segmentation. The only reason marketers claim that email marketing is dead is because they don’t know how to segment their list. To them, their entire list is the newsletter list. Nothing else. They don’t create content around different topics. And that’s hte main reason they can’t segment their list. That’s the main reason they see poor results.

Research over the years across industries all over the world have already proven that without segmentation, email marketing will not work.

According to one study, it can increase sales leads and revenues by as much as 24%! And yes, it will increase your open rates and click-through rates as well. But you know those are just the basic email marketing metrics, right? It’s the ones that affect your bottomline are more important.

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The only way email marketing will be effective without segmentation is when you are in a very niche topic with a very niche audience — which is basically its own form of segmentation 😉

But email marketing is not dead. It still boasts the highest ROI across all marketing channels. One way to quickly differentiate yourself from the rest?


There are 4 broad categories of segmentation: geographic, demographics, psychographics, and behavioral. Among these, behavioral is the most powerful one.

We’ll go through them all below.

Preparatory Points

All use cases below are using the example of a local pet store with eCommerce shop that only offer its within Metro Manila. Some segmentation listed below doesn’t apply to our pet store so there are no use cases presented.

The data discussed in this list doesn’t have to be asked all in one long-form. What do you think will happen if a single form on your website asks for 25 questions at once? They’d probably not fill-it out.

Some of these can be collected later on using progressing profiling; while some need not be asked — meaning, they are collected automatically.

4 Categories of Segmentation

Geographic Segmentation

1. Address

Address refers to any location you either have customers or want to serve. For example, you may have 3 stores across 3 different cities.

Sample Use Case:

Each of the 3 stores partnered with a veterinary clinic near them. They are offering a free rabies vaccination for the whole month of May.

You might want to send an email to remind your customers to get their free rabies vaccination. So, instead of using generic message in your email, you can make it more personal by using the residents of each city to go to the respective veterinary clinics that were endorsed. This would make it relevant to the recipients. Think about it. Would a resident of BGC travel all the way to QC just to go to the vet? Or would it seem more likely that a Makati resident visit a vet clinic in Makati too?

2. Language

This applies more to international markets, but can be used locally too. If you deliver nationwide, you can show personalization by using local dialects. Or if your customer-base has a distinct community, use that to your advantage.

3. Climate

Climate in the Philippines doesn’t change much as opposed to other countries with four seasons. But you can use the two seasons we have as themes for your campaigns, especially for your email list.

4. Area

Area refers to the bigger geographic location of the address you collected.

Sample Use Case:

When asking in your forms, you break down the 17 cities in metro manila and add an others field. When people choose others, you can set your eCommerce platform to not enable further purchasing and have a text displayed as “Sorry, we only deliver to Metro Manila at this moment.”

Demographics Segmentation

1. Birthdays

Birthdays are a great way to reconnect with your customers and give them something of value.

Sample Use Case:

Show your customers that you appreciate them by sending them a simple thank you email on the day of their birthday. Or if you want to take it a step further, write them a real thank you card saying how much you appreciate them. That’s it. No selling. Just appreciation.

2. Age

Another way to use the date you already have is to calculate age. Age can be used as a way to craft the primary message of your campaign.

Sample Use Case:

Provided that you’re margins can take it — or as an organizational strategy to differentiate yourself — you offer discounts on the day/week/month your birthday according to the age. For example, you chose a day as your period for this offering.

You offer X% off on ALL products / services when customers come in on their birthdays. When a customer comes in on his 30th birthday, they get 30% discount on everything they buy in your store.

You can add conditions here such as any day 7 days before or after the birthday, or within the birth month.

3. Other Dates

Apart from birthdays, there are significant dates that might matter to your organization. Think of anniversaries, first purchase, last purchase, etc.

In the case of our local pet store, we can collect birthdays of their pets!

Sample Use Cases:

You send an email to pet owners during the birth month of their pets. For example, you can offer them a 50% discount on all purchases during this month.

You can also use this data to create lead nurture emails that guide them along the recommended life of a dog. For example, on weeks 5-6 the pet owner should start thinking about their puppies training plan. Then starting week 7 or 8, the actual training starts.

Or another way you can use dates is during the anniversary of their subscription to your list. You can send a simple thank you email, or some sort of personalized message to them for joining your email list.

4. Gender

Knowing the gender of your customer can sometimes work wonders for your organization.

Sample Use Case:

This is an oversimplification, but accessories for pets (clothes, shoes, etc.) are often bought by women. So, you can send a campaign targeting only pet parents who are women. This gives you a higher chance of engagement and ROI instead of sending to everyone on your list.

5. Education

This refers to their educational attainment. Higher education usually mean two things: the person has a high sense of accomplishment and/or a little well-off in life (whether that’s by their own doing or through family).

While this may not be an important information for our pet store example, your organization might be different and need this information (e.g. B2B and coaching businesses).

6. Social Status

Social status refers to whether they are single, married, etc. Looking at changes in this status may give you an idea as to how their behavior may change.

Sample Use Case:

(not for pet store eCommerce shop)

You can use the change in social status as part of your advertisement campaigns. For example, when a person changes their status from single to engaged, they now become an audience for your campaign. Let’s say you sell customized gifts for wedding giveaways. You can create an ad campaign that targets only newly engaged couples for this.

7. Family

Depending on how you look at it, you can either use this field to collect the number of people in the household, ask if they are by themselves or living with relatives, etc.

8. Life Stage

If it’s relevant, you can ask for where they are in their lives, although this can be inferred from their age. The standard life stages are infancy, childhood, adolescence, adulthood, and old age.

Of course, most probably can’t ask infants and children. The point here is that for each of these life stages, people have different interests, actions, and behaviors associated with them. Use that to your advantage when crafting your campaigns.

9. Occupation/Job Title

Occupation is usually an open-ended question where people type in their job titles. For a pet store, this doesn’t make sense to collect. But if you’re a SaaS software, it does makes sense to collect this information. You get to learn more about your audience.

This can be by department, e.g. marketing, sales, it, management; or by title, e.g. chief happiness officer, head of business development.

Before choosing which one to use, always apply the most important rule when it comes to asking for information on forms (and therefore segmentation): will it help you know your audience better? If it will not help you understand them better, don’t bother asking it. If you won’t use it, again, don’t ask the question.

10. Role

Role is somewhat related to occupation. The difference is that this usually refers to the rank inside their organization. Depending on how you define these levels, that will determine the options your customers can choose.

For example, the options for these could be: student/intern, individual contributor, manager, director, vice-president, C-suite.

Each of the roles presented above are different because an individual contributor will have different concerns from the CEO.

These roles don’t apply to our pet store example, but definitely for B2B companies.

11. Industry

This is self-explanatory. For our local pet store, it doesn’t make sense to collect this at all. But for B2B, this is especially important. Some B2C might also benefit from this, especially the software companies.

Did you know that the Philippines has its own standard industry classification list?

12. Size

This can refer to company size, or family size, depending on your industry.

In the pet store example, this can be a family size or number of pets. For B2B companies, this will be the number of employees in the company.

Sample Use Case:

Let’s say you ask for the number of dogs in the household. If you combine this with pet birthdates, you would know the ages of the dogs.

Bonus points if you also ask for the names and other information of the pets! So you know each dog’s name, birthday, breed, gender, and a whole lot more.

These will help you really create customized messages for them. For example, you can create a segment then send them a big 15kg dog food campaign:

  • dogs in a single household = 3+ (indicating lots of dogs)
  • all dogs ages between 1+ and 7 (indicating dogs are adults, but not mature)

Psychographics Segmentation

This is the second way you can segment your email list. Here’s a simple way to distinguish demographics from psychographics.

Demographics explain “who” your buyer is, while psychographics explain “why” they buy.

1. Persona

Personas are your ideal customer profiles. They are used to create targeted content and messaging across all your channels.

Sample Use Case:

“If you want to receive free rabies vaccination for your pets…” or “If you want to receive free rabies vaccination for your dogs/cats…”

You can make it more personal by using “dog” for the dog owners and “cat” for cat owners.

2. Lifestyle

Lifestyle refers to how people live their life. You might have heard people use “lifestyle” to describe someone who goes to Starbucks everyday and speaks English all the time.

You might also heard people describe their lifestyle as a minimalist. Regardless of how you use this, the better you understand why they act or buy, the better your marketing results will be.

3. Concerns

Concerns are what keeps your customers up at night. For pet owners, the most common concerns are health of their pets…

  • “are they eating properly?” (nutrition) or
  • “should i be worried about any sickness /death?” (rabies, parvovirus, etc), or
  • “i’m worried because they might bite my neighbor.”

Sample Use Case:

These are all valid concerns of the customers for our pet store. The pet store can then use these information to provide new email (and social) subscribers to ask if these are any of their concerns.

Once they do, they get enrolled in specific email nurturing campaigns to educate them more about these issues.

To learn more about how to create lead nurturing campaigns, check out this step-by-step guide.

4. Personality

It pays to know your market’s default disposition. This will help you guide how you communicate.

For example, you’re an outgoing marketer. But, your customers are mostly reserved. What do you think will happen if you continue using fluffy words, colorful design, and everything just stands out?

Knowing this doesn’t limit you to your campaigns. You can use this knowledge to guide you in crafting your entire website copy (and all your campaigns).

5. Values

What do your customers value the most? Is it money? Is it convenience? Do they appreciate high quality work?

If you’re trying to sell high-end, specialized dog food that costs 800 per kilo, but your customers care about price, you won’t get the results you’re expecting.

Your actions as a business in general has to match what your customers value. Otherwise, you will have a hard time implementing successful marketing campaigns.

6. Attitudes

Attitudes are a way of thinking or feeling towards something. What does your customer feel about a year-long sale? Year after year? Does your customer smile or cringe when they hear your brand name? Or are they wondering what your brand is all about?

Behavioral Segmentation

1. Products/Services Availed

This one is also self-explanatory.

Identify what your customers bought from you so you can send them related info for that product/service later on, or upsell/cross-sell something that is related.

Sample Use Case:

You looked at your database and saw that a lot of dog owners are buying 2kg bags of dog food. You’re assuming they are doing so only because that’s what they see displayed in-store.

You then send out an email to these specific customers to tell them you have 15kg bags of these dog food. You have limited stocks of them. And that they can save 15% compared to buying seven 2kg bags.

2. Intent

Intent is another way most organizations implement campaigns on — whether or not they will buy from you. You can use this to guide product launches, etc. For example, you can create a simple survey asking whether people will be a product with these features. Or given a product, ask how much they will most likely buy it for.

All things being equal, it’s known that past behavior (like previous purchases) is the best predictor of future behavior. Asking for intent is a hypothetical question. People say all kinds of things but rarely follows through.

One way to really execute on this is to use pre-orders. This means they pay you now while you develop and launch your new product/service. If people aren’t buying it, dig deeper to find the reason:

  • Do they not trust you?
  • Do they don’t trust the product/service you’re developing?
  • Is there something you need to change that will make them buy it?
  • Is it the price?

If after analyzing the different angles and people still aren’t pre-ordering, that means there’s probably no need for the product/service you’re thinking.

Take note that if you don’t deliver, you won’t be able to do this again. It will greatly damage your brand.

3. Buyer Stage

Buyer stage, or the stage in the buyer’s journey, allows you to separate what content to send them.

A person who started her research process (awareness) won’t be happy seeing promos about your products. She’ll be happier seeing whether or not this product can help me solve my problems first. Because if not, no amount of promotion and discounting can and will persuade her to buy from you.

As a general rule of thumb, use this breakdown to guide your content creation:

  • 50% in the awareness stage
  • 30% in the consideration stage
  • 20% in the decision stage

Alternatively, you can read more about the 5 stages of awareness.

4. Occasion

It pays to know which occasion your customers are preparing/buying for. This will help you communicate more effectively.

For the pet store, this isn’t much of an issue because there’s typically no cyclical periods in raising a pet (except for birthdays).

But if you’re a new accounting firm and eager to get clients, a campaign to get other people to switch to you won’t do very well if you’re sending this in March and April — tax season. You’d be better off holding this off in May or June after everyone has finished filing their tax returns.

Maybe even run a campaign targeting people who had a negative experience with their accountants. Think about it. You’d have less competition because other firms are done with their tax season campaign. But if your campaign targets people who had negative experiences with their current firm, you can lay the groundwork so you can capture their business.

5. Engagement

Engagement means how engaged your leads are. If your email marketing software is connected to social, you will have the ability to track the interactions your company had with the customer. For some, this can be identified using lead scoring.

Sample Use Case:

You can send freebies to your most engaged customers, ask them to refer you, or a simple thank you. On the other side, you can create a separate win-back campaign to your least engaged subscribers (or worse, people who say something negative about you).

6. Buying Frequency

Buying frequency refers to how often these people buy from you at a certain period. There might be some technical roadblocks, but it is worth combining offline data with online data to get the whole picture.

Sample Use Case:

For example, a customer buys dog food online 4x a year. If you don’t combine this with offline data, you might think this customer won’t go over that limit. But, if you look at offline data, this customer might be buying straight from the store itself after seeing the vet — and that’s every 6 months. So the customer only buys online if they don’t visit the vet.

If you know this, you can send a special campaign for these group of customers and offer them free shipping or maybe even a subscription offer. That way, they don’t have to stop by your store or worry about not having enough dog food.

As a side note, most Philippine companies waste this important data point. A lot of companies offer their loyalty programs. But, 99% of them offer the same thing — buy x times, get 1 free. They don’t go beyond this point.

7. Content Topic

This refers to broader categories of the content you produce. For example, our pet store might have multiple articles on training, first time pet owners, choosing the right food, etc.

Sample Use Case:

Let’s say you create content around different topics related to taking care of your dog:

  • First-time pet owners
  • Training 101
  • Choosing the right dog food

You can ask your list directly for which topics they are interested in, or log in your email marketing software and group people who visited these topics and send only those content.

8. Interest Level

The interest level can be about different stages your list goes through. For example, it can be as simple as beginner, intermediate, and advance.

A first-time pet owner will have different sets of questions/concerns than someone who already has five dogs in the house. Consider that when it comes to segmenting your list.

Or in other industries, let’s say you’re someone who teaches Facebook Marketing. You might use the beginner, intermediate, and advance segmentation. For example, topics in your beginner level include adding the Facebook Pixel, different types of audiences, and the different campaign structures. But for your advanced level, you might cover retargeting, evergreen campaigns, and combining FB ads with Google Ads (and other PPC).

9. Content Format

This refers to the different types of content your audience consumes — i.e. blog articles, eBooks, webinars, PDF downloads, etc.

If your content marketing is on its A-game, you can further improve your ROI when you distinguish which ones your list prefers.

Sample Use Case:

Whenever you send out a new content email, you noticed that your existing leads don’t download your PDF that much.

On the other hand, you noticed that when you share videos about the content offering you just launched, you get a lot of engagement.

In your next email, instead of sending an email asking them to download, you can include the video about it. This might give you a better way of engaging your list.

10. Content Engagement

This refers to the amount of time leads are spending with your content.

This is an indication of their interest in your company, and should be used to either reawaken waning interest, or move leads along through the sales cycle while they’re at their height of engagement with your content.

Again, depending on the marketing software you are using, this can be tracked automatically and give you notifications.

Sample Use Case:

For example, you setup a notification in your subscription pricing page that when people come back to it 3x in 7 days, but didn’t buy yet. This way, you can send a manual email or call them up directly to ask them if they have questions about this subscription.

While this may be an overkill when it comes to our pet store, this is usually how SaaS companies do their marketing and sales. They know that people visiting their pricing page a couple of times in a short amount of time means they are actively looking and looking to buy soon. If they can speak with you, answer your questions and concerns, you’re most likely going to buy from them.

11. Buying Behavior

Change in buying behavior can indicate the person is becoming more or less interested in your organization. This is somewhat similar to buying frequency, or the products/services they availed, so take that into consideration.

If you look at frequency to determine how you can further segment your campaign, you can think of buying behavior as indication of whether they are still going to be a customer or not.

Sample Use Case:

If someone regularly buys dog food every two months, then suddenly they didn’t in two consecutive 2-month periods, what does that mean? If they buy cakes annually for their furry friends’ birthday, then didn’t buy this year, what does that mean?

In both cases, you can create a campaign that reminds them about their purchase, or maybe even offer a small discount. Maybe you can even remind them about your relationship (they bought 16 bags in the last 2 years) or something to that effect.

12. Call-to-action clicks or Clicks with tags

These are a special type of link clicks that allow you to segment your list further. More sophisticated marketing software does this tracking automatically. But for marketers who don’t have the budget, simple UTM tags will do the trick.

This replaces the need to ask them in your forms. And as you know, shorter forms lead to more conversions.

Sample Use Case:

Send an email that asks for the recipient’s input. For example, which statement best describes you:

  • first-time pet parent
  • i have several pets before

Then, when they click on the “first-time pet parent,” they get tagged into that segment already. The same holds true for the other choices.

Then, you can use this segmentation to personalize the content you’re sending. A first-time pet parent needs more hand-holding. You explain more things and provide more resources. But the experienced one will find that annoying. Instead, you can simply sent short reminders. That way, you’re simply reminding them of things they should have known already.

13. Satisfaction Rating

If you’re running feedback surveys or customer satisfaction surveys (which you should), you can segment people in this different groups. For example, the most known feedback survey is the NPS.

You can segment your promoters, detractors, and neutral.

Then, after a few days, you can ask for referrals from your promoters. While you reach out to your detractors to learn more about the reasons behind the low score.


The key to succeeding in digital marketing is segmentation because it allows you to know more about your leads and customers. It also allows you to be hyper-focused and only sends relevant content to them.

These are only some ways you can segment your email list. The sample use cases above might not necessarily apply to your business (unless you’re a pet store with an eCommerce shop), but that should give you an idea of how to use them.

Remember, irrelevant content is the main reason people unsubscribe from your list. If you don’t continuously invest in knowing your customers, you will never know what they want or what they care about.

Start segmenting your email list today.

Have you tried any of these list segmentation before? I’d love to know. Let’s chat in the comments below!

(Last updated [post_modified_date])

Quick Start Guide: How to Create a Lead Nurturing Campaign

Create a Simple Lead Nurturing Campaign Using the Buyer's Journey

Creating lead nurturing campaigns is one of the things you need to master if you want to succeed in email marketing. In this post, I’ll show you how you can create a lead nurturing campaign.

So be warned, this will be a very long post.

For the purpose of this post, let’s use a local pet store with an e-commerce site as the hero in this story. 

Also, this is just one way to setup a lead nurturing campaign. 

Quick Recap: What Is Lead Nurturing

Lead nurturing is the process of moving your leads down the funnel until they become a customer by sending them non-salesy and educational content – usually through email.

It is marketing’s way of supplementing the sales process but works at the subconscious level — meaning, if done right, people won’t know they’ve been nurtured into buying something.

Another way to think about lead nurturing is it’s the process of giving and giving and giving with the hopes of getting something later on.

That giving is the valuable and helpful content delivered via emails and the getting is the sale that happens later on.

Preparatory Points

Before we go into detail on how to create a lead nurturing campaign, let’s go through a couple of preparatory points. That way, we are on the same page.

1. Lead nurturing is not another tactic you do to sell

Let’s get this out of the way — if you plan to use email marketing to sell your products/services, you’ll most likely fail.

And by selling here, I mean what most Philippine organizations do — talk solely about their products/services thinking that that is valuable in of itself.

People don’t buy something because they want to buy it.

They buy stuff to solve their problems and/or get something out of it. Keep this in mind as we go through the article.

Also, if you want to learn more about solving problems, make sure you read commandment 1 of the 10 Commandments for Effective Digital Marketing.

2. Lead nurturing is commonly done through email

You can use other contact information apart from email, but remember choosing other contact information might require some specialized software.

For example, you can use phone numbers (like how messaging apps require you to enter your mobile numbers) or social account logins (like login in via Facebook, Google, etc.)

Email marketing software is more common as compared to messenger bots.

Using other types require some form of software development as well.

3. To gather email addresses, you need to give away something of value first

This article won’t matter if you don’t have any leads to nurture in the first place. Research more on lead generation strategies and tactics.

Learn more about what goes into a typical online conversion pathmarketing offer, landing pages, and thank you pages. Then, come back here to create your lead nurturing campaign.

How to Create a Lead Nurturing Campaign

Step 1: Decide on What to Sell

The first step in creating a lead nurturing campaign is to decide on what specific product/service that you want to sell.

This is the easiest part. 

Just choose one then move to the next step.

For our example, we’ll choose to sell the Royal Canin Dog Food.

Step 2: List FAQs / Common Objections

The next step is to list down frequently asked questions and common objections from your customers for the product/service you chose. Then, write a 1-2 sentence answer to it.

Go straight to the point.

Don’t be clever here.

If you are removed from the operations or don’t have customers yet, this will be a little bit difficult. But try not to spend too much time here.

I wrote about this in a previous post saying that you can create content in as little as 30 minutes. For our pet store, some FAQs for the Royal Canin Dog Food are as follows:

  • Costs — How much does it cost? Why does it cost that much?
  • Value — Is this worth my money?
  • Objections — What makes this different from the other dog food that only costs 50% less?

Write out the answers to these questions and objections.

Step 3: Determine Your Audience

This next step is to determine who the product/service you chose is for. Every organization has different products/services to offer. Not all of them are for everybody.

In this step, just list down who do you think the product/service is for. No need to get technical here nor spend a lot of time.

For our example, the targeted audience for pet parents who wants only the best for their dog in terms of nutrition and a balanced diet.

Step 4: Segment Your Audience

Segmentation is key to email marketing success.

What are the different stages, goals, budgets, industries, or frustrations these people have?

In the previous step, you defined your audience. Now, think of the different stages they go through, or what different goals they might have.

Below are two ways you can apply this step. Remember, our audience is a pet parent who wants the best food in terms of nutrition for their dogs:

Example 1: Different Stages Within the Audience

  1. Puppy
    • Before you get the puppy
    • After you get the puppy
  2. Growth
  3. Maturity

Example 2: Different Goals Within the Audience 

  1. Switch to a better, higher quality dog food
    • Due to allergies
    • More nutrition for active dogs
  2. Special diet

From the two examples above, I’m pretty sure you realized that at each stage/goal, there are multiple ways the pet store can address these problems.

For example, before getting the puppy, there are countless questions you can answer:

  1. What do you have to do to prepare your house?
  2. What do you need to know beforehand? 

When you have the puppy…

  1. How do you introduce it to other members?
  2. What if you have another dog?
  3. What if you have a baby?

When you do this exercise for your organization, you don’t need to answer all of them right now, nor address all of them at this point.

Just take note of them so you can create content for them in the future.

Step 5: What Related Content Can You Giveaway

The final step is to decide what related content you can give away in exchange for their email address.

Remember, lead nurturing campaigns are usually sent via emails. In order for you to build your email list, you need something to offer that is valuable to them.

And let’s be clear, your “signup for my newsletter to receive exciting offers” isn’t really valuable. This is what marketers rely on, and one of the most ineffective tactics in email marketing

Using the information we already have, you can come up with these content to giveaway:

  • Dog Food Wars: Pros and Cons of Popular Food Diets
  • How to Switch Dog Foods / How to Transition Your Dog to Another Dog Food

No need to come up with an elaborate process here.

Open up Pages/Word/Google Doc, include your logo in the header, then start typing away.

A one-page checklist is enough. 

Once you’re done, export it as a PDF and you have your marketing offer.

The trick here is to cast a wide enough net that you don’t exclude a lot of people.

Pro Tip #1: Since we’re starting out, we are targeting people here who are at the top of the funnel. These are the people who are in stage 1 or 2 of the 5 stages of awareness.

And if I haven’t repeated this enough, lead nurturing campaigns are designed to move the lead down to the next stage in your marketing and sales funnel. 

This may take a while or may take a combination of multiple campaigns. So, don’t expect immediate results.

Putting them all together

Here’s the cool part about the exercise you went through a while ago. Every step you took in the previous section comes into play here.

To recap, here’s what you did:

  1. Decide what to sell
  2. List FAQs / common objections
  3. Determine your audience
  4. Segment your audience
  5. Decide what related content to give away

The exciting part here is that everything you need to create the lead nurturing campaign is already done. You’re just now going to set it up — starting from the bottom.

You already have your marketing offer created. Now, all you need to do is to enable your leads to download them. Here’s what you do.

1. Create a Thank You Page

Now that you have your PDF offer, it’s time to create a thank you page.

A thank you page is a special type of page on your website where people can access your marketing offers. That’s why this is the first step in our lead nurturing process. You can read more about thank you pages in my previous article.

How you create them differs depending on what you use or plan to use. In my case, I’m using Thrive Themes. It’s a conversion-focused theme that allows me to create and design landing pages/thank you pages with ease.

You can also use standalone landing page builders like Instapage.

Or if your email marketing software already offers it, use the built-in landing page builder. For example, if you are using ConvertKit, you can do it there without the need for any special software.

Keep this simple for now. Add a link or button to enable download of your PDF. That way, when people click on it, they can download the PDF you just made.

Here’s an example of a simple thank you page I made…

Example of Thank You Page

After publishing this page, take note of its URL. You’re going to use it in the next steps.

Pro Tip #2: Add a noindex tag to this page so that no one can accidentally stumble upon this page from search engines.

Pro Tip #3: When you have your next offer, add a call-to-action here to keep the user engaged. Think of it as the next logical step in your sales process. So if they downloaded a “checklist on pros and cons of the different dog food diets,” your next offer could be something like “the science behind dry dog food and why it’s the best diet for your dogs.” You create a call-to-action and put it in the thank you page so that they “keep converting” and engaging with you. 

2. Create a Thank You Email

A thank you email is a supplement to the thank you page. It is basically a confirmation of the action that your user just took. For example, if it’s to download a checklist, it’s an email that does two things:

  1. Thank them for downloading the checklist; and,
  2. Allowing them to download the checklist

You can either use a direct download link in the email or use the URL for the thank you page instead. That way, people go back to your site again to download the offer.

I always go for the latter option because I can include a follow-up offer on my thank you page. We’ll talk about that in some future article.

3. Create a Landing Page

You can read more about landing pages here.

In that article, I shared the 9 key elements of an effective landing page and why landing pages are a must if you want to start generating more leads.

4. Create a Call-to-Action (CTA)

A call-to-action in digital marketing is a way for marketers to link to their marketing offers. Essentially, it’s a link that points to a landing page.

It can be as simple as “subscribe now” or “download this eBook.”

There are best practices for crafting the copy of CTAs and there are multiple variations you can use — from plain-text links to images, or placements like sidebar, homepage, within the blog posts, etc.

Here’s an example of an image CTA…

Download Full Suite Case Study

I just add this to relevant blog posts (like this one you’re reading), add a link, and you’re good to go. 

Go ahead, try clicking on it to see how it works. You’ll be redirected to a landing page. 

5. Distribute

Distribution is a step that is often neglected by marketers. After all, you cannot nurture any leads if you don’t get any leads in the first place.

For some, this is what they do.

They create an awesome marketing offer, they post it once on their social media accounts and forget about it.

Just remember this: not everyone can and will see what you post today. 10 weeks from now, your offer would still be valuable (I hope). But by then, no one has seen/heard about you and your offer.

Don’t forget to keep sharing / posting about the offer you worked so hard to create.

Another way to distribute your marketing offer is to put them all over your website. For example, if you browse different pages of my site, I have placed multiple CTAs for the Case Study I made.

You can also go back to your previous blog posts and add them there as links, like what I did above.

Just keep in mind that it has to be natural.

6. Create Your Lead Nurturing Emails

This step depends on your email marketing software of choice. 

I currently use ConvertKit. There are other alternatives out there from simple ones like MailChimp and the ones packed with features like InfusionSoft or HubSpot. 

All you do is write the emails

You can either be fancy — use the templates or create your own — or be simple and just write it out in plain text and add minimal formatting like bold, bullets, and headers. 

Let’s say you created a PDF checklist for 10 signs you need to change your dog food now. 

Here’s how your emails might look like…

Email 1: Thank you email

Thank the person for downloading your checklist. Ask them if they have questions to simply reply to the email, call you, visit your store, or follow you on social media. 

Email 2:  Segmentation email

Ask them how they find the checklist, whether it’s valuable or not. Then, ask your segmenting question with a couple of options.

For example: Do you own a…?

  1. puppy
  2. adult
  3. mature dog.

When they click on one, now you know which ones they have.

Email 3-5: FAQ email

Since you segmented people in the previous step, now you can easily send targeted content to them. 

In the earlier step, you listed down your FAQs. Now, it’s time to tailor that depending on which segment they fall under. 

For example, a puppy owner would have different needs, wants, and problems than an owner of a mature dog. 

So, create 3 sets of FAQs that send when people click on the segment they are in. Meaning, if they indicated they are a puppy owner, you send them FAQs that might include “is it time to feed my puppy dry food?” or something like that. 

But if it’s a mature dog owner, your FAQ email might include information about diets and what older dogs need that may not have crossed their mind. 

Pro Tip: Use the one or two sentence answers you made to cover this section. Then, link back to your other articles where you answered the questions more thoroughly. This way, your email won’t be too long. And if people wants to read more, they can simply click through it. 

Which brings me to the next step…

BONUS: Create Supplemental Content

This is an optional step since it isn’t part of the lead nurturing campaign itself. This is, however, an important step for more effective distribution.

The more places you can showcase your marketing offer, the better.

Basically, this step is to create more blog posts related to the topic so you have more chances of linking the landing page of your PDF.

If you noticed, throughout this article, I have tons of links to my other articles. If I don’t write blog posts like this, then I won’t be able to link to my other articles — or in your case, the marketing offer.

So, what are you going to do next

In this article, you’ve learned a step-by-step process on how to create a simple lead nurturing campaign using tools you are most probably already using.

“Subscribe to my newsletter” is a lousy call-to-action that no longer works. It is also often used ineffectively. If you want to increase your email list, aka generate new leads, it’s time to offer something of real value.

If you have any questions, let me know in the comments below.

What Is Lead Nurturing: How to Stop Selling Yet Get Amazing Results

What is Lead Nurturing

Lead nurturing is the process of sending automated emails to people in your email list that meets certain conditions with the main goal of making them take action.

Lead nurturing comes after lead generation. It’s part of the second pillar of effective email marketing, which is lead management.

What is Lead Nurturing? 

Lead nurturing in digital marketing is a tactic where you send automated, but highly-relevant, emails (or other forms of communication) with the end goal of making influencing them to take an action. 

With modern technology, this is actually not limited to emails anymore. Some organizations use chatbots, SMS, and other messaging tools to nurture their leads. For the purpose of this article, I’ll just use email; but whatever you can do with email, you can do with other types of communication channel.

If you ever bought something online, or subscribed to a newsletter, or signed up for a course or content download, you have probably experienced lead nurturing yourself — whether or not it was effective, that’s another topic.

The Current State of Lead Nurturing and It Needs to Change

When you gave your email address (along with other information) to these companies, what was the first email you receive? Most probably, it’s some sort of a thank you email.

But then, the next email you receive is all about them — about how great they are and how they start selling you things right away.

This is the biggest reason why a lot of marketers fail at email marketing. They don’t know how to nurture the leads properly. Sure, some people will buy right now. But most won’t.

Related: Biggest Reason Digital Marketing Campaigns Fail

If your organization is doing this exact same thing, don’t worry. You’re normal. Because 99% of organizations are like this, it’s so easy to stand out.

Just stop selling.

That’s right. Do not sell.

I went through this issue in detail when I discussed the buyer’s journey. If you’re not familiar with the topic, read it until you understand it. Mastering the buyer’s journey is probably one of the things that separate mediocre marketers from the great ones. Another great resource is the different stages of awareness to understand why you should not sell to people right away.

What People Are Actually Looking For

Your customers are looking for something to solve a problem/need/want. While you may think your products/services are the greatest and can actually help them, your customers don’t think of you that way.

From their perspective, if you don’t add value and just ask for their money, that’s what they’re going to think of you — that you only care about their money.

Not them. Just their money.

It’s worth reading that paragraph again.

Ask yourself this question: “Would you want to do business with someone who only wants your money?”

And if you think that you’re the only choice out there, just remember that no industry is safe from competition. While your customers “might not” have any choice now, the moment a new competitor offers a similar product, they’ll just switch over in the blink of an eye.

So, What Are You Going to Do Next?

Implement a lead nurturing sequence that is educational in nature. Stop selling. Add value. After you do that, then and only then will you have the right to sell to them.

And if your prospects and leads don’t buy now, you don’t stop with the lead nurturing emails. Continue adding value to their lives. This is the basics of the online conversion path.

Here are 3 lead nurturing examples from companies you can copy. I broke down that they did great and what they can further improve on.

In addition, you might want to review your arsenal as a digital marketer. Did you know that there are 12 different types of marketing email you can send?

Since majority of companies start selling right away, it’s so easy to stand out.

Do you need help with creating lead nurturing campaigns for your company? Let me know in the comments below.

Email Remains the Best Medium for Business Communication

The best medium for business communication is email

When it comes to business communication, email is still the best medium over all other channels, regardless of your industry or location. Email trumped social media, messenger apps, phone, and even face-to-face communications.

What this means is that you should take full advantage of email automation to “move” your leads down the funnel. Unfortunately, a lot of Philippine organizations don’t use email marketing. And for the few organizations who use them, they often employ ineffective email marketing tactics, or worse, implement malpractices causes more harm to their brand.

Why email remains the top choice for business communication

We’re in the Philippines. Despite our reputation for being the texting capital of the world, when it comes to business communication, SMS text and even Viber or Messenger don’t cut it.


Because most software uses email addresses as the unique identifier in creating leads. Read this article I wrote before about the definition of a lead. I am writing a post about how most business owners operate (which is, sadly, still paper-based).

The point I want to get across with that article is that if there is no way to measure what and how you’re doing, you won’t be able to make informed decisions.

Customer Relationship Management (CRM) softwares are typically used for tracking leads, opportunities, and revenues.

Bottomline is this: these CRMs rely on email addresses to identify whether a person is unique or not. Also, given the state of technology in our country, there is no commercially available software that allows for tracking based on phone numbers. Yes, we have text blasts services. But they aren’t connected to a system that contains all other information you might have for the lead or customer.

What that means is any information sent back by them won’t be integrated with your existing systems. You have to manually update them. You also won’t be able to create a segment for, say, leads in the last 14 days, then only send a text blast to them.

How email fits in the marketing and sales funnel

Most organizations’ number 2 directive is to generate more leads. The first is to get new customers, but let’s talk about that in some future post.

One thing that we know is this: not all leads are created equal.

This is where lead nurturing comes in.

According to EConsultancy, lead nurturing is only performed by 31% of companies despite being termed as the “holy grail” of marketing automation.

There are numerous ways to implement lead nurturing campaigns. But one thing remains — there is a need to nurture leads; otherwise, you’re wasting your time and money acquiring leads when you already know they aren’t going to buy now.

Put yourself in your customers’ shoes

How do most organizations handle their new leads? They hand them over to sales and/or send them sales-y messages immediately.

Imagine this scenario:

You enter a store with the intent to browse. Then, a salesperson started following you around. The person doesn’t strike a conversation and doesn’t ask what you’re looking for. The salesperson just started offering their products at discounted prices.

How would you feel if you were the customer?

That’s the same thing when it comes to digital marketing.

If you don’t create value-adding touchpoints in between, you’ll annoy them and cause them to leave.

Lead nurturing solves that problem.

Nurtured leads produce, on average, a 20% increase in sales opportunities and make 47% larger purchases than non-nurtured leads.

So, what are you going to do next?

Having a lead nurturing strategy in place can ease the pressure of getting new leads each month because your existing ones don’t fall through the cracks. Instead of worrying about the quantity, you can start focusing on the quality of your leads. You build a relationship with them over time.

I wrote about 3 lead nurturing examples from companies you’re already familiar with. In that article, I broke down both the good and the bad parts.

Get some inspiration on how they execute their lead nurturing campaigns.

And if you have questions, feel free to reach out in the comments below.