Why segmenting your email list REALLY matters

Why segmenting your email list REALLY matters

“CONGRATULATIONS! You’re going to the Champions League Final”

What an email to receive – especially if you’re a Spurs or Liverpool fan.

With tickets for the all-English final being re-sold on eBay for up to £5,500, “low cost” Easyjet flights to Madrid costing upwards of £3,000 a seat, and hotel rooms in the Spanish capital booked out unless you fancy splurging £17,000 on a bed for the night, you’d be overjoyed to have received this email from online retailer Zavvi, wouldn’t you?

Zavvi ran the competition in conjunction with Champions League sponsor Mastercard, offering two adults an all-expenses paid trip to to the final – flights, hotel, tickets, food and drink, the works – all paid for.

So imagine the unbridled joy on the faces of the Spurs or Liverpool fan that received the following email:

” We here at Zavvi would like to wish you a huge congratulations as you have been chosen as the winner of our Mastercard competition, winning a VIP trip for two adults to attend the UEFA Champions League Final Madrid 2019.”

There was just one slight problem.

Some bright spark at Zavvi forgot to do one simple thing when sending the email out.

They forgot to segment their email list.

Rather than sending the email to the ONE person who had won the competition, they sent it to their ENTIRE database.

Oops.

That’s a schoolboy error.

You would never make a mistake like that, would you?

If you’re like most business owners I see, then yes – you probably would. Business owner after business owner get lazy when marketing to their list, and don’t bother segmenting them.

I get emails asking me to buy products or services that I’ve already bought.

I get emails to my sports betting business trying to get me to sell flowery dresses.

I get emails to my property investment business, trying to get me to sign up to the latest cryptocurrency MLM scam.

I get emails addressed to “Dear NAME”.

I get emails that make no sense whatsoever.

segment your email lists

Why you should ALWAYS segment your email lists

Not segmenting your email list properly is the second biggest mistake I see business owners make when it comes to email marketing. It’s lazy, easily fixed, and if you’re not doing it, you’re leaving easy money on the table.

So what’s the biggest mistake?

Not having an email list full stop. (or “having” a list, but never emailing it.)

Time and time again, my advice to business owners is simple:

1. Build a list.
2. Make friends with the list.
3. Ask for the sale.

And time and time again, we don’t get past first base. “Building a list” just seems like hard work.

But it really isn’t – and it doesn’t have to be.

Using an email marketing list builder like Aweber (who I’ve used personally for the last 10+ years) makes building an email list (and segmenting it!) a piece of cake.

Cheers,

John
ps. I’m so unlucky, I’m the only person who DIDN’T “win” the Zavvi competition..

Some more Big ideas

Hula Hooping for self confidence!

Introducing the O’Shitometer

#ALB37 How Neville Wright turned 37p and his Dad’s ladder into a £100 million empire

#ALB49 ThreeSixty Mortgages podcast

How Jon Monks doubled his sales whilst working half as hard

“John and Jason have been there and done it and don’t have an ego about it like many others.

I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”

Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of psuedo business psycho-babble. Their no-nonsense, straightforward approach with relateable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

Could you DOUBLE your business 1% at a time?

Could you grow your business by just 1% this week? That doesn’t sound too hard, does it? Well, if you could grow your business by just 1% every week, after 69 weeks, you’d have DOUBLED your business!

These 1% gains are the same techniques used by the British Cycling Team that helped them turn a bunch of “also-rans” into world beaters, notching up forty-two medals in the last four Olympics, as well as winning six of the last seven Tour De France races.

The One Percent Club will show you EXACTLY how to implement these 1% gains into your business, and how they can stack up to REALLY grow your business.

John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

I think you’ll like it…

PO Box 74,
Plymouth, PL7 1ZN

6 things you can learn from a pilot

6 things you can learn from a pilot

6 things pilots can teach you about running a small business:

1. Pilots are always learning. They don’t “wing it” (pun very much intended), and have an extremely broad knowledge, wide enough to cover practically anything they will ever be likely to need in flying.

2. They practice what they learn, to the point where it’s completely fluent, even under the pressure of two or three combined hazards happening at once.

3. Sometimes you need to focus on where you want to go. And sometimes you need to concentrate on avoiding something you don’t want to happen.

4. Some things you do are more valuable than others. “How to avoid killing all passengers on board by nosediving into the runway” is given a little more weight than “when to turn on the overhead seatbelt signs”.

5. Checklists are mandatory, before you leave the ground, send that email, or deliver that pitch.

6. When it comes to your skills and knowledge, it’s a case of “use it, or lose it” – That’s why pilots will jump in the simulator at any given chance, even decades after earning their wings.

ps. For those interested in learning to fly, here are some basic flying rules:
1. Try to stay in the middle of the air.
2. Do not go near the edges of it.
3. The edges of the air can be recognized by the appearance of ground, buildings, sea, trees and interstellar space. It is much more difficult to fly there.

Some more Big ideas

Hula Hooping for self confidence!

Introducing the O’Shitometer

#ALB37 How Neville Wright turned 37p and his Dad’s ladder into a £100 million empire

#ALB49 ThreeSixty Mortgages podcast

How Jon Monks doubled his sales whilst working half as hard

“John and Jason have been there and done it and don’t have an ego about it like many others.

I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”

Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of psuedo business psycho-babble. Their no-nonsense, straightforward approach with relateable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

Could you DOUBLE your business 1% at a time?

Could you grow your business by just 1% this week? That doesn’t sound too hard, does it? Well, if you could grow your business by just 1% every week, after 69 weeks, you’d have DOUBLED your business!

These 1% gains are the same techniques used by the British Cycling Team that helped them turn a bunch of “also-rans” into world beaters, notching up forty-two medals in the last four Olympics, as well as winning six of the last seven Tour De France races.

The One Percent Club will show you EXACTLY how to implement these 1% gains into your business, and how they can stack up to REALLY grow your business.

John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

I think you’ll like it…

PO Box 74,
Plymouth, PL7 1ZN

Bill Gates walks into a bar…

Bill Gates walks into a bar…

A study of drivers in Sweden revealed that 90% of people consider themselves to be an “above average” driver.

To be average is to be the best of the worst, or the worst of the best.

Do you want average health? Exactly halfway between a heart attack waiting to happen, and an olympic athlete?

To have average relationships with your loved ones? Not quite a wife-beating child abuser, but not exactly parent or partner of the year either.

How about earning the “average” wage?

Enough to live in the “average” home.

Driving the “average” car.  Going on “average” holidays.

Running an average business.

Imagine sitting down with your newborn child, your firstborn, and explaining to them that they have their whole lives ahead of them – they can be and do anything they want to.

Would you tell them to aim for “average”?

When you could tell them to raise the average. To be the anomaly that drags the average skywards.

When Bill Gates walks into a bar, the average wealth of each drinker is more than a billion dollars.

Be like Bill.

Who the hell wants to be average?

ps. The average resident of Dade County, Florida is born Hispanic and dies Jewish.

Some more Big ideas

Hula Hooping for self confidence!

Introducing the O’Shitometer

#ALB37 How Neville Wright turned 37p and his Dad’s ladder into a £100 million empire

#ALB49 ThreeSixty Mortgages podcast

How Jon Monks doubled his sales whilst working half as hard

“John and Jason have been there and done it and don’t have an ego about it like many others.

I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”

Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of psuedo business psycho-babble. Their no-nonsense, straightforward approach with relateable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

Could you DOUBLE your business 1% at a time?

Could you grow your business by just 1% this week? That doesn’t sound too hard, does it? Well, if you could grow your business by just 1% every week, after 69 weeks, you’d have DOUBLED your business!

These 1% gains are the same techniques used by the British Cycling Team that helped them turn a bunch of “also-rans” into world beaters, notching up forty-two medals in the last four Olympics, as well as winning six of the last seven Tour De France races.

The One Percent Club will show you EXACTLY how to implement these 1% gains into your business, and how they can stack up to REALLY grow your business.

John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

I think you’ll like it…

PO Box 74,
Plymouth, PL7 1ZN

Want to knock off early tonight?

Want to knock off early tonight?

 

 

Pay someone for an hour, and they’ll give you an hour.

Pay someone for a job, and they’ll do that same job in 35 minutes.

FedEx famously discovered this decades ago, when they were struggling to meet their overnight deadlines, with huge backlogs of parcels and packages stacking up at every major airport in the US.

They tried everything to get the night shift working harder.

They explained the effects on the end-user, the customer.

No change.

They threatened, coerced, and demanded.

No difference whatsoever.

Finally, some bright spark asked the question.

“Why are we paying the night shift an hourly rate, when what we as employers want is not for the job to take as many hours as possible, but for it to be performed as quickly as possible, without making mistakes?”

So FedEx changed things (literally) overnight, and the night shift got paid a flat rate per shift. They got paid the same if their shift took 7 hours, or 10 hours.

If they finished loading all the planes (correctly) in 7 hours, they got to go home “early”.

Lo and behold, the system worked.

They just needed to incentivise the right actions.

What gets rewarded gets repeated.

I know this from the dog training I’ve been doing with Chewie.

And I know it from the staff and customers that I’ve worked with over the years.

And now you know it too.

ps. How old were you when you discovered the arrow in the FedEx logo?

Some more Big ideas

Hula Hooping for self confidence!

Introducing the O’Shitometer

#ALB37 How Neville Wright turned 37p and his Dad’s ladder into a £100 million empire

#ALB49 ThreeSixty Mortgages podcast

How Jon Monks doubled his sales whilst working half as hard

“John and Jason have been there and done it and don’t have an ego about it like many others.

I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”

Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of psuedo business psycho-babble. Their no-nonsense, straightforward approach with relateable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

Could you DOUBLE your business 1% at a time?

Could you grow your business by just 1% this week? That doesn’t sound too hard, does it? Well, if you could grow your business by just 1% every week, after 69 weeks, you’d have DOUBLED your business!

These 1% gains are the same techniques used by the British Cycling Team that helped them turn a bunch of “also-rans” into world beaters, notching up forty-two medals in the last four Olympics, as well as winning six of the last seven Tour De France races.

The One Percent Club will show you EXACTLY how to implement these 1% gains into your business, and how they can stack up to REALLY grow your business.

John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

I think you’ll like it…

PO Box 74,
Plymouth, PL7 1ZN

But why, though??

But why, though??

“But why, though?”

Ask any child to do anything, and this is the response you’ll likely get.

We all want to know *why* we need to do things, what our purpose is on the planet, and what it all means.

Yet we don’t always share those reasons with our team.

Carl Braun designed oil refineries, and now has built a massive geotechnical engineering firm, which is owned by it’s more than 1,000 employees.

Braun had one simple rule for his managers:

You had to tell Who was to do What, Where, When, and Why.

WWWWW.

If you sent a memo, and left out the explanation of *why* the recipient was to do what was ordered, Braun would probably fire you.

And he’d tell you why.

He knew that ideas get through best when reasons for the ideas are meticulously laid out.

If you always tell people why, they’ll understand it better, they’ll consider it more important, and they’ll be more likely to comply.

Even if your “why” is total BS.

Researchers in the 1970’s had people attempt to cut in front of people queuing to use a photocopier.

One group simply asked “May I cut in?”, achieving a 60% success rate.

A second group asked “May I cut in, because I’m in a rush?”, and achieved a 94% success rate.

Finally, a third group asked “May I cut in, because I have to make copies?” – This group got a 93% success rate.

The reason didn’t matter.

What mattered was they had a “why” – and when you share your “why”, your results get better.

And now you know why.

Some more Big ideas

Hula Hooping for self confidence!

Introducing the O’Shitometer

#ALB37 How Neville Wright turned 37p and his Dad’s ladder into a £100 million empire

#ALB49 ThreeSixty Mortgages podcast

How Jon Monks doubled his sales whilst working half as hard

“John and Jason have been there and done it and don’t have an ego about it like many others.

I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”

Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of psuedo business psycho-babble. Their no-nonsense, straightforward approach with relateable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

Could you DOUBLE your business 1% at a time?

Could you grow your business by just 1% this week? That doesn’t sound too hard, does it? Well, if you could grow your business by just 1% every week, after 69 weeks, you’d have DOUBLED your business!

These 1% gains are the same techniques used by the British Cycling Team that helped them turn a bunch of “also-rans” into world beaters, notching up forty-two medals in the last four Olympics, as well as winning six of the last seven Tour De France races.

The One Percent Club will show you EXACTLY how to implement these 1% gains into your business, and how they can stack up to REALLY grow your business.

John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

I think you’ll like it…

PO Box 74,
Plymouth, PL7 1ZN

Takeaway Trauma

Takeaway Trauma

 

I know, you wouldn’t believe it to look at my six pack and toned physique (or at least the pictures of them on my vision board), but I actually do eat takeaway every now and then.

Last week, the cuisine of choice was our local Indian restaurant.

We’ve been ordering from them for years, and it’s one of the few places that Sarah hasn’t got into an argument with, and refused to ever use again (I’m going to miss you, Ridgeway Pizza…).

It was a Saturday night, around 7pm. Busy, busy times for a takeaway.

So busy in fact that they turned off the ability to order through Just Eat.

After I’d spent 10 minutes entering everyone’s choices into said app, and ensuring that fifty poppadoms would be enough for the four of us.

I hit the button to pay them. Nothing.

Rang them to find out why. “We’re busy, we’ve turned it off”.

Oh, ok. Let’s order over the phone then.

“It’ll be ready to collect in an hour”

I head to the restaurant 59 minutes later. Was my food ready?

“It’ll be five minutes”

Twenty minutes later…

“Just a few minutes more”

Whilst I was sat waiting (and waiting, and waiting) for my food, I discovered another “unique” way that the staff deal with being busy.

They took the phone off the hook.

Their logic was simple. You can’t be busy if people can’t order! There are no customer complaints if there’s no way to speak to you!

Eventually, our food was ready. Not one word of apology for it being 25 minutes late, and they delivered exactly what was ordered – not a bhaji more.

They might have solved the immediate problem of being too busy on a Saturday night – but they’re going to create long term problems with these little niggles.

Overpromising, underdelivering, making it difficult for customers to order, making it impossible for customers to speak to you.

Individually, none of these things are going to put them out of business. But each small, 1% “cost” soon compounds, and can create BIG issues in the long term.

Issues that can’t be fixed by leaving your phone off the hook…

Cheers,

John

ps. If you want to start fixing the small 1% losses, and start notching up a few 1% gains in your business, the One Percent Club will be opening its doors in just 9 days time. You can join the VIP waiting list here.

Some more Big ideas

Hula Hooping for self confidence!

Introducing the O’Shitometer

#ALB37 How Neville Wright turned 37p and his Dad’s ladder into a £100 million empire

#ALB49 ThreeSixty Mortgages podcast

How Jon Monks doubled his sales whilst working half as hard

“John and Jason have been there and done it and don’t have an ego about it like many others.

I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”

Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of psuedo business psycho-babble. Their no-nonsense, straightforward approach with relateable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

Could you DOUBLE your business 1% at a time?

Could you grow your business by just 1% this week? That doesn’t sound too hard, does it? Well, if you could grow your business by just 1% every week, after 69 weeks, you’d have DOUBLED your business!

These 1% gains are the same techniques used by the British Cycling Team that helped them turn a bunch of “also-rans” into world beaters, notching up forty-two medals in the last four Olympics, as well as winning six of the last seven Tour De France races.

The One Percent Club will show you EXACTLY how to implement these 1% gains into your business, and how they can stack up to REALLY grow your business.

John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

I think you’ll like it…

PO Box 74,
Plymouth, PL7 1ZN

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