Last week I landed on Mrs RoperTok. I may be dating myself, but Three's Company is easily one of my favourite all-time shows. Oh how I wanted to live in that apartment building and how freaking hilarious was Mrs Roper?

For those who have no idea what I'm talking about, here's a link to attempt to catch you up on the classic tv show, Three's Company.

​https://www.imdb.com/title/tt0075596/​

But for those who do know what I'm talking about, the one thing I'm so excited about when it comes to this party is buying my kaftan. Again, for those not sure about what's happening, Mrs Roper was married to the landlord of the building Jack, Chrissy and Janet lived in, Mr Roper. And she had the best 'adult Annie' red hair and always wore a kaftan and big costume jewelry. She was iconic.

So fast forward to the party. Someone invites all of their friends to find their best kaftan and red wig and wander around the streets of their hometown all looking like Mrs Ropers. Red wigs with short, curly hair and flowing kaftans. If you're on TikTok, here's a sample of what it might look like.

​https://www.tiktok.com/@itsmelorrymarie/video/7264443812309650731?lang=en​

Amongst a crowd, you can find the Mrs Ropers based on their attire, curly red-ish hair and their common goal of hitting multiple bars as one big unit. They are easily identifiable because they all have a commonality. And they are looking to be served as such. As Mrs Ropers. They dance a certain way. Use certain phrases. And act certain ways. And look a certain way.

They are modelling a segment.

Segments are groups of subscribers who all have indicated they have a common interest and so grouping them together means you can serve them based on that interest so much easier.

Interests like, the way they like to consume your books (audio, paperback, ebook, etc) or the tropes or themes inside your books, past purchases they've made, cover styles they like, character traits and the list goes on and on. Segments layer in those commonalities.

For example, you could have a segment that includes a subscriber that loves:

Audio

Dual narration

Contemporary romance

He falls first trope

Then next month, when your audiobook comes out that is dual pov narrated, with the 'he falls first trope' in the CR sub-genre...bam, your segment that we built above gets that preview email first. And then they open and click, of course, and send the strongest signals back to your email services that say that your readers love anything that comes from your email so send more of it to an inbox.

Your subject line also suddenly becomes easier. For this example, something like...

Sebastian York. He falls first. Earbuds in.

So that might be the most obvious subject line but with segments, you don't have to muck around with something slick. You just have to tell the segment what they want to know. IYKYK kind of thing. Like everyone who gets an invite to the Mrs Roper party knows they're going to get kaftans, red wigs and a wild night.

So don't be afraid of segmentation. It's really quite simple. Group your readers together based on their interests and actions and tie that to something you'd like to offer them.

And watch your metrics start to climb!

Happy Emailing,

Holly

Want to learn more segmenting best practices? Click HERE!​

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