Segments
the right message to the right people
How do I tag and group my contacts so I can send the right message to the right people?
You don't have a list problem.
You have a relevance problem.
You know your subscribers have different needs, interests, and buying stages — but every email goes to everyone. Most of what you send feels irrelevant to most of who gets it, unsubscribes climb, and you can't figure out why the list keeps shrinking even though you send consistently. Know the feeling?
You create tags at random with no system. Six months later you've got duplicates, abbreviations, and labels nobody remembers the meaning of — a tag list that's worse than no tags at all.
You over-segment a small list into dozens of micro-groups. Each one too small to send to meaningfully — so the segments just add work without adding reach or results.
You collect the data but never use it. Tags pile up in the system while every email still goes to everyone — because building the segment feels like more effort than just hitting send.
You segment by demographics, not behavior. Location and age tell you far less than what people actually do — the opens, clicks, and purchases that predict what they'll want next.
From "everyone gets everything" to the right message to the right people
"Every email goes to my entire list. I know some people are customers and some are prospects, some care about topic A and some about topic B, but I have no way to send different messages to different groups. So everyone gets the same thing and I watch the unsubscribe count climb."
"My contacts are tagged by interest, behavior, and purchase history. When I send, I choose which segment gets which message. My emails feel relevant because they are — each group hears about the things they actually care about."
The shift: segmentation isn't an advanced tactic for big lists — it's a fundamental practice that makes every email more effective. The goal isn't to send more email; it's to send fewer emails that matter more to the people who get them.
You don't just watch lessons.
You leave with 12 real artifacts.
Working documents you actually use — not theory about segmentation. By the end they add up to a tag system, a set of clean segments, and a 30-day plan that sends the right message to the right people.
Subscriber Attribute Inventory
Every data point worth capturing about your contacts.
Tag Naming Convention
A prefix system, naming rules, and examples.
Tag Capture Map
Which forms, links, and automations apply which tags.
Behavior Segment Definitions
Criteria for each behavior-based group.
Interest Segment Definitions
Criteria for each interest-based group.
Lifecycle Stage Definitions
New, engaged, customer, and lapsed criteria.
Segment Blueprint
Groups mapped to your directory / niche model.
Segment-to-Message Guide
Which segments get which types of content.
Exclusion Rules Doc
Suppression criteria for each send type.
Segment Health Dashboard
Metrics that show your segments are clean and useful.
Tag Audit Checklist
A quarterly cleanup of unused or duplicate tags.
30-Day Targeting Plan
Next month's sends mapped to specific segments.
Three moves: tag them → group them → target them
Tags
Data · naming · captureWhat to capture about each contact — and how to label it cleanly.
- Capture Identify which attributes are worth tagging — source, interest, behavior, stage
- Name Create a tag naming convention that stays organized as the list grows
- Apply Set up the forms, links, and automations that tag people automatically
- Tag Tag contacts by your directory / niche data points
Tiers
Behavior · interest · stageGrouping contacts into segments that are actually worth sending to.
- Behavior Segment by what people do — opens, clicks, purchases, inactivity
- Interest Segment by what people care about — topics, products, content
- Stage Segment by where people are — new, engaged, customer, lapsed
- Group Group contacts by your directory / niche lifecycle
Targeting
Select · match · excludeSending each segment the message that actually fits it.
- Select Choose which segment(s) get each email by relevance and intent
- Match Adapt tone, depth, and call to action for each segment
- Exclude Know who NOT to send to — suppression and recent buyers
- Target Target directory / niche segments by lifecycle
More than videos —
a learning system
Every lesson lives in a platform built to help you actually absorb, apply, and return to the work.
AI Chat per lesson
Ask questions and pull key points, action items, and reflections from any lesson.
Searchable transcripts
The full text of every video — search it, scan it, jump straight to the part you need.
Highlights
Mark the passages that matter and filter the transcript down to just your highlights.
Bookmarks
Save the exact moments you'll want to come back to and reopen them in a click.
Notes
Keep personal notes saved right inside each lesson, exactly where you wrote them.
Playlists
Build custom collections of lessons and sequence the path that fits you.
Certificate
Auto-issued the moment you complete every lesson in the course.
Podcast mode
Listen to the course as audio in any podcast app — learn on the move.
Video controls
Closed captions, speed controls, picture-in-picture, and theatre mode — watch your way.
Favorites
Heart any lesson to pin it to your favorites for quick access later.
History & resume
Pick up exactly where you left off — your place is always saved.
Threaded comments
Discuss each lesson with other students in threaded conversations.
Is this course your right next step?
This is for you if…
- You send the same email to your whole list every time.
- You know your subscribers differ but have no way to act on it.
- Your platform's tagging and segmentation features sit unused.
- You want to capture meaningful data and send messages that feel relevant.
- You want 12 real artifacts ending in a 30-day targeting plan you actually run.
This is NOT for you if…
- You're not sending email consistently yet — build the Send habit first.
- You already run a clean, behavior-based segmentation system and want advanced tactics.
- You want list-growth tactics — this is about relevance to the list you already have.
- You want someone to build your segments for you — this builds your own system.
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"Here's how this course changed the way I…"
your story here
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Three ways to go deeper
This course is one piece of a bigger system. Here's the whole map — and where you are on it.
University
Learn at your own paceThis course — full University access is $80 on its own.
Launchpad
Get the tools to execute-
Ebook$10narrative deep-dive
-
Checklists$15self-assessment diagnostic
-
Journal$20reflective application + AI prompts
-
Workbook$25full execution tracker
One of each — the full toolkit for this course is $70 on its own.
You're buying the University piece — the course, its platform, and the artifacts you produce. Bundle all three and save — see pricing below. Each column is also available à la carte: University $80, Launchpad $70, Events $280. See how we build →
Everything. Course price.
Lock in the full bundle today. Every piece ships to your account as it's built — and the price only goes up from here.
$430 value when complete
Everything, for the price of just the course.
- 12 lessons + AI Chat, transcripts, highlights, bookmarks
- Ebook + Checklists + Journal + Workbook shipping soon
- Workshop + Sprint + Challenge access shipping soon
- Certificate on completion
- Clinics included free — $20 each on their own
The price goes up as content ships — the founding price never comes back.
Not ready to commit? Attend our live workshops, sprints, and challenges for free — just show up. No signup, no credit card. If you like what you experience, the founding price locks in everything permanently.
Every piece below ships to your account as it's built — free, at your founding price:
- Segments — 12 lessons Digital$80 valueLive now
- Ebook Digital$10 valueIncluded
- Checklists Digital$15 valueIncluded
- Journal + AI Prompts Digital$20 valueIncluded
- Workbook Digital$25 valueIncluded
- Workshop Events$40 valueIncluded
- Sprint Events$80 valueIncluded
- Challenge Events$160 valueIncluded
- Total value when complete$430You pay $80
↑ as the tools ship, the price rises
↑ as the live events go up, it rises again
Full $430 value, fully builtWhat ships when?+
- Week 1: Workshop Part A (courses 1–3) + Ebook ships.
- Week 2: Workshop Part B (courses 4–6) + video lessons go live + Checklists ship.
- Week 3: Sprint recordings + Journal ships.
- Week 4: Challenge recordings + Workbook ships.
Or start bigger — the same deal at every scope:
Course
1 course + tools + events
$80Pod
All 6 Email courses
$320Pillar
All 36 Fundamentals courses
$960University
All 324 courses
$4,320Same deal at every scope — everything included, price goes up as content ships. See How We Build →
Prefer one piece? Single University, Launchpad, or Events access. · See How We Build →
Founding Access — Segments
Full bundle (University + Launchpad + Events) · $80 · pre-sale founding rate
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The fourth step of the Email journey
Segments is course 4 of 6. Message gave you automations; Segments makes sure the right people get the right one. It comes fourth because relevance is what keeps engagement alive — you can't personalize or sequence what you haven't grouped. Then Sequence paces those targeted messages into a story over time.
You are here — target it.
You're not doing this alone
Every lesson has a discussion where you share your work and read how others approached the same prompt — so you see the patterns, not just your own answer.
“Post your experience, read two others, and notice the patterns.”
Per-pillar discussion forums are coming as the community grows.
Before you decide
My list is small — do I really need segments?+
Yes. Even with 100 contacts, a targeted message to the 30 who care beats a generic one to 100 who mostly don't. Segmentation is about relevance, not scale.
How many segments should I start with?+
Three to five. Start with lifecycle stages — new, active, lapsed — and add interest-based segments as you learn what your audience responds to.
What if I don't have enough data to segment yet?+
Start collecting now. Add one tag-capture mechanism a week — a signup preference, a click-based tag, an interest survey. Data accumulates fast once you start.
Won't segmenting mean I send way more email?+
Usually the opposite. It means fewer, more relevant emails to the right groups — which beats constant blasts to everyone and actually lowers unsubscribes.
I run a directory business — does this still apply?+
Yes. The fourth lesson of each module maps tagging and segments onto directory data — membership tier, category, listing activity — with a parallel niche track.
What do I actually walk away with?+
12 working artifacts — from an attribute inventory and tag naming convention to segment definitions, a health dashboard, an audit checklist, and a 30-day targeting plan.
What does a relevant email list look like — and how do I send the right message to the right people instead of blasting everyone?
Stop blasting everyone the same thing. Tag what matters, group by behavior, and send each segment the message it actually wants.