This post may contain affiliate links, which means I’ll receive a commission if you purchase through my links, at no extra cost to you. Please read full disclosure for more information.

Mastering ConvertKit Tags and Segments for Email Marketing

Are you curious about how to improve your email open rates, retention rates, and conversions? The secret lies in sending customized content to your subscribers based on their interests and actions. 

If you’re looking for an effective email marketing platform, I highly recommend ConvertKit. It offers powerful features that can help you streamline your email marketing strategy. With ConvertKit, you can use “tags” and “segments” to categorize your subscribers, enabling you to send targeted emails to the right people at the right time. You can get started with your own ConvertKit account for free. 

Let’s explore how ConvertKit tags and segments work in email marketing, and learn some practical tips for effectively implementing them to nurture your email list.

Benefits of Using Tags and Segments in Your Email Marketing Strategy

If you want to get the most out of your email marketing strategy, it’s important to know your audience as much as possible. It helps to understand their interests and needs so you can craft content that speaks directly to them.

With ConvertKit, you can easily categorize and classify your subscribers using “tags” and “segments.” This way, you can send them personalized emails that they’ll actually want to read. When your subscribers see that you understand their preferences, they’ll be more likely to engage with your content, leading to more conversions and happy subscribers. 

Plus, by sending content that resonates with your subscribers, you’ll be able to reduce your unsubscribe rate and boost your sender reputation.

What are ConvertKit Tags and Segments?

With ConvertKit tags and segments, you can create targeted email campaigns tailored to your subscribers’ specific needs and interests.  Let’s explore ConvertKit’s tags and segments to understand how they differ from each other. 

Two women at computers taking control of their Email Marketing success with ConvertKit's Tagging and Segmenting tools

Tags are labels you can assign to your subscribers based on various criteria such as their interests and actions. For instance, you can create tags for subscribers who have downloaded a specific lead magnet, clicked on a particular link, or attended a specific webinar. Subscribers can have an unlimited number of tags in ConvertKit. You can use your own naming conventions to identify what actions a subscriber has taken. 

For example, you can label tags as: 

Optin_freebie red

Optin_freebie circle

Purchased_product blue

Purchased_product triangle

With this naming convention, you can easily identify and target subscribers who have opted into specific freebies and products. 

Segments, on the other hand, are fluid groups of subscribers who meet specific filter conditions. You can create segments based on subscribers’ tags, forms, sequences, products, geographic locations, and more. Segments are dynamic and can change over time based on the filtering criteria. You can create a segment with a single or multiple filters. 

Following the example above, you could create segments called “Interest Shapes” and “Interest Colors.” Segment “Interest Shapes” would include subscribers with the tags “Optin_freebie circle” and “Purchased_product triangle.”  That way, when you send out broadcasts or sales sequences related to information about Shapes, you are sending it just to the segment of people who have indicated interest.  Sending this kind of tailored content will help improve your sender deliverability and subscriber engagement.

How to Use Tags and Segments for Email Marketing

Tags and segments in ConvertKit are essential for targeting the right audience at the right time. However, the categorization of your subscribers is only as good as the criteria you set up. Don’t create tags and segments just for the sake of organizing your audience. Instead, base them on data you’ll actually use in your marketing strategy. Your tags and segments should serve a purpose and have meaning, helping you improve communication with your subscribers. Remember, there’s no need to micro-organize each subscriber if it’s not useful. 

Subscribers can be manually tagged by individual or bulk actions.  They can also be tagged automatically, like when they indicate their preferences in an email or update their subscriber profile. 

You can set up automations so that subscribers will be tagged once they reach certain conditions.  For instance, after a new subscriber completes your welcome sequence, you can set an automation to tag them as “welcomed.”  This could be useful if you only want to send promotional emails to subscribers who have already completed your welcome sequence.   Tags can also be added to subscribers through a link trigger automation rule.  You can learn more about ConvertKit Automation Rules in this blog post. 

There are many ways that tags and segments can be useful in your email marketing strategy.  Let’s look at a few examples.

two online business owners learning how to improve their email marketing strategy

To better organize subscribers based on their interests, you can assign tags to them depending on which specific freebie they opted into. For instance, if you’re a blogger who writes about travel and fashion and has three freebies – “Top 5 Travel Hacks,” “Ways to Style a Scarf” and “Tourist Friendly Destinations,” you can create tags like “Optin_travel hacks,” “Optin_style scarf,” and “Optin_tourist friendly” to differentiate subscribers based on their interests.

After assigning tags, you can create segments based on the categories of those tags. To illustrate, you can establish two segments- “Fashion Lover” and “Travel Lover” – and add subscribers who are interested in fashion and travel, respectively. The “Travel Lover” segment, for instance, would include subscribers who are assigned to tags like Optin_travel hacks and Optin_tourist-friendly.

This way, you can effectively send content that matches your subscribers’ interests, helping you to keep your unsubscribe rate low. For example, if you’re sharing your favorite deals from the Nordstrom Rack sale, you can send them to your segment of Fashion Lovers, avoiding sending unwanted information about fashion to subscribers who are only interested in travel. 

In this next example, let’s say there is a health coach who has a freebie, a mini-product, and a signature program. The coach wants to relaunch the signature program with some bonus offers and a limited-time discount. To make sure that subscribers who have already bought the signature program are excluded from the promotional emails, the coach can tag them and exclude them from the sales sequence. Additionally, the coach can create two different sets of sales sequences based on whether subscribers have only opted for the freebie or have already purchased the mini-product. This kind of customized content will help with conversions.

In order to cater to local audiences, you can segment your list by filtering it based on their distance from a city or zip code. This is particularly useful when your list is global, but certain offers are only available locally. For instance, a recipe creator who also offers pre-prepped meals may have followers from all over the world, but the prepped meals may only be available for pickup at specific locations in the Houston, TX area. This can be frustrating for subscribers who live far away and receive irrelevant emails about pick-up locations or weekly meal prep menus. To avoid such situations, the recipe creator could create a segment of her audience within 20 miles of Houston. Only that segment should receive emails about meal prep pick-up, while the rest of the audience should receive generic recipe emails. This way, subscribers are more likely to remain engaged and not unsubscribe from the list.

online business owner creating email strategy with tags and segments

Should You Use a Tag or Segment?

Tags offer more flexibility than segments and can be assigned for any characteristic that is useful to your marketing strategy. Tags remain on the subscriber until they are manually removed or removed through an automated process. 

On the other hand, segments are fluid groups that are created based on certain filter conditions and are limited to the options within ConvertKit. Subscribers are automatically added or removed from a segment when they meet or no longer meet the filter criteria. 

If you want to use a link trigger to define a group of subscribers, you’ll want to use tags, not segments.  Automation rules triggered by a link click only offer the options to “add a tag” or “remove a tag”. Segments also cannot be used to trigger visual automation.

To learn more about ConvertKit Automation Rules, click here.

ConvertKit’s tags and segments can help you optimize your email marketing strategy. These tools allow you to personalize your email campaigns, streamline your email marketing process, and ultimately convert more leads into clients. By following the strategies outlined in this blog post, you can nurture your relationships with your subscribers and improve your email marketing performance. Additionally, you can experiment with some of your own strategies to see what works best for your specific audience.

Want to learn how to leverage ConvertKit and its robust features for your email marketing strategy?  Join the hundreds of students already enrolled in ConvertKit Quickstart.

Click here to learn more about ConvertKit Quickstart.