Writing Email Copy for Different Segments

A prospect told me: "It’s been a challenge to refine the messaging for our different audiences." Here’s how I work with B2B teams to fix that: 1️⃣ Split, don’t blend Trying to build one single message for everyone usually means it resonates with… no one. So instead of chasing lukewarm common ground, we: - Anchor the core message on a shared frustration, capability, or benefit. - Build distinct pillars for each segment - Tailor pain points, outcomes, and language by using modular sections (e.g. persona-specific pages, homepage toggles) Clarity means deciding who gets what, where. ___ 2️⃣ Write for the user, optimize for the approver We direct the message to the primary user—the person feeling the pain, doing the research, and pushing for a solution internally. Then, we add signals for the signer (CFO, CRO, etc.) in the right spots. - Hero section speaks to the user pain - Pricing/ROI sections reassure the decision-maker with the specific proof points they care about Emotion for the buyer. Logic for the approver. ___ 3️⃣ Don’t cast a wide net, draw a line We sharpen the message to attract the right people (see point 2), and then add supporting pages or sections for the secondary segments. ❌ "One platform for all your workflows" ✅ "Built for scaling RevOps teams drowning in duct-taped data" Your homepage should repel the wrong leads as much as it should pull in the right ones. When you narrow the focus, you sharpen the impact. ___ 4️⃣ Let copy do less, and structure do more Messaging gets muddy when your copy tries to speak to everyone at once. We fix that with structure: - Hero = your universal promise (see point 1) - Below the fold = paths for each persona - E.g. "Are you in ops? Start here." - E.g. "Selling to finance? Go there." Cards, toggles, nav design... It’s about routing personas without watering down the message. It’s about deciding better: who you’re speaking to, what they need to hear, and when. And that’s exactly what we solve inside the two workshops I walk my clients through: → Lock in & polish your messaging attributes → Build the structure & flow of your homepage If your messaging feels off and what I shared above resonates, DM me or grab a slot on my calendar.

I've been running cold email campaigns for years now. And one thing is very clear: Cold email still works. Meetings are getting booked. Deals are still closing. Pipelines are still being built. But the way most people run outbound today is completely outdated. What worked even 12-24 months ago is now quietly failing. Here are the biggest shifts we're seeing. 1. Deliverability is now the real bottleneck Getting emails into the inbox has become exponentially harder. The old playbook was simple: Buy domains → warm them → blast emails. That approach is dying fast. Today you need to: Test inbox placement before campaigns Monitor sender reputation constantly Keep warmups running always. A good rule we follow: → Send 15-20 warm-up emails per day per inbox → Send 15-20 real emails per day per inbox This balances your sending patterns and keeps inbox providers comfortable with your activity. 2. Segmentation has replaced "personalization" A few years ago a custom first line was impressive. Now? Everyone is doing AI personalization. And most of it is terrible. You've probably seen emails like: "Hey John, saw your LinkedIn post about AI." Congratulations. You scraped LinkedIn. That's not impressive anymore. Instead of writing a custom line for every person… We focus on segmented personalization. 3. The segmentation framework we use Before writing a single email, we segment markets across five dimensions: Sub-industry Example: fintech → payments → embedded finance Company size Startup vs SMB vs enterprise Geography Region, country, or even state Company maturity Bootstrapped vs VC-backed Core problem Transaction fees, reporting, payout delays, etc. Once you combine a few of these… You end up with hyper-relevant segments. 4. Match segments to the right persona Once segments are defined, map them to the right decision maker. Example: Ecommerce brands → Head of Ecommerce / Growth SaaS companies → VP of Revenue / CRO Real estate firms → Managing Partners Different personas = different angles. 5. One underrated tactic: resonance campaigns Sometimes the best segmentation is shared identity. Examples: People who previously worked at Google Founders with product background Engineers who moved into product leadership People naturally trust others who share their background. These "resonance campaigns" often outperform generic outreach. 6. For small markets, go ultra-personal If your TAM is small… Consider high-touch outreach. Things like: Handwritten notes Personalized gifts Physical mail We've seen surprisingly strong results using this for high-value accounts. Cold email isn't dying. But lazy outbound is. The future of outbound is: Strong deliverability infrastructure Hyper-specific segmentation Relevance over volume If your campaigns feel stale right now… It's probably because the old playbook finally stopped working.

If you are writing sales messaging that could apply to anybody in your TAM, you're writing sales copy that nobody gives AF about. OUCH! I know that might be hard to hear, but here's the hack to better segment your TAM in 2025. ➡️ The harsh truth is that Founders who take a "boil the ocean" approach to selling in will fail. Here's how you can get better results in 3 steps: Step 1 - Move your focus from everybody who *could* possibly buy from you to the group of folks who are most likely to buy now, buy at a high price point, and later renew or be a referral source. Step 2 - From that much smaller group of accounts, create segments. These are not the traditional segments that help your organize your territories. These are segments that help you speak the language of a deep sub-set of prospects. I suggest at least 5 layers of segmentation blending firmographic data, signals, and contact-level data. EXAMPLE: You sell production line automation software. You believe your ICP is: US-based supply chain executives in manufacturing organizations with at least 1k employees. Great start, but it's time to add 5+ layers of segmentation before you can create a message that matters. Segment 1: Midwest "Manufacturing Belt" only Segment 2: Chief Supply Chain Officers only Segment 3: Machinery manufacturing only Segment 4: 50,000 to 100,000 employees Segment 5: New CFO hired in the past year Now you are only speaking to the CSCO or a sub-industry working in the region where you have the strongest social proof. By tightening the employee range you know they have a big enough problem to solve (+ can pick the best name drops) and a new CFO signals an openness to (re)explore cost-saving software. Step 3 - Use this process to launch dozens of micro-campaigns that speak to specific sub-sets of your territory because you've created enough segmentation to be 99% sure your copy will be RELEVANT to them. This is THE only way I've found to personalize at scale. I love teaching orgs how to better segment their accounts and create segment-specific value props. I call it #ValueBasedSegmentation ➡️ The result is: - Highly relevant copy - Emails that can be fully automated - High CTRs/replies without tedious personalization 📌 How do you personalize at scale?

I Got Paid to Write the Same Email 57 Times... And People Still Can't Wait to Open Them 😲 Last week, my client asked me something that made me laugh: 'How do you keep coming up with fresh email ideas? Don't you run out?' Truth is, I'm not coming up with new ideas. I'm telling the same story... differently. Think about it: Would you binge a TV series if every episode told exactly the same story? NO! You'll only keep watching because each episode gives you: —A new angle —A fresh emotional hook —A different perspective on the same theme. That's exactly what powerful email copywriting does. And here's why this matters: Marketing research shows that people need to see your message at least 7 times before they take action. But no one wants to read the same boring email over and over again, right? So instead of just copying and pasting the same message. Here's what I do: I remix the message like a DJ spinning their favorite track: ✔Same Core Promise: Your offer’s value stays consistent. ✔Different Emotional Angles: Highlight unique struggles or dreams your audience resonates with. ✔Fresh Hooks: Grab attention in ways they haven’t seen before. ✔New Stories: Share relatable examples that connect deeply. ✔Focused Benefits: Show them what’s in it for them, from every perspective. Let me show you what I mean... For example: My client's coaching program helps professionals find work-life balance. But some days, I talk about: - The guilt of missing their kid's school play (again) - The burnout from back-to-back Zoom calls at 9 PM - The anxiety of waking up to a never-ending to-do list. Same solution, different emotional touchpoints. The Result? Her open rates stayed above 45% for 3 months straight. Want to know how I never run dry of ideas? - I keep a swipe file of great emails - I devour books podcasts outside my industry - I pay attention to everyday conversations - I collect real-life stories from conversations with clients and customers. - I research the customers problems and product benefits . The secret isn't being original. It's being relatable in a million different ways. 📍Because here's the truth: People don't get tired of your message. They get tired of how you deliver it. In summary, 📍Great email copy isn't about finding 100 different things to say. It's about saying ONE thing in 100 different ways. P.S. What's your biggest takeaway? Drop a comment below👇 P.P.S. Use this tip for your LinkedIn post and Newsletter and thank my later. ----- Need help keeping your email subscribers hooked? I'm Rachael Adekanbi, The Email Conversion Queen 👑 I help Coaches and Entrepreneurs turn their email lists into loyal customers with high-converting email campaigns DM me for a FREE 30-minute consultation where we'll uncover your unique email voice. 📍 Let's make your subscribers look forward to every email you send. #emailmarketing #emailcopywriting #copywriting #20daylinkedinchallengewithhaoma

Most messaging frameworks fall apart the moment you try to scale them across segments. Here's what I do instead, and the key question that makes it work. This year I've been working with a bunch of multi-vertical B2B companies. The kind selling complex products into multiple industries. After nailing the core messaging strategy and aligning the whole team, the next question is always the same: “How do we roll it out consistently across segments that all act (and buy) differently?” Most vertical messaging fails for one of two reasons: a) it's so simplified it doesn't help you write targeted copy b) it's so complex it never actually gets used The fix isn’t more pillars or better personas. It’s starting with the buying trigger. One key question I always come back to is: "What was going on in their world that made them go looking for a solution in the first place?" This question gives you a specific moment, market event, or catalyst, something you can actually build your overarching messaging around, so it lands with the right person at the right time, rather than just relying on pains and product capabilities. Here’s my stripped down process : 1) VOC research (always): pull real customer language from interviews, sales calls, demos, reviews, CRM data, wherever you can find it. 2) Extract: uncover the key trigger(s) per segment. 3) Map it: buying trigger → buying mindset → must-have outcome → the priority key messaging pillar → entry point message Each segment gets one leading messaging pillar. The angle most likely to resonate given their trigger and buying mindset. That's what the entry point message builds from. This gives you a practical messaging map. One core message with the same positioning underneath, but a different way in per segment. And a consistent answer to the question "what do we say to this buyer?" What I love about this approach is that it helps your core messaging scale beyond just the homepage - but rooted in the same framework. Your team can pull from it across industry pages, campaign copy, outreach, launches etc. Sooo here’s a simplified version of the messaging map you can grab and use yourself. Hope it helps! And if you have any questions, drop them in the comments 👇 P.s. This was my two-minute play at Exit Five’s ‘not-a-webinar’ B2B blitz last week. Made it to the bonus round without being buzzed by Dave, which if you were there - know was INTENSE, so I'm choosing to count it as a win! If you want to see the framework with a real worked example, let me know. And maybe there'll be a replay? 👀

Email copywriting is killing your conversions (and you don't even know it) 📧 Ever stare at a blank screen wondering what to write in your next email campaign? You're not alone. The gap between a good email and a GREAT one isn't just about clever subject lines. It's about understanding the fundamental differences between business types and what your subscribers actually want. Here's the truth: Most businesses are sending the WRONG types of emails at the WRONG times. And it's costing them thousands in lost revenue. But here's the thing... Different business models require completely different email approaches. The eCommerce brand that copies a thought leader's email style is setting themselves up for failure. The SaaS company trying to write like an eCommerce brand is missing massive opportunities. So what's the fix? First, identify your business type: ✅ eCommerce: Focus on welcome emails, strategic sales emails, abandoned cart recovery, and post-purchase relationship building. Visual-heavy with product showcases. ✅ SaaS: Prioritize onboarding sequences that build habits, customer retention emails that demonstrate ongoing value, and strategic upgrade emails with clear benefits. ✅ Thought Leader: Create welcome sequences that build authority without bragging, deliver promised value, and maintain consistent weekly/daily emails that strengthen relationships. The real problem isn't writer's block – it's strategic confusion. Your emails shouldn't be trying to close the sale. They should be bridges that take people to the next step. Remember: Email is for warm traffic. These people already know who you are. Write like you're talking to friends, not strangers. And don't forget the power of urgency. When do most people buy during an email promotion? Not on day one. Not in the middle. But on the FINAL day. Every. Single. Time. It’s human psychology: urgency drives action. So stop overthinking your emails and start strategizing them instead. Your challenge: Look at your last 5 email campaigns. Do they match what your specific business type actually needs? Or are you copying someone else's playbook? Fix your foundation first. Then watch your conversions soar.

If you want your pipeline full by sending cold emails, you have to find the sweet spot between personalization and scaling. Here's how to do it 👇🏼 I get asked this all the time: “How can I send thousands of cold emails and still make them feel like they’re written just for one person?” Do this 👇🏼 1️⃣ Be creative when doing segmentation To avoid losing personalization at scale, segmentation must go beyond the basics: ↳ Company size ↳ Industry ↳ Location ↳ Revenue You have to be creative here, and this will make a huge difference on your campaigns results. For instance, if you’re targeting marketing agencies, you can segment them into: Agencies running paid media campaigns using Google Ads vs. Agencies focusing more on organic channels like SEO and social media. For agencies running Google Ads, you could write: ”Subject — your {{google_ad}} ad spend Hey {{FirstName}}, I noticed {{Company}} is currently running Google Ads campaigns for {{AdCampaignFocus}}. We helped {{Competitor}} optimize their paid media strategy three months ago, and they saw a 35% increase in ROAS while cutting ad costs by 20%. I have 3 ideas that could potentially improve your ad performance by at least 25% without increasing the budget. Is this a good place to send the ideas?” This simple change of perspective when segmenting will help you get more positive replies. 2️⃣ Automate, without losing context Trigger events (like new hires, or new features developments) allow you to engage prospects at the perfect moment. Set up your system to automatically notify you when key events happen. This ensures that your outreach is timely and relevant. A mix from Clay + Trigify.io allow you to set up automated workflows that update your lists in real-time, tracking data points like company growth, new hires, or product launches. 3️⃣ Focus on engagement, not volume   Don’t scale if you are just aiming for quantity—aim for engagement. Spam filters care about engagement rates, and so should you. If your emails aren’t starting conversations, they’ll get pushed to spam. Instead of going for hard sales pitches, use soft CTAs like: - “Would this make sense to discuss?” - “Can I send over a quick case study?” So, when should you scale? And, how do you avoid losing personalization? When you find a copy, and a segment that consistently get’s good positive replies. When your initial segment is responding well, gradually ramp up volume. By testing, analyzing, and adjusting your outreach, you can scale without sacrificing quality. Scaling cold emails without losing personalization is about knowing when to scale based on data, keeping your messages relevant, and continuously optimizing your approach. Want more details on how to make it work for your outreach? DM me “Scale”, and let’s get into it! ♻️ Share this if you know someone who needs to improve their cold email game. #coldemail #emailgeeks #salespeople

Four stakeholders. Four different priorities. Same email sent to all. To the CFO, COO, General Counsel and Head of Sustainability. Here's what they did: Your CFO skims it and moves on. Your COO forwards it to someone junior. Your General Counsel files it with no reply. Your Head of Sustainability never opens it. But your category analysis was solid. Cost drivers mapped. Supplier risks flagged. Recommendations ready. But it landed with nobody. Here's why: Your CFO wants to know what it costs and what can be controlled. Your COO wants to know if production is at risk. Your General Counsel wants to know about regulatory exposure in the contracts. Your Head of Sustainability wants supplier sustainability compliance. Same analysis. Four completely different conversations. Now here is where most people stop. They think they just do not have the time to write four separate emails. And honestly, that is fair. You are already stretched. But once you set it up once, with AI, it is 20 minutes. Not four writing sessions. Here's how it works: STEP 1: FEED AI YOUR STAKEHOLDER EMAILS Pull emails from each person. AI reads them and builds a persona. How they think, what they care about, what language they actually respond to. STEP 2: ADD WHAT YOU ALREADY KNOW Their LinkedIn profile? When do they engage? When do they go quiet? What puts them on the defensive? Essentially your observations and experience with them. That is where it goes from a generic profile to something actually useful. STEP 3: ADJUST TO YOUR WRITING STYLE Reverse step 2 and now write about yourself. Feed your emails? How you write? What phrases you use? Feed whatever you can about you, so that the message is written in your style, not AI. STEP 4: LET AI REWRITE THE MESSAGE FOR EACH PERSON Same findings. AI just frames it differently for each stakeholder. CFO gets cost and control. COO gets risk and production signals. Legal gets regulatory specifics. Sustainability gets traceability. STEP 5: REVIEW IT Read it. Change where it does not sound like you. You're sending a personal email, not an AI email. That's where you manually add the 'And', 'I realize', 'By the way' and more words that you use. Four messages. One analysis. 20 minutes. One quick thing before you hit send. Scan for that long horizontal dash (em-dashes) mid-sentence. (Or you can prompt AI to not use them in the first place) It is the biggest sign AI wrote it. Take it out and the whole tone changes. We show how to write this in our AI in Procurement program and in our certification tracks for leaders who want to build this skill across their teams. And yes, it's 20 minutes once you set it up. If you lead a procurement team and want to build this across the board, comment TEAMS to talk about how we can train your team on this. If you are working on your own skills and want to go deeper, comment CERTS and I will share about...

***Hyper-segmentation in Cold Email*** We worked with a Product Venture Studio in August 2023. They wanted to go after a VERY specific segment. DTC businesses that are facing specific website issues, AND have revenue above $1M. Quite hard to crack, right? We built a custom segmentation workflow to make this happen. Here are the segmentation criteria we created: 1️⃣ Website branding needs an update 2️⃣ Product pages lack content about the products 3️⃣ Social media presence is inconsistent 4️⃣ Domain & SSL errors 5️⃣ No “Buy now” or “Shop now” option available 6️⃣ Checkout is not mobile friendly We took screenshots from the errors we identified at each company. And then built specific email templates for each segment. e.g. - Segment A = Website visually appealing + Social Media inconsistent - Segment B = Website not visually appealing + no “Shop now” option *Email template* Hey Maria, Tried to visit the website from my phone, and I came across this: {{screenshot}}. Many DTC brands lose money and clients by not having a mobile-friendly checkout. It’s not hard to fix this, though! Would you like me to send over a case study for how BOOM! By Cindy Joseph 3x their conversion rate in 2 months? — THIS is true personalization. No more “I noticed {{companyName}} is hiring”. ❌❌❌ Have you used any crazy segmentation workflows in your Cold Email campaigns?

If your email isn’t personalized, it’s probably in the trash. Leads, customers, and former customers aren’t the same. So why send them the same emails? Segmentation changes everything. It’s the difference between “meh” and “take my money.” Someone just browsed a product? Offer a discount on that item. A past customer hasn’t bought in months? Give them a reason to come back. One client did this and saw a 30% boost in conversions in three months. → Segment leads, customers, and lapsed buyers. → Target based on behavior and purchase history. → Make retention a priority. $1 profit is better than zero. Your email list isn’t one-size-fits-all. Personalization turns data into dollars. ♻️ Repost if you’d rather send fewer emails but make more sales. ✚ Follow Oliver Allen for expert advice on authentic and transparent marketing strategies. I’m on a mission to set a new standard of honesty in marketing and help brands achieve clarity and results.