Hi Rabbi [LAST_NAME GOES HERE],

Do you need to email everyone about this?

That’s the question we tackle in the Events Emails Playbook, which you need to ask anytime you’re about to press send.

Ever received three invitations to something you already signed up for? If that happens, it’s because you’re on an unsegmented email list, which is one of the fastest ways to lose email subscribers – harassing them about things with no relevance.

Segmenting ensures the right email reaches the right person.

Segmenting can be complicated, so let’s make it simple.

First, build two default segments:

1. Engaged list: Anyone who attended an event in the last ~6 months, or has attended this specific event in the past (even if you haven’t heard from them since)
2. Full list: Everyone on your list, minus anyone who hasn’t opened an email in 6+ months

Always exclude:

• People who already signed up
• People who already donated
• Anyone who explicitly opted out

Then, follow this pattern:

When you’re sending multiple emails about an event, your first and last email in the sequence go to your full list.

Everything in the middle goes to your engaged segment, since they’re the most likely to respond.

For longer sequences of five or more emails, alternate: everyone, your engaged list, then everyone, and then your engaged list.

With donor/reader segments, your list hears from you regularly, but you’re not blasting everyone every single time.

​Click here for a sample email calendar from your Playbook, showing how this works across four different event types.​

All that’s left? Actually writing the email, which we’ll discuss more about next time…

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