How do you manage a business, and more specifically, your email list, with multiple ICAs?

When you're serving more than one Ideal Customer Avatar, the key is to lead with your core audience in your weekly content, but still include value for the others. For example, if your core audience is beginner runners, you might share a guide on how to train for a 5K. More advanced runners could still find value by using it as a refresher on proper technique or by pulling out tips to improve their speed and endurance.

Your message should be consistent across everything you share. It needs to speak clearly to your core audience while still giving others a reason to listen, watch, or read. If I publish a podcast episode on how to start an email list from scratch, my more advanced listeners might use it as a checklist to make sure they’ve covered the basics or find one tip they hadn’t implemented yet. Everyone can take something away.

Inside your email list, this is where you can get more specific. One of the best tools you have is segmentation. By segmenting your subscribers based on their experience level, goals, or interests, you can make sure the right people get the right message at the right time. For example, you might tag subscribers who are just starting out so you can send them foundational content, while more advanced subscribers receive tips and strategies that help them scale. You could also segment based on topic preferences, such as people interested in list building versus those interested in course creation, so each group receives emails that feel directly relevant to what they need most.

This level of personalization makes your communication more powerful because your subscribers feel like you understand exactly where they are on their journey. Instead of sending one broad message that tries to cover everyone, segmentation gives you the freedom to speak directly to each ICA in a way that resonates. When your audience feels seen and supported, they are much more likely to open your emails, take action on your content, and ultimately invest in your offers.