Segmentation: The Email Marketing Weapon You Might Be Overlooking
Once, not so long ago, it was difficult to define a segment in narrow terms. It usually required extensive surveys, and even after a segment was defined, reaching the individuals in it was expensive. Campaigns were blasted out via mass media with no guarantee that they’d actually reach the intended target.
Know Your Customer Create profiles and personas. Know who’s likeliest to buy from you by understanding your current customers.
Become a Data Collector Gather both demographic/firmographic and behavioral data
Show ‘em You Know ‘em Use dynamic progressive profiling
Aim for Your Target Create campaigns that target specific segments; the tighter the fit, the better
Measure and Adapt Measure regularly, adjust as needed, and evolve
Keep it Simple Don’t get too complicated; keep it as simple as possible
Use Your Tools Automate everything that can be automated – forms, progressive profiling, scoring, segmentation, campaigns, nurturing, and the handoff to sales
If email is part of your marketing plan, segmentation is a necessary weapon for encouraging engagement and increasing response rates. Want to learn more about how to utilize segmentation as part of your overall marketing strategy? Our latest white paper, Best Practices in Segmentation, details how to:
Build a segmentation strategy
Define a segment
Use progressive profiling
Take advantage of dynamic segmentation and dynamic content
Has your organization created a segmentation strategy? How has this strategy aided in your email marketing efforts? Let us know; we’d love to share your story.
The Marketing Automation Quickstart Guide
A Definitive Guide to Getting the Most Out of Your Marketing Campaigns
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