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.
Today, segmentation is a key strategy for increasing email marketing metrics and conversion rates. Lucky for marketers, it’s also much easier… if you know how to use it!
7 Best Practices for Segmentation
- 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.