Email segmentation is impacted by a variety of factors. Give us some context about your company and industry, and tell us about segments you've created in your email marketing strategy that have led to greater engagement 💥
I've used segmentation based on location of the properties I do business with. I also use segmantation based on the services a company has used previously.
Do you also consider how much film is being purchased (bulk, a few items, one roll)? Then do have a way to focus on your most valuable audience/industry?
What are their common needs and “pain points” towards getting a big order smoothly delivered?
How are you different from your competitors, and why are you the best vendor?
I could go on, but I’ll leave you with this, what is it about your organization that emotionally them to you and makes them want to buy from you?
Maybe it’s your service, or your people, or price.
Whatever it is,survey customers to get to know for sure.
Segments are a great tool. Currently we use Kalyvio for email marketing, but are switching to Hubspot for the CRM features as well. In our industry we segment customers based on what type of film they purchase, what area they are in and sometimes even shipping regions.
As I am new to the concept of segmentation, I would like to begin using these concepts on a Resort website that I manage. There are two forms there that receive submissions monthly - a bookings form and an inquiry form. I would like to begin with segmenting data from these two forms based on the date submitted by the client.
Segmentation is really important as it gives you an insight of the type of audience you are interacting. I work in a Fintech company and our business mostly cater to the office of CFO functions. As a marketer, my goal is to convert my procepects to potential customers by generating MQLs(Marketing Qualified leads) and booking DCS(Discovery called Scheduled) with them.
Here are the follwing segements that I follow in my company.
1. Based on Geography- This really does not play a crucial role when we are just prospecting to get a MQL but it really comes handy when we are trying to get our prospects registerd for out annual mega conference. Since we are based out of Houston, Texas I always prefer to organize my contact list in such way that all my hot leads should be based out of nearby areas so as to ensure proper enagement with them.
2. Baed on title- This becomes the most crucial segementation as we roll different campaigns to different person in the finance department. While we mostly go with TOFU contents(education piece) to BTL contacts(Below the line contacts) as these are the ones who will deal with day to day processes but might not have decision making capabilities. At the same time for ATL contacts(Above the line contacts) we go with MoFU and BofU depending on the kind of conversation that we had with them during our first touchbase.
3. Contacts with past interaction- This is the most important segmentation as it drives most of our numbers. It becomes quite easy to engage with somebody who is well aware of your business. We take this as our first priority eveytime we go with a campaign. This also helps us to add a personalized approach to our emails.
