Six Segmentation Best Practices for Your Marketing Lists
Although a better targeted marketing list will almost always deliver better response rates and higher conversions, getting that list dialed-out isn’t something you can do overnight. And while developing a truly targeted list does require a bit of effort and careful planning, it doesn’t have to be quite as daunting as it seems.
Here are six targeting and segmentation ideas that might help you get started.
Segment your lists based on how subscribers have reacted previously. One of the best tools for segmenting your communications, behavior is often under-utilized or simply ignored. If a recipient clicked on links related to a specific product or solution you offer, but ignored other emails, why wouldn’t you double down and only send her those messages that provide similar content or offers?
Ask for more information. Offer past customers or subscribers polls in order to gain more information on what they’re looking for in a service provider and have them update their information from time to time. The more information you have about your customers, the more targeted your messages can be.
Build specific lists using vendors. While your own opt-in lists are ideal, list purchases can certainly deliver a large amount of contacts that include the specific elements you require for distinct campaigns. Just be sure to work with reputable organizations that guarantee the quality of said lists. (As it happens, I just might know a company that can help you with that)
Don’t limit segmentation to the basics. Most businesses begin segmenting lists using general data such as industry, size, or location. While this is a good start, there are worlds of other, and sometimes more helpful, options for carving up your lists. Install base, social interaction, groups, and more should be considered.
Segment current customers based on how much they’ve already spent with your business or organization. It’s well documented that keeping current customers is far less expensive than finding new ones, but how often do you really dive into your customer list and segment? Past buying behavior is a great place to start.
Speak your prospcts’ language. While most marketers tend to rely on a more vanilla description of features and benefits, providing messaging that use both specific examples and language that are specific to your prospects’ industry or pain points creates a more targeted voice and, ultimately, better response rates.
What are your thoughts? How do you segment your lists?
Thursday, May 10th, 2012
