More granular list targeting and messaging will almost always deliver better response rates and higher conversions -- but getting that list tuned up isn't something that happens 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.
List segementation done right is truly the difference between cultivating in rich, productive soil with adequate rainfall, and trying to grow bananas in the desert (wrong climate, wrong soil, wrong temp!) But with so many variables, where to start?
7 lead targeting and segmentation ideas to get you started on a beautiful program.
1. Previous lead behavior. How did subscribers act previously? Behavior is an often under-utilized or simply ignored -- but one of the best tools for segmenting your communications. 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?
2. Ask for more information. Offer past customers or subscribers polls in order to gain more information and have them update their information from time to time. With this new information, you can further refine your messaging and targeting.
3. Use list vendors for very specific lists. 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 a reputable company that guarantee the quality of hyper targeted lead lists.
4. Don’t limit segmentation to the basics. Go beyond the obvious - social interactions, installed base, favored content - get creative and try a new tack. Once you've tackled the obvious list segments using general data such as industry, size, or location, explore additional options.
5. 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.
6. Speak your prospects’ language. If your email copywriter isn't speaking the industry lingo, it's time to level up and get your jargon, tone and industry buzz speak going. When you use both specific examples and language that align to your prospects' industry or pain points will let your voice resonate with prospects, and drive better response rates.
7. Segment something. The unspoken truth of the marketing automation world is 50% of automation systems are being deployed well below their capabilities. It takes time to think of segments, build out segmentation and field the communication assests that will drive results. If you know you don't have what you need - budget some serious time over the next couple weeks, and get going.