When you think of marketing your products the first thing that would come to your mind is social media marketing followed by SEO marketing, collaboration, and more. At last, E-mail marketing or at that won’t be on your list as well. But, did you know the guaranteed ROI booster is e-mail marketing (if done correctly)? It’s exactly what they say “expect the unexpected”. Well, the solution to successful e-mail marketing is list segmentation.
You have leads and you create more leads. Sure, this widens your marketing funnel but if you aren’t nurturing those leads effectively there won’t be an upscale sales trend. For that, having a list isn’t sufficient but segmentation is what will bring fruitful results.
What Is List Segmentation?
It is exactly what it reads, categorizing leads into different groups. You can segment a list according to your preference, the main aim is to make a list that will provide a personalized experience to the targeted leads.
It’s a lot of work segregating the list, each individual has a different buyer’s journey and preference. For instance, if a prospect has provided you with their name, age, and phone number, you have basic vital information but to segregate them, you need information such as their preference and requirements.
There are various ways to segment a list, but it is necessary to know why is list segmentation necessary?
Importance Of List Segregation.
The highlighting benefit is that you can reach out to the right lead, at the right time and with the right information. A business must personalize its data. According to research, 55% of B2B experts have reported that personalization has helped to increase the growth and sales conversion rate.
Apart from this, with the help of list segregation you can :
- Send leads and clients a personalized email blast
- Add them to a re-engagement campaign
- Reward them for their loyalty
- Notify them of a new product offering
- Follow up that content by delivering more tailored messages based on their responses to previous interactions.
Segmentation is like the bridge between your marketing automation and your CRM software. HubSpot you get access to both tools at the same time. Apart from that HubSpot also allows you to create sophisticated lists with endless criteria. For instance, you need to prepare a list of these criteria:
- Leads belong to Arizona
- Firm size- 50-1000 employees
- Downloaded at least 3 content from your website
- converted due to special offer
- last interacted was 4 months ago
Study results from HubSpot show that targeting emails to specific buyer personas increases email click-through rates by 16%. The reason for this is that segmentation allows you to send content that aligns more closely with the interests of different segments of your audience.
Getting Started With List Segmentation
There are various ways to segment lists but the basics remain the same. This is what you can do to get started with list segmentation
- Prospect behavior: Analyze who opens your mail and who doesn’t
- Create a demographic profile: List vital information such as their name, contact number, age, location, interests, etc.
- Analyze their preference: Find out in what products have they shown keen interest in
- Buying pattern: Know what are they purchasing and when were the purchases made
- Surfing pattern: Go through their browsing history to find out what products were they reviewing or have added to their wishlist.
Analyzing and categorizing is a long and hefty process. But, don’t worry there are different ways to ease things for you. For starters, automation. You need to look for a software which possess the following traits:
- Workflow automation
- Tracking engagement
- Integrations
- Customization
Let me ease things for you even more by providing you with a software platform that does exactly what we need. Since list segmentation is a part of email marketing, we will look at software accommodating just that.
1. HubSpot
Features:
- Automation
- Unlimited list creation criteria
- Hyper-targeting feature
2. Keap
Features:
- Dynamic link between platforms
- Runs A/B tests on content
- Multiple segmentation options
3. Khaos Control
Features:
- Cloud based CRM
- provides detailed analysis
- promotional campaigns
E-mail marketing drives revenue
Marketing success continues to depend on email marketing and personalization, even as new tactics and technologies emerge. You can take something from this post and apply it to your marketing efforts, regardless of whether you already use segmentation tactics in your email list management software or not.