B2B Marketing Blog

Email Segmentation and Why It Matters

Apr 10, 2017 10:30:00 AM / by Lisa Shepherd

apple-1853306_640.jpgIn today’s world, online B2B marketing is an efficient and cost effective way of advertising your business to a broad audience. Whether you want to sell to a certain demographic or geographical area, email segmentation is an effective digital B2B marketing tool. It is a tool that all companies should use to introduce a certain product or service that resonates with their target audience. This blog will provide an overview on different approaches you can take when it comes to email segmentation.

What is Email Segmentation?

Email segmentation is a technique that splits your subscribers based on specific criteria. It’s important to understand your audience and their purchasing habits and know that one marketing message / campaign doesn’t fit all. Therefore, look at your entire subscriber’s list and think about who they are, where they live, how they purchase products/ services and tailor your campaign to fit their needs.

Ways to Approach Email Segmentation

Call to Action: One of the best ways to collect data and build your database is through CTA’s (Call to Action) through your website, brochures, social media channels and other marketing avenues. However, before you ask for basic information, think about what you will be communicating and anticipate what can make your message a lot more powerful.  Are you interested in knowing where they work? Who they sell to? What their buying habits are? Or which service / product you offer? Once you have collected what you need, you can easily split their information into categories which you can later use for email segmentation. Examples of segmentation include: customers vs. prospects, services or solutions purchased or have an interest in, or the origin of the lead (i.e lead acquired through events, website, etc.)


Previous Purchases: Divide your current and past client list to different categories based on what services they have / had purchased from you. Use that information to introduce them to new products / services you offer.


Cater to different point of the sales cycle: It would be an inefficient allocation of resources to advertise an item to someone who can’t afford it or are at a different point of the sales cycle. Thus, it is important to know and understand your customer’s budget and at what decision point they are at in the cycle and tailor your messaging to suit their need. This also earns you a 4-10 times the response rate compared to a regular email blast [i]


The New Comers vs The Old Timers: It is useful to know the length of your customer’s engagement. When you know the date they signed up for your business you can use that information to better sell your new products or services. For example, a newcomer to your website should be getting emails to build your brand awareness, a list of categories you are selling in, and other introductions to the brand. You wouldn’t want to send such emails to users whom have already been a long-time member and may already be familiar with this information. Therefore, it’s useful data to know when someone becomes a member.

Conclusion

Email segmentation is a useful tool to use when you want to target a specific group. It is a cost effective fast way to advertise a brand to a targeted audience with high interest in your products or services. By leveraging the different ways email segmentation can be effective, your business can grow without worrying about bothering customers with spam or data that they may find irrelevant at the same time you can improve on your email. Continually learn about ways to advertise your business or service to maintain a positive growing brand, or let us to do it for you. Call us today to learn more about email segmentation and how you can take your business to the next level!

 


[i] https://blog.hubspot.com/blog/tabid/6307/bid/31406/How-to-Map-Lead-Nurturing-Content-to-Each-Stage-in-the-Sales-Cycle.aspx#sm.0006ia1ulqkadh311iz14zdso05vd

Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, email segmentation

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