Segmenting for a Quick Lift

Earlier this month, DM News published a quick feature on a company that saw great sales increases simply by segmenting their email campaigns. The piece profiles a promotional products company called Graphic Business Solutions. This company found that they increased their open, click and buy rates by 20-50% simply by creating segmented emails that contained product samples featuring local sports teams. The personalized approach helped the peak the recipient’s interest and form a connection in a way that can’t be achieved with a generic blast. 

There are many options for dividing these key groups based on your specific product. All that sorting sound overwhelming? It’s not. All of these email campaigns can be easily created and distributed using an web marketing automation program. Here are a few ideas to get you started:

Geographic Segmentation

As discussed in the Graphics Business Solutions example, adding a little local flavor to your emails can help give your customer the feeling that you know and understand his interests, even from halfway around the world. 

Behavioral Segmentation

Setting up a set of automation rules that send messages based on user activity, also called drip marketing, can help you create an easy multi-touch campaign to reach new and returning visitors. For example, you may automatically send an introduction email to a prospect who has requested information, follow up with a pricing list three days after their last visit to your site, and send a special offer one month later if they still haven’t bitten. 

Purchasing Power Segmentation

Collect data on your leads and create campaigns specifically targeted to your key prospects. This can be especially helpful if you sell multiple products to different audiences, such as a software solution for the IT department and another that would be more helpful to the HR department. This way the HR manager receives only information that is important to her and not a generic catalog of your offerings. You can also use this setting to ensure that your email goes to the CEO and not the intern.

Segmenting is nothing new, it simply used to be a tedious process. Now B2B marketers have enough technology in their arsenal to make this not only worth doing, but easy to pull off as well.

About Adam Blitzer
Adam Blitzer is the Vice President of Marketing at Pardot and has been in the interactive marketing world for the better part of a decade.

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