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10 Ways to Segment and Slice Your List
Every seasoned marketer knows that it's not how many people
are on a list, it's how well people respond. A great way to improve response rates is to segment
subscribers so they only receive relevant messages from you.
Segmentation is a great way to deliver exactly what people want,
when they want it. Plus, it helps you avoid bombarding subscribers with the wrong
messages at wrong times. CRM applications hold a significant value for
businesses who need to market to their customers so they can deliver valuable
products to customers. Here are 13 ways you can segment prospects and customers.
Prospects, Customers and Partners
Segmenting your contacts into broad categories, such as customers, prospects,
partners and users, will help you when you have broad announcements to
Lead Scored Prospects
With effective lead scoring, you can target prospects by factors that
score their "warmth," to your products and services. At the center of it,
every interaction contributes a little more to a lead's score until it's
time to close a deal or few.
Topics and Interests of Prospects
By narrowing the interest of a prospect down into what they want out of
a lead capture, you can tailor specific offers. For instance, SEO review
services for someone who wants advice for optimizing their search engine
Customers Product Interests
This is a natural, but it's so often overlooked. Customers who buy a product
are much more likely to buy complimentary products if it provides them
value. This is also a great chance to follow up to say 'Thank You' and
give them advice on using products or services.
Customer Lead Score
Are you customers looking to buy again? A great way to provide tailored
offers for the returning customer. Maintaining separate lead scores or
even one that resets over time is a great way to target value to subscribers.
Targeting customers who spend a lot is a great way to induce more repeat
sales and customer loyalty.
Nothing irritates me more when a company that I did business with
ago emails me to solicit a sale with virtually no contact beforehand.
Being able to place customers and prospects into buckets of recent activity
will help you target recent buyers with special offers.
Everyone: Email Opt-In Status
We all know that double opt in renders better satisfaction, email delivery
and is just better. Providing specific value pending on if someone is single-opt-in
or confirmed will greatly assist in satisfaction.
Geographics & Demographics
The usual suspects of segmentation""the 'who' and 'where' we live. This
information can be used for tailored offers, events and buzz in a specific
state or profession.
Consider what matters to you and build a survey that assists you to profile
your customers and prospects. Surveys can be assembled in minutes using
free online software.
Learn more about how to segment prospects using Email Marketing 2.0.