Email Marketing : Segmenting and Targeting

by Michelle Class on December 15, 2015

Email is not dead; it can be challenging, but it’s not dead.

The death of email as a successful marketing tactic has been overly exaggerated. This nearly free platform is in use now more than ever by most B2B and B2C marketers. We’ve just gotten more sophisticated in how we get messages to our audience(s)!

Personalizing experiences, targeting lists and segmenting based on industry/service is key. Your audience wants relevant information for their specific needs. While it’s much easier said than done, here are a few ways to segment and target your email marketing efforts:

  1. Break your clients into groups based on their demographic data.

Demographics like geographic location, age/longevity, industry, service area, job title, etc. For example, you wouldn’t want to use the same language when talking to a Millennial versus a Baby Boomers.

  1. Sort contacts by prospect, client, and past or former clients.

Marketing, as you may know, is not “one size fits all.” The information you send to your past clients should not be the same as current clients, and likewise with prospective clients of your firm.

  1. Rank current clients into A, B, C and D categories.

Simply put, “A” clients will be your best, most profitable clients. The top ranking clients are the ones with most potential for growth – not only for their company’s growth, but your firm’s growth in serving them. “D” clients are those that if they left tomorrow, you would not be upset OR the ones you are planning to fire. After all, you are planning to fire them, right? To get started, read “Start Evaluating Your Clients Now!

Since content should be developed differently for each audience segment, you may be wondering what kind of content you should send to each group.  Here are examples for clients and prospects:

  • Current clients want to know that you are continuously working to serve them. You are always thinking of them, delivering the services you sold them and listening for better understanding of their needs. Depending on what services you offer, content can range from helpful tips, best practices, trends, and so on. The key to developing content for current clients is keeping them engaged with you and your brand, so they ask you first when they need something.
  • Prospects should be sent content that persuades them to move down the sales pipeline (moving them from cold to warm to hot). Benefits of your services, what makes you different, case studies, educational event invitations and other helpful information are examples of good content ideas. Inspiring action and reflecting on your brand and how you could best serve them positively will ultimately turn them into a client.
  • Recapturing past clients is a little trickier, and if you are sending them the same things as your prospects and current clients, they will notice and probably assume you forgot to take them off your client list; causing them to unsubscribe or even worse block your communications. To avoid that, send them content that shows you’re working hard to get them back. For example, client testimonials, educational event invitations or other relevant content that conveys reasons they should come back to your firm.

These key tools for communicating to your audiences will ensure you do not kill your email communication system.

I do admit, there are lots of emails coming in these days. According to The Radicati Group, Inc., “in 2015, the number of business emails sent and received per user per day totals 122 emails per day. This figure continues to show growth and is expected to average 126 messages sent and received per business user by the end of 2019.”

So, are you ready to build marketing messages tailored to your audience(s) wants and needs? If so, ask us about our content development services that can be a great first step in planning your 2016 marketing strategy.

 

 

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