There is a lot of value in segmenting your database into useful lists of legitimate contacts that will be receiving your content and be most receptive to your marketing efforts at the right time under the correct circumstances. Utilizing insights from your email data to generate lists allows you to create email content that resonates with the different demographics and interests of your audiences. Email marketing is gold, if done correctly, so start by ensuring a true understanding of these three aspects of list segmentation to better guide you through successful and powerful marketing efforts.
What is List Segmentation?
List segmentation is the action of taking your database of contacts and breaking them out into various lists based on certain attributes, such as industry, country, size of company, product, etc., the options are limitless. Simply put, list segmentation answers the question, “now that we have collected these contacts, what do we do with them?” As Hubspot states, if you're not effectively nurturing your leads down the sales funnel, then it's a waste of your resources. The level of success for your middle-of-the-funnel marketing efforts rely on if, and how well, you segment your database into effective lists.
Collect Valuable Form Submissions
List segmentation starts with form submissions. You won't be able to properly track your leads if you do not have the right outlet to collect the necessary contact information. Asking for a name and email will not cut it nowadays. Require the contact to fill out a company name, phone number and even ask for the contact to list what their needs are so you can better serve them, at the least. Business 2 Community shares how important collecting the right information is, because it will allow you to offer more diligent and targeted campaigns. More specifically, checking these boxes will give you the ability to create specific promotions to attract these contacts based on how relevant and enticing it is to them.
Track Activity History
After gaining the necessary context of your contacts, you need to then monitor their future activities. This is the next area of opportunity to track and segment your contacts into lists based on what it is you are trying to measure. This practice will monitor their specific interactions they have with your marketing efforts after they have entered your database. For example, you may create a list for website views who specifically visited your website to view information about a new product. Tracking the contacts in your database that actually visited the page would be a great way to gauge intent from your customers. In a recent Marketing Matters webinar, Email Marketing is Your Greatest Marketing Asset, we shared one of our favorite things to do with list segmentation, and that is creating a “super fan” list. This list of contacts will be the group we survey and send insider information to. For the purpose of sales, you certainly want to know who your low hanging fruit leads are.
Do not miss out of this valuable and pivotal tool for marketing success. Something so simple can really set the tone for your marketing efforts you put forth, and guide the results you are yearning for. Segment those lists! If you do so, you are bound to hit the bullseye.
Schedule a call with one of our marketing experts today to learn how you can take advantage of the power of list segmentation!