Segmentation is simply the smartest way to skirt around the irrelevant audience. After all, who wouldn’t want to save time and money given a chance? Segmentation can help drafting a strategy to serve the content appropriate to the right audience. It also contributes to spool a stream of information such as lead data to launch event that enables fully fledged customization of a campaign. The techniques listed here will mostly work unaided. However, many others may require interlacing with segments and lead data.
1. Geography
The fundamental of segmentation starts with geography. It is vital to know where to find your audience. It would be inappropriate to launch marketing campaigns at locations where you may not operate, or less likely to find a favorable audience. If you aren’t wise to know where your efforts are planted, you may end up invading someone else’s privacy.
2. Age
People from all walks of life use the internet. Everyone from a child to a retiree is internet users. Knowing the age of the people before attempting to send out email campaigns will significantly avoid the extra efforts. It indeed helps customization with precision.
3. Gender
The qualities of a message may be adjusted to make them more gender specific. Should you have offerings where buyers of particular gender would likely benefit, then gender-based segmentation is where you need to start.
4. Character
To get the conversation started, identify the right buyer persona. Understand how the subscribers are likely to respond after seeing your email. A well-stocked information that defines the customer qualities will help segmentation based on mindsets. It means, creating content that will improve the click through and conversion figures.
5. Type Of Organization
Segmentation isn’t exclusive to demography. If you are selling to other partnered businesses, you need organizational data that influences the decision makers within each of these organizations. Since each organizational needs vary, so do their email content.
6. Industry
With the umpteen number of industry verticals, it is imperative to know the industry where you can find your leads.
7. Job Role
There is an exhaustive list of job functions within each domain. Segmentation based on job function makes it easier for marketers to aim their offerings at potential buyers.
8. Educational Qualification
Sending a completely tailored content that is well retained by the subscriber is every marketer’s intent. However, the same cannot be said if the recipient can’t interpret the content. Hence, it is a common practice to send email to users based on the educational qualification.
9. Domain Hierarchy
Without segmentation, things can quickly become complicated. You may be targeting a member of a particular job role. But, if your intent is to seek the attention of an experienced professional with a greater decision-making authority, it’s time to be precise about the search factor.
10. Past Transactions
Transactional data is a valuable information through which you can gauge professionals based upon their buying powers. The real purpose of using the transactional data is to identify the premium opportunities that yields greater value to marketers.
11. Interest Groups
Marketers are tapping newer initiative to understand the audience’s interest by observing the trails from past purchases. Companies deploy surveys and other mechanisms to understand each potential member tactfully.
12. Purchase Frequency
Trailing the users buying frequency will help you understand if you could make them pay attention to your offerings in exchange for loyalty programs. The lure factor must appeal to the audience through values.
13. Buying Cycle
Some customers approach marketers on a seasonal basis. It means the demand is time driven. Segmenting users based on their purchase cycle will help you make the first appeal at the right time.
14. Content
Clients and subscribers may have various preferences over the content. If one segment of individuals prefers receiving content related to “marketing strategies,” another group could prefer “marketing analysis reports.” Such vastly varying interest has made it a necessity to have a detailed segmentation of subscribers based on the topic preference.
15. Content Type
Broadly speaking, a uniform content format doesn’t appeal to all members alike. Certain individuals may prefer blogs while others prefer eBooks. Understanding the tastes of people you are targeting will drastically improve the clickthrough rate as it motivates the consumers to interact with the content that you serve.
16. Gauging Interest
When prospects convert through the content you served, it is not an absolute indication that they liked the content. Start segmenting users by gauging their interest. Suppose, a segment of users who attended a 60-minute seminar can be split into groups where some attendees were present over 45 minutes and the other group who left after 15 minutes. Such information will help you understand how to keep each group engaged by obtaining feedbacks.
17. Variation In Engagement With Content
It is vital to keep the subscribers engaged with the content through the sales cycle and sometimes beyond. Marketers must know the time each user spends on a piece of content. Understanding such interests will help reinforce a healthy sales relationship.
18. Variation In Buying Habits
Lead nurturing is an essential component in marketing. A client’s interest may vary and so can his/her shopping frequency too. Therefore, every time there is a fluctuation in the purchasing rate, it is time to engage and let them know you still care for their attention through nurturing emails.
19. Placing Leads In The Sales Cycle Phase
Gauge each lead uniquely to track their interest at any point within the sales funnel. Understanding your audience throughout the sales relationship will help determine their loyalty and building an ideal segmentation groups.
20. Email Variants
Whether you discover leads through company emails or free emails, it says a lot about each user, which in turn helps to create campaigns most relevant to each lead. To create a responsive email design, a marketer needs to delve into the email type used by each lead. A precise segmentation can save time and make implementation of a customized content easier.
