Subscriber List Segmentation
For a successful B2B email campaign, it is important to personalize emails. Rather than sending the same email to all prospects, it is essential to segment the subscriber list. Here are some tips for segmenting your list meaningfully.
Interest in segmentation
As part of a marketing strategy, it is essential not to group all contacts into a single mailing list. Indeed, it is gratifying for a corporate client to receive an email tailored to their expectations. This is why it is necessary to segment the subscriber list into several lists. If you don’t do this, your prospects may lose interest in poorly targeted emails, which can lead to mass unsubscribes and negative fallout.
This is why the marketing department must pay particular attention to the segmentation of the subscriber list, while paying attention to the content of the emails. Each recipient is unique in terms of needs, profile and maturity in a B2B inbound marketing campaign.
Collecting data to populate lists
A good marketing strategy starts with in-depth knowledge of future customers in order to deliver the content they expect in an email, at the right time. It is therefore essential to collect all possible data on the companies that contact you. A sign-up link in an email is a primary source of data, but the most valuable information comes from the behavior of potential customers when they interact with your emails or website. This information can be collected using suitable analysis tools.
Marketing segmentation criteria
There are many criteria for segmenting the subscriber list. Socio-demographic criteria, such as the position held by the contacts in the client company, are the most common. It’s also important to segment based on lead behavior, such as opening an email, downloading a file, or visiting a web page.
Lead scoring tools help determine the maturity level of prospects, which requires appropriate segmentation during email campaigns. For example, if your future customers are looking for certain products, an email with information about that product line would be welcome. Likewise, an email testifying to the satisfaction of your former customers can encourage a prospect to engage.
Other segmentation levels
It is possible to go further in email personalization by using other levels of segmentation. For example, the time an email is sent can influence the open rate. Subscribers who have been inactive for a long time can be targeted with a reminder email or removed from the list to avoid a high failure rate. However, it is important not to multiply segments unnecessarily so as not to make the lists too complex.
Regular updating of lists
For relevant and responsive segmentation, it is essential to use an automation tool, which is essential for any marketing strategy. Once your segments are well defined, it is the responsibility of your marketing team to keep them up to date. Your subscribers should be moved frequently from one list to another as their expectations change.
Finally, it is important to comply with the General Data Protection Regulation (GDPR) so as not to compromise your email campaigns by using your customers’ personal data without their consent.