Surely you’ve all heard the saying “killing flies with cannonballs” more than once; it’s perhaps the most appropriate expression to describe what an unsegmented marketing campaign entails.
When we launch a marketing campaign without segmenting it, we forget one of the principles of inbound marketing: the contacts in our database are real people who expect a unique experience from our brand. Furthermore, they are increasingly demanding when it comes to selecting the content that interests them.
According to statistics, 30% of marketing professionals use database segmentation tactics to improve the engagement of their email campaigns. Furthermore, segmented email marketing campaigns have a 9.37% lower bounce rate and more than 100% higher click-through rate than non-segmented campaigns (HubSpot, 2020).
Why is it important to segment your database in your campaigns?
Your database is the core of all your inbound efforts, and segmenting it allows you to:
- Measure results: In an email marketing strategy, segmentation allows you to monitor the status of your database through results, that is, interaction with the email.
- Better understand your target audience and offer them specific information based on their interests and needs.
- Create unique conversations, which translates into engagement.
- More new customers and more sales closings.
- Retain existing customers.
How to create a segmentation strategy? How to segment a database
The first thing we must consider before db to data developing a segmentation strategy is the contact permissions individually accepted by each of our contacts ( GDPR policy ). That’s why it’s never advisable to purchase databases; our goal is to attract customers, not collect email addresses.
With that said, we can now begin creating our segmentation strategy. To do this, we recommend:
Have an organized and well-maintained database
This requires distinct information about contacts and, where applicable, companies, along with their corresponding properties or attributes.
Naturally, cleaning up your database is crucial at this point. If you send an email marketing campaign from HubSpot to a database that, for example, contains deactivated or spam email addresses, the result will be a high negative interaction rate. When this happens, your email account goes into suspension, as HubSpot takes care of your how can a website increase your company’s credibility? brand image. To avoid this, it’s necessary to create lists to identify contacts with low engagement and thus be able to exclude/delete them. We provide four examples of the types of lists to exclude from your email marketing campaigns:
A list to follow up on contacts who have unsubscribed.
2. A list to gain visibility into contacts with hard bounces.
3. A list to gain insight into contacts who aren’t truly interested in your product/service.
4- List to identify those contacts who have not opened a single one of our emails in a year.
In our daily operations, we obtain information about contacts through different means (forms, landing pages, chatbots, etc.), but simply receiving brazil data information isn’t enough. We must ask ourselves the question: Is this information useful when segmenting my marketing campaigns and generating quality content? To answer this question, we must keep in mind two key concepts.