Email is a pretty powerful tool in any marketer’s arsenal, as long as it’s used well. One of the worst ways you can use this tool is by sending every email you create to every person in your contact database.
Instead, you need to tailor the emails you send to the people who would be most likely to need (and read) them. This is known as segmenting your emails, and it ensures you’re using this tool in a way that provides value to your audience and keeps them from moving your emails to their spam.
We’ve covered what email segmentation is in this blog, but today we’re going to share some lists you can actually use to segment your contacts. Using email segmentation ensures your contacts receive messages they actually want to open and that you don’t waste time sending emails to people who don’t need them.
7 Lists for Segmenting Your Emails
When it comes to segmenting your contact database, the options are pretty endless. The seven we’re sharing here are a great starting point, but you’ll want to create lists that best fit your ideal customer in every stage of their decision making process.
Grouping contacts based upon shared persona information allows you to personalize messages to a customer’s needs, demographics, interests, and unique problems. You can create lists based upon age, region, company size, and more.
Does this lead have the authority to choose your business for their needs? If not, who do you need to be talking to? You could probably include this within persona information because this authority often parallels a lead’s job title, but we’re including it as its own section because we believe it’s really important to send emails targeted to decision makers.
Which of your leads are able to purchase from you right now? Which need more time to save the money to invest in your product or services? Segmenting your list according to a lead’s budget allows you to convey the value of the solutions you offer and target emails that fit a lead’s unique budget.
Leads come to your business at various stages in their decision making process, and this is a golden opportunity for your email marketing. When you create and send emails that target a group of people all in a specific stage of the buyer's journey, you are able to educate these leads about the value of your business.
A good CRM will allow you to see a lead’s activity on your website: pages viewed, time spent on each page, bounce rate, and links clicked. Knowing this activity allows you to see what interests and needs a lead has, and then tailor the emails they receive to address these interests and problems.
Along with creating lists based on a lead’s activity on your website, you also need to create lists based upon the offers a lead has downloaded from your website. This will give you an even deeper look into the problems your lead is trying to solve and then communicate how your business can offer a solution.
Responsiveness (or the lack thereof)
We’ve said before and we’ll say it again, not all leads are good leads. One indicator that a lead might not be a good fit for your business is when they are non-responsive to any contact with your business. Your marketing team can segment these contacts into a list and send them an email with the intent of re engaging their interest.
Email Segmentation: Start with the Right Tools for the Job
It’s pretty clear why email segmentation is a valuable tool for your marketing team. But it is almost impossible to execute this strategy without a CRM. This software will allow you to easily filter and segment your database and then create a series of workflows to meet their needs and interests.
While there are many CRMs on the market today, it’s no secret that our favorite is Hubspot. Want to learn about other ways you can use this tool to generate leads and grow your business? Download our free offer, An Overview of Hubspot, below!