Whether your database is as old as your grandmother or was designed by young marketing managers, it may not always make recipients' mouths water. In other words, you have a significant database of potential customers, but you're seeing a stagnation in its performance (open rate, reactivation rate, etc.) as well as in ROI. Things are simmering, but there's no explosion of flavor that gets everyone excited...
If your CRM or PMR campaigns are often neglected, it may be time to reorganize your kitchen! From now on, it's time to think about email segmentation .
Everyone's palate is different... Distributing the same vp manufacturing production email lists dish to thousands of diners will not benefit your email marketing strategy. By sending generic campaigns to as many people as possible, you forget about the specific characteristics of your recipients . You are neglecting the specific problems of your contacts and, for the same reason, the search for your buyer persona.
No, to maximize the KPIs and, above all, the ROI of your campaigns, you will have to adapt your communication strategy, segment and treat profiles very carefully. Here is THE recipe:
1. Segment your targets by demographics
By making this initial classification by surname, first name, age, sex, etc. easier and more objective, a better orientation is guaranteed in terms of content and form . For the first, it is a matter of selecting the products and targeting the right audience . For example, do you sell hearing aids? In principle, it makes no sense to address Kevin, 22 years old, even though he lives with implanted hearing aids, and who plays Metallica at full volume.
In terms of form, segmentation will allow you to better personalize your emails , as you can adapt the visual style, wording, and colors of your newsletters to strike the right chord. Your buyer persona , i.e. your ideal customer, will recognize and react if you send them content that resembles them.
2. Geolocation targeting of your potential customers
Email segmentation by location is very easy to set up, and can be very effective if your products and/or services vary from region to region. For example: you are an ISP and only want to target homes with fiber optic access.
