Despite advancements in marketing technology, channel marketing and interactivity, the one consistent thing that customers expect from marketers is – Value. Genuine value – that is tangible and quantifiable! Get this on point, and your marketing and sales results will be on track. Value is something that has a different meaning to each client. While individual targeting is impossible, database segmentation makes it possible to target individual groups with higher relevance.

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To understand individual preferences, marketers need to break down the cluster of generic customer personas. Start segmenting your big list bucket into smaller and higher targeted preferences. Creating niche segments is the marketer’s first step in generalizing personalization.

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5 Priority Attributes to Evaluate your Database Segmentation Performance

Are your customers listening to you after segmenting your database? If not, it maybe because of one of the below mentioned 5 P’s:

P1: Personalization

Conferring to analytics, with segmentation you can practically have a one-to-one communication with your customers on a mass automated scale. Customize your direct marketing based on your customers’ past purchases.

P2: Pertinence

Customer interaction strength depends on relevancy and frequency. To build an interesting conversation, marketers need a powerful impetus to capture audience attention.

Achievement Plan:

  • Produce highly relevant content based on what the customers are interested.
  • Assign your content production to online retailers who do it extremely well. Their website generates automatic recommendations based on what the customer has been searching for recently.
  • Create a pleasurable user experience and often the recommendations are useful.
  • Instead of being bombarded with random offers, present products that are much more relevant to the user’s daily lives.

Remember that lack of interactive data can lead to one-sided communication – if nobody’s clicking on the links in your e-mails, your content isn’t relevant enough to them – it is time to review!

P3: Practicality

Marketing across a variety of platforms, including email, website, and smartphones means your customers receive your message on the device(s) they prefer. Enable social media sharing for maximum viral marketing. You can collate data across all of these platforms, helping you assess the effectiveness of each and build very detailed profiles. Set up a preference center on your website so that customers can choose how often they want to hear from you, on what topics, and via which media (SMS, email, etc.). That way they will look forward to your company’s messages and are more likely to act on them.

P4: Power

The effectiveness of your email marketing is very easy to measure and to act on immediately. With powerful, detailed, real-time analytics, engagement is just the next step in your marketing flow. In the past it was all about reporting. Now it is about acting on real-time, readily accessible data. Assess how your latest campaign is performing and suggest ready alternatives to make a crucial impact.

P5: Promptness

Respond to and interact with customers immediately – capitalize on their interests and increase conversions. For example, when an online shopper abandons her/his basket. Strike while the iron is hot with a follow-up email or a notification pop-up to encourage her about completing the purchase. Alternatively, when a new customer signs up for a service online, welcome the user with an interesting guide (or a tutorial video) to use the service.

Found the blog useful? Talk to us about your database segmentation challenges or your specific data challenges. Contact Span Global Services!



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Author - Edward George
Edward George Author at Span Global Services One of the most charismatic leaders at Span Global Services, Edward assists strategic planning initiatives that help to promote an overall brand image of excellence. George is also a renowned B2B brand evangelist and blog writer. Backed with 15 years of client management expertise, George currently helps businesses achieve success through data-driven digital techniques. He ardently follows the lead by example principle and helps to maximize business performance of the organization and its clients.

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