We talk of so many aspects of digital marketing. There are websites, there are blogs, people have their social media campaigns, and there are email marketing campaigns.
But if we think of the rudimentary digital marketing of a decade or two back, we will see that emails were an important weapon in the marketing arsenal in those days, and it still continues to be very important.
That is why marketers place such a lot of stress on designing and implementing email campaigns well, so that their overall digital marketing campaigns can have better returns on investment. One of the best ways to make email campaigns more effective is to direct specific campaigns at specific targets.
The need for segmentation
This means that the campaign for a college going 20 to 25 year old audience would be quite different from the content used in a campaign targeted at a 35 year old person who is about to buy his or her first house. But for this the marketer needs to have the target audience cleanly divided into specific segments. Let us take a look at three important ways data can be used to create such segments.
Source of data
The first thing to remember is that the data used for email segmentation could be different in different scenarios, and at different points of a company’s life cycle. The source of data for email segmentation would be different for a youth fashion brand and a NGO serving elderly people. So the marketer needs to decide on where the data would be taken from, before the process of segmentation is initiated.
How to segment
Apart from cold, hard, data, prospect/customer behavior also could be an indicator of how segmentation should be done.
One obvious place for this is the earlier email campaigns. The people in your email recipient list would have reacted in a certain way to earlier campaigns. Some wouldn’t have opened it, while some would have set their filter so that the email went straight to the recycle bin. Some others would have simply read the email and then closed it without doing anything about it. And one set of people would have actually responded and reacted to the mail.
Depending on these and other responses, you need to segment your emails the next time round.
What parameters mean more in B2B
Since we are talking about B2B email marketing here, you need to keep in mind that the age, sex or other demographic indicators might not make that much of a difference.
On the other hand, tenure in the company, role, and designation are some of the data points that could have a bearing on how your email would be responded to. Therefore you must ensure that this kind of data is current and always updated before you use it for your segmentation drive.
These were just three ways in which data can be used for segmentation. In the subsequent articles we will be talking about further aspects of data segmentation while carrying out B2B email marketing campaigns. We would be looking at segmentation parameters, tracking of effectiveness, engagement behaviors etc. in subsequent articles.