Discover advanced segmentation tactics to boost your B2B emailing lists!
Segmentation: the importance of personalizing your emails
To make a B2B email campaign successful, it is essential to personalize emails. It is therefore important to carry out segmentation in the list of subscribers in order to avoid sending the same email to all prospects. Here are some tips for segmenting your list meaningfully.
Segmentation and its interest
As part of a marketing strategy, it is essential not to group all your contacts into a single mailing list. Indeed, it is gratifying for a corporate client to receive an email tailored to their expectations. This is why it is necessary to segment your list into several subscriber lists. Otherwise, your prospects may lose interest in poorly targeted emails, which can lead to high unsubscribe rates. The result can be catastrophic: your emails may be considered spam and you will not get any results.
This is why the marketing department must pay particular attention to the segmentation of the subscriber list, as well as to the content of emails. Indeed, each recipient has specific needs, profile and level of maturity in a B2B inbound marketing campaign.
Data to enrich your lists
A good marketing strategy starts with an in-depth knowledge of your future customers, in order to offer them the content they expect at the most opportune time. So the first tactic is to collect all the data you can about the companies that are interested in you. A registration link contained in an email is a first source, because it allows you to add a simple visitor to your subscriber lists.
However, the most valuable information for segmenting your contacts comes from their behavior when they interact with your emails or website. This information can be collected using appropriate analysis tools.
What marketing criteria to segment?
There are many criteria for segmenting your subscriber list. The most common criterion concerns socio-demographic data, in particular the position occupied by your contacts in the client company. It’s also important to segment based on your prospects’ behavior, such as opening an email, downloading a document, or visiting a web page.
Lead scoring tools allow you to know the maturity level of your leads, which requires appropriate segmentation in your email campaigns. For example, if your future customers are looking for certain products, an email containing information on this range of products will be appreciated. Likewise, if a prospect shows interest in the products you sell, an email testifying to the satisfaction of your previous customers could encourage them to get involved.
Other segmentation levels
It is possible to go even further in personalizing your emails by using other levels of segmentation. For example, the time an email is sent can sometimes influence its open rate. Subscribers who have been inactive for a long time can be targeted with a reminder email or removed from the list to avoid increasing the failure rate. However, it is important not to create unnecessary segments that will make your lists too complex.
Constantly updated lists
Relevant and responsive segmentation requires the use of an automation tool, on which any marketing strategy is based. Once your segments are well defined, it is up to your marketing team to keep them up to date. Your subscribers should be regularly moved from one list to another depending on how their expectations change.
Finally, it is essential to comply with the General Data Protection Regulation (GDPR) in order not to compromise your emailing campaigns by using your customers’ personal data without their consent.