You Have to Segment Your List

July 26, 2010
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Digital marketing is an effective way to control costs costs and measure ROI. One of the easiest ways to start making your campaigns stand out is to segment your list. The more effective your segmentation, the more you can focus. With better focus, you can drive better results.

Digital marketing is an effective way to control costs costs and measure ROI. One of the easiest ways to start making your campaigns stand out is to segment your list. The more effective your segmentation, the more you can focus. With better focus, you can drive better results.

Segmentation is truly an art; if you’re not careful you could simply be slicing and dicing your list without even realizing it. Don’t get me wrong, random splits play their part, but for effective segmentation you really need to incorporate elements of relevance to the recipient.

For starters you need to target prospects and customers differently, the same formula should be applied to those who are engaged and those who are not responsive. But to really reach the next level, you have to learn to get personal.

Well segmented campaigns have to meet the needs of the recipient, incorporate their preferences, continuously seek their survey responses, follow their behaviors by watching how the consumer responds, and then make an effort at responding to those needs.
Ultimately your recipient is no different than any of us – we spend only a few seconds looking at marketing messages (if we open them.) We check our personal email after work, while the TV is on or we take a quick glace while multi-tasking at work. We’re distracted, we’re fickle and we want to know that you are paying attention to us. Think about your inbox, are there messages that truly spoke to you? Was it because it struck a chord of relevance?

Ask yourself these questions and think about what you would like to see when you’re creating your campaigns and applying effective segmentation to your list.