Relevance drives conversion! How relevant your message or offer is to the recipient determines how likely it is they will respond. #1 reason why people unsubscribe or opt-out is due to irrelevant messaging, the communication does not make sense or is not targeted to me, so I do not respond and I opt-out. So how can we make sure we are highly relevant to drive conversion and avoid erosion?
We do this with effective segmentation strategies. To help, here are 6 ways to segment…
- Segment by lead source
- Where did the lead come from? A tradeshow, online ad, webinar, contact us form, an inbound call?
- Segment by behavioral criteria
- Examples include activity on your website, click-throughs from your email, responses to specific offers and event attendance.
- Segment by lead stage
- Where they are in the buying cycle? Have they just raised their hand as an inquiry? Are they further down the funnel as a marketing qualified lead? Has sales accepted them and they are an Opportunity or are they already a Customer?
- Segment by contact type
- Based on who they are to your organization you will need to segment. For instance, prospect vs. customer vs. partner vs. vendor vs. employee.
- Segment by demographic information
- Based on your business model you may have things like job function, geography, industry, company size.
- And finally, Segment by past purchase history
- This helps you understand what they’ve purchased – product, version, solutions, etc. and then what you can renew, cross-sell, up-sell or communicate about.
And keep in mind that most effective segmentation strategies will use a combined approach. The more data you have (target fit criteria and digital body language), the more complete your profile and segmentation strategy will be…further driving relevance.
Remember, relevance drives conversion!
Posted in: Segmentation
Great article! While I try not to be overly self serving when commenting, I feel I must respond to topics that speak to the core of our new product calc{list}. Calc{list} provides an extremely easy way to segment your contacts and combine them in unlimited ways for better relevance. In fact, our calculating lists can automate the entire process which will save you a huge amount of time. There is nothing else like it.
Thanks Bob for your comment and for reading. Good luck with Calc{list} and much success!
I agree that messaging is at the core of all marketing. If you want to be highly relevant, watch this simple explanation to understand messaging: http://tinyurl.com/y9ls2mr.