Segment Your Database for Email Success
Database segmentation can have a significant impact on your email campaign effectiveness. The relevancy of your messaging and offers is critical to generating opens and – more importantly – sales. Lead Liaison’s database segmentation tools provide parameters that allow you to create email distribution lists that target lead attributes, buying status, behavioral identifiers, and trigger events. Make sure to segment your database for email success.
Segmenting your lead database is important for two reasons: 1) you can target specific leads for customized messages and 2) you can avoid spamming uninterested suspects. With our database segmentation feature, you can accomplish both in a matter of minutes. There are over 65 preset attributes and over 10 trigger events that can be used to filter your email list.
How to Segment Your Database
So what are some of the effective criteria that marketers should use to segment a lead database?
Geography – where are your leads located? Whether your sales team is organized by territory or not, geography can play a role in how you approach a lead. The culture in Texas is different than in New York; messaging can be tweaked to appeal to each region’s cultural differences.
Lead Grade – leads that are graded on how well they fit your buyer profile should be segmented according to appropriateness. After all, should a line worker at a company with revenues below $1MM be approached the same way as a CEO of a company with $10MM in revenues?
Lead Score – marketers should segment according to the implicit (behavioral) attributes that are provided through online activities. For example, a lead that has attended a one-hour webinar should not be grouped with leads that have visited a single webpage.
Gender – this one is not always considered when segmenting a database. However, grouping by gender allows marketers to create messages that appeal to each gender’s buying triggers, emotional attachment(or lack thereof), and value systems.
Job Function (Title) – b2b decision-makers typically reside within certain positions: CEO, vice president, purchaser, etc. Though not always the case, segmenting email recipients by job function is effective at putting your salespeople in front of the right person.
Past Purchases – if a lead has previously purchased from you, it should be segmented for specific repeat, up-sell, or cross-sell purchase messaging. Once segmented, you can deliver special offers and build brand loyalty.
Buying Cycle – why should your sales team be contacting prospects who have just begun their buying process? Leads can be segmented according to indicators that reflect where they are in the buying cycle.
When you wish to avoid sending emails to unlikely prospects or invalid addresses, there are several criteria that can be used such as:
Delivery Bounce – an undeliverable address can be easily segmented into a cold lead list.
Do Not Call – often b2b sales require a phone engagement, leads that have indicated ‘do not call’ during previous engagements can segmented for digital communications only.
Do Not Email – whether a lead indicates ‘do not email’ through an opt-out request or on a form, that lead can be bucketed for phone or direct mail contact only.
In addition, you can use explicit (physical) criteria to segment leads that should be avoided. For example, companies with revenues below your target profile can be grouped as third-tier or lower prospects.
Our Lead Management Automation™ platform provides segmentation that can make marketers more effective at creating and delivering messages and make salespeople more efficient by routing the most appropriate and sales-ready leads to your sales team.