Customer Segmentation
An initial step in running successful email marketing campaigns is identifying and categorizing your customers through detailed customer segmentation analysis. There are some pertinent questions that need to be asked including, but not limited to: what behaviors are you targeting? Do you have an age bracket in your target audience? Any specific occupation or industry you want to reach out to? Is there any geographical location you want to target for segmentation? These are just some questions that will enhance any email marketing campaign that you decide to run for your business. Let’s delve more into the details.
According to DMA, email campaigns have experienced a 760% increase in revenue after proper segmentation of the audience was done. The ‘why’ is clear; each audience member desires recognition and special treatment. Similarly, the messages they are sent also need to vary accordingly. For instance, if you run a medical insurance company, you will have segments of your audience that do not currently have insurance of any kind, some that have pre-existing conditions, some that are already insured by a different company and the list goes on. Sending the same email across the board can be ineffective in that the message will not be applicable to a large chunk of your audience. Each of the aforementioned segments of your audience deserves a customized message that is tailored specifically to them and their place in your business’ ecosystem. It is pertinent, for this reason, that before you conduct email marketing, you need to identify and segment your audience thoroughly in order to gain maximum returns on your investment and efforts.
It depends on who you are as a business and what your unique requirements are. If you are a local business, geographical location is an ideal way of segmenting your audience. If you are a clothing boutique, for example, demographics and finding out whether your subscribers are male or female can be a highly useful segmenting tool. Surveys and quizzes are another way to segment your audience by simply asking them exactly their needs, requirements and all other relevant details that helps you segment them into a category. An important aspect of segmentation via surveys is to keep the questionnaires as short as possible, so as not to scare away potential customers due to the lengthy nature of your survey. Similarly, depending on your specific business requirements, niche and the information you require initially from your customers are all defining metrics for how you should commence segmenting your audience.
First, we analyze your industry, competitors, and your business itself. Based on our findings, we develop various questions that we ask you as a business in terms of your aspirations, previous experiences, and vision for your business. Our next step is to carefully dissect each of your answers and craft unique buyer personas that we then utilize to create segments for your audience.
Once we have created multiple segments for you, we develop relevant messages for each segment that we then deploy through our email campaigns. Upon extensive A/B testing of each segmented campaign, the processes of refining messages, adding/subtracting segments, and analysis of the success of each campaign are continuous and on-going. Each campaign is directly tied to your ROI to ensure that your hard earned money is spent at the right avenues and is fulfilling your end goal: be it greater awareness, increased sales or more leads.
At PNC Solutions, you deal with email marketing experts that not only know comprehensively what they are doing, but also have proven prior experience of success. We’ve built brands around ideas, and we can do the same for you. Ready to begin?
Once we have created multiple segments for you, we develop relevant messages for each segment that we then deploy through our email campaigns. Upon extensive A/B testing of each segmented campaign, the processes of refining messages, adding/subtracting segments, and analysis of the success of each campaign are continuous and on-going. Each campaign is directly tied to your ROI to ensure that your hard earned money is spent at the right avenues and is fulfilling your end goal: be it greater awareness, increased sales or more leads.
At PNC Solutions, you deal with email marketing experts that not only know comprehensively what they are doing, but also have proven prior experience of success. We’ve built brands around ideas, and we can do the same for you. Ready to begin?
