When you segment your contacts, you create easily searchable databases. Think of it as a sorting system. You wouldn’t just throw all of your important documents into a pile in your file cabinet! You take the time to organize them according to what they are and how they’re used.
Fortunately, with Customer Relationship Management (CRM) software, like ActiveCampaign, this is a fairly straightforward process. Here are the key elements you need to know:
The highest level of segmentation is the list. Think of these as your folder.
What lists you use will depend on what your needs are. A clothing company’s marketing strategy would be poorly received at a real estate firm. Likewise, you wouldn’t want to try the same gimmicks you used when marketing to teenagers to elders at a retirement home.
To get you started, here are a few examples of lists that might be utilized:
In general, you want your lists to be broad but handy. You don’t want to make a list so overreaching that everyone is included in it. At the same time, a list that only has two or three people in it is just as useless.
The second level of organization in your CRM toolbox is the tag. Think of these as your sub-folder or category. In the filing cabinet analogy, this would be where you’d insert a divider, perhaps to keep your home improvement receipts separate from all coupons you’ve been getting from retail stores.
Tags can be applied to individual customers within your database.
When dealing with email marketing, they’re extremely handy. Good tagging allows you to find and email deals and information to people who are interested in narrow scopes of products and services. Proper tag use can prevent you from disengaging from customers by keeping their content relevant.
If you’re still a bit confused, some examples might help!
When it comes to tagging, you should be aware that less is more. While it’s always fun to make new categories, doing so may cause excessive and unnecessary strain on resources and databases. Keep your tags consistent, relevant, and organized.
Some of the best uses of segmentation are email campaigns. When you’re creating offers, deals, and showcases, you want them to be shown to the people most likely to buy those products and services. Sharing something someone is disinterested in won’t help you much; in fact, frequently missing the mark may just lose you a customer!
Being able to target individuals based on their preferences is always handy, and it can also apply to virtual (or physical) newsletters or coupons. Some examples of savvy tag use might be:
Once you’ve grasped the basics of listing, tagging, and segmenting your prospects and clients, your campaigns can be impactful and drive efficient and effective results; so long as you utilize it properly.
Conducting a marketing campaign strategy to the right segment contacts is key. There is a lot of time and research needed to group contacts to promote based on characteristics and behaviors to what you are offering. The risk in the lack of time put into the research and preparation is unsubscribes to your email list.
Engage 2 Engage is here to help with your decision-making regarding lists, tags, and more. As the number of products and services grows with your offering the more complicated organizing it all can get. Learn more about our programs where we help simplify and streamline the process so you can maximize results.