The Importance of Data Segmentation for Marketing Campaigns
This week, a client asked me if cold email broadcasts work. My answer was a resounding YES.
But their success, and that of any marketing campaign, depends on how well they’re prepared. That’s where data segmentation plays an important role. Let me explain …
Same input = Same output
Many people send the same email message to their entire database. They then sit back and wonder why they aren’t getting many enquiries.
I have a mantra … the most successful campaigns are those that target the right person with the right message at the right time. So why then, would you send the same email to every contact in your database?
Take networking as an example
Let’s say you’re a lighting company that installs lightbulbs into schools and warehouses. You get talking to a lady at a networking event and find out she’s the Head Teacher within a large school. This person is your ideal target. So, having built a rapport, when asked about you and how you help companies, would you:
A – Explain how your light bulbs are lightweight and designed to screw better into the fitting?
No, because that’s feature based rather than benefit based
B – Tell them about a manufacturing company you helped by reducing their energy bill?
Possibly, because it has some benefits, although it’s not that relevant to the teacher
C – Empathise with the Head Teacher. Explain how you understand that cuts are hitting school budgets hard. Tell them how you helped save a school over £10k on their annual energy bill.
DEFINITELY – you have shown that you have experience in working with other schools. Thus you understand their problems and have come up with a solution
You might not realise this, but you’ve segmented your data. You have targeted the ideal contact, sent the right message and at the right time.
Examples of Data Segmentation
Here are a few examples of how you can segment your data:
- Segment based on location – helps with workforce distribution
- Select specific job titles – only promote relevant products to relevant people
- Base it on industry – for example, during theme weeks
- Size matters – discounts based on order size might appeal more to larger companies
- Segment based on the solution – send relevant offerings only
Once you have segmented your data, create an appropriate message for each segment.
Know their pain points
This is imperative, so you can tap into their psyche and create the right message. Ask yourself what problems do they face? What emotion does this problem provoke? Are they worried that they don’t have enough customers? Do they need to save time to hit a project deadline? Do they want to save money?
And how do those problems affect their job role or business? What happens if they don’t solve it? What happens if they DO solve it?
You must then explain how your offering solves their problem. Show how their life will improve when you have solved their problem. Make your solution their NEED.
Choose the right time
Timing is everything. Different industries have different requirements at different times of the year. Some of those requirements repeat at the same time year in, year out. These should be easy to take advantage of. For example, a new tax year, Christmas etc.
Other requirements may be less easy to spot. Those determined by things like current affairs, new projects, or even theme weeks! This is where the internet is a great tool.
Searching for theme weeks, for example, will help you find out what theme weeks are coming up. These range from “Manufacturing Week” to “National Doughnut Week”. Trust me though, there’s rarely a category forgotten, no matter how bizarre! Many businesses could take advantage of these by timing their marketing activity.
- Allows you to target the right person
- Helps you to create a more relevant message. That lets the recipient know you understand their problem. and that you can provide the solution
- Generates more responses. The more relevant your message is, the more likely it is to resonate with the recipient. That’s what will generate a response
- Allows you to time your campaigns and thus maximise results
Remember … the most successful campaigns are those that target the right person with the right message at the right time. Adopt this mantra and you will soon see results, I promise you!
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