Segmenting Each Day Will Keep the Doctor Away
In addition to buyer’s personas and the buyer’s journey, you can also segment your leads by their role, seniority, what department they belong to, or their specific function within a department.
If you use a CMS that has the ability to track a lead’s behavior on your website, you can use that to gauge how interested leads are and what they’re interested in. For example, you can use conversion events (like downloading an eBook about Twitter), email opens, and page views.
If you have marketing intelligence software, you can go one step further and actually incorporate information about your lead and their company into your segments—how many followers and fans do they have on Twitter or Facebook? What search terms do they use to find your website?
These are just some examples of different ways to segment your contacts. It doesn’t mean you have to segment by one criteria or another; the real fun happens when you combine some of these elements to really address a persona.
For example, you can target a lead who has a specific role in a specific industry by their location and how many times they’ve visited your website.
Now, one of the main reasons you segment is to preserve the health of your contact database. Consider this:
25% of your email list will decay each year. By that logic, a list with 10,000 contacts will be reduced to just 5,625 viable contacts in 3 years.
You also need to watch out for spam.
Unfortunately, spam is what email marketing is often associated with, due to bad practices like buying lists and emailing people who didn’t opt in. This is not only annoying to the people getting your unwanted emails, but it actually decreases the value of your brand and can get you flagged. That hurts your deliverability and credibility.
You spend a ton of time building, cleaning, and nurturing a solid list of prospects, but that list is becoming less valuable by the second. As people change jobs, change emails, or hit the unsubscribe button, your list quickly loses its punch.
That’s why you need to supplement your email marketing with blog posts and content to make sure your lists stay healthy and grow over time. Following the inbound methodology means your marketing is interconnected.
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