I’ve heard it before…”Yes, we do have an email marketing strategy.” After spending hundreds of hours reviewing our customers’ current Sales and Marketing stacks, we’ve learned that a lot of them still think of email as only a sales channel (to sell their product), and not as a way of building one-to-one relationships. While they do build and leverage automated workflows, their emails have the same broad message, regardless of the type of lead, or the point at which that lead is in the sales cycle.
Having a solid Email Marketing strategy is not just about sending automated email sequences or promotional newsletters. The real art of it lies in delivering targeted offers, providing content (blogs, webinars, case studies, etc.), and building a rapport with your leads as part of their buying experience, and based on their characteristics and preferences.
In order to maximize the effectiveness of your email workflows, you need to segment your list and target each group appropriately. Below I’ve included the 3 main types of segmentation you should implement to increase your conversion rates.
But first, why segment your email marketing?
Segmenting your emails helps you build a personalized, 1-to-1 dialogue with your prospects, offering both valuable information and tailored messages, at the right time.
You can segment their email-marketing lists based on the amount of data that leads provide in each landing page sign-up form, or when they download gated content or subscribe to your blog. Segments can range from job title, company size, geographic location, interests, etc. When done right, you can get 14.72% higher open rates and 62.84% more clicks-throughs, compared to non-segmented campaigns.
How should you segment your marketing emails?
By Buyer Persona:
Segmenting your list by your different buyer personas enables you to reach prospects with content that is highly relevant to them. Your buyer persona(s) are defined by things like industry, company size, location, responsibilities, pain points, etc. Focus on the buyer persona traits that brings you more results in terms of email engagement.
By Journey Stage:
The second way to segment your list to maximize the value of your email campaigns is with your buyer’s journey, or more specifically, where in the buying process are your leads: in the Awareness, Consideration, or Decision stage? Make sure to offer different tips and solutions, or share pertinent industry insights or case studies that can help guide them while they make their decision to purchase.
By Content Topic:
At VOIQ, some of our leads are more interested in Sales Development-related content, while others are looking for more information on Marketing Automation. Track the content your leads have shown the more interest in, and that drives them to click. You can also deliver content based on their preferred content format, like blogs, ebooks or videos.
Threading together targeted email and call campaigns within marketing workflows allows modern B2B marketers to not only communicate the most relevant messaging and content to leads based on their needs and behaviors, but also to automate the outreach process to reach more leads, faster. By segmenting your workflows, your email strategy will remain consistent across both Marketing and Sales, and will allow you to analyze, learn and iterate with more direction.
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