"Studies show that untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs, according to the Relevancy Group Publication, 'Realizing the Value of Email Marketing' (2010)..." (Check out this iMedia Connection blog for the full article.) It offers some great information on segmentation to B2B marketers. Segmentation is a key part of a successful email campaign. If you are a B2B marketer reading this, don't think segmentation doesn't apply to what you're doing. In fact, segmentation can take an ordinary email campaign and make it more relevant to the buyer and, therefore, more effective.
Here are 3 segmentation tips for B2B marketers to keep in mind when starting to use if for their email marketing campaign.
Study. Learn who your customer is and what motivates them to buy from your company. Understanding this is going to greatly improve any email campaign regardless of whether it's going to include segmentation.
Segment. Determine the most efficient way to segment your list. For B2B marketers, it might make the most sense to segment based on past purchase cycles of clients and when those companies are most motivated to buy.
Send. Use the information you've gathered and segmented to send targeted, relevant messages to these people to encourage them to buy.
- Consider adding information about their last purchase to remind them of what it included.
- Consider adding recommended items based on what they have already purchased.
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