In addition to the need of obtaining your recipient’s database by opt-in or even double opt-in, its segmentation is an important step to take. By doing so, you will use the database in an optimal way.
Today, hyper customization is at the heart of marketing strategies, especially in email marketing with the rise of SPAM and phishing that pollute mailboxes.
So if there is a rule to be respected at all costs, it is to propose relevant and adapted content to your recipients . Except, they do not all have the same profile! All your contacts are unique and have aspirations of their own.
But by organizing properly, you can sort them out according to common criteria and thus send different campaigns according to their profiles.
We will classify these criteria into 3 broad categories. It’s up to you to decide what information to collect for your business. This method is valid for any marketing operation, email marketing or not.
The Objective Criteria
Who are my contacts?
The criteria that we call «objectives» are the basic information concerning the identity of the contact . This data should be collected as soon as possible, when your contact is registered in your database.
For example, we can mention the following information :
- Email (obviously)
- First name
- Geolocation (region, city or country)
- In B2B: business, sector, function
- Registration date
This is a non-exhaustive list and not all information is necessarily relevant to you. Age, for example, can be a very interesting data for a ready-to-wear fashion company but is less important for a business in B2B.
Geolocation will not be essential for a purely online e-commerce site, while a company with physical outlets will attach great importance to reaching its targets on a specific sector.
Same for the country: a firm that does not intend to export and who wishes to target only local contacts will not have much interest in asking in which country their contacts are from.
The crucial information for your business also depends on your type of activity. In B2B, it is always interesting to know the position of his interlocutor, his hierarchical status, his power of decision, etc …
Always ask for information that will be useful to you. It is not a question of conducting an examination while the contact is not yet part of your database. Provide a simple form that is easy to fill in with very few lines, and plan a reward for any new registrant: free whitepaper, discount, coupon code … This will encourage your visitors to take their time to sign up.
To recover all this information, Mailify has developed its FormBuilder. It allows you to collect the data you need from the visitors of your website using a registration form created and personalized by you. With this extension, any contact entered through this form is directly added to your contact lists in Mailify. This allows you to quickly and massively retrieve the information you need about your visitors.
Keep in mind that this information not only allows you to accurately target your email campaigns, but also allows you to personalize them.
The Subjective Criteria
What are my contacts looking for?
This second category of criteria will allow you to better understand the expectations of your contacts, understand what they like and what their interests are.
You can retrieve this type of data in different ways: through surveys, questionnaires sent by emails, on your registration form or directly by telephone contact. The idea is to ask them concretely what they expect from your company and what they like: «What do you expect from our newsletters? «,» How often do you want to receive our newsletters? «, » What are your interests? «, Etc.
It is important to know what your contacts want from you. A few questions will be sufficient to give you an overview of their aspirations and you will be able to target your campaigns taking into account a new data, even more personal and therefore extremely relevant. This is the basis of all effective communication.
It is increasingly common to see companies offering several newsletters at different frequencies. The contact will choose himself at what frequency he will receive newsletters to avoid being knocked out by emails and get weary of it.
That’s it, we’re starting to get closer to this famous hyper personalization. But we can go further …
How do my contacts behave?
The marketing and email marketing tools available on the market have grown considerably in recent years and provide incredibly accurate, abundant, and easily exploitable data. We are in the era of Big Data , where data is gathered automatically and massively.
Today, you can easily track the behavior of your contacts / prospects / visitors / clients, channel them and use them to feed your database.
For example, with an effective email marketing solution, you can track the behavior of your recipients after sending an email and retrieving post-campaign statistics. It is then interesting to retranscribe this data in your recipient’s database over a given period.
On the other hand, with an e-commerce site, it is possible to recover the purchasing behavior of your customers and to extract other equally interesting data.
In addition, Mailify not only provides extensive post-campaign statistics, but also allows you to import data from a Magento / Prestashop e-commerce site .
In short, with the right tools, you can get data like this:
- Open rate of emails
- Click-through rate in your emails
- Number of orders placed
- Average order amount
- Total amount spent
- Subscription date
- Reading media
- Etc …
With such data, your base is all the more qualified. They will help you to prepare campaigns of recovery, loyalty, prospecting …
For example, a prospect that has clicked on just about all of your campaigns but never ordered will have to be pampered to turn him/her into a customer.
On the contrary, a customer who has ordered only once but who has remained inactive for several months will be good to revive with a promotional code or a reduction…
The possibilities are enormous! Combine that with all the other criteria and you should get the ultra-qualified recipients bases and therefore send the campaigns completely customized depending on the person, his profile, tastes, expectations, activity …
Add solutions to automate marketing campaigns, and your communications will be both hyper-personalized, automatic, cost effective, and your customers will not complain because your database is, of course, opt-in and obtained legally. They are expecting to hear from you!
Do not forget that the most important thing is the quality of your database , not the amount of contacts it contains. So segment it correctly, dose it well the information you ask from your contacts, and be creative to be as close as possible to your targets. Everyone will win!