De-Junk Your Email List: 4 Segmentation Tips For Personalized Campaigns
Your junk drawer is upset with you. That dirty little secret you keep hidden at the bottom of your kitchen drawers? Yeah, you hurt its feelings. Instead of neatly organizing it as you would your silverware drawer, your junk drawer is just a box full of random sh*t.
“Why won’t you organize me?” it cries every day, “My life is a shambled mess of paper clips, sticky notes, and loose coins!”
Like your ill-fated junk drawer, your email subscription list might also be absolute chaos. Unfortunately, when it comes to effective B2B marketing tactics, it’s crucial to get your email subscriber list in order. Email marketing has consistently proven its worth, with 40% of B2B marketers considering it a critical component of their success. And with the promise of a staggering 4200% return on investment and open rates 23% higher than B2C emails, this marketing strategy is a powerful revenue driver for B2B marketers.
However, achieving success requires much more than having a random assortment of email addresses and sending generic messages. Email segmentation is essential for boosting open and click-through rates while keeping unsubscribe rates low. In fact, marketers who adopted segmentation saw as much as a 760% increase in revenue.
Instead of having an email list that resembles your trigger-inducing junk drawer, you need to clean it up and segment it like your more well-kept kitchen drawers.
Understanding Email Segmentation in Marketing
Email segmentation is a marketing technique that involves breaking down your email list into smaller, highly targeted segments based on specific criteria. Think of it as grouping your silverware drawer by spoons, knives, and forks. This approach lets you tailor your content to unique audiences, ensuring that your messages resonate with their specific interests and needs.
For example, suppose your contact list has 10,000 contacts spanning various industries and job roles. In that case, email segmentation involves categorizing them based on factors such as industry, job titles, or specific company attributes like employee count or annual revenue. This enables you to deliver content that aligns with the preferences of each segment, rather than sending one-size-fits-all messages.
Email segmentation also creates personalized customer journeys. This ensures that you’re offering both valuable information to your audience and reducing your unsubscribe rates and spam reports by delivering hyper-targeted content.
Adapting to the Changing B2B Buyer’s Journey
B2B buying behavior has undergone a total transformation. B2B buyers now invest more time in independent research, dedicating up to 50% of their time to this task. They also expect personalized customer experiences.
As such, personalized email marketing can significantly boost open rates, with 72% of customers engaging with tailored messages. This personalization aligns seamlessly with the changing B2B buyer’s journey, which includes three critical stages: awareness, consideration, and decision.
In the awareness stage, prospects identify their pain points and seek solutions, marking the top of the marketing funnel. During the consideration stage, they conduct research on your products or services. This stage represents the middle of the marketing funnel. B2B consumers often progress up to 70% through their buying process before contacting sales. Finally, in the decision stage, prospects will choose whether or not to buy from your organization.
Recognizing that the buyer’s journey can look different based on factors like the brand, product, or service is essential. Despite this, nurturing relationships is still critical. Personalized marketing through targeted email segmentation enables your brand to build trust, boost brand authority, and influence buying decisions in your favor.
B2B Email List Segmentation Benefits
Segmented campaigns yield a substantial increase in revenue. Consumer-centric campaigns can deliver 14.31% higher open rates, 100.95% higher click-through rates, and 9.37% lower unsubscribe rates. These figures underscore the growing demand for personalized content and the rising customer expectations.
Today, 90% of consumers love customized content. And many decide to buy because of personalized marketing efforts. With B2B buyers mirroring B2C behaviors, personalized marketing is crucial to any email segmentation strategy.
4 Simple Steps to Segment Email Subscribers
Use these four segmentation tips to un-junk your email list:
- Define Your Ideal Customer Profiles (ICP) and Buyer Personas: Most businesses have multiple ICPs and buyer personas, each with distinct needs, interests, and journeys. Identify and target each persona with tailored campaigns.
- Behavior or Action-Based Segmentation: Segment your list based on buyer actions and behaviors, aligning your content with their interests and interactions with your brand.
- Demographic and Firmographic Segmentation: Use demographic and firmographic data from your ICPs and buyer personas to create more focused and customized outreach.
- Segmentation Metrics: Consider metrics like customer lifetime value, stage in the sales funnel, purchase amounts, sales cycle length, and more to refine your segmentation strategy further.
The Power of Email Segmentation: Driving B2B Success
B2B consumers demand personalized shopping experiences. Segmentation is the key to delivering targeted campaigns. It drives engagement, cultivates stronger customer relationships, promotes brand awareness, increases click-through and conversion rates, and spurs sales.
Now is the time to clean up and organize your junk drawer AND email list. Email segmentation is a game-changer for your B2B marketing strategy and is a vital tool in generating revenue and achieving success.