List segmentation in your email outreach should be one of your best business practices. Segmenting your communications can improve your email relevancy by huge amounts. If you aren’t slicing up your database into separate segments and tailoring your messaging to be relevant to those customers and groups, then read on to find out why you should be:
Not all your customers are the same
The reality is that even those companies that sell only a single/lone product cater to many different types of buyers. There are usually multiple ideal types of customer demographic for any given business.
Let’s say you’re a real estate company, so you have both buyers and sellers, right? So you need to craft your messaging to appeal to both crowds.
If you were sending one blanket, broad message to these two target customers, the approach wouldn’t be as effective as sending them each a targeted email that speaks directly to their specific needs.
Your customers are in different stages of the sales funnel
The customers and prospects in your email database are at different stages of interaction with your company, which means they require different types of communication depending on where they are in the sales cycle.
Let’s go back to the real estate example. Say a contact is considering putting his house on the market, and he’s just in the beginning phase of starting his research and at the top of the sales funnel. He might need information on what the market price is for houses like his, or maybe scouting for the right agent.
On the other hand, say you have someone who is moving up to your area for a new job and needs a place to live. She is at the bottom of the sales funnel and will be buying something eventually. She might be looking at which school districts are the best, a neighborhood setting, a 3-bedroom house with a garage and a yard. Her needs are specific, so if you were to send her an email about putting her house on the market, it wouldn’t be relevant, and she might take her research elsewhere.
You’ll connect with your audience, achieving better results
Effective content marketing and email outreach is no walk in the park. When you develop the content needed to directly solve a client’s need, you are doing your job. However, that is easier said than done. It is worth it to take the time to build out your buyer personas and develop content that will be useful to them.
The marketers who take advantage of list segmentation in their email marketing and who do it well, will reap higher click-through rates, better deliverability and will generate more revenue from their email sends than their competitors who are still doing the blanket, broad message approach.