In today’s market – we are constantly bombarded with more and more marketing – so much noise that we have become immune unless the message really resonates with us.
The key to really making an impact is to make the message really personal to the challenges that person is facing- It makes it relevant.
All too often, we see content that is trying to be “all things to all men” –in reality the Head of Finance has a completely different set of needs than the Head of IT, even regarding the same service offering.
If you segment your message based on the role of the person you are targeting the results are more improved because it’s about them, it’s about their pain, it’s about their challenges – ITS ALL ABOUT THEM.
And the stats show it – The email marketing benchmark guide by MarketingSherpa highlights that open rates for segmented versus non-segmented email campaigns are as much as 20% higher .
It’s not just all about the message either.
There are two fundamental building blocks to any successful campaign Data Quality and Database Segmentation.
1. Data Quality
Whilst you may have an up-to-date database of clients with opt-in email addresses, understanding how their role differentiates from their title may make a big difference in what messages you send them. Just because someone has the title of Chief Marketing Officer, doesn’t immediately flag that the person has responsibility for Sales or Product Development and would be interested in your marketing collateral surrounding those areas of your expertise. You may be missing out a whole segment of your database here. Complete and accurate records for each contact in your database will enable you to slice and dice your data like a Japanese sushi chef.
2. Database Segmentation
Beyond a database of accurate contact information, it’s fundamental for each record to be tagged accordingly based on their area of interest. Too often we see marketeers attempting to build campaign target lists based on a job title match. Ensuring your CRM system is correctly set up to capture data segmentation points such as role, gender, area of interest. No longer will your senior executives and marketeers have to troll through excel lists searching titles, but quickly report on these segmentation fields.
Has your organization adopted segmented messaging across its marketing function? Have you seen shorter relationship building times as a result? How important do you rate having a well segmented database for your sales and marketing campaigns?
-Nick
