If you're with the majority of B2B marketers then you are likely already using some method of honing contact lists to create more targeted interactions with your audience. According to DMN, more than three quarters (76%) of marketers say basic segmentation is part of their email marketing efforts; that is to say, most marketing professionals are in the habit of seeking to send their most relevant content to the right people at the most appropriate time.
And good list segmentation helps you to successfully pursue such an approach, as research from MailChimp found that clicks for segmented email campaigns tend to be 43% higher than those non-segmented campaigns - demonstrating that the right targeting can have a dramatic impact on engagement from your contacts.
But what are the right ways to slice and dice your contact lists into smaller segments?
Well, according to Sophia Bernazzani writing for the HubSpot blog (below), there are at least 30 and - when cross-referencing or combining one segment with another - many more.
Clearly, the contact data you have to work with depends on what information you are asking leads to share with you on forms, and/or the sophistication of your marketing software in recording lead activity/interaction with your website and online content.
So, according to your level of lead knowledge, segmenting your list could start simply at dissecting contacts according to geography, industry, company size, job role or gender; it could then develop to something more elaborate which might include behavioural or marketing intelligence, such as contacts' social media reach, previous content preferences, or their seniority in terms of purchasing decisions, etc.
And then, imagine the power and impact of being able to direct a specific piece of content, via email, at a B2B audience that is demographically, geographically, economically and behaviourally in exactly the right sweet spot for receiving it. Now that would see results...
If you're new to the world of email marketing, you might be unfamiliar with the importance of segmenting your email lists. But it's a big deal: According to DMA, 77% of email marketing ROI came from segmented, targeted, and triggered campaigns in 2015. The whole point of segmentation is to provide more relevant content to your email recipients. To do that, you'll have to take the time to craft targeted campaigns that take into account not just list segments, but also lead data, and trigger events that help customize your email campaigns further.