Whether your database is as old as your grandmother or was designed by young marketing managers, it may not always make recipients' mouths water. In other words, you have a significant database of potential customers, but you're seeing a stagnation in its performance (open rate, reactivation rate, etc.) as well as in ROI. Things are simmering, but there's no explosion of flavor that gets everyone excited...
If your CRM or PMR campaigns are often neglected, it may be time to reorganize your kitchen! From now on, it's time to think about email segmentation .
Everyone's palate is different... Distributing the same dish to thousands of diners will not benefit your email marketing strategy. By sending generic campaigns to as many people as possible, you forget about the specific characteristics of your recipients . You are neglecting the specific problems of your contacts and, for the same reason, the search for your buyer persona.
No, to maximize the KPIs and, above all, the ROI of your campaigns, you will have to adapt your communication strategy, segment and treat profiles very carefully. Here is THE recipe:
1. Segment your targets by demographics
By making this initial classification by overseas chinese in usa data surname, first name, age, sex, etc. easier and more objective, a better orientation is guaranteed in terms of content and form . For the first, it is a matter of selecting the products and targeting the right audience . For example, do you sell hearing aids? In principle, it makes no sense to address Kevin, 22 years old, even though he lives with implanted hearing aids, and who plays Metallica at full volume.
In terms of form, segmentation will allow you to better personalize your emails , as you can adapt the visual style, wording, and colors of your newsletters to strike the right chord. Your buyer persona , i.e. your ideal customer, will recognize and react if you send them content that resembles them.
2. Geolocation targeting of your potential customers
Email segmentation by location is very easy to set up, and can be very effective if your products and/or services vary from region to region. For example: you are an ISP and only want to target homes with fiber optic access.
Geolocating your potential customers can also be very effective for a drive -to-store campaign . By targeting an audience close to the point of sale in question, you will multiply the chances of getting crowds there. You should also take into account the disappointing effect of a product that is not available within a 200-kilometre radius (when the hell is the Starbucks in Charleville Mézières going to open ?!!!! ).
3. Send the right content
The hardest part is analyzing the attractiveness of each type of content to increase the conversion rate . How to do it? Simply by studying in detail the behavior of your potential customers based on the menus offered to them. Not a fork in the steak? Maybe they were vegan... In any case, your communication was not adequate. It is up to you to study the behavior of your potential customers in relation to the types of content and products they visit most or click on the most , in order to improve the way you highlight them in your newsletters.
Another option is to ask your potential customers directly about their interests and their interest in your products. This way, you can fine-tune your segmentation and email targeting to offer them tailored content:
promoting offers of products identical to those they like the most ,
promoting offers of complementary products that they like .
4. Getting to the heart of the email marketing business
Your mission: to measure, analyse and use your prospects' activity in relation to your communications. How to do this? By monitoring openings and clicks ... This data is crucial to defining and adapting the frequency of your communications based on your email segmentation. In practice, you are not going to treat a prospect who has not opened one of your newsletters since the days of Caramail in the same way as someone who reacts to your newsletters with the frequency of Trump's tweets.
There is no point in overloading the first when you can serve the second as often as you like. It is therefore advisable to determine the frequency of mailings based on the actual activity of your potential customers . This essential precaution will allow you to significantly limit the churn rate.
As for dead leads , more commonly known as inactive leads , they must be reactivated through another more specific communication tunnel .
