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Lead Segmentation in Marketing

JBM Marketing Solutions

Customers aren’t all the same. They come from different communities, have different career needs and a host of varied interests.  This is why lead segmentation in marketing matters.  Additionally, their expectations are also different – while few people are satisfied with generic email content, most people want something that is actually useful for them.

Lead segmentation is the process of offering a unique and valuable piece of content to those different people.  What makes it easy is lead segmented. According to DMA,  77% of ROI comes from segmented, targeted, and triggered campaigns. Campaign Monitor also noted that segmenting marketing campaigns can lead to even 760% increase in revenue.

Segmentation is art of dividing your evolving lead list into identifiable persons or groups and then creating relevant messages for each of the segments.

Instead of creating one email and sending it to everyone on the list, along with risking the emails being ignored, the marketer can provide leads or existing customers content that is relevant to their needs or interests and raise both their engagement with your business and your chances for higher revenue.

Here’s a couple of stats to show you how important it is to have your email list segmented:
  • Segmented and targeted emails generate 58% of all revenue. – DMA
  • Top 3 email marketing tactics are: list segmentation (51%), personalization (50%), and triggered emails (45%) (Ascend2)
  • Segmented email campaigns show 50% higher CTR than untargeted campaigns (Help Scout)
  • Segmented email campaigns open rates increased by 39%; revenue, deliverability and sales leads all increased by 24%, transactions – 18% (SuperOffice)
  • During a SuperOffice email marketing experiment, a segmented email campaign earned a 94% open rate and a 38% CTR, versus 42% open rate and 4.5% CTR in a non-segmented email campaign (SuperOffice)
Some Easy Ways To Segment

You can segment your email list by:

  • Customer activity level (active or inactive ones)
  • Location (perfect for location-exclusive offers)
  • Customer interests
  • Lead magnet type (if you have several)
  • Purchase history (amount, type, frequency and so on)
  • The device used (mobile, tablet, desktop)
  • Length of time the customer is with your company (new customers, loyal customers)
  • Website/social media/blog activity
  • Age
  • Gender
  • And any other way that is relevant to your business

For B2B lead list you may want to consider segmenting in the following ways:

  • Industry
  • Job title
  • Business type
  • Business size
  • Content used
  • Education level
  • Engagement level

The more you know about your customers, the more ways you have to tailor your emails to their needs – though this will require some extra work.

To make the segmentation efficient, you first need to gather data about your customers, pick the best ways (or a combination of ways) to segment your email list and prepare enough content for all of the segmented groups.

While content you have to prepare yourself, gathering data, segmenting your list and sending tailored emails to your customers you can leave to a marketing automation system. With a good marketing system on board, many simple but time-consuming tasks (such as gathering data on your customers or sending newsletters) is done for you so you can focus on more important tasks.

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