Relevance Drives Conversions. Relevance Equals Response. How relevant your message or offer is to the recipient determines how likely they are to respond. The #1 reason why people unsubscribe or opt-out is due to irrelevant messaging.
So how can we make sure we are sending a highly relevant message to the right person at the right time to drive conversions and reduce opt-outs? We do this with effective segmentation strategies.
Below are 5 ways to help marketers segment data and drive conversions:
1. Segmentation by Lead Source
Where did the lead come from? A tradeshow, email marketing campaign, contact us form, an inbound call?
2. Segmentation by Behavioral Criteria
Examples include activity on your website, click-throughs from past email marketing campaigns, responses to specific promotional offers or attendance at recent events.
3. Segmentation by Contact Type
Based on who they are to your organization you will need to segment. For instance, prospect vs. customer vs. partner vs. vendor vs. employee.
4. Segmentation by Demographic Information
Demographic information includes segmenting your data by geographic location, company size, age – the relevant information is based on your business model.
5. Segmentation by Past Purchase History
This helps you understand what they’ve purchased – product, version, solutions, etc. and then what you can renew, cross-sell, up-sell or communicate about.
And keep in mind that most effective segmentation strategies will use a combined approach. The more data you have to work with the more complete your profile and segmentation strategy will be…further driving relevance and conversions in your marketing campaigns.