When an email marketing campaign is well developed, it provides you the opportunity to create and solidify your relationship with a customer. But if you have invested in this action with an email list and do not see a positive result, it is time to assess what may be wrong.
There is not just one answer to justify the failure of a campaign - but, surely it has something to do with the lack of care with your base. The first step is to understand that sending a larger volume of emails does not mean having success in your campaign - and that is where clustering the email list becomes necessary.
You must analyze your consumers' behavior data and categorize them into groups: this is how you segment them relevantly, which will help you increase the ROI of your email marketing campaigns. A Mailchimp study shows that segmented campaigns are opened 14% more and even the CTR is increased by 65%.
That is because, when you cluster your potential customers, you can create better and more optimized campaigns, by having a personalized dialogue with the niche you want to reach.
The more important it’s to choose a proper platform that provides full functionality for precise segmentation. Today, using modern tools like eSputnik you can segment your audience by way more parameters than just personal info. Website behavior, session frequency and duration, purchase history, payment methods, shopping activity, campaign engagement, social media activity, etc. - segmentation by events is the new trend in digital marketing that enables you to deliver personalized experience to every client.
Which, in its turn, raises brand awareness, generates more clicks and purchases, and builds long-lasting relationships. What’s more, all segmentation processes are automated, meaning they don’t require constant manual settings. Configure segments once, and the system would add contacts automatically based on the events you select.
But you might be thinking: how can you cluster your email list? Which targets to apply?
Targets to cluster your list
The definition of what data should be analyzed to make a cluster is not a secret. Some segmentation techniques are valid for B2B companies, while others are more suitable for B2C. Likewise, some clusters apply to services companies, but would not make sense to those that have a mix of products.
Therefore, to define which filters to use when clustering your email base, it is necessary to analyse the data and deduce which ones make sense for your business. Among the most used segmentation strategies, we have:
If you have a large market or are creating a campaign focused on a specific area, then geolocation needs to be among your targets when clustering your list, be it by country, state, city, or region.
By filtering your email base according to the location of the leads, segmentation allows you to reach the audience of interest in that campaign, increasing the chances of success.
#2 Financial Profile
When clustering your email base, economic factors can also be an interesting segmentation. For the B2C market, for example, by grouping your leads by financial profiles, it is possible to adjust your offer, increasing the chances of conversion.
Without a doubt, recurrence is a cluster that cannot be left out of any segmentation strategy. Within it, it is possible to adapt the variables, such as frequency, events within the platform in the case of SaaS solutions, previous purchases, etc.
To cluster recurrence, you need to analyze the lead behavior data that makes sense for the business model.
#4 Company Type
Specifically, for B2B businesses, segmenting the types of companies is a very relevant cluster.
Which companies are you interested in? B2B, B2C, or Startups? Different businesses have different needs, and by clustering your base, you make sure that you reach them with the right approach.
#5 Average ticket
The average ticket is directly linked to the adequacy of your email campaigns. That is because, by mining this consumption behavior data, you can scale the best offer for this consumer base.
After all, a campaign that makes a $ 50k offer, for example, most likely doesn't make sense for companies that have an average ticket 10 times less.
#6 Lead Scoring
Companies that have defined a lead score can make ratings according to this parameter to forward their email marketing campaigns. When you cluster by this segmentation, you can encourage your base to evolve into your company's sales funnel, getting closer to conversion.
Clustering by email quality
Although these segmentations are functional for conversions, panning the data is not limited to these clusters. You need to take a step back to ensure the deliverability of your campaign and avoid damaging your reputation as a trigger: email verification is the father of any clustering.
With TheChecker, you guarantee that your email base consists only of valid addresses, avoiding bounce. It's simple: you need to import the email list, with or without integration, to have your base filtered and with quality.
Try the best email verification solution on the market for free: we offer ease and quickness so that you can focus on results.