In today’s consumer-centric world, people have come to expect highly relevant, personalized emails that are suited to their needs. But a majority of people don’t feel like they’re receiving that level of personalization, with 75% of consumers saying they’re not getting email content that speaks specifically to them.
This is why segmentation is a must-have tactic in B2B email marketing. While B2B companies are selling to other businesses and not consumers, there is still a person on the other end who receives your email and influences the decision making of the business.
This means you need to keep that individual top of mind when crafting your B2B emails, so that they can easily understand where your company’s offerings fit into their business’ needs.
Therefore, it’s critical to segment your B2B emails and keep them tailored to your recipients in order to drive results. When executed correctly, marketers have noted a 760% increase in revenue from segmented email campaigns.
To help you effectively segment your B2B emails and drive conversions, follow these five tips:
Segment by Leveraging Social Media
Posting content onto your company’s social channels, such as blog posts, downloadable eBooks, and infographics is an effective way to start building out your email lists.
If followers click an article or download an eBook on a social post, they’ll be brought to your website. This form of engagement can be instrumental in identifying which users are interacting with your digital channels, and what types of content they are seeking during their visit. By leveraging social media, you’ll be able to segment your email lists based on user’s specific content interests and needs.
Segment with a Survey or Quiz
Holding a survey or quiz is an easy way to gather insightful data from your audiences. You can uncover common questions your prospective buyers may have and design a quiz to give them customized answers.
Whether it’s a quote builder or a quiz to find out what services they may need, make it something engaging, yet closely tied to your brand. The catch is that once they reach the end of the quiz, they must submit their email address in order to retrieve their results. By holding a survey or quiz, you will gain invaluable insights from users willing to give you their email.
Segment Based on User Engagement
Segment your lists based on active and inactive users. Inactive users can be considered people who haven’t opened your email in a few months, while active users frequently open and click through your emails.
For active users, you can craft a longer email, filled with advanced information about your services. On the other hand, inactive users may react better to incentives, such as a free eBook that correlates with a service offering. This tactic ensures you keep recipients closer to the content and further from the unsubscribe button.
Segment Based on Past Purchases
Your emails should be segmented based on the history of purchases made by your consumers. Once you have a buyer in your system, keep track of when and what they purchased, ensuring that your next email to them is related to the previous purchase.
Send out email recommendations for similar services or products that would pair well with their other purchase. For instance, if an office just purchased a bundle of new computers, send them an email that offers your computer software at a discounted price. Segmenting based on a buyer’s past purchases will keep your company relevant and top of mind for every purchase.
Segment Based on the Buyer’s Journey
If you only use one type of segmentation this should be it.
For buyers at the top of the funnel, you should keep your content focused on top-level tips, guides and information about the problems your prospects are researching.
On the other hand, if they’ve visited your website, inquired about products or services, or filled a cart but never purchased, these are the individuals at the bottom of your funnel. In this case, content should include case studies, testimonials or even an invitation for a free consultation.
By segmenting based on the buyer’s journey, your emails will carry consumers through the buying process – from awareness to decision.
Keep Your Emails Relevant and Specific
Sending one email to the right person is more valuable than sending ten emails to the wrong people. You need to ensure that your email list is segmented and tailored to your recipients, or you risk your messages being sent to trash.
From surveys to sales funnels, segmenting your email lists is an invaluable way to stay relevant and top of mind during every purchase.