Introduction
Blasting emails to just everyone and anyone will not produce the results you are hoping to see. One best email marketing is to personalize the content you are sending by implementing a solid list segmentation strategy.
Personalization in email marketing will guarantee an increase in click throughs and opens. With Predictive Marketing, one common strategy for list segmentation is to use the audience data collected from Zoom Webinars, Zoom Meetings, or Eventbrite content. You can also use any current contact or lead data that you have in your Salesforce as well.
Hubspot reported that subscriber segmentation is another very common email marketing campaign strategy. With Predictive Marketing you have access to creating landing pages and email capturing magnets.
In this post, we will break down how you can segment your email lists and campaigns to send highly personalized content and messages to your subscribers to see an increase in conversion and engagement with your audience.
What is List Segmentation?
Do you ever wonder how certain brands that you are subscribed to know exactly what to send you and when?
List segmentation is the process of breaking up an email list into several smaller and more targeted lists. ZoomInfo says that segmentation is to provide your prospects and subscribers with a more personalized experience with engaging content.
There are several ways that you can segment an email list. Keep in mind that what works for one company may or may not work for another. Before you dive into breaking apart your email list, you want to get clear on your customer personas, your target audience and their specific characteristics that set them apart. Using list segmentation you can send tailored recommendations and personalized messages to give your customers exactly what they want. This will improve subscriber satisfaction and drive conversion results.
How To Create a Segmented Email Campaign in Salesforce Using Predictive Marketing?
Predictive Marketing is a mass email marketing integration for Salesforce that give you the ability to create customized email campaigns and add a segmented audience to deliver this content.
Let’s break down how to a segmented list to your campaign
When you are in Predictive Marketing, you will select Campaigns from the tabs above and select “New”, to create a new campaign.
Next, add the specific details for the Email Campaign you are creating. Give your Campaign a “Name” and the Start and End Dates. And any other details that are important. This information will be important when it concerns the actual creation of the email content.
Once you have created the Campaign in Salesforce. You can select the Campaign Members you wish to send this campaign to. You can select specific “Leads” or “Contacts” individually or you can “select campaign members” in bulk. To add campaign members in bulk you have to create a separate report in Salesforce and add your members to that designated campaign.
You can filter your Contact or Lead Report to reflect any data that can be used to send email campaigns. For example, you can filter your list by State or by Registration Data.
Let’s break down the most common types of segments.
The Most Common Types of List Segmentation
With many different segments to choose from you can decide what content is the most relevant to your email subscribers based on the personalized information already captured in Salesforce.
Each type of list segmentation can accomplish different goals. For example, if you want to send a follow up email marketing blast, to all of the attendees from your latest Webinar that you hosted on Zoom. The goal behind this email marketing outreach, is to acknowledge those attendees, Say “Thank-You” and also provide follow up material that will redirect them to your website and products or services that you discussed in your webinar.
Driving more revenue is a major reason why list segmentation is important. Research has shown that segmented campaigns have an open rate of 14.32% higher than non segmented campaigns and almost 2x the ROI.
Let’s dive into some of the most common types of segmentation.
Geography
Personalizing your email campaigns to reflect localized messages is a great way to segment your list. You can create content around what’s most important to your subscribers based on what’s going on in their world. Using Geography as a segmentation method is also important with the timing of when you send your email blast. That way you are not sending them emails at 2am. Campaign Monitor, recently tried a segment based on location and saw a 13% increase in click-throughs for a recent campaign.
The best use for a geographic segmentation is to help promote physical locations of retail or consumer facing locations. You can target specific audiences including locals and perhaps exclude out-of-town visitors, as the messages wouldn’t resonate well with them.
Industry/ Market
Segmenting the lists by the industry or market your subscribers and contacts are in can help you tailor your content so it’s relatable. For example, let’s say the solution that your service provides would fit well with people who work in the Dental and Medical industry more than the Retail and Restaurant industry. You host a webinar that discusses one major value of using your service and you have over 1000 people in attendance. (You will want to ensure that Zoom is connected to your CRM, specifically Salesforce) As a follow up you want to send follow up content that fits the medical community, you will want to segment your contacts based on the industry they work in. I would also recommend that in creating the details behind your webinar on Zoom, make sure you select industry and job title, as required material for the registrants to enter.
With using both Predictive Marketing and ZFusion you can use the audience data collected and the details to create a segmented email campaign and add the corresponding audience members.
Previous Email Activity and Engagement
Another common way to segment your email marketing campaign is to use past behavior and interactions with previous campaigns. One example is if you initially have sent a newsletter about an your online book club and highlighted the next book that your group will be reading, you can segment the next list of contacts based on who clicked on the link to purchase the next book and send them a follow up Email with the date and time of the next book club meeting.
This type of segmentation involves using past open and click behavior with your email campaigns. You can use this data as long as you have the right permissions from your subscribers and contacts.
Using Third Party Resources For List Segmentation
There are several other methods of segmentation that you can use to organize your data and personalize the content that you are sharing. You can segment your list by workflow activity and even the buyer persona.
As you are conducting your research on the best resource for an email marketing integration to use for Salesforce, consider an option that will synchronize data from outside sources like Zoom and Eventbrite. It is important to have a marketing plan in place for how to use the audience data once it’s been collected.
Let’s walkthrough how you can segment your list using the audience data you collected from Zoom and Eventbrite.
Using List Segmentation To Organize Zoom Webinar and Zoom Meeting Data
ZFusion is an integration for Salesforce that connects the audience data from Zoom Webinars and Zoom Meetings into the CRM. You can use the data collected from the registrations to create segmented lists to send engaging material to your audience.
Historic data and customer interaction is captured under the contact of your registrants. This includes each individual Zoom Registration and the history of each email campaign sent.
Keep in mind, You will need to have access to both Predictive Marketing and ZFusion for this to work.
Use List Segmentation To Organize Audience Data From Your Next Event Hosted On Eventbrite
Eventbrite Fusion is another integration for Salesforce that synchronizes audience data from Eventbrite events. Most of the events on Eventbrite are in-person, and others can be virtual. You can use the information that attendees include in their registrations to create segmented email campaigns to send follow up messages.
Similar to ZFusion you have the ability to keep track and monitor the interaction of each individual contact. This includes each Eventbrite Ticket and the history of the email campaigns that follow.
Additional Information: You can also sync Zoom URL information if the event hosted is virtual, into Salesforce with both Eventbrite Fusion and ZFusion. You can then create a segmented email marketing campaign from the attendees registration information using Predictive Marketing.
Conclusion
List segmentation is no longer optional when it comes to email marketing, it’s mandatory. When you break down your email subscribers into smaller targeted lists you will be able to send more relevant email content to produce more effective campaigns. Your contacts will feel heard and you will notice a significant increase in engagement.