Content Marketing Strategy: Separate the Shoppers from the Buyers

by Michelle Salater on June 4, 2012


Whatever your overall marketing strategy includes (a business blog, email campaigns, a webinar series, a social media presence, etc.), you can likely increase its effectiveness by introducing list segmentation. Here’s an overview of how segmenting your email list will lead to increased conversions and a higher return on your marketing investment.

The List Segmentation Marketing Strategy

The marketing content your company produces is intended, ultimately, to sell your products and services and to nurture relationships with current and past clients. But not every one of your potential customers is equally interested in buying—and not every one of your current customers needs the same amount of contact.

When you segment your list, you’re able to…

  • Sort your clients and potential clients by their similarities. The process of segmentation begins when you determine how to separate your marketing list. You can do it based on which products people have purchased or specific webinars they’ve attended, how often they open communications from your business, where they live, or any other information you have about them. To refine your segmentation, consider sending surveys so you can gather highly detailed information.
  • Determine which groups are most likely to purchase which of your products or services. Once you have the raw data about your list, analyze it. Those who bought beach balls last summer, for example, may be interested in the bucket-shovel combination you’re launching this year. Those who live in the landlocked states may not.
  •  Send highly targeted marketing messages to each group. Here’s where list segmentation comes into your marketing strategy: instead of sending generic announcements to your entire list, you send highly focused offers to only those segments most likely to buy. Offers go to those people who are most likely to buy.
  • Create offers, products, events, and services that meet a group’s needs. As you move forward, the information you’ve gathered from your list will inform the decisions you make about the products and services you offer. If a significant portion of your list prefers to pay in installments, for example, be sure to offer a multi-pay option on your next big launch. If one group converts better when you send short and sweet emails, don’t start sending them novels.

Of course, all these benefits of list segmentation translate to higher conversion rates for your marketing materials. The more directly you can speak to your list’s wants, needs, and fears, the more likely you will be to sell to them.

How have you used list segmentation to improve your marketing results?

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