Post by moumita7777 on Oct 30, 2024 23:01:23 GMT -8
Emailing, SMS, or even voice messages are all essential pillars of an effective marketing campaign. You still have to address the right people if you want to avoid any unpleasant surprises; because the vast majority of your traffic does not necessarily intend to buy your products or services, or at least, not immediately.
It is therefore essential to be interested in your target , what they like, their age, their income and more in order to personalize the message that you are going to send them!
Send the right message, to the right recipient, at the right time!
Marketing segmentation allows you to divide social media marketing service your customers into several criteria , and thus segment your offer according to profiles. Each of these groups will be associated with specific traits, which will allow you to better understand the different customer groups, and thus refine your offers and content.
A simple 'hello' followed by the first name of your recipient and your message becomes more relevant. The recipient then feels apart and not in the middle of a panel of millions of customers.
The advantages?
Significant value to your customers through more accurate personalization of communications;
Increased recruitment through a range of offers, each better adapted to the profiles of your customers.
Analyze and segment!
Over time, your database grows and you begin to know your customers by accumulating a lot of information about them: tastes, habits, gender, age, number of people in the household or even online shopping carts.
This last point is interesting because a shopping cart created on your site by Mr. X tells you what he likes, what he was considering buying. So you know at this point that you can follow up with him on something he will definitely like. In this case, you could very well follow up with Mr. X by email the next day to remind him that he looked at such and such a product, clothing, space to rent, etc. and that he did not validate his order. Close information is relevant
information .
It is possible to take the reasoning even further and achieve exactly the same thing with the navigation data collected for example.
What data do you have? What do you need?
So start by analyzing your database by looking closely at what information you have collected so far.
Secondly, ask yourself what information is missing for your next campaign.
Segmentation
Segment your database based on several criteria :
age, gender, location, date of consultation, frequency of purchase, budget, loyalty (last email opened), number of clicks, pages visited, interests, consultations, projects, etc.
Some segmentation keys
The number of segments should be limited . They should be easy to navigate and still reach a certain number of people. Having 50 segments is useless.
Customers in the same segment should be very similar in the selection criteria. Standard deviations should be low.
Conversely, customers from different segments must be strongly different .
Also consider cross-referencing your collected data to create classes. For example, Very good customers – Good customers – Average customers – Occasional customers.
By cross-referencing the amount of their purchases with the frequency of their purchases, you will be able to offer the most relevant offers to each segment and thus convert a maximum number of prospects while maintaining a strong image with your already loyal customers. Four points can thus emerge:
Loyal customers and large shopping cart
Loyal customers and small basket
Unloyal customers and large shopping cart
Unloyal customers and small basket
There are four different segments here. It is therefore easier to propose the offer best suited to the needs of its targets.
Again, this is an example. Find your own segments, choose your own intersections and draw your own conclusions from them, always with the same objective: to offer the most relevant information possible and thus convert the maximum number of attempts.
We could have easily chosen: Customers of the week – Customers of the month – Customers of the year – Potential customers
For young and old
The era of undifferentiated web marketing is over . In the age of web marketing, segmentation is essential.
Don't stop at the idea that segmentation is reserved for large companies. Even with a small database, segmentation is important. There's no point burning your wings by disgusting someone who has just bought a car, for example, by sending them an email per week about the car they already have... This will have the opposite effect and the customer may leave.
It is therefore essential to be interested in your target , what they like, their age, their income and more in order to personalize the message that you are going to send them!
Send the right message, to the right recipient, at the right time!
Marketing segmentation allows you to divide social media marketing service your customers into several criteria , and thus segment your offer according to profiles. Each of these groups will be associated with specific traits, which will allow you to better understand the different customer groups, and thus refine your offers and content.
A simple 'hello' followed by the first name of your recipient and your message becomes more relevant. The recipient then feels apart and not in the middle of a panel of millions of customers.
The advantages?
Significant value to your customers through more accurate personalization of communications;
Increased recruitment through a range of offers, each better adapted to the profiles of your customers.
Analyze and segment!
Over time, your database grows and you begin to know your customers by accumulating a lot of information about them: tastes, habits, gender, age, number of people in the household or even online shopping carts.
This last point is interesting because a shopping cart created on your site by Mr. X tells you what he likes, what he was considering buying. So you know at this point that you can follow up with him on something he will definitely like. In this case, you could very well follow up with Mr. X by email the next day to remind him that he looked at such and such a product, clothing, space to rent, etc. and that he did not validate his order. Close information is relevant
information .
It is possible to take the reasoning even further and achieve exactly the same thing with the navigation data collected for example.
What data do you have? What do you need?
So start by analyzing your database by looking closely at what information you have collected so far.
Secondly, ask yourself what information is missing for your next campaign.
Segmentation
Segment your database based on several criteria :
age, gender, location, date of consultation, frequency of purchase, budget, loyalty (last email opened), number of clicks, pages visited, interests, consultations, projects, etc.
Some segmentation keys
The number of segments should be limited . They should be easy to navigate and still reach a certain number of people. Having 50 segments is useless.
Customers in the same segment should be very similar in the selection criteria. Standard deviations should be low.
Conversely, customers from different segments must be strongly different .
Also consider cross-referencing your collected data to create classes. For example, Very good customers – Good customers – Average customers – Occasional customers.
By cross-referencing the amount of their purchases with the frequency of their purchases, you will be able to offer the most relevant offers to each segment and thus convert a maximum number of prospects while maintaining a strong image with your already loyal customers. Four points can thus emerge:
Loyal customers and large shopping cart
Loyal customers and small basket
Unloyal customers and large shopping cart
Unloyal customers and small basket
There are four different segments here. It is therefore easier to propose the offer best suited to the needs of its targets.
Again, this is an example. Find your own segments, choose your own intersections and draw your own conclusions from them, always with the same objective: to offer the most relevant information possible and thus convert the maximum number of attempts.
We could have easily chosen: Customers of the week – Customers of the month – Customers of the year – Potential customers
For young and old
The era of undifferentiated web marketing is over . In the age of web marketing, segmentation is essential.
Don't stop at the idea that segmentation is reserved for large companies. Even with a small database, segmentation is important. There's no point burning your wings by disgusting someone who has just bought a car, for example, by sending them an email per week about the car they already have... This will have the opposite effect and the customer may leave.