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Mailing Lists – How do I segment my data?

When you are embarking on an e-marketing campaign, it’s easy to get carried away once you’ve accumulated a shed load of data and start firing off e-mails left right and centre, with no real strategy in place to segment your data into mailing lists. What businesses don’t take into consideration though, is how detrimental this could be to their campaigns.

Ultimately, your goal when it comes to e-marketing is to increase your ROI – did you know that 39% of e-marketers that practice list segmentation see better open rates? Keep reading for more tips on how to best segment your data into mailing lists!

Segmenting into mailing lists

Firstly, you need to determine how you will be segmenting your data. This can be done through identifying and understanding your industry; by breaking down your data into segmented lists you can tailor your content, and through gaining an understanding of how to do this, your e-marketing campaign can become more of a success than you ever could have imagined.

Geo-targeting

Have you considered how wide-reaching your market is? One of the most successful ways businesses should be segmenting their data is geographically; consider how compelling your targeted e-marketing campaign could be when you factor local languages, events and, most importantly, the time difference. Your business may be based here in the United Kingdom, but if 40% of contacts on your mailing lists are based in the USA, scheduling an e-marketing campaign to land at 10:00am GMT will be ignored by almost half, as they are most likely to be asleep.

History

Within your mailing lists, you will be able to monitor the behaviour of your consumers and use this historical information to tailor content accordingly. For example, one of your newly segmented mailing lists could contain the clients who may not have visited your website for a while. These kinds of campaigns really work through tailoring the content specific to the audience you are reaching out to, increasing the email relevance, open rates etc.

Don’t Over Complicate Your Segmentation

It’s important to remember that you shouldn’t over complicate the segmentation of your mailing lists as this could have a negative impact on your e-marketing campaigns, leaving you with a selection of mailing lists with a lack of positive prospects. Having clear objectives on how you will be segmenting your data for your industry will allow for the best results out of your e-marketing campaign.

At MIB Business Data we understand the importance of concentrated data through segmented mailing lists. Are you looking to find out more about how e-mail marketing could really work for your business? Download MIB Business Data’s whitepaper here.

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