We have discussed why the 360CRM is such an essential piece of your marketing puzzle and how segmented lists are the building blocks of your targeted marketing efforts. But, it’s not enough to just lump all contacts together who live in Illinois, or all those who have purchased a certain product, or all contacts over 45 years old. You need to dig deeper if you really want to build personal relationships with each contact.
You want to know specifically what each contact’s interests are, not just which general segment they fall into. Knowing that a contact lives in Greenland gives you a good idea of what not to market to them (swimsuits and beach accessories, for starters) but it doesn’t tell you much about what they are interested in. How do you build up this information about each contact? How do you learn how to reach them with relevant information that interests them?
Segmented lists are only the beginning. Today we’re exploring how to target your contacts even further. Target them right down to the point of knowing they have a golden retriever and it just had puppies.
Lists are essential for targeted marketing and communication. A properly segmented list gives you a good idea of where to start when you don’t have a lot of personal information for each contact. Lists are just the starting point, so don’t stress over them. They are essential, yes, but also simple.
Contacts may move from one list to another as you learn more about them or after they make a purchase. That’s a good thing! Lists should not be stagnant. They should be frequently updated and cleaned so you always have the best and most relevant contacts. Some contacts will fall off, some will change their email address or phone number, and some will need personal re-engagement from one of your salespeople. Keeping your lists updated, automatically and manually, helps keep your information fresh so you’re not wasting money or time sending to the wrong people.
Lists, basically, are just groups of contacts who have something in common. Sometimes all they have in common is that they subscribed to your email newsletter! But once you have that master list, you can start segmenting it into smaller, more focused lists.
Tags are pieces of additional data that are applied to specific contacts. They are used to sort and identify contacts. Tags can be added manually by you or automatically by the system. You could, for example, specify for the system to add a tag to each contact who visits a particular product page on your website. This tagging helps you identify contacts who are interested in specific products or services.
You have thousands of diverse contacts. You possess all their contact information, but how do you begin to build a personal relationship with each one of them based on their own unique needs?
Break that big, scary master list into smaller, focused segments. From there, track your contacts and learn more about their needs. Tags are added to tell you even more about what each contact is looking for.
Lists and tags are your best friends who help you personally target your communications. It’s easy to create segmented lists automatically using your marketing automation tools. Just tell the system how you want to segment your contacts (by age, location or whatever) and it will create new lists based on your requirements.
You can upload your own lists of contacts or you can sync the lists that you store in an external CRM. If you use another CRM to manage your data, it only takes a few minutes to sync that CRM with your marketing automation solution. This way, you don’t have to spend time manually updating or transferring lists.
Tags, as mentioned, can be added automatically or manually, based on your decisions. If you decide a contact’s tag is no longer relevant simply delete it.
- Consider how you group your customers/contacts in your business currently. List any current segments that stand out (groups of customers/contacts who you market to in a different way than other groups).
- What type of segmented lists would be useful to create for your targeted marketing (geographic segments, price point segments, age segments, gender segments, etc.)? For example, is your product/service something that you would market differently to a middle-aged man than you would to an older woman?