Lead segmentation, when done well, is one of the great secrets to improving conversion.
There's no way around it. Without proper lead segmentation, your company will spend a lot of time and money until it can convert leads . This applies to e-commerce, inbound marketing , one-to-one sales, and many other marketing strategies and activities.
Furthermore, with the correct segmentation, the cost of customer acquisition decreases and you ensure that your offer is seen by those who are really interested.
However, segmenting leads can seem more complex in practice than in theory. With that in mind, we have put together some very objective tips to help you with this important task!
1. Segmentation by lead data
For those who have a history and information about their leads, this is a good place to start. Here, you will use data provided by your customers to deliver the most appropriate communications.
One example would be sending emails about argentina email list cat care to pet owners. This way, cat owners would not receive content about dogs or birds, making the communication much more targeted.
The tip here is to create a form that provides a “hint” about who your lead is. If you sell team t-shirts, for example, set aside a field on the form to identify which team that person supports.
This way, you avoid sending unwanted communications to people and make your lead segmentation more effective.
2. Shopping habits
For those who have an e-commerce or CRM , this is a golden tip! Segment your leads by purchasing habits , such as:
Repeat buyers;
People who bought once and never came back;
High ticket buyers;
Between others.
Using this segmentation, you can offer rewards to build loyalty among the most engaged consumers and maintain relationships with the right people.
3. Interaction with the ruler
Another way to segment your leads is based on their interactions with the email ruler.
Here, you can separate out people who haven’t opened your last emails and try to impact them with more aggressive communication. Almost as if it were a “last chance” before they stop receiving your communications altogether.
You can even create a nurturing flow so people receive increasingly targeted content every time they open or interact with your previous email.
The important thing is to monitor and analyze the interactions of all communications so that you don't end up talking to yourself or sending content that is not very relevant to your base.
4. Funnel stage
Finally, you can create lead segmentation based on the funnel stage .
For example, you can send promotions only to your current customers, or a free trial period for those who have already requested a quote.
This way, you can help the lead move through the purchasing funnel with the triggers that are most appropriate for the moment they are in.