Explode your B2B sales with these advanced segmentation tactics for your email lists

Segmentation: a key to a successful B2B email campaign

Email personalization is essential for a successful B2B email campaign. Rather than sending the same email to all your prospects, it is important to segment your subscriber list. Here are some tips for relevant segmentation.

Segmentation and its interest

As part of a marketing strategy, it is crucial not to consolidate all your contacts into a single mailing list. Indeed, it is more rewarding for a corporate client to receive an email tailored to their expectations. This is why segmentation into several subscriber lists is essential. Otherwise, your prospects risk losing interest in poorly targeted emails and this can have disastrous consequences, such as emails being classified as spam or mass unsubscribes.

It is therefore essential that your company’s marketing department pays particular attention to the segmentation of your subscriber list, as well as to the content of emails. Each recipient is unique, with different needs, profile and level of maturity in a B2B inbound marketing campaign.

Data to populate your lists

For a good marketing strategy, it is important to know your future customers well in order to offer them the content they expect, at the right time. To do this, you need to collect all possible data about the companies that contact you. A signup link in an email is a primary source of data, but you can also gather valuable information about the behavior of your potential customers when they interact with your emails or website.

What marketing criteria to segment?

There are many criteria for segmenting your subscriber list. Socio-demographic data is the most common, including the position held by your contacts within their company. You can also segment based on your prospects’ behavior, such as opening an email, downloading, or visiting a web page.

Lead scoring tools will allow you to know the maturity level of your leads, which requires appropriate segmentation in your emailing campaigns. If your future customers are looking for specific products, an email with information on this product line will be appreciated. Likewise, if a prospect shows interest in the products you sell, an email testifying to the satisfaction of your previous customers could encourage them to get involved.

Other segmentation levels

It is possible to use other levels of segmentation for even more personalization of your emails. For example, the time an email is sent can sometimes influence its open rate. Subscribers who have been inactive for a long time can be targeted with a reminder email or removed from the list to avoid increasing the failure rate. However, it is important not to multiply segments unnecessarily, otherwise you risk making your lists too complex.

Constantly updated lists

Relevant and responsive segmentation requires the use of an automation tool, which is essential for any marketing strategy. Once your segments are well defined, it is important that your marketing team updates them regularly. Your subscribers should migrate frequently from one list to another as their expectations change.

Finally, it is crucial to comply with the General Data Protection Regulation (GDPR) in order not to compromise your emailing campaigns by using your customers’ personal data without their consent.