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Why segmenting your company’s database will save you costs?

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Why segmenting your company’s database will save you costs?

Delivering the right message, at the right time and to the right person is not an easy task, but if there is something fundamental to achieve it, it is a good segmentation of your company’s database . Do you want to know how it is achieved and what are the keys to doing it in the most effective way? In this article I show you how to segment your database and how this practice will save you costs. We started!list_altIndex of contents
What is segmentation?
How to start segmenting your company’s database?
5 savings points thanks to segmentation
What is segmentation?
The starting point is to understand that not all contacts are the same or have the same needs , so doing the same marketing actions for everyone is not a recommended practice. In fact, the data speaks for itself: 91% of uae top numbers tend to buy from brands that offer personalized content and recommendations (Accenture), 90% of consumers are willing to share personal and behavioral data in exchange for a more personalized experience (SmarterHQ) and 71% of consumers are frustrated when a shopping experience is impersonal (Segment).

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It is clear, then, that contact segmentation and content personalization are no longer an option, but a necessity. The good news? Working with your company’s database in this sense will allow you to save costs, optimize the results of your campaigns and improve the reputation of your brand.Thus, segmenting a database consists of grouping contacts according to certain common characteristics , be they demographic, psychographic or behavioral. The objective is to be able to create a personalized strategy that allows optimizing results.Do you like what you are reading? Subscribe to the blog!
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How to start segmenting your company’s database?
The theory is all well and good, but the question will probably arise: “Where do I start?” Well, here are 5 steps that will allow you to successfully start the segmentation of your company’s database :Detect what information from your contacts you need to be able to sell effectively and how you can obtain it.
Think about how to categorize the information you have collected . Some basic options are: industry, location and language, company size, gender or age.
Perform A / B tests that allow you to determine which format or content helps you the most to achieve your goals .
Choose a tool to work with that allows you to program, collect and analyze the information in a way that is useful for your company.
Monitor the results and learn to interpret them to detect opportunities. It may also be a good time to refine the segmentation criteria and start segmenting based on behavior (purchases, downloads, opening emails …).
After these steps you can start to benefit from the advantages of segmentation :

You will get to know your contacts better.
You can customize actions and create the ideal content to nurture them.You will detect your best customers.
You will improve the user experience.
You will optimize the results of your campaigns.
And, of course, you will save costs.
[Free PDF] Differences and advantages of generating your own records compared to buying databases5 savings points thanks to segmentation
1. Choice of channels
Marketers estimate that they waste 26% of their budget on the wrong channels , according to a survey by Rakuten Marketing . No matter how high or low your budget is, this is too much of a waste! And more Betting Email List that it can be avoided.To do this, the first thing to be clear about is that not all contacts want to know about your brand through all the channels in which you are present, they do not even interact in the same way with all of them. For this reason, it is vital to know how to select the appropriate channel for each of your audience groups based on their behavior.For example, knowing that more than 90% of B2B companies prefer LinkedIn for product marketing, if you are offering corporate software it makes sense to focus your efforts on this channel and not invest proportionally in other social networks where the quality impacts will be practically nonexistent.

This practice will save you from many impacts falling on deaf ears or even damaging your reputation by delivering content to the user that is not relevant to them or that they have already received through another channel to which they are more related. In addition, you will see how the conversion rates increase substantially and, in turn, you will have abudget available to invest in other actions. All are advantages.2. Email marketingAlthough the email marketing has established itself as a low – cost channel, the mass mailings are usually paid a CPM (cost per thousand shipments). By segmenting your company’s database and sending to defined audiences, you will reduce these costs while your impacts will be much more effective.However, that will not be the only advantage, since avoiding mass emails will allow you to take care of your database and reduce unsubscriptions and the feeling of frustration of contacts when receiving content that is not useful to them. With all this, you will improve your user experience with the brand.3. Online advertising
The online advertising inbound is a very useful tool to improve the quality of our records, but may also be a bottomless pit marketing budget if you are not well segmented database of your company.To avoid wasting budget in this area, it will be very useful to apply the audience suppression technique , which consists of eliminating certain types of contacts from the audience to whom the campaigns are directed based on segmentation.Let’s see some simple actions to execute, but that are very effective:Remove recent buyers from product or service ads
A contact who has recently made the transaction of the product or service that you promote already knows your brand and your specific offer, therefore, impacting him again will not be useful . Take advantage of that budget to impact contacts who have not yet made the purchase or do not know the offer: your chances of attracting new customers will skyrocket.Forget about low value-added contacts
Pareto’s theory suggests that approximately 80% of the company’s revenue comes from 20% of its customer base, while the remaining 20% ​​comes from low value-added customers. Knowing that resources are limited, it will be much more profitable to allocate them to those that are of high added value .

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