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6 Actionable Ways to Segment Information Technology Mailing Lists

posted by Margaret Spencer on September 12, 2017

6 Actionable Ways to Segment Information Technology Mailing ListsWhether IT managers, directors, or CIOs (or all three) make up your information technology mailing lists, reaching out to an organization’s IT decision-makers via email can be a tough nut to crack. IT folks tend to be a well-informed bunch (i.e., keeping up with developments in their field is an unwritten item on their job description). This makes them almost pathologically allergic to sales and marketing efforts that try to “educate” them on a pain point or solution they can figure out on their own.

But with the right message delivered to the right person at the right time and for the right reasons, it’s not impossible to get decent email campaign results with your information technology mailing lists. That’s right. I’m talking about good-old email list segmentation.

List segmentation breaks up your contact database into groupings based on some criteria (more on this below). The main idea is that these groupings (or segments) let you deliver more relevant email messages, so that recipients respond better to your emails. Actual campaign results show that segmented email lists produce, on average, 14% more opens and 101% higher CTRs than non-segmented lists.

It’s a bit surprising (to me, at least) that despite the measurable benefits list segmentation brings to the table, a whopping 42% of companies still avoid using this tactic. That’s according to a DMA report that claims segmentation generated 58% of revenues and 77% of ROI in 2015.

So, there you have it. Segmentation isn’t only good for your email campaigns; it also works well at boosting your top and bottom-lines. Now, let’s go over a few segmentation techniques you can apply on your information technology mailing lists right away. Although there can be hundreds of ways to slice and dice your email lists, most of these boil down to the following:

 

  1. Start with basic firmographics

I’m sure you’ve come across some fancy ways of breaking lists up. But, in most cases in IT sales and marketing, segmenting lists according to your target prospects’ company attributes can already get the job done.

Information like industry, annual revenues, geographic location, and company size are good parameters to get started with chopping up your information technology mailing lists, especially if you also throw in additional segmentation criteria such as software or technology in use along with the company’s purchase process.

 

  1. Map emails to sales funnel stages

If you need a bit more precision in your email campaigns, then targeting based on where prospects are in your sales funnel is the logical next step to build on top of firmographic segmentation.

It goes without saying that emails sent to top-of-funnel prospects shouldn’t be the same as emails intended for leads that have been in your pipeline for a while. New email subscribers, for example, are most likely looking for general information about your products and company. They’re usually not yet ready for emails about product comparisons or pricing.

 

  1. Follow a contact’s clickpath on your site

A clickpath is simply the series of links a visitor follows. It tracks the steps a prospect takes to get what she wants from your website.

How prospects navigate your site can reveal a lot about what they’re interested in and what their intentions are. Leads who have made it to your product pages, for instance, may be expecting a more product-oriented email message than someone who’s only been to your careers page.

 

  1. Find out what content they’re engaging with

Which of your whitepapers does a prospect download? What topics on your blog does that prospect tend to view? Which of these does she share often?

The content that a prospect consumes can help you craft email messages that are likely going to resonate with that lead. If you’re able to map your content materials with your sales funnel stages, your email list segments will become even more granulated once you include content preferences as a criterion.

 

  1. Keep track of responses and activities

If you’ve been using your information technology mailing lists for a while, then you’ve most probably already gathered enough data on prospect responses and email activities to identify patterns in how they interact with your campaigns.

Activities like opens, clicks, replies, and opt-outs can let you segment your list according to how engaged or interested prospects are. These interactions enable you to prioritize or reengage stalled leads with relevant messages.

 

  1. Apply a lead scoring scheme

One way to put all of these different segmentation techniques together is to use a lead scoring system. A lead score quantifies many of the things we’ve talked about earlier and assigns a value to a prospect based on how that lead meets each of the criteria.

For example, a lead scoring system might assign more points to an IT director whose company falls within a given industry, but deducts a corresponding value if that contact just happens to be browsing job vacancies on your site. A lead scoring scheme can give bigger points to prospects that view a certain topic (e.g., bottom-of-funnel content) and smaller scores to top-of-funnel leads. All these points are then added in order to compute the lead score for that particular contact.

Whatever segmentation strategy you choose to stick to, the key thing is to realize that the old “spray and pray” approach at email marketing won’t work on your information technology mailing lists. It’s relevant, engaging emails which are going to get you the right results.

Posted in B2B Leads | B2B Marketing | Business | Business Advice | Contact Database | Contact Lists | Lead Generation | marketing | Marketing Tips | sales with no comment


How to Launch Opt-in Campaigns with Marketing Managers Email Lists

posted by Margaret Spencer on September 8, 2017

Carrying out campaigns with marketing managers email lists can be a difficult feat to accomplish. For one thing, marketing managers are constantly being bombarded with content, promotions, and offers that catching their attention even for a split second is almost impossible. They’re also intimately familiar with the bag of tricks their fellow marketers use that […]

Posted in B2B Contact Database | b2b contact leads database | b2b contact list | B2B Mailing Lists | Business Contact List | business directory database | Contact Database | Contact Database | Contact Database Provider | Contact Lists | Custom list | data profiling with no comment


5 Tradeshow Tips to Grow Human Resource Email Lists the Right Way

posted by Margaret Spencer on September 7, 2017

Surveys reveal that between 75% to 77% of B2B marketers rank in-person events like tradeshows and conferences as their top-performing marketing tactic. Tradeshows are great venues for finding qualified leads in an industry or market, since these events are where you’ll typically meet decision-makers, influencers, and thought leaders face-to-face. That’s why, if you’re looking for […]

Posted in Advertising Company | b2b contact leads database | b2b contact list | B2B Leads | Business | Business List Provider | Contact Database | Contact Database | Contact Database Provider | contact leads database | Email List Provider | marketing | Marketing Tips | sales with no comment


4 Tips to Better Gauge the ROI of Your Custom Targeted Database

posted by Margaret Spencer on September 2, 2017

In a previous post, we took a look at five key metrics to gauge your list’s performance and effectiveness. But we left out one crucial KPI that you should always be keeping track of: the ROI that your list generates. As we’ll see below, measuring exactly how much return a Custom Targeted Database brings to […]

Posted in B2B Contact Database | b2b contact leads database | Business | business directory database | Contact Database Provider | E-mail marketing services | Email List Provider | marketing | sales with no comment


5 Metrics to Measure the Health of Your B2B Contact List

posted by Margaret Spencer on August 31, 2017

You can’t manage what you don’t measure. That’s according to an old business adage that’s still relevant in marketing today, especially now that marketers are drowning in an ocean of metrics and KPIs that let them know what works and what doesn’t. So what numbers should you be keeping track of to get a feel […]

Posted in B2B Appointment Setting | B2B Contact Database | b2b contact leads database | b2b contact list | B2B Mailing Lists | Business | marketing | sales with no comment


A 5-Point Data Hygiene Plan for Your B2B Contact Leads Database

posted by Margaret Spencer on August 26, 2017

You may not know it, but you’re wasting at least 12% of revenues due to bad marketing data. That’s according to a review from Econsultancy that says bad data tend to directly impact profitability in as much as 88% of companies. That’s why proper data hygiene is as important as ever, since practically every marketer […]

Posted in B2B Contact Database | B2B Mailing Lists | Business | Business Contact Database | E-mail marketing services | Emailing List Provider | marketing | sales with no comment


The 5 Cases Where It’s Okay to Buy a B2B Contact Database

posted by Margaret Spencer on August 25, 2017

If you go around asking whether to buy a B2B contact database, chances are you’d soon end up being chastised for simply just thinking about it. This is a little unfortunate, since a bought list sometimes makes more business sense. In fact, there are specific cases where buying a list can potentially bring you better […]

Posted in B2B Contact Database | B2B Mailing Lists | Business | Business Contact List | Business Email List | Contact Database | Contact Database Provider | contact leads database | contact list | e-mail marketing | E-mail marketing services | Email List Provider | Mailing List Provider | marketing | sales | Telemarketing List with no comment


Is Your B2B Contact Leads Database Ready for the AI Revolution?

posted by Margaret Spencer on August 16, 2017

One of the main takeaways from Salesforce’s 2017 STATE of MARKETING report  is that investments in AI has outpaced spending in other marketing tech areas. B2B marketers are adopting AI technologies ranging from predictive lead scoring to chatbots in droves. But before you get caught up in the hype, there’s one thing you need to […]

Posted in B2B Contact Database | B2B Leads | B2B Mailing Lists | Business | Business Contact List | business directory database | Business Mailing List | Contact Database | Contact Database Provider | contact leads database | contact list | Contact Lists | Database Providers | marketing | Marketing Tips | sales | Uncategorized with no comment


Never One Without The Other: Email Marketing and Email Database

posted by Margaret Spencer on August 9, 2017

I found articles that say, “Email is Dead” and “Buying an Email List is a No-no” a faux. It’s definitely not the case, not if you know how to make your email marketing strategy a killer and purchase an effective email database. Email marketing is one of the distinct ways in B2B marketing strategies that enables […]

Posted in B2B Marketing | Business | Business Advice | business email database | Business Email List | business email lists | contact database for email marketing | E-Mail Lists | e-mail marketing | email database list | email lists for lead generation | Email Marketing List | lead acquisition | Lead Generation | marketing with no comment


Reminders For Starters In Email Marketing

posted by Margaret Spencer on August 7, 2017

What is email marketing? Email marketing involve sending emails like product advertisements, business requests, sales solicitations or donations to potential or current customers. As a starter in email marketing, sending emails to everyone you just know through LinkedIn, Facebook or Twitter might feel off to you. However, know that you are not the only business […]

Posted in B2B Marketing | Business | Business Advice | content marketing | e-mail marketing | lead acquisition | Lead Generation | marketing | marketing ability | Marketing Tips with no comment


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