Data Segmentation : : Tailor Your Marketing Messages
One size doesn’t fit all, and that’s especially true when it comes to marketing messages. That’s why it’s critical to use data segmentation to divide your customer database into relevant groups, so you can send targeted messages meant only for them. This strategy will compel them to act, driving increased response to your campaign.
Using Data Segmentation in Your Marketing
As you know, even your best customers don’t all look the same. So why would you speak to them all the same? (If you’re not sure how they are different, Streamworks’ team of experts will help you develop buyer personas that allow you to identify customer segments with different wants and needs.)
Different customers may have vastly different job responsibilities, be at different points in the buying cycle, or have started their relationship with you in different ways. It is vital that you understand all those variables.
Data segmentation identifies these differences and allows you to send a message that speaks to your customer or prospect’s unique situation, reinforcing their relationship with your company and ultimately increasing your marketing ROI.
What is Geo-coding?
Geography is a criterion often used for data segmentation. Geo-coding is a term that’s receiving a lot of buzz right now. Essentially, geo-coding is appending the latitude and longitude coordinates of an address to your data file. Why is this important? Say you only want to pull records within a 10-mile radius of a store location. When a file has been geo-coded, you can do this much more precisely than with pulling records by zip+4 or carrier route. This means you only get the records you want, lowering your advertising costs and improving your overall response rates.