The challenge is to match the content and offers you propose to the profiles and ne!s of your recipients. By focusing on effective segmentation of your mailing list, you maximize your open and click rates.
Adapt your emailings to the purchasing cycle of your prospects
All this work of thinking and segmenting the personas you target through this tool has a very specific goal! Your objective is to generate engagement.
And what better way to measure your prospects’ engagement than by tracking their behavior in response to your communications.
Through your segmentation strategy, you’ll be able to categorize the active prospects in your database. Those who regularly open job function email database emails, click on various links to learn more, sign up for a webinar to get more information, etc.
This practice, well-known to marketers who regularly practice content marketing, is directly link! to your purchasing funnel. The more your prospect interacts with the various communications you offer, the further they progress in this purchasing funnel and become interest! in your product. The challenge is to keep this prospect from getting cold by finding the right sending frequency.
Companies that are most advanc! in their digital strategy use marketing automation solutions to automate now imagine walking into another email sending. Thanks to these tools, which are increasingly numerous and powerful on the market (Hubspot, Plezi, Mautic, Selligent, etc.), email campaigns become intelligent. With precise be numbers of your prospects and their level of activity in your purchasing funnel, different content is offer! to them at different times. The challenge is to maximize the impact of this content and the conversion of your prospects, while minimizing the sales effort, thanks to personaliz! marketing scenarios. Qualifi! leads (MQLs) in the marketing phase of your funnel will thus be more easily convert! into customers in the sales phase (SQLs).
Personaliz! content according to the target personas
The question of personas in a digital strategy arises very regularly. The performance of your mailing will depend on how you approach your content according to your target audience.