Market Segmentation within a CRM Drives Brand and Response Email Marketing

November 20th, 2011 by

I received an interesting email from Marketo; it was a summary of Marketo’s Email Marketing Benchmark survey that provides insight to what’s working – and what’s not – for today’s email marketers and top performers. The survey asked responders to identify how often they used eight common email marketing tactics, and how much increase in ROI they see from the various tactics (see link below). The most commonly used tactics were Segmentation and Custom Landing Pages.

When I meet with clients to discuss how they can use the customer data within their CRM with an email marketing program, the conversation gravitates to Brand Marketing vs. Direct Response Marketing. If a customer wants to build a newsletter and has 5000 contacts within the CRM system, we set the expectation that the email should be focused on branding. If a customer has specific products or services that they want to feature, we use the data within the CRM to segment the customers into a BANT (budget, authority, need, timeline) by leveraging the ability to associate specific contacts and partners related to the products we are featuring. We build a Direct-Response Marketing campaign based on market segmentation and use emails and landing pages to tell the customer what to do, why he should do it, when he should do it, where he should do it, and how he may best do it.

What is Segmentation?
Segmentation is the ability to target exactly the right message to the right customers at the right time. Email campaign results tend to improve when targeting fine-tuned audiences.

What is Brand Marketing?
Effective Brand Marketing is a complete process of researching the market and developing an image for your corporate identity, name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

What is Direct-Response Marketing?
Direct-response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly.

“When you ask another person to do something, it may help both him and you if you tell him what to do, why he should do it, when he should do it, where he should do it, and how he may best do it.” Napoleon Hill

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