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Audience segmentation is an important part of every marketing team’s work. It is the process of dividing a large audience into smaller groups of people — or segments — according to their gender, age, values, and other characteristics.
Different segments will respond differently to various communications, which makes it possible to improve the efficiency of your marketing campaigns by adjusting the message and call-to-action.
So how do you segment your audience?
Step 1: Collect information
We have started collecting email addresses several months ago, by introducing the sign-up form on the demo page and by adding the ‘subscribe to our newsletter’ form into the blog.
We only asked our visitors to give us their name and email address.
Step 2: Sort leads into groups
This step is about the actual segmentation. This is how we sorted our leads:
1. Segment A: Creditworthy customers who are not only interested in the software product out of the box but also in additional services to have the product tailored to their unique requirements.
2. Segment B: People who have a financial plan and know their budget limitations that fit into the scope of their planned project.
3. Segment C: Customers who have a general understanding of the online dating business. Usually, they have no strategy of how they are going to develop their project once they launch it.
4. Segment D: People who have a vague idea of the industry and mostly visit our blog for content. They might become our clients in the future.
Step 3: Test the segments
We make sure that people from every segment receive unique content from us that will mainly be useful to this category of customers.
These are the criteria we use to sort the content by segments:
А: Content for experienced entrepreneurs, with field-specific terminology.
B/C: General topics not going into specific details.
D: General information about the online dating industry and related business cases.
This is how we work with our leads:
When a person contacts us for the first time, our sales managers make an educated guess as to what kind of content will be interesting to this particular person. The lead is then assigned a tag: A, B/C, or D. The tag can be changed at any time if in the course of the conversation we are able to refine the information about the person.
Does this person have any previous experience in online business, or is she or he only exploring the options? What is their idea of the online dating service that they want to build? This information helps us to deliver the content that our customers will actually find helpful.
After a long and tedious work, we have been able to segment all our email subscribers. This clustering totally pays off. See for yourself:
Sales from 1 newsletter*
0.5% from total subscribers
1% from total subscribers
*Before the segmentation, we used to send one and the same newsletter to every subscriber. After the segmentation, we sent different 60 newsletters.
In conclusion, we would like to confirm that segmenting subscribers is an effective tool. The better you are able to understand and define the needs and competencies of your subscribers, the better the outcome.