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Class 3 Email Marketing Certification course: Contact Management and Segmentation

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This class builds on the concept of segmentation that was introduced in the Lifecycle Marketing class. A well-managed, clean and up-to-date contact database is the foundation of your email marketing program. Learn how segmentation can help you create a better experience for your recipients, and drive better results for your email program.

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Class 3 Email Marketing Certification course: Contact Management and Segmentation

  1. 1. Contact Management and Segmentation Professor: Isaac Moche Email Certification Brought to you by HubSpot Academy CLASS 03
  2. 2. 1 WHY CONTACTS AND LISTS ARE IMPORTANT
  3. 3. BARRIERS TO EFFECTIVE EMAIL MARKETING
  4. 4. LIST SEGMENTATION IS ESSENTIAL TO CLOSING PROSPECTS AND DELIGHTING CUSTOMERS.
  5. 5. INBOUND MARKETING STRATEGY
  6. 6. SEGMENTATION EMPOWERS MARKETERS TO DO RELATIONSHIP- DRIVEN MARKETING THAT DRIVES RESULTS.
  7. 7. METRIC RESULT Opens: 13.64% higher than non-segmented campaigns Unique Opens: 10.00% higher than non-segmented campaigns Clicks: 53.05% higher than non-segmented campaigns Bounces: 2.27% lower than non-segmented campaigns Abuse Reports: 8.67% lower than non-segmented campaigns Unsubs: 8.13% lower than non-segmented campaigns SOURCE: MAILCHIMP Segmented vs. Unsegmented Email Campaigns
  8. 8. WHAT IS A LIST? Lists are the different ways that you break up your contacts into smaller segments based on their similarities.
  9. 9. WHAT IS A CONTACT DATABASE? Your contact database is a place to keep track of all the people and companies that have a relationship with your business.
  10. 10. • See the whole picture of every contact • Aligns Marketing and Sales • Seamless integration with every tool you use QUALITIES OF A GOOD CONTACT DATABASE
  11. 11. Your contact database is the nerve center for all of your Inbound efforts.
  12. 12. THE CONTACT RECORD CONSOLIDATES TOUCHPOINTS
  13. 13. 2 HOW TO BUILD A SEGMENTATION STRATEGY
  14. 14. Make sure your database is accurate and up-to-date Segment your contacts using implicit and explicit data BEST PRACTICES FOR SEGMENTING YOUR CONTACTS Determine your segmentation strategy
  15. 15. Make sure your database is accurate and up-to-date Segment your contacts using implicit and explicit data BEST PRACTICES FOR SEGMENTING YOUR CONTACTS Determine your segmentation strategy
  16. 16. A CONTACT IS ANYBODY YOUR COMPANY COMMUNICATES WITH IN THE COURSE OF DOING BUSINESS.
  17. 17. A CONTACT PROPERTY STORES INFORMATION ABOUT AN INDIVIDUAL CONTACT.
  18. 18. A COMPANY PROPERTY STORES INFORMATION ABOUT A GROUP OF CONTACTS.
  19. 19. STORE INFORMATION SURFACE INFORMATION • Website activity • Email engagement • Social Media activity • Form submissions • Conversion information • Integrations • Personalize email • Build Lists • Trigger marketing automation • Define Personas • Lead Intelligence
  20. 20. • Upload all current business contacts • Track contacts as they move through the buyers journey • Set up and maintain integrations with other software • Keep your data clean KEEP YOUR CONTACT DATABASE UP-TO-DATE
  21. 21. No two businesses are alike. Build custom contact properties to make HubSpot your own. FLICKR USER ASHER ISBRUCKER
  22. 22. Ready for more? Get the full experience and more with the free Email Marketing Certification. Take the full course!
  23. 23. Make sure your database is accurate and up-to-date Segment your contacts using implicit and explicit data BEST PRACTICES FOR SEGMENTING YOUR CONTACTS Determine your segmentation strategy
  24. 24. YOUR ABILITY TO SEGMENT WILL BE A KEY INDICATOR OF YOUR SUCCESS AS AN EMAIL MARKETER.
  25. 25. HOW MARKETERS SEGMENT THEIR CONTACTS SOURCE: EMAILMONDAY
  26. 26. PRIMARILY, YOU SEGMENT BY YOUR BUYER PERSONAS.
  27. 27. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS
  28. 28. COMPANY-RELATED SEGMENTATION Company TypeCompany Size Industry
  29. 29. ROLE-RELATED SEGMENTATION SeniorityDepartment Function
  30. 30. BEHAVIOR-RELATED SEGMENTATION Email OpensConversion Events Page Views
  31. 31. MARKETING INTELLIGENCE RELATED SEGMENTATION Original SourceSocial Media Data Web Analytics
  32. 32. ENGAGEMENT RATES DECREASE AS MAILING SIZE INCREASES SOURCE: SKIDMORE
  33. 33. Make sure your database is accurate and up-to-date Segment your contacts using implicit and explicit data BEST PRACTICES FOR SEGMENTING YOUR CONTACTS Determine your segmentation strategy
  34. 34. EXPLICIT DATA IS INFORMATION THAT IS INTENTIONALLY SHARED BETWEEN A CONTACT AND A COMPANY.
  35. 35. FLICKR USER NOAA NATIONAL OCEAN SERVICE What prospects tell you about themselves is only the surface of what you can discover.
  36. 36. IMPLICIT DATA IS INFORMATION GATHERED FROM USER BEHAVIOR.
  37. 37. Explicit Data Implicit Data • Contact information • Company Information • Form Submission • Surveys • Social media engagement • Email engagement • Web analytic history • Conversion data EXPLICIT AND IMPLICIT DATA IN HUBSPOT
  38. 38. WHAT DOES A GOOD SEGMENTATION STRATEGY LOOK LIKE? 3
  39. 39. FLICKR USER JULIA FULSOM Build separate lists for your subscribers, leads and customer. These lists ensure that you send the right person the right message at the right time.
  40. 40. Personas give you a clear picture of who will be receiving your email.
  41. 41. BUILD LISTS THAT TRACK ENGAGEMENT WITH KEY OFFERS.
  42. 42. THINK ABOUT BUSINESS-SPECIFIC INFO YOUR COMPANY MIGHT NEED TO TRACK.
  43. 43. • Everyone who has visited your blog in the last 90 days • All leads who have visited your pricing page • All leads who have opened an email in the last 30 days • All leads who found out about you through a specific source CREATE LISTS BASED ON ENGAGEMENT
  44. 44. • Contacts who have unsubscribed • Contacts who have bounced • All ineligible contacts • Contacts who have not opened an email in the last year CREATE LISTS THAT MEASURE EMAIL HEALTH
  45. 45. GET EMAIL MARKETING CERTIFIED. START TODAY
  46. 46. THANK YOU.

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