The document discusses how to effectively target marketing through email segmentation and social media campaigns. It recommends segmenting email lists based on no more than 3 key data points like location, gender, and age. The document emphasizes targeting the right audiences with relevant content and messages. Several examples are given of targeted campaigns for brands like Target and Coca Cola that drove higher coupon redemption rates and grew audiences. Overall, the key to success is precisely identifying and engaging the most relevant customer segments through both email and social media marketing.

1. TARGET
|
HOW TO HIT YOUR BULLSEYE
MARKETING:

2. Session will be
recorded
There will be time
for questions at
the end
Leave your
questions in the
“questions” panel
Hashtag is:
#TargetMarketing
Housekeeping #TargetMarket

3. Speakers
#TargetMarket
Daniel Miller
Marketing Director – Benchmark Email
@BMEPartners
Seasoned sales and marketing expert with
over 6 years of experience educating email
marketing best practices to businesses of
all sizes. !

4. Speakers
Experienced technology, media and
marketing executive with 15 years
experience in Customer Success
management, Cloud platforms, social
networks, digital media and brand
marketing!
#TargetMarket
Chris Hackney
COO of Insightpool
@ChrisHackney

5. Segmenting a List of Subscribers!
SIGNUP FORM
LOCATION
GEOGRAPHICAL
LOCATION
GENDER AGE
#TargetMarket

6. Segmenting Focus
What is the most important piece of data for you?!
REGULAR
SIGNUP FORMS:
No more than 3 pieces of !
Information recommended.!
#TargetMarket

7. Segmenting Focus!
What is the most important piece of data for you?!
#TargetMarket

8. Advanced
Segmenting!
#TargetMarket

9. Reports. Get to know them.
OPEN RATES
CLICK RATES
BOUNCES
The most important things to look for:
#TargetMarket

10. Advanced
Segmenting!
Make sure all your URLs
have a purpose.
#TargetMarket

11. Target Marketing: What is This?!
#TargetMarket

12. Who are your fans?!
#TargetMarket

13. Link A
Link B
Link A
Creating an Adventure Book!
Link B
Link A
Link B
Goal!
#TargetMarket

14. Increase Engagement!
#TargetMarket

15. Re-engage with Old Subscribers!
#TargetMarket

16. Speakers
Experienced technology, media and
marketing executive with 15 years
experience in Customer Success
management, Cloud platforms, social
networks, digital media and brand
marketing!
#TargetMarket
Chris Hackney
COO of Insightpool
@ChrisHackney

17. Title Area #TargetMarket
Identify & Segment
Social Campaigns!

18. What’s the most
important element in a
social campaign?
#TargetMarket
Cleverness, Appearance, or Relevance

19. #TargetMarket
RELEVANCE

20. Creating content is pointless
when you don’t know who’s
going to read it.
#TargetMarket

21. #TargetMarket
Enter
the
conversa-on
at
the
right
-me.

22. Kim Kardashian vs. Alex Rodriguez vs. Rick
Peterson
#TargetMarket

23. The most effective social outreach is about
predicting who will be most likely to engage
and who can inspire conversations.
…that convert into results for your business
#TargetMarket

24. Segments Based on
Demographics
Market segmentation classify
consumers into groups based
on demographics (i.e. Job
Title, Industry)
#TargetMarket
Segments Based on
Marketing Initiatives
Data has made market
segments much more specific
and hyper relevant. (i.e. new vs.
old customers, prospects vs.
customers)

25. #TargetMarket
Shotgun or Rifle?

26. #TargetMarket
Interested? Request a demo at insightpool.com
Data Science!
Targeting! Messaging! Activation!
Outcomes!

27. Brand
• Drive Action
• Grow Audience
Personal
• Social selling
• Influencer Marketing/Personal branding
#TargetMarket
Outcomes!

28. Campaign:
• Identified consumers who
positively engaged Target &
Coca-Cola
• Offered coupon for free coke
#TargetMarket
Targeted Social Strategies: Drive Action!
Doubled in store coupon redemption
rates: 7.6% to 15.2%.

29. #TargetMarket
Targeted Social Strategies: Grow Audience!
Campaign:
• Targeted influential
individuals in Atlanta that
have a love of basketball,
events, and finding love
• Invitation to the event
Grew Audience: 65% of the
followers acquired through
Insightpool are Atlanta
residents

30. #TargetMarket
Targeted Social Strategies: Social Selling!
Campaign:
• Engage with target market
with relevant questions
• Sales team hops in when
relevant
Sales: Demo

31. #TargetMarket
Targeted Social Strategies: Influencer Marketing!

32. #TargetMarket
Targeted Social Strategies: Social to Email!
Campaign:
• Uploaded old email
subscribers,& matched 6,000
with twitter handles
• Created messages to target
senior level digital marketers
to subscribe to Definitive
Generated: Several new
newsletter subscribers

33. THANK YOU!
|
STAY FOCUSED WITH TARGET EMAILING