When it comes to running a successful marketing campaign having an efficient set of applications can be a huge plus. At a high level, tech tools can help you with your campaigns by scaling up your reach, executing them effortlessly, and providing you with a clear ROI. They are a major player in a business\u2019s ability to thrive today.<\/p>\n\n\n\n
But in reality, we often miss out on many valuable features that these tools offer because it takes time to understand an application\u2019s full capabilities. This can the case with our email service provider (ESP) software and our customer relationship management (CRM) tool. There are so many features that go unused when we jump right into getting the job done.<\/p>\n\n\n\n
One common and underutilized feature in most ESPs and CRMs is data categorization<\/em>. How should you segment and divide your contacts so that you can run personalized campaigns? The best way to segment your contacts is to assign them to Lists, Tags and Segments in the app. (The names can vary depending on the CRM or ESP you are using.)<\/p>\n\n\n\n Each category field is different and can contribute to identifying your customer\u2019s behavior as you run your marketing campaigns. Let\u2019s dig deeper and explore them:<\/p>\n\n\n\n Lists or Groups:<\/u><\/strong> <\/strong>Usually these are used to represent a broad spectrum of contacts with something in common. If you consider your customer list, for example, you could have a group of contacts that already do business with you or a group from a single location. In these cases, you have not yet divided them based on their behavior or preferences, so the list remains broad. This feature will help you run more generalized campaigns that are meant for a larger group.<\/p>\n\n\n\n Segments:<\/u><\/strong> The primary purpose of Segments is to organize or assign a token to each contact based on their behavior and actions. For example, when a customer from the list clicks an email and performs an action, you can assign a segment to that contact. This gives you the flexibility to send a special discount offer or further engage with the customer. You can select the \u201cclicked customers\u201d segment and send them your personalized message with the click of a button. It\u2019s important to think about your customer\u2019s journey and plan segments accordingly.<\/p>\n\n\n\n