Deep inside your million-dollar database are manifold
niche markets of intact opportunities. Niche identification–better known as database
segmentation, is how you can enhance your sales. Here are 9 different ways
to segment your database.
Email
You may think you cannot segment your database
if you have only got the email address of your customers. This however is not
true, segment your mailing list based on email service providers.
Job Title
Job functions and job titles are critical in most
buying processes. After coding each contact’s title, run reports to discover
new buyer trends. With so many layoffs and job consolidations, it’s not unusual
to find that job roles are expanding. You may find new sales reasons for
getting in the door. At the very least, you’ll be able to separate
communication methods from one job function to another.
Geography
When capturing opt-in leads, ask for
geo-identifier like state or area code. Geo coding allows you to personalize
promotions.
Referrals
Referrals are like a melody. Referral partners
tend to be very social and enjoy being in a position to help someone in their
network. You must be able to identify these folks to build marketing campaigns
that reward their gesture.
Source Code
How did the customer find you?
By tracking this information, you know where to
invest more time and which activities to cut.
Phone Numbers
Phone numbers are a great way to segment your
list by location. Organize your database in Excel and sort by phone number, and
then determine the contact’s city by looking at the phone number area code.
Networking
Staying visible costs time and money. Maximize
your networking ROI by identifying who you meet where.
Inactive Customers
Once a quarter, red flag customers who’ve gone
silent or you’ve inadvertently ignored. Reach out to them before they go to the
dark side, i.e. your competitors.
Email Click-through
Prospects who click on your hyperlinks in your
messages are more valuable than those who don’t.
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