Contact Segmentation For Email Marketing In Professional Services

Marketing

Imagine trying to fit a square peg into a round hole – it just doesn’t work! Similarly, sending generic email messages to your entire contact list may not resonate with everyone. That’s where segmentation comes in.

Segmenting your email database helps you deliver messages that speak directly to specific groups’ unique needs and interests within your client base.

There is a range of services that may be provided by accountants, financial advisors, and lawyers, and superannuation clients may not be interested in how to build value in a business.

You may be a savvy accountant, a financial wizard or a legal eagle; shouting into the void will not get your skills recognised. You need to be connecting with your audience on a personal level. Sending them emails they have no interest in can only result in their unsubscribing.

Understanding The Impact Of Segmentation

Picture this: You wouldn’t offer a life jacket to someone in a desert, right? Similarly, blasting generic emails to your entire contact list might not hit the mark.

Segmentation is the beacon guiding you through the stormy sea of email marketing, helping you craft messages that resonate with specific groups within your diverse client base. Acknowledge their specific interests and showcase your expertise in those areas. They’ll appreciate you understanding their unique needs.

Here’s why segmentation matters for professional service providers:

Relevance Rules:

  • Understand your client’s diverse needs and interests.
  • Tailor your messages to address specific challenges within different industries.

Personal Connection:

  • Establish a connection by acknowledging clients at various stages in their professional journey.
  • Speak directly to their concerns, whether they’re starting a business or managing a well-established company.

Showcasing Expertise:

  • Recognise and appreciate clients seeking specific services.
  • Showcase your prowess, proving you understand and cater to their unique needs.

Should I Segment My Contact Lists?

Contact segmentation is especially effective when you have several target audiences. These could be divided into the range of services or industries you serve.

Some key metrics that may help determine if you need to segment your audience for marketing are the open rate, click-through rate, and unsubscribe rate.

Data collected by customer relationship management software states that more than 75% of email ROI comes from segmented campaigns.

What Segments Should I Use?

Now that we’ve embraced the power of segmented contact lists for professional services marketing let’s dive into the nuts and bolts of segmentation.

Here are a few basic segments you could utilise:

Age

Location

Industry

Company Size

Occupation

Services engaged/interested in

Remember, you must gather data from the clients or leads to place them into a specific category, and one contact may be in multiple segments.

Location is a crucial point of information as the recent tax changes in Victoria will be of no consequence to Queenslanders. Furthermore, Sydney residents may be more interested in their rights in a high-crime area than in a small rural town.

Industry can help improve your marketing twofold. First, you need to know the most common industries that engage your services, and the other is to produce content aimed directly at that industry. An example is helping builders prevent insolvency by tailoring educational pieces to challenges they face in the current economy.

Ensure your segments are not too small to be effective. Emailing all business clients may be more worthwhile than selecting every service you provide to businesses. Alternatively, having an audience that is too broad will dilute the effectiveness of your messaging.

How To Segment Your Contacts?

As your marketing partner, Practice and Pixels can assist you in segmenting your audience using a CRM system. This is our process:

  1. Collect all current contact details
  2. Determine the segments
  3. Gather the required data from the contacts
  4. Segment the lists according to the chosen categories
  5. Target and market to your client and user segments
  6. Run regular customer segmentation analysis

Placing data-gathering forms throughout your website will also ensure you can target an interested contact, even if they are not a current client. For example, if someone downloads a guide all about Self-managed Super Funds, their information could be added to the relevant list segment for future communication.

A More Personalised Approach To Marketing For Professional Services

Connecting with clients in the professional services industries is not a one-size-fits-all endeavour.

A segmented contact list is your secret weapon for personalising conversations with each client through your email marketing efforts.

So, embrace the power of contact segmentation, understand your audience, and watch your email marketing efforts soar to new heights. It’s not rocket science; it’s just the ABCs of successful professional service marketing!

If you would like more information or assistance marketing your firm, contact us.

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