Contact Segmentation For Email Marketing In Professional Services

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.