Reader Q & A
Every month we'll be featuring a question sent in by one of our readers and asking you to contribute your thoughts and advice.
In October's newsletter Ahmed, from Manchester, wanted to know: I'm always reading about how important segmenting your database is, but I'm not sure of the best way to go about it – any suggestions?'
Here's what our readers had to say:
How you segment your database will depend on what you are trying to achieve.
As is the same with reports, it’s best to think about how you are going to use this new information before you put any plans in place.
The first thing you could look at is segmenting your database into two parts; separating your existing customers from all your potential new business prospects, as you are unlikely to want to target them in the same way.
We look after a business-to-business database and we have segmented our database by industry sector, so we can target companies in different sectors differently, as the challenges a retail company will encounter will be different to those faced in the insurance sector for instance.
We also segment by size of company. The SME’s we have on our database will be best suited to one of the products we offer, whilst the larger companies will be suited to a different product.
The key is to make sure you are sending the most relevant information to your target audience. There is no point selling or marketing blue paint to someone who is only looking for red paint and vice versa.
The more targeted the information you send them, the more likely they are to believe your company is the right match for them. The more information is irrelevant, the more likely they are to hit the dreaded ‘unsubscribe’ button.
Sonia, Inca Software, Egham
September Q & A
In September's edition Emma, from London, asked: 'My customers are telling me that my campaigns keep going into their junk folder. I don't sell anything suspect or offer to lend money – so what am I doing wrong'
To view the responses to Emma's question click here.
