How To Segment Your Audience With Lead Magnets

If you’re sending the same type of emails to everyone on your list, you’re missing a big opportunity.

Segmentation might sound complicated but, really, it’s just the process of separating your email list into several smaller groups for a more cohesive, personalized experience.

Why is segmentation important?

In the context of email marketing, the goal of segmentation is to be able to send more personalized emails to prospective customers.

Just to be clear, when we talk about personalization, we don’t mean a simple “Hi [first_name].” Instead, we mean sending relevant content that’s personalized to a person’s individual situation.

For example, if you run an ecommerce clothing store, it doesn’t really make sense to send male clothing recommendations to those who buy female clothes, and vice versa. Instead, you can segment your marketing list based on gender.

This way, your customers are more likely to get product recommendations that they’ll find useful.Instant branded emails

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When done correctly, a segmented email list will lead to better engagement and higher conversion rates.

The traditional way to segment prospects is based on demographics—like in our ecommerce example. But that doesn’t always work, particularly when you’re selling to other businesses.

Imagine you run a company that sells financial management software. A 35-year-old female in London and a 58-year-old male in Texas are both as likely to show interest in your product for their respective businesses. In other words, segmenting them based on age, gender, or location might not be as fruitful.  Best database provider | Whatsapp number lists

In this situation, it makes more sense to segment your audience based on buyer awareness.

Get the crash course in segmentation with our guide.

Buyer awareness

As detailed in the book Great Leads, buyer awareness can be measured on a scale from unaware to very aware.

Very aware people are almost ready to buy your product—they only need a small nudge in the right direction.

On the other hand, unaware people have never heard of your product and will need some education before they’re ready to buy. The goal is to move prospects from one end of the scale to the other.

If you send emails based on buyer awareness, then Ecuador WhatsApp Number List you’re more likely to hit a nerve with the recipient and get a positive response, which will move people along the awareness scale.

To get started with segmentation, you’ll need two things:

  1. The prospect’s email address
  2. A rough idea of where that prospect sits on the awareness scale

Since interactions with potential customers can often be brief, it’s important that you get this information as efficiently as possible. For that reason, we’re going to use lead magnets.

Click here for our engagement how-to.

Using lead magnets for segmentation

A lead magnet is a piece of content that someone swaps for their email address—like an ebook, for example.

The content a prospect consumes is a good indicator of their awareness. If your lead magnet is about a complicated topic then it’ll appeal more to people at the “very aware” end of the scale. Beginner-style content will appeal to those who are “unaware.”

The lead magnet approach is perfect for us because we’re getting a person’s contact information AND a sense of where they are on the awareness scale.

Here’s what that segmentation might look like for a business that sells personal finance software:


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