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In addition to keeping your contact database "clean," you need to keep it organized. That way, you can
more easily send different content to different groups of people based on their common goals, problems,
roles, company sizes, and other characteristics. Here are some segmentation and personalization tips that
will help keep you on track.
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Segment your list by buyer persona.
First off: if you haven't created buyer personas yet
— fi c t i o n a l r e p r e s e n t a t i o n o f y o u r i d e a l
customers — create those now. Personas allow you to
personalize content and messaging based on the
specific goals, challenges, backgrounds, demographic
information, and behaviors that certain groups share.
For example, if you've identified that buyer persona A
is constantly struggling with X, and that buyer persona
B is constantly struggling with Y, you can segment your
email list so only your contacts in the A group get sent
content on X and only the contacts in the B group get
sent content on Y. You can also tweak your messaging
and tone so that each of the emails is tailored to the
persona group it's being sent to. It's basic, it's simple,
and yet, many marketers still blast their entire lists with
the same, un-targeted content and messaging.
Segmentation & Personalization
