The email that showed up in my inbox yesterday from Hyundai Motors reminded me of the importance of list segmentation. And how your business can look foolish, lazy and ignorant if you don’t use it. This email, and I actually got two of them, so I must be in the database twice, invited me to “Save big. Think big” at the Hyundai summer Sales Event.
“Lori, thinking of upgrading? As a Hyundai owner, you have the chance to act fast and save big.”
Really? I just bought my new Hyundai in January. They think I should upgrade already? Clearly they’ve just thrown all the email addresses they have into one giant vat. Everyone gets the same offer regardless of whether she has a six-year old car or a six-month old car. I’m surprised that a company such as Hyundai doesn’t realize that segmentation can strengthen customer relationships, not to mention increase sales.
If you have different categories of people in your database, and you should, make sure you’re segmenting your lists. You can do this even if you’re using something as simple as a basic spreadsheet. Create some kind of designation for customers, for prospects, for vendors, etc. You could take it a step further and segment customers by what product or service they’ve purchased or in the case of prospects, which one they are interested in.
Now when you send out offers, you can make them specific to each category of recipient. You become more relevant and credible and your offers will be more effective. Trade in your six-year old car and get our special Eco-Trade Bonus! Been thinking about buying a whirly-gig to improve efficiency in your financial services office? Now’s the time because…
When it comes to ways to thank your customers, list segmentation can be equally important. Yes, it’s a nice idea to think that all clients are equally valuable, but the truth is they are not. Some spend more money or send you more referrals and therefore have a higher lifetime value than others. Others are easier and more fun to work with or require less hand-holding.
Dividing your customer appreciation efforts into tiers and rewarding the A-listers either more frequently or in a bigger way than the B’s and C’s is a smart strategy. The A-list clients are the ones who are the most profitable for you, so it stands to reason that you should spend more time and money to keep them. You don’t ignore the rest of your clients, but you may choose to put fewer resources into their retention.
List segmentation allows you to make more intelligent, accurate decisions. Need help figuring out the best method of segmenting or creating a tiered program to thank loyal customers? Set up a complimentary 15-minute strategy session with me simply by going to https://tungle.me/zenrabbit.