Marketo Minutes: Increasing Response Rate with Segmentations
Marketing segmentation has been around for over a century. Countless articles have been written around the concept of dividing your database into smaller portions – or segments – based on similarities and interests. Providing personalized, and dynamic, marketing content to your leads is a valuable piece to any marketer’s toolbox.
In marketing communications, there are three main methods of email communication to consider.
- Batch and blast – generic communications that are sent to everyone in your database. Typically, the initial method of communication when little to no data is available.
- Individually personalized – communication that is tokenized with a contact’s personal information such as name, gender, and location for example. Majority of the content is generic copy.
- Segmentation – dynamic communication that is personalized according to criteria such as product interest, location, industry, or other identified segment criteria. Can also include tokenized pieces for individual personalization. Content available to a lead will change as they move between segments due to changes in their behavior, demographic or firmographic criteria.
Segmentations can be used in Marketo with your email communication as well as social media advertising and nurture campaigns. You even have the capability of sending out weather specific marketing and advertising if you segment by weekend weather forecast using a weather integration such as AccuWeather.
Once you have identified what your segments are, how do you incorporate them into a Marketing Automation platform such as Adobe Marketo Engage? In this week’s Marketo Minutes episode, Marketo Minutes – Increase Response Rates with Segmentations, Michael Tucker will walk you through the steps to set up your specific marketing segmentations in Marketo.
