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Contact Management and Segmentation
Professor: Isaac Moche
Email CertificationBrought to you by HubSpot Academy
CLASS 03
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1 WHY CONTACTS AND LISTS ARE IMPORTANT
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BARRIERS TO EFFECTIVE EMAIL MARKETING
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LIST SEGMENTATION IS ESSENTIAL TO CLOSING PROSPECTS AND DELIGHTING CUSTOMERS.
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INBOUND MARKETING STRATEGY
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SEGMENTATION EMPOWERS MARKETERS TO DO RELATIONSHIP-DRIVEN MARKETING THAT DRIVES RESULTS.
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METRIC RESULTOpens: 13.64% higher than non-segmented campaigns
Unique Opens: 10.00% higher than non-segmented campaigns
Clicks: 53.05% higher than non-segmented campaigns
Bounces: 2.27% lower than non-segmented campaigns
Abuse Reports: 8.67% lower than non-segmented campaigns
Unsubs: 8.13% lower than non-segmented campaigns
SOURCE: MAILCHIMP
Segmented vs. Unsegmented Email Campaigns
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WHAT IS A LIST?Lists are the different ways that you break up your
contacts into smaller segments based on their similarities.
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WHAT IS A CONTACT DATABASE?Your contact database is a place to keep track of all the
people and companies that have a relationship with your
business.
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• See the whole picture of every contact
• Aligns Marketing and Sales
• Seamless integration with every tool you use
QUALITIES OF A GOOD CONTACT DATABASE
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Your contact database is
the nerve center for all of your Inbound efforts.
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THE CONTACT RECORD CONSOLIDATES TOUCHPOINTS
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2 HOW TO BUILD A SEGMENTATION STRATEGY
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Make sure your database is accurate and up-to-date
Segment your contacts using implicit and explicit
data
BEST PRACTICES FOR SEGMENTING YOUR CONTACTS
Determine your segmentation strategy
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Make sure your database is accurate and up-to-date
Segment your contacts using implicit and explicit
data
BEST PRACTICES FOR SEGMENTING YOUR CONTACTS
Determine your segmentation strategy
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A CONTACT IS ANYBODY YOUR COMPANY COMMUNICATES WITH IN THE COURSE OF DOING BUSINESS.
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A CONTACT PROPERTY STORES INFORMATION ABOUT AN INDIVIDUAL CONTACT.
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A COMPANY PROPERTY STORES INFORMATION ABOUT A GROUP OF CONTACTS.
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STORE INFORMATION SURFACE INFORMATION
• Website activity
• Email engagement
• Social Media activity
• Form submissions
• Conversion information
• Integrations
• Personalize email
• Build Lists
• Trigger marketing automation
• Define Personas
• Lead Intelligence
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• Upload all current business contacts
• Track contacts as they move through the buyers journey
• Set up and maintain integrations with other software
• Keep your data clean
KEEP YOUR CONTACT DATABASE UP-TO-DATE
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No two businesses are alike. Build custom contact properties to make HubSpot your own.
FLICKR USER ASHER ISBRUCKER
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Ready for more?Get the full experience and more with the
free Email Marketing Certification.
Take the full course!
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Make sure your database is accurate and up-to-date
Segment your contacts using implicit and explicit
data
BEST PRACTICES FOR SEGMENTING YOUR CONTACTS
Determine your segmentation strategy
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YOUR ABILITY TO SEGMENT WILL BE A KEY INDICATOR OF YOUR SUCCESS AS AN EMAIL MARKETER.
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HOW MARKETERS SEGMENT THEIR CONTACTS
SOURCE: EMAILMONDAY
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PRIMARILY, YOU SEGMENT BY YOUR BUYER PERSONAS.
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Semi-fictional representations of your ideal customer based on
real data and some select educated speculation about
customer demographics, behavior patterns, motivations, and
goals.
BUYER PERSONAS
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COMPANY-RELATED SEGMENTATION
Company TypeCompany Size Industry
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ROLE-RELATED SEGMENTATION
SeniorityDepartment Function
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BEHAVIOR-RELATED SEGMENTATION
Email OpensConversion Events Page Views
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MARKETING INTELLIGENCERELATED SEGMENTATION
Original SourceSocial Media Data Web Analytics
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ENGAGEMENT RATES DECREASE AS MAILING SIZE INCREASES
SOURCE: SKIDMORE
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Make sure your database is accurate and up-to-date
Segment your contacts using implicit and explicit
data
BEST PRACTICES FOR SEGMENTING YOUR CONTACTS
Determine your segmentation strategy
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EXPLICIT DATA IS INFORMATION THAT IS INTENTIONALLY SHARED BETWEEN A CONTACT AND A COMPANY.
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FLICKR USER NOAA NATIONAL OCEAN SERVICE
What prospects tell you about themselves is only the surface of what you can discover.
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IMPLICIT DATA IS INFORMATION GATHERED FROM USER BEHAVIOR.
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Explicit Data Implicit Data• Contact information
• Company Information
• Form Submission
• Surveys
• Social media engagement
• Email engagement
• Web analytic history
• Conversion data
EXPLICIT AND IMPLICIT DATA IN HUBSPOT
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WHAT DOES A GOOD SEGMENTATION STRATEGY LOOK LIKE?
3
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FLICKR USER JULIA FULSOM
Build separate lists for your subscribers,
leads and customer.
These lists ensure that you send
the right person the right message
at the right time.
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Personas give you a clear picture of
who will be receiving your email.
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BUILD LISTS THAT TRACK ENGAGEMENT WITH KEY OFFERS.
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THINK ABOUTBUSINESS-SPECIFIC INFO YOUR COMPANY MIGHT NEED TO TRACK.
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• Everyone who has visited your blog in the last 90 days
• All leads who have visited your pricing page
• All leads who have opened an email in the last 30 days
• All leads who found out about you through a specific
source
CREATE LISTS BASED ON ENGAGEMENT
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• Contacts who have unsubscribed
• Contacts who have bounced
• All ineligible contacts
• Contacts who have not opened an email in the last year
CREATE LISTS THAT MEASURE EMAIL HEALTH
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GET EMAIL MARKETING CERTIFIED.
START TODAY