And to do this, we have the ability to measure the success of the actions we carry out, based on all the metrics that a CRM that works with email marketing can give us: from the opening rate, to the conversion rate, including the clicks generated within an email.
Only if we can measure, we can improve.
All these advantages will ultimately give us the possibility of carrying out structured, coherent lead nurturing based on continuous improvement.
Qualifying our leads based on their level of interest, the moment in the purchasing process they are in, their match with our buyer persona or performing lead scoring is the first step to design optimized workflows that will aim, as we have already mentioned, to bring our leads as close to the moment of sale as possible.
Let's talk about segmentation?
Segmenting our lead database into groups that share similar philippine area code characteristics allows us to design more personalized messages and communications that reach the user more effectively, taking into account that the intention and segmentation strategy will always be focused on grouping certain leads to send messages to those who are most receptive.
First of all, the criteria to follow must vary depending on the objective we pursue with the message we are going to send.
However, there are several ways to do this:
Patterns and trends
A CRM collects a lot of information about a user and the more interactions they have with us, the better.
Their journey through our website, the content they have downloaded or the purchases they have made (or not) gives us a lot of information that we can use to segment.
We can also do it according to their interests, age or sex, but the ideal is to group them considering all the aspects we have mentioned and using the detection of patterns and trends that the CRM performs.
According to profitability
A customer who has already bought from us is much more profitable than one who has not yet done so. This is basically due to the fact that it is more expensive to get a new customer than a repeat customer.
Therefore, dividing leads based on their profitability is a segmentation that we must take into account.
Based on your commitment to our brand
Commitment from our clients is very important when it comes to assessing their profitability.