Segmentation is the sharpened spearhead of any marketing strategy. By dividing your audience into distinct groups based on behavior, preferences, and attributes. You can tailor messaging that resonates deeply with each segment.
However, ineffective segmentation resembles swinging a dull blade – it’s useless and frustrating. Mastering segmentation on the Salesforce Marketing Cloud (SFMC) is crucial.
This platform offers advanced filtering, personalization, and predictive capabilities to slice your audience for maximum impact. Let’s explore techniques to level up your SFMC segmentation.
Leverage Advanced Segmentation Techniques
Precision is the key to impactful SFMC segmentation. Advanced techniques like data filters, SQL queries, and third-party add-ons allow surgical precision in dividing your audience.
Let’s explore how to wield these tools effectively:
Data Filter extra edge for segmentation on SFMC.ers
Data filters in SFMC are tools that help you sort through your audience’s information very precisely.
By splitting up your customers based on age, hobbies, and what they’ve bought before, you can find the groups that matter most.
This has led to, on average, making over seven times more money from campaigns aimed at these specific groups.
For instance, you could use a filter to target people who bought something in the last three months but haven’t bought anything else since then.
These customers are more likely to be interested in buying more stuff or trying something new. Using data filters ensures that your messages connect with them rather than getting lost in the shuffle.
SQL Queries: The Art of Customization
SQL queries help you make particular groups for advanced sorting. You can use these queries to get data directly from SFMC and create unique groups that change as new data comes in.
For example, you can request a list of customers who attended a webinar last week. Then, you can offer them unique content while they’re still interested.
The possibilities for tailored messaging when wielding SQL to slice your data are endless.
Third-Party Add-Ons Expanding Your Arsenal
Sometimes, really good platforms need extra help. That’s where third-party add-ons like DESelect can help. DESelect makes the native SFMC filtering better by letting you search many data extensions at once.
This makes it much easier to sort things out in groups. For instance, you can find customers who bought Product A and haven’t done anything for 60-90 days in all your data sources.
Add-ons like DESelect provide an extra edge for segmentation on SFMC.
Using data filters, SQL queries, and add-ons helps you precisely split your audience into smaller groups. Now, let’s see how to adjust messages to make them relevant.
Audience Builder: Crafting Symphony from Chaos
- The Audience Builder in SFMC combines customer data into one profile, even from different places.
- When you combine all your data instead of keeping it separate, you can get better ideas for making messages that fit what people want to hear.
- Think of the Audience Builder as an orchestra conductor – waving the baton to coordinate various instruments into a symphony.
- What is the result of this data harmonization? Dynamic content and higher conversion rates across channels.
Behavioral Segmentation Reading Minds
Behavioral segmentation, which makes things more personal, examines how people use your brand online. This means studying how often they click on emails, which pages they visit, what they do on social media, and more.
Then, you can group people based on these actions to send them content and deals that suit them best. It’s like guessing what your customers want by seeing how they use your website and stuff.
For instance, if someone downloads your camping guide, you can email them deals on camping gear.
Behavioral segmentation helps you improve by constantly learning from what people do online.
Predictive Analytics The Crystal Ball
Predictive analytics utilizes machine learning algorithms to analyze customer data and anticipate future behaviors or trends.
This helps you see ahead and plan. For instance, we can guess who might buy similar things next summer by looking at how much we sold in past summers.
Then, we’d group these people and offer them summer stuff early in the year. Predictive grouping helps your marketing see what might happen in the future.
Custom Audiences Bespoke Tailoring
Custom audiences are special groups made just for your brand’s specific needs. These groups might include people who buy a lot, loyal customers, people who buy certain things often, or fans of unique products.
Custom audiences let you personalize things, like making a suit that fits someone perfectly.
The messages exactly match what people like and do. This means you don’t waste money on ads that aren’t useful. It’s like your brand, and your audience fit together perfectly.
Read more: Your Online Potential: The Expertise of Marketing Agencies
Frequently Asked Questions:
What are the benefits of segmentation in Salesforce Marketing Cloud?
In SFMC, segmentation helps split your customers into groups by what they share and how they act. This helps you send messages that fit each group better. It makes people more likely to buy, boosts sales, and makes customers happier. When you segment well in SFMC, your marketing gets more focused and works better.
How do I get started with segmentation in SFMC?
First, figure out the important things about your customers and how they act that you want to divide them up by. You can look at things like age, where they live, what they buy, how they interact with emails, what they do on your website, and more. Then, use tools in SFMC, like data filters, Audience Builder, and SQL queries, to divide your customers into different groups based on these things. Begin with bigger groups and then make them more exact.
What are some best practices for SFMC segmentation?
Here are some tips for using SFMC (Salesforce Marketing Cloud) better:
- Keep your segments up to date by updating them regularly.
- Make sure your segments aren’t too big.
- Use clear names for your segments.
- Use predictive analytics to figure out what might happen next.
- Think about how people behave and what they’re like when you divide them into groups.
- Test to see if your messages make sense for each group.
Remember to stick to an intelligent plan to make the most out of SFMC segmentation.
The Future of Segmentation
Being good at dividing your customers into specific groups is super important in today’s marketing. People want personalized experiences from brands, so SFMC has fancy tools to help. They use intelligent data analysis and special filters to split your audience into smaller groups you can target better.
But it’s not just about splitting people up. It’s about using these tools to send the perfect message to each person when they’re most likely to respond. If you use these tricks, your marketing will be precise and way better than just trying to reach everyone simultaneously. So, have fun dividing your audience!”