Segmentation is King

As marketers we are all aware that our audiences should be segmented, but how many of us are segmenting to a level that is going to make a material difference to response to the communications that we send out?

With CommuniGator, segmentation is automatically done for you, not only based on the pre-determined segments, but based upon the activities that take place on every campaign you send.  We call it I-Scoring.

The I-score function in CommuniGator will track the links that are clicked on each campaign. Each link is assigned to a specific segment within the marketing strategy, so each contact gets allocated a score or level of interest assigned to the relevant segments based on their activities. This allows the marketer to run queries based on the specific segments for highly targeted marketing.

Case in point; our own Google Analytics training event. All we had to do was run a query to build a list of all customers who have historically taken the most interest in Google Analytics across previous campaigns, and lo and behold we have our invite list, it really is as simple as that.

Segmentation takes place as you are running your other regular campaign activities, and the best thing about it is that it’s all hard data, there are no assumptions or suppositions, so you can send with confidence that your content will be absorbed with enthusiasm by the target audience.