Why Does An Email Marketing Segmentation Strategy Matter For Tech B2B Marketers?

March 12, 2024

ViB Editorial Team


Topics we'll cover

Did you know that email marketing offers a higher ROI than any other digital marketing strategy?

But there’s a caveat! It can only take your campaign to the next level if it is done the right way.

The winning formula is easy: sending the right message at the right time to the right audience.

If you are sending out email blasts to your subscribers, they might all fall into the inbox. But will the recipient open them?

The answer to that depends largely on your email marketing segmentation.

Let’s say I started an email marketing campaign to get high-quality leads. I made sure the message was good and sent out the emails at the right time. But did I tailor the message to the needs and interests of my audience?

If not, then I can hardly expect a good ROI, can I?

Here, I will help you understand what email marketing segmentation is and how to optimize its strategy.

So tag along with me as we dive deep into this topic! 😉

What is email segmentation?

Email segmentation refers to grouping your email lists into different categories based on firmographic and behavioral data. It is the key to your email marketing strategy since it recognizes that not everyone on your list is the same.

Your audiences have different goals, interests, and behaviors. To make your email campaigns more effective, we group similar people. We then send them messages about tech solutions they care about.

Members of your audience may belong to multiple categories, influenced by variables such as age, geographical location, and behavior patterns.  Segmentation enables the formation of distinct audience clusters, allowing for more precise and effective targeting.

Meanwhile, personalization can help you present content that is especially relevant to the recipient.

The combination of both these tactics results in higher engagement and a better likelihood of sales.

12 Ways To Approach B2B Customer Segmentation Geographic Psychographic Personality-based Intent-based Demographic Behavioral Buyer journey stage Firmographic Buyer committee role Needs-based Technographic Value-based

Why is email segmentation required in email marketing?

Email marketing segmentation means tailoring your messages to different groups in your audience instead of sending the same email to everyone. This helps you customize your communications based on varied preferences, stepping away from a one-size-fits-all approach.

With this tactic, you can give your audience a more personalized experience, even while using automation tools.

In B2B email marketing, more personalized and targeted messaging means better engagement, higher conversion, and more sales.

Let me give you an example to show why using email marketing segmentation is so important:

You have a business that offers a CRM app and you have three new leads on your email list…

  1. Adam, a freelance marketer interested in free features and content
  2. Mary, who runs a small digital marketing company and wants to know more about your pricing plans
  3. John, a marketing student who is planning to send his CV to you soon

All three contacts have different buyer personas and hence, have different needs. This means you need to segment your email list to communicate effectively with each of them. If you don’t, they’ll all get the same emails. You can imagine what a disaster that would be! 😱

As you can see, not segmenting your email list properly can be many risks for your company:

  • There is a lack of personalized content. This means it will reduce the quality and success of your marketing campaign
  • Your contacts may lose interest. They will hit the opt-out button which will hurt your brand reputation.
  • ISPs and your contacts may mark you as spam. This makes it harder for your emails to reach inboxes.

On the other hand, good email marketing segmentation comes with many benefits:

Benefits of good email marketing segmentation

By tailoring your emails to meet the specific needs and interests of different segments, you’re more likely to hit a chord with your recipients. 

Imagine sending out a tech newsletter focused on the latest software updates to a segment deeply interested in software development—chances are, they’ll be eager to open it, read through it, and even click on the provided links for more information. It’s pretty much like telling a friend about something you know they’ll love; the connection made is much stronger and more meaningful 💌.

Here are some key benefits to highlight:

Increased engagement and open rates: When you segment your list, you can send targeted messages that are relevant to the specific interests and needs of each group. This makes your emails more appealing and increases the chances that people will open them.

Boosted click-through rates and conversions: Relevant emails are more likely to get clicks and conversions. By segmenting your list, you can tailor your calls to action to each group, making them more likely to take the desired action.

Reduced unsubscribe rates: People are more likely to unsubscribe from email lists if they receive irrelevant messages. By segmenting your list, you can ensure your contacts only receive emails that they’re interested in. This reduces unsubscribes and keeps your list healthy.

Improved ROI:  By sending more targeted and effective emails, you’ll get more engagement and conversions from your campaigns. This, in turn, will lead to a better return on investment (ROI) for your email marketing efforts.

Deeper customer understanding: Segmentation allows you to analyze your audience on a much deeper level. By tracking how different segments interact with your emails, you can gain valuable insights into their preferences. This can help you tailor your marketing strategy accordingly.

Reduced bounce rates: Sending irrelevant emails can trigger spam filters, leading to bounces. Segmentation helps ensure your emails reach inboxes by keeping them relevant and targeted.

In short, good email marketing segmentation is a powerful tool that can help you connect with your subscribers on a more personal level. This improves the effectiveness of your campaigns and helps achieve your marketing goals.

 I personally feel this will reach your target audience, what do you think 🤔?

2 key email marketing segmentation strategies to use

The above sections show that the key to successful marketing lies in understanding your audience. You can better know your audience by leveraging two fundamental methods of marketing segmentation: firmographic data and behavioral data.

1 – Firmographic data

This type of data paints a broad picture of a business or organization. It contains information that helps you break down and understand the business landscape.

Firmographic data gives you details about the industry the company is in and how big it is. It also reveals where it’s at, and its setup, and even gives you a sneak peek into its financial health.

All this information helps you understand various businesses and match them to the perfect content or offering.

That’s pretty cool, right?

2 – Behavioral data

In the B2B context, behavioral data tracks the behavior of businesses. It involves using tools to pay attention to business activities and interests, like identifying the products they’re searching for, exploring the services they show interest in, and discovering content they actively engage with.

For example, if a business keeps looking for certain software or reading articles on industry trends, that information is valuable behavioral data.

You can then use this information to tailor offerings, marketing messages, and services. This can help you to better match the needs and interests of other businesses.

Some great tools you can use to check out behavioral data of potential leads include the following:

  • Hotjar: This tool creates heatmaps and session recordings as well as provides metrics to help understand how users interact with your website or app
  • HubSpot Marketing Hub: This is your all-in-one tool for marketing. It doesn’t just automate stuff – it also helps you understand what’s happening on your website and keeps track of your customer relationships. So, you can see how people are moving through your marketing process. 
  • Crazy Egg: Crazy Egg is a great tool that helps you test different versions of your website or app. It also records how users are interacting with your website and app and lets you see what works best for your visitors!

To better understand how email segmentation can help marketers, let me break down the benefits for you.

Understanding personalization in email marketing

Almost 60% of the most successful B2B email marketers believe that personalization is a great way to engage people.

Personalization in emails means tailoring the content based on who is receiving it. Something as simple as using their name or sending them information about relevant things can make a significant impact.

This helps create more targeted and relevant messages. This means more people will likely open your emails and take action, like making a purchase.

Personalized email examples include:

  • Showing different content based on what the recipient likes.
  • Sending messages triggered by specific actions, like abandoning the site before filling up a form. 
  • Customizing promotions or content based on the B2B contact’s location.
Thumbnail of B2B Ideal Customer Profile Template ViB
Simplify your targeting strategy with the one-page B2B ideal customer profile template, designed to help you define your best audience and communicate your targeting needs.

The main goal is to make the email experience more personal. So, when your contacts see your emails, they feel like they’re hearing from a friend, not just getting another spam mail. No one wants that! 

What is personalization in email marketing in the B2B context?

Have you ever received an email that felt like it was written just for you? That’s the magic of personalization in B2B email marketing – crafting messages that speak directly to the heart of businesses and the key decision-makers behind them.

Since B2B marketing often involves several people with different roles and priorities, higher stakes, and a more complex buyer’s journey, it is trickier and more important than B2C marketing.

So, you will need to tailor messages to the specific needs of businesses. 

How to hyper-personalize your emails in B2B:

  • Gather intel: Check out the firmographic data (company size, industry, location), website behavior (what pages they visit), and past interactions (downloads, webinars attended).
  • Create batches: Group companies with similar needs or even try ABM campaigns targeting several decision-makers at a single company.
  • Craft custom messages: Use their info to tailor your email (e.g., mention a relevant industry challenge or specific pain points).

The key is to collect and use B2B data respecting people’s privacy and preferences. This means being clear about what data you’re collecting and how you’re using it. This gives people the option to say no to personalized messages if they want.

Pro tip: you should consider using AI to take personalization to a whole new level!

Discover everything you need to know about ViB Emails, including how it works, the challenges it solves, and its success stories, through our comprehensive video walkthrough.

The power of personalization in email marketing

About 71% of consumers expect personalized marketing, and 76% are frustrated when it’s not there.

This makes personalization a powerful tool for making email campaigns more interesting and relevant. You can start with simple personalization and add more advanced techniques as you go. This can help create messages that connect with the audience and get better results.

Let me show you how impactful and powerful email personalization can be:

Measuring the impact of tailored email marketing

Did you know professionals have more than 200 emails in their inbox and receive 120 more emails every day?

The B2B landscape is very competitive and it requires a strategy that cuts through the noise, allowing your message to resonate with each recipient on a deeper level. 

And to figure out if your strategy is working, here’s how to track your progress:

1 – Impact on open rates

Personalization has a big effect on open rates, which is the percentage of people who actually open an email. You are much more likely to open an email if it appears like it’s made just for you. Studies show a 29% increase in open rates for personalized emails compared to generic ones.

For example, a software company sends an email highlighting solutions specifically for healthcare organizations to a business client in the healthcare sector. This strategy can help better ensure the client opens the email.

2 – Improvement in click-through rates (CTR)

CTR is another important measure of success for email campaigns. It shows the percentage of people who clicked on a link or took the desired action after opening an email. Personalization makes the content more interesting and relevant, so people are more likely to click on it.

3 – Better conversion

Personalized emails also have a higher conversion rate compared to generic ones.

When marketers make content based on business needs, they create a more compelling call to action.

This relevant approach turns people’s interest into real actions, like trying a new product or signing up for something.

This leads to more conversions with your ideal customer profile and helps you reach your marketing goals easily.

As you can see, personalization is a strong email segmentation strategy for engaging people and achieving marketing goals.

Thumbnail of ViB guide: Enhance your marketing results in 2024
Conquer B2B email marketing like a pro! In this guide, you’ll understand the factors that may be impacting your email performance, and get tips and frameworks for email marketing success.

Case Study: AtScale's successful email marketing segmentation strategy

To help you better understand how an effective email marketing segmentation strategy works, let me show you an email marketing case study from ViB Tech.

AtScale captures challenging ABM prospects through precise targeting

AtScale faced challenges with lead generation partners that brought in unqualified leads through email blasts and webinars. 

Despite promises, these leads lacked brand familiarity, confusing follow-ups and fewer successful meetings.

The company turned to ViB’s B2B email marketing service to address these challenges. With ViB Emails, AtScale’s target audiences experienced a seamless, AtScale-branded journey from content engagement to landing page exploration. 

ViB was able to generate 519 new registrations, including a challenging-to-capture ABM prospect. Unlike other vendors, there was no content fatigue and AtScale saw consistent engagement and outcomes with each send.

The precise targeting of ViB’s service led to qualified and interested leads who anticipated follow-up meetings.

To get the full success story, watch this:

This is just one email marketing segmentation strategy example of how ViB can help generate the right leads through precise targeting.

How can ViB transform your email marketing segmentation strategy?

Want quality email leads from the right audience segments?

ViB Emails can help!

It’s easy to get leads from an email campaign. But qualified leads? That’s a different story.

This is where ViB has an edge against all other lead generation companies.

We are a demand generation company focusing on getting only qualified leads. We leverage a vast opted-in community of targeted and engaged tech professionals.

Whether it is asset downloads, event registration, or contact list expansion, we have you covered.

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By using ViB Emails, you can target the right audience segment, tailor your messaging, and prevent B2B data decay. This ensures a smooth deliverability.

ViB Emails can transform your email marketing segmentation strategy by:

  • Connecting you to a highly targeted niche tech audience
  • Getting you warm and active contacts from the start
  • Improving the performance of your email campaign
  • Offering a low-cost and swift set-up
  • Maintaining brand control

Team up with your trusted B2B demand generation partner today to make your email marketing segmentation strategy a breeze.

Not convinced yet?

Try it out for yourself!

Check out an email send with an exclusive price to our ViB Community to see how to generate leads instantly!

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