Customers don't want catch-all generic messaging. They want messaging that's custom-tailored to their specific wants and needs. They want to receive messages that show you understand their pain points, and they want to find out what solutions you offer for their specific situation.
To get personal with your contact list, you need to segment them into smaller, similar groups. Segments can be based on simple demographic and firmographic data, such as job function, job title, location, industry, company size. Examples of more advanced segments would include previous purchases, website activity, email interactions, or position in your sales funnel.
The fact is that the more precise the segment, the better the response rate will be, as long as your message is on point. Segments are an opportunity to speak to a specific type of contact on a personal level.
But how do you actually build segments in Eloqua?
Look no further than Greg Staunton at B2B Marketing Zone. He's created a detailed, step-by-step walkthrough of the process, with screenshots for extra clarity.
He breaks down the meanings behind the operators, and how to use each of the filters to ensure you've selected the specific group of contacts you need for your next email marketing campaign.