When it comes to email marketing, creating beautiful emails with riveting content is only half the battle. Sending emails to the right prospects at the right time is just as critical as crafting the right message. Marketing Cloud Account Engagement’s (Pardot) segmentation tools take the guesswork out of finding the right prospects at the right time, but there are infinite ways to go about segmenting your database.
First, Why is Pardot List Segmentation Important?
Segmenting your database can help you identify prospects based on interest, activities, lifecycle stage, etc., so you can send them relevant, personalized information right when they need it. This kind of personalized experience not only helps build brand loyalty between you and your prospects, but it also increases email engagement because your prospects will actually use the information you are sending them.
When done correctly, Pardot list segmentation is a win for all parties involved. Read this blog post about creating a Pardot Email Preference Center for an example of segmentation done right.
Winning Pardot Segmentation Strategies
Below are just some of the ways you can segment your prospects for personalized emails. Make sure you share your other segmentation strategies in the comments!
Tip 1. Follow up with event registrants
Segmentation should be used both before and after events. Before events, you can thank prospects for registering, send them related content to the event, and send them reminders of where/when the event will be held. After the event, send them recap information, direct them to next steps, or introduce them to their Account team.
Tip 2. Nurture based on product interest
If you’re using Scoring Categories to gauge prospect interest in your different offerings, nurturing them based on their interest is a great way to speak to their needs. For these types of nurtures, I like to use a dynamic list to locate prospects who have a score over 100 in a scoring category, but do not have an open opportunity and have not yet scheduled a demo.
Tip 3. Send region-specific content
If your org regularly hosts events or webinars, segmenting your prospects by region is a great way to invite prospects to events in their area or webinars in their time zone. If your sales team is also divided by region, sales users can use these lists to zero in on their prospects. For these segmentation lists, I typically focus on the prospect’s Country and State fields and use the free Creuz Your Data tool to easily compile my lists of states/countries in each region.
Tip 4. Keep your partners up to date
Segmenting your partners into their own list is a great way to easily send them special newsletters and updates. But the best part is that this list can be used to suppress partners from prospect-specific marketing efforts, such as product nurtures.
Tip 5. Stay in touch with lost opportunities
Just because your prospect didn’t buy right now doesn’t mean they won’t become a customer in the future! Creating a Pardot segmentation list for prospects with lost opportunities is a great strategy to nurture them. That’s because they already know about your company and product offerings. They’re also more likely to already be subscribed to your marketing materials.
For prospects with lost opportunities, I like to use a more lengthy nurture that highlights new product offerings and customer use cases. These nurtures ensure our company stays top-of-mind so the prospect can reach out when they are ready to re-enter the sales funnel.
Tip 6. Exclude non-prospects from marketing efforts
Finally, another great way to segment your database is to build a primary suppression list that collects all the prospects you want to exclude from marketing emails, nurtures, “hot lead” lists etc. Building one list that all your Pardot users can reference takes the guesswork out of which prospects to suppress. Read more about Primary Suppression lists in this blog post.