Managing Your Contacts Better

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Matthew Ruddle

Customer Services Director

Agenda for the Webinar• Why Manage Your Contacts

• What Makes a Good List

• How to Segment Your Database

• Why You Need to Segment Your Data

Why Manage Your Contacts

New leads are….

3%

Lifecycle Stage

7% 30% 30% 30% buying now

are open to idea

are not thinking about it

don’t think they are interested

definitely arenot interested

Yet most businesses

market to the 3% buying

now and don’t have

systems to keep engaged

with the rest.

Information Stages

Information Stages

Information Stages

Target the right Buyer Persona

Build Better Relationships

What Makes a Good List?

1. List Hygiene

1. Ensuring Opt In’s

2. Removing unengaged subscribers

3. Understanding what information prospects want

Purchased Lists = Spam

2. Understanding The Buzz

Anti Spam Laws

Sender Scores

Honey Pots

Spam Traps

Hard Bounce

Soft Bounce

3. Managing Opt Outs

4. Managing Churn

5. Group by Persona Property

How to Segment your Contact Database

Segmentation Requires Two Things

1. Understanding your Buyer Persona

2. What you Know About Their Buying Decisions

You can create groups…..

When a contact completes a form

You can create groups…..

What Criteria to Segment ?

Start with your Buyer Persona

• Gender• Job Title• Geography• Interest Area• Lifecycle Stage

Segment as small as possible

Why You Need to Segment Your Data

Keep in touch with your audience

Raise Brand Awareness

Making sure your leads don’t forget you

Webinar Tasks

Webinar Tasks

1. Make sure your contact list is clean and scrubbed of all unengaged contacts

2. Work out the criteria you will group your contacts by

3. Segment your database into groups for greater email performance

4. Download the email campaign builder

Intouch Supporthttp://support.intouchcrm.co.uk/