Email marketing · Database segmentation
When the contacts are there, but all mixed up
A clean
and useful
database.
A good campaign starts with a well-built list. We gather the contacts scattered across trade fairs, quotes, the website and the CRM, remove duplicates and outdated data, check consent and organise them by customer type, sector, product and buying stage, so every email reaches someone who cares.
What you get
A database ready for meaningful campaigns.
Because a mass mailing without segmentation generates low open rates, increases unsubscribes and can damage the reputation of the sending domain. Segmenting well ensures that each contact receives content relevant to their moment and context, which directly improves the results of each campaign.
The most common criteria in B2B are position, sector, company size, stage of the commercial funnel, opening and clicking behavior, date of last contact and history of interaction with the brand. The combination of criteria depends on the objectives of each campaign.
Inactive contacts are identified during the initial audit and managed specifically: some are referred to reactivation campaigns, while others are removed to protect the domain’s reputation. Keeping inactive contacts in active mailings negatively impacts overall deliverability.
It depends on the size and condition of the database, but in most cases the process of auditing, cleaning, and building initial segments is completed in two to four weeks. From then on, maintenance is ongoing and much less intensive.
Yes, although the segmentation capabilities vary according to the tool. We work with the main platforms on the market—HubSpot, Mailchimp, ActiveCampaign, among others—and adapt the segmentation strategy to the features available in each case.
no Segmentation provides value regardless of the size of the base, because what improves is the relevance of each shipment, not the volume. A small, well-segmented base performs better than a large one without criteria.
What changes with a well-segmented database
Every email reaches someone who cares, and campaigns stop being mass mailings.
