Curious – Digital – Engaged
The right message, to the right person, at the right time
We strategically organize and segment your contacts to personalize mailings based on interests, behavior, and interaction with the brand, maximizing the impact of each campaign.
Sending the same email to your entire database is the fastest way to low open rates, unsubscribes, and damage to your domain’s reputation. In B2B, contacts are at different stages of the buying process, have different roles, and need information relevant to their specific situation. A well-segmented database transforms each email into a relevant message, not just noise.
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 do you gain from a well-segmented database?
You go from sending mass emails without any strategy to having an organized business asset that multiplies the impact of each campaign.
Is your database ready to generate results or is it just accumulating contacts without any strategy?
We’ll audit your database and provide you with everything you need to know to improve the performance of your email marketing campaigns.
- Current status of your contacts and data quality
- Identification of inactive, duplicate and error records
- Segmentation opportunities identified
- Clear and prioritized recommendations
