Develop Segmented Gated Content for Your Target Audience
If you’ve ever sent an email to your distribution list and lamented the fact that you thought it would perform better than it did, you’re not alone. Segmenting your email list can help, but it still has its downfalls. Here’s what you need to know to target your audience more effectively using segmented gated content.
The Value of Segmentation
Segmentation is an effective strategy because it allows you to target emails, content, and marketing offers to portions of your audience in ways that make them more likely to respond. Instead of taking a million shots in the dark with a one-size-fits-all e-blast, you can tailor your content to a smaller, more specific audience. The results are proven: segmented campaigns have significantly higher open and click-through rates than non-segmented campaigns.
But while click-throughs and opens are great, they aren’t the real goal. What ultimately matters are conversions and sales. So is segmentation still effective?
The Problems with Segmentation
Segmentation can be very effective – but your results ultimately depend on the quality of the data you’re using to segment your audience. In most cases, segments are defined using basic demographic information or data captured through customer form-fills. There are two main problems with this traditional method:
- Segments are based on assumptions. Even when you do have data to segment your email list, you’re making a lot of assumptions. You’re wagering that individuals within a specific zip code need a certain product. You’re speculating that your female leads prefer a certain sales approach. You’re assuming that smaller-sized businesses don’t have the budget for all the bells and whistles. And while generalized data may tell you you’re right, you can bet you’re missing the mark on more than a few of your recipients – and losing out on potential sales from others simply because your assumptions were wrong.
- The more detailed you try to be with your forms, the fewer opt-ins you get. As a marketer, it makes sense: The more information you gather on recipients, the more targeted you can be with your segmented gated content. You can give your audience what they want based on their first-hand responses. Unfortunately, from an end-user perspective this strategy fails miserably because the more form fields you include in your gate, the less likely they are to fill it out. The best practice to maximize conversions is to limit form fields to 3-5; after capturing name and email address, that doesn’t give you room for much else.
Segmented Gated Content Done Better
A better way to segment your content is to base it on actual recipient activity rather than demographics. Evaluating user activity removes the guesswork and shows you exactly what your recipients are looking at. You have concrete proof of what your audience wants.
Unfortunately, these post-receipt insights aren’t readily available through traditional segmented gated content delivery methods. Beyond email opens, you have zero analytics on recipients’ post-delivery interaction with your content to help you make data-driven decisions on future content, offers, or marketing campaigns. But now ContentRefinery.io helps companies and entrepreneurs capture this previously unavailable post-receipt activity data by offering a unique new way to deliver gated content.
With ContentRefinery.io you deliver your gated content via a unique URL which allows you to capture post-receipt analytics. A personalized dashboard gives you both audience- and user-level insights into their interaction with your content; view individual opens, time-on-page, hotspots, and shares to see what your users are really drawn to. Use this information to effectively target campaigns, develop future segmented gated content, and increase your ROI.
Stop relying on antiquated data-collection methods to segment your marketing lists. Maximize the value of your gated content with rich analytics and actual user insights. Ready to experience the difference? Try ContentRefinery.io for free!