With the advent of marketing automation, marketers have been able to work more efficiently, multiply their outreach, and improve scaling. Targeting and audience segmentation has earned an indispensable role in this, significantly adding to the success of each campaign. In fact, segmented email campaigns get over 14% more opens and 100% more clicks than non-segmented ones.
But to the dismay of marketers, the process of targeting and segmentation has remained largely manual – and rather tedious. With up to 37% of time spent on segmentation, we need to ask: Is there a smarter way to go about it?
The Marketer’s Dilemma
In fact, the time-consuming aspect of segmentation is one of the most voiced challenges. And the more effective you want your segmentation to be, the more information you need to process – including demographic, geographic, attitudinal, and behavioural data.
Doing so significantly prolongs campaign cycles, posing an obstacle for an optimal delivery of strategies. Marketers tend to handle targeting and segmentation manually, using programs like Microsoft Excel. However, this method is often inflexible and leads to a higher risk of errors: It’s common that marketers get the formatting wrong and end up re-doing it from scratch. For example, just a simple mistake as not complying with the program’s date format can cost several hours of work. There are also other options, such as clustering algorithms. But to code their own queries (SQL), marketers require knowledge of a programming language, which is why a third party often gets involved – usually someone from the IT department or an external consultant with a technical background.
Needless to say that this brings a high occurrence of human errors and miscommunications. Added to that, campaigns can also stretch into very long processes, taking up to several weeks. So while marketers may have a clear idea about who to target, the execution of the segmentation is made more difficult. There’s a clear problem here: In the status quo of targeting and segmentation, marketers have no ownership of the process. And eventually, they can end up targeting the wrong audience or doing mass marketing instead.
A Way Out?
Our research shows that 20-40% of marketing time is spent on selections. With each campaign taking longer, the customer acquisition cost (CAC) increases. This means that more time – and resources in general – is spent on an individual customer. Doing less campaigns in a given time also means creating fewer leads and generating less revenue.
But this is where a hidden opportunity cost lies. As it turns out, marketers can save a significant amount of time and avoid the tiresome manual work by automating customer targeting and segmentation. With powerful setups, a world of possibilities awaits: Marketers can utilize dynamic filtering, easily refocus their campaigns, and launch flexible tests. What’s more: They can even say goodbye to painful imports and exports of data.
The impact of this is greater user-friendliness and efficiency, together with marketers’ empowerment. At the same time, shorter campaign cycles and fewer errors guarantee a better return-on-investment (ROI). And what’s more: With the newly-gained IT-independence, marketers can take away the necessity of third-party involvement.
How Does DESelect Fit Into This?
Targeting and segmentation bring great results to marketers. But if you choose to divide audiences manually, it can be a cumbersome process. DESelect has invented an easy-to-use solution available inside your Salesforce Marketing Cloud platform, allowing you to target and segment easily, with the potential to halve the time spent on the process.
By dividing audiences into segments and scheduling campaigns with just a few clicks, you can spend more time on strategizing, executing, and most importantly – on content itself. At DESelect, we make it simple. We know all about segmentation and how to make it effortless and faster, offering a self-service solution to marketers within Salesforce Marketing Cloud.
If you want to learn more about the value we bring, go ahead and read this case study.
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