You need to segment your email marketing. How do you choose the best tools?

Start with your end goal in email marketing. Reverse engineer from there. What's your ultimate aim? Sales boost, customer engagement, or brand awareness? Know your target audience intimately. For example, in a campaign targeting young entrepreneurs, we tailored messages around innovation and growth, then chose tools offering detailed segmentation and personalized content. This backward approach ensures every tool and strategy directly contributes to achieving your main goal. It's about aligning every step with your end objective.

Have you ever wondered what drives successful individuals, teams, or companies to achieve their goals? It all starts with defining the "why" behind their actions. By identifying the reason behind their goals, they can determine the appropriate tools and tactics required to achieve them successfully. Therefore, it is crucial to focus on defining the "why" in any plan or strategy you develop. Remember, your "why" will provide the necessary motivation to implement your strategy and inspire you to achieve your goals.

I truly believe HubSpot is the best email marketing and overall marketing automation tool on the market. Its features, learning hub, and integrations are simply unmatched. But it is expensive. You will likely need to build a business case to get the necessary budget approved. You could also "build up to it". Start with a cheaper tool, test the waters, and grow your skills. Once you're confident in your (and your team's) skills and feel like the beginner platform is no longer suitable for the marketing magic you're looking to do, it's time to build a business case and take the next step.

Managing resources is paramount to growing a business. There are a lot of great platforms for email marketing, but importance of having automation handling your communication and task management can help free up time to focus on the other important parts of a business. It is also extremely important to build relationships with top talent, and compensate them for the amount of value that they bring to you. Having a great marketing professional on a powerful platform is not cheap, and can provide a path to help you develop, grow, and maximize your business potential. Managing marketing resources effectively requires working with the individuals and tools to ensure your vision and mission is being received via the communication of choice.

In email marketing, there are several metrics to keep track of: Open rate spam rate RO email sent Do A/B testing with different CTAs and with different subject lines? Segmentation can be done on several factors if you are prospecting newly funded companies, industry-specific, etc

In analyzing marketing data and metrics, I generally use a Macro-Micro approach. The Micro approach consists of the aspects of the email marketing strategy (open rate, bounce rate, spam rate, etc...). The Macro approach consists of demographics and financial impact (client engagement, conversion cost, etc...) Looking at the entire process and breaking it up can provide a lot of insight and information on the success of the data. Having an effective data analyst who can look at the data objectively could also provide value from an "outside perspective" and present that data to be able to assist in the decision-making process that is frequently needed to optimize the strategy to achieve the best results.

In email marketing you track performance by calculating click through rate and unsubscribe rate. You can also check the healthiness of your database by checking at deliverability rate. You can go one step further and check who completed the following action after clicking on the email cta, for instance if the email is an email invitation you can check who after clicking in the email actually completed the registration and later who attended the event. If the CTA in the email is to try your product or a feature you can track who clicked and actually tried (as long as they used the same email)

The tools needed are whatever gets the business! In a world that offers tools and options for anything and everything, you need to know what works, and maximize it to the absolute potential. Much of this comes from many tried and failed attempts, and it usually is the simplest tools/functions and strategies, working with marketing professionals specific to the industry you're in, that have proven to be the most effective. Having the right people using the right tools is the most ideal solution, though much easier said than done. In my experience, collaborating with marketing professionals in the industry using the best tools to market your product/business has saved a tremendous amount of time and heartache.

Hay herramientas que están pensadas para el B2B y otras para el B2C, el seguimiento del contacto, funcionalidades e incluso pricing escalan diferentes. Es importante hacer un research previo y detectar qué herramientas usan por ejemplo los competidores.

When it comes to selecting the best tools for email marketing segmentation, it's worth considering the broader context. Beyond the technical aspects, consider factors like your team's familiarity with the tools, the scalability to accommodate future growth, and any potential integration with your existing marketing stack. Additionally, gathering insights and best practices from industry peers or case studies can provide valuable guidance in making an informed choice that aligns with your specific needs and goals.