Segmenting Your List: Know Your ABCs

When you’re putting together a client database, it’s important to be aware of who is on your list and why.

Knowing where you stand with each client will allow you to better personalize your marketing and get more return on your investment.

That’s where segmenting your list comes in. While there are many ways you can organize your list, one of the most effective is to categorize your clients by their current position in your sales funnel.

Keep reading to find out who goes on each list, as well as what you can do to get them to the next level.

The A-list

Simply put: your A-list is made up of your valued clients. They’ve bought from you previously—perhaps even more than once—and you’re working to maintain the relationship. When you contact this group, you should be concerned with offering value and maintaining good feelings around you and your business.

If you’re a ReminderMedia customer, this segment would be an ideal recipient group for your American Lifestyle or Start Healthy magazine. Since these magazines are branded and feature a personal letter from you, they’re a great tool for staying top of mind.

See how a 38% referral rate can change your business.

Of course, whether or not you’re a ReminderMedia customer, you’ll want to check in regularly with your A-list. Whether you’re texting to see how they liked their latest magazine or calling to wish them a happy birthday, it’s crucial to stay in touch with these people in the same way you would a friend or family member.

When you maintain genuine, meaningful relationships with your A-list, you’ll be rewarded with referrals and repeat business for years to come.

The B-list

The B-list consists of relevant leads who could become customers in the not-so-distant future. In other words, they’re part of your nurture group. You’ll want to keep a close eye on this group—adjusting your marketing outreach based on their behavior.

As with your A-list, you’ll also need to offer consistent value to this segment. But, since you’ll be working with a large pool of prospects for an undetermined period of time, you need to have a marketing strategy that’s both scalable and affordable.

One of the most effective ways to connect with your B-list is by sending them regular emails. Make sure to include links to interesting or useful content, as well as information about any special promotions you might have going on. Be sure to personalize your messaging, and to address your prospects by name, whenever possible. (Pro-tip: most email marketing software gives you the option to do this.)

If you’re a ReminderMedia customer, you’ll definitely want to send your B-list a copy of your digital edition. Each issue features amazing articles and videos that will make you stand out from all the other email marketers who are courting your prospects. Plus, you’ve got built-in analytics that will let you know how engaged your recipients are—which means that, with a little effort, you can get them to the A-list in no time.

The C-list

To use a term from the real estate world, this is your farming list. By definition, this is your biggest and broadest segment.

While they’re on your list for a reason—whether that’s because they fit a certain niche or because they live in a specific area—you’re probably not sure how interested most of these people actually are. So, when you’re marketing to this group, you want to be sure of two things:

  • You’re reaching out consistently (1-2 times a month).
  • Your marketing efforts are as cost-effective as possible.

One of the best ways to connect with your C-list is through social media. Facebook allows you to target ads specifically to people who like your page, which gives you an opportunity to get the word out about specific products or services to a relevant audience.

You might also send your C-list inexpensive direct mail options, like postcards or newsletters, or electronic resources (for example, e-books). The key is to be able to reach a larger group with quality marketing materials that also won’t require a great deal of time or money to personalize.

Once you the relevant, interested leads from your C-list, you can move them to the B-list, and so on.

Of course, it’s up to you which way you want to segment your list. But, ultimately, you want to make sure you’re doing all you can to send the right marketing materials to the right client at the right time. When you achieve that kind of harmony, you’ll be amazed by how much your business will grow.

Written by Kevin McElvaney

Zealous wordie and reluctant writer of short bios. I'm dedicated to creating useful and educational content.