Beyond Email – Part One: Segmentation

In this webinar, we look at the benefits of how understanding tools including Segmentation, Email Automation, Web Analytics and CRM Integration helps to create a seamless marketing strategy.

We also explore how these techniques will help you to move away from a shotgun messaging approach and how to develop sophisticated methods that allow you to be personal and professional, whilst managing and tracking your campaign results successfully.

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#BeyondEmail Webinar (Script)


Hi everyone and thank you for joining us on our webinar today.

I’m Tony and I’m Wired’s Digital Marketing Trainer.

We’ll start off this session with a little bit more information about Wired Marketing; in case you haven’t dealt with us before.

We are a full service email marketing agency, specialising in email marketing. Our clients range from small businesses to large PLCs and everything in between.

We offer managed services through an agency style set up for clients who want to outsource their email marketing strategies as well as offering support and training to clients who would prefer to create email templates and campaigns before sending them themselves.

Whether you’re looking for a bespoke template, do it yourself email sends, or full campaign strategy and implementation, we can support you to success.

My own experience spans over 20 years, during which time I have been involved with digital marketing projects ranging from small highly targeted, postcode specific campaigns to full national and multi-national integrated marketing strategies. I’ve worked across a number of B2B and B2C sectors and love sharing what I’ve learned through that time.

So that’s what you need to know about us, we’ll now move on to the webinar.

We always have a broad spectrum of attendees at our webinars and the main aim is to give you more information on how to develop your email marketing by considering strategies that take us “Beyond Email”.

The webinar should run for about 30 minutes and you can contact me directly after the webinar finishes if you have any questions or if you want to have more of an in depth conversation. These are going to be the areas that we cover today:[SHOW CONTENTS SLIDE]

Table of contents:

  • Introduction – Beyond Email

  • Segmentation

  • Automation

  • Web Analytics

  • CRM integration

  • Conclusion

Introduction – Beyond email

The aim of this webinar to explore tools and techniques that are becoming ever more popular and necessary in the marketing industry today and that help you to support and strengthen your marketing strategies.

Standard email marketing metrics are easy to measure, but monitoring a contact’s movement through their customer journey after they have engaged with your emails can often be challenging.

We are looking to give you solutions to ensure that you are tracking behaviour using tools and techniques such as segmentation, automation, web analytics and CRM integration.We need to start tracking the behaviour of our prospects and clients because of the information contained in the following graph:

email graph

It shows how important relevancy is to overall conversions through email marketing.

As we move away from the shotgun email approach to a more relevant and tailored 1:1 relationship with our contacts, we can expect to see increased conversions.

Companies such as Amazon, Ebay and Netflix have trained consumers to expect a personalised experience. That expectation has now begun to spread into B2B and other industries as well.

They have moved beyond just creating an email marketing campaign and sending it out to all of their subscribers. During this webinar we’ll explain how you can also take advantage of the same strategies and techniques.


“Segmented emails based on relevancy and personalization saw 18 times more revenue” (Movable ink)

What is segmentation?

Segmentation is the art of splitting your list into different groups. These groups, or “segments” consist of contacts with similar demands, needs and wants.

The aim is to create a category that matches the expectations of the customer’s needs. Emails and content can then be sent to them based on these specific requirements.


Many marketers are guilty of sending emails to their full prospect/client list without grouping their lists or drilling down on key behaviours following a send.

Segmentation will take your email campaigns to the next level and only requires some additional time spent on building your segments in the background and then targeting these appropriately.

The benefits of segmentation

  • Provides a competitive advantage

  • Offers a one to one personal approach

  • Review and analyse segments mapping profitability

  • Concentrated distribution of campaigns

  • Increases ROI / Sales

  • Strengthens customer retention

  • More strong and strategic marketing

  • Determine market opportunities and audience desires

Why is segmentation beneficial to your email marketing strategy?

A lot of marketers don’t understand how segmentation works and why it has become a necessary tool for email marketers, or perhaps they don’t spend the time trying to understand their data and grouping their lists accordingly.

Segmentation can drastically improve the engagement levels of your prospects and customers helping to push the contacts through the conversion funnel and towards your end goal.

Some of the main benefits of using segmentation are:

  • Treating customers as individuals
    Your customers are not all the same and a ‘one size fits all’ approach does not work when trying to develop and nurture a personal customer journey. Each contact has different needs, wants and expectations and they all react differently to each piece of marketing you send or show to them.

  • Your contacts are at different stages of their journey
    Whether you have a large or small database of email contacts, each customer will be at a different stage in their customer journey. This should influence what content you send to them and at what time.

  • Improved reputation
    When you send a targeted campaign using segmentation, you then provide a personal experience for the recipient. This automatically creates triggers in their mind and makes them more receptive to your campaign and content.

  • Better conversions
    Targeted email marketing results in more opens and clicks; therefore more people are reading your content and looking at your products. As the interest for your content grows, so will your engagement level and your conversion rates.

Segmentation can really drive the relevancy and personalisation of your email marketing as we have seen, but when there are benefits and strengths there are always going to be challenges.

The one main challenge with segmentation is that you can only create segments from data that you have captured. It can’t be picked out of fresh air. We cover some solutions to this later in the webinar, but your data capture methods and integrity of your data need to be considered when creating your segments.

For example, how would you target specific geographical segments if you don’t have address or postcode data for your clients?

If you use inaccurate data, you’ll reduce (if not possibly destroy) the relevancy of your email marketing communications. This can lead to people unsubscribing from your list, or even marking your emails as SPAM.

How to implement segmentation

As we have just discussed, to segment you need an initial group of data.

You can collect this information from surveys, questionnaires, sign up forms, downloads, during checkout, online profiles and social media.

Having successfully built up an email list, you should be aware not to undo all that hard work by spamming users and causing them to unsubscribe.

During the data collection process you will need to gather more than just email addresses.

You need to understand your contacts’ likes and dislikes, their demographic information such as their job role, age or location in order to build targeted segments. Database segmentation is a powerful tool for targeting email contacts based upon a number of elements.

It is thought that the more detailed and precise segments are, the more valuable it would be for businesses, but due to such vast ranges of products, enormous libraries of content and millions of platforms collecting data, many companies choose to use basic segmentation such as gender, date and time.

There are an overwhelming amount of ways that you can segment your data, but they can be split into 4 groups:

  • Demographics– such as gender, age, customer or prospect, ethnicity or disposable income

  • Psychographics– such as interests or preferences, activities and opinions

  • Geographic– such as region, postcode or country

  • Behaviour– such as device, number of email opens and click throughs

Data can be combined or layered to achieve the level of targeting required.

More advanced examples of email segmentation campaigns make use of combined or derived data to go a step further. E.g. buyer personas or customer lifetime value.

Example of a basic email segmentation campaign:

  • Sports retailer who sends separate campaigns to male and female contacts

Example of more advanced email segmentation campaign:

  • Sports retailer who sends different campaigns to male and female contacts but who also includes different sizes and styles based on previous purchases and buyer persona.

The world is your oyster when it comes to segmentation and the more focused you make it the more relevant it will be to your audience, resulting in better ROI and effectiveness of each campaign.

Segmentation takes email personalisation and email relevancy to a much higher level. Rather than just personalising by using a “Hi FirstName”, you can personalise a prospect/clients experience based on more in-depth insight.


What is automation?

Marketing automation is the process of automating repetitive tasks related to marketing activities and to connect different parts of the marketing funnel without physical interaction. This results in a managed conversational flow that encourages focus and engagement with your contacts.

What are the benefits of automation?

Marketing automation not only allows you to complete tedious tasks and resends but it also creates an effective working culture which is time and cost efficient. It therefore allows you to collect data in a stylised and sophisticated manner, whilst using the data constructively and managing a customer’s journey without the need to intervene.

“B2B marketers who implement marketing automation increase their sales-pipeline contribution by 10%.” Forrester Research

Here are some of the benefits of marketing automation for you and your contacts:

  • Increased productivity

  • Create an engaging and personal experience for each customer

  • Saved time and costs for employees

  • Consistent conversation flow

  • Allows you to predict customer movements

  • Enables marketers to lead, as opposed to following

Automation allows you to move away from the shot gun approach, which is not only impersonal but often can lead to pushing contacts away due to irrelevant content.

As we saw on the relevancy graph previously, moving away from a 1:many relationship and building a 1:1 relationship can have a positive impact on your marketing strategy.

Campaigns will become more focused and use advanced techniques such as dynamic content to display the correct content. This results in content that is relevant to contact information and is also on a demographic, behaviour and geographical basis.

Using this style of strategy will position your company as a thought leader in your industry. Your business will be at the forefront of a prospect’s mind, even if the contact isn’t yet ready to buy. This is achieved through content thought leadership pieces, downloads, resources, case studies, events and newsletters to instil trust.

“78% of successful marketers say that marketing automation is most responsible for improving revenue contribution.” – The Lenskold Group

Content is used alongside effective tools such as automation, personalisation and segmentation providing a 1:1 relevant communication with the contact.

By sending specific emails with a specific message, at the right time, you can speak to your contacts at a time that is suitable for them. Through monitoring the open times of your emails, you can use automation to deliver content at a time when your contact is active and engaged with the device.

Automation not only allows you to strategically structure and manage your outbound marketing with ease, but it also enables you to develop inbound marketing strategies which are customised directly to the needs and expectations of your audience.

Through capturing this data and analysing patterns within a prospect or customer’s journey, you will be able to be in control of your customers, giving you the ability to predict further channel movements and future purchases. You can then use this information to send relevant content which will help to lead the prospect through the lifecycle marketing funnel.

How can automation help increase your ROI?

When selecting to use any new tool or system within a company, such as marketing automation, the ROI is almost always at the forefront of all decision making. The benefits of using marketing automation are great but if the tool isn’t being used to its full potential or in the appropriate manner this can be a risk. That’s why it is important to thoroughly understand any software before investing.

Using automation allows you to manage and control your clients, customers and prospects in a much more structured and sophisticated manner. Understanding the personal needs and wants of your audience means you are able to customise your content to the taste of each individual, keeping them engaged and interested in what you have to say.

Through monitoring the movements of your customers you’ll be able to predict their thoughts and interests through behavioural patterns and trends, this allows you to automate triggers which will provide content at the correct moments. Through perfectly timed persuasive content you can lead your audience, rather than following them.

You could also see an increase in your ROI due to the following reasons:

  • Reducing costs of manual sends through automated triggers

  • Increasing sales and revenue due to interaction and customer management

  • Reducing lead time as you are able to monitor interests through channel movement

  • Encouraging conversations and company visibility broadening target audience

  • Freeing up employee time allowing for further staff initiatives

  • Relevancy of marketing means 1:1 experience boosting ROI

Marketing automation allows you to:

  • Gather reliable and usable data
    The extra data which is collected through automation can then be used to build your segments from section 1.

  • Generate promising prospects through automated movement monitoring.
    As we automatically move our prospects/ customers we can look for electronic “buying signals”. When these are identified, we can send relevant and personalised content to that contact to look for a conversion.

  • Enables you to create an attentive whilst very personal customer relationship.
    Without having to identify and address each and every contact by hand.

  • Be effective and strengthens your strategies using triggers and automated follow ups.
    Certain behaviours that we notice could signal buying intent, or someone moving towards that stage of the funnel. We can use automation to keep an eye out for these signals and then to react at an appropriate and optimised time.

  • Improves your brand activity, which influences engagement, loyalty and awareness
    As your email marketing becomes more efficient and relevant to your audience you can expect to see an increase in engagement and interaction. This type of personal service builds awareness, loyalty and advocacy in your work and your brand.

  • As per the relevancy graph we looked at, you can target relevant content to contacts based on their engagement, suitability or behaviour.

  • Moving further towards a 1:1 relationship with your clients you can expect to see an increase in conversions as a result.

Web analytics

What are web analytics?

Web analytics refers to the measuring of reports from web data which allow you to optimise web usage and traffic whether it is your website, social media platforms, blogs, SEO or PPC.

What are the benefits of using web analytics?

  • Allows you to manage and monitor your multi-channel strategy
    You can see what web traffic is coming from where and also see which type of traffic converts best. Knowing as much as you can about each separate channel and what it is adding value is pivotal in proving the ROI of your marketing efforts.

  • Shows strengths and weaknesses of your marketing approach
    When you know which channels and content are working best and which ones aren’t so strong, you can optimise and test whilst looking to improve.

  • Identifies which platforms work best for your business
    Identifying your best performing channels is important, but equally important, if not even more so is knowing where you might be wasting your time. Underperforming channels wither need a complete overhaul in approach and strategy, or they need to be removed completely. Don’t waste time on channels that aren’t working.

  • Highlights key content which is of interest to your visitors
    Analysing your web traffic can highlight which content is producing the most clicks. Using this data alongside bounce rates, you can identify the topics and content that are of most interest to your audience.

  • Gives insight into where viewer is coming from and where they leave the site
    Being able to see the where your web traffic is coming from is helpful for knowing your most effective channels. Ideally you want to keep visitors on your site for as long as it takes to convert them from a visitor to a customer though. Knowing where people are exiting your site and when can help you to identify any “holes in the net” of your conversion strategy.

  • Helps to identify call to action flow issues
    Certain CTAs will be more effective with each of your different segments. As they travel through each page of your website you’ll be able to see the CTAs which are working and the ones which aren’t.

  • Enables you to connect specific pages to drive success and push contacts towards your popular pages to capture their data.
    You can only direct traffic to your highest converting pages if you know which pages they actually are! Use your web analytics to identify these pages and to optimise the others.

  • Displays traffic, quantity, time, platforms and referrals
    Greater insight into your audience such as peak traffic times and most used platforms/browsers can help with optimisation, personalisation and segmentation of your audience.

  • Provides the opportunity to reflect and progress to improve opportunities and objectives.
    As we’ve already mentioned, using all of the data at your disposal to test and optimise your individual channel approaches, email marketing strategies and landing pages will increase your ROI.

When measuring website activity it is easy to get distracted by the amount of traffic the site is receiving but with analytics you can now measure through set target driven goals and objectives.

We understand visitor numbers are still important as the greater amount of traffic you attract, the more possible it is to achieve your targets.
When creating your objectives, you should use the SMART method, allowing you to create achievable goals which are specific to the aim of your website.

Consider the following:

  • What is the aim of your website?

  • Are you targeting an individual page?

  • Do your page objectives stand out?

  • Are your goals specific?

  • Can you measure the success of a campaign on site?

When you have your objectives in position and are measuring your site’s strengths and weaknesses, you then have the information you need to develop the site to improve your strategy to reach your SMART goals.

Observing the flow of your site, identify where your visitors are landing, where they are going, how long they spend and where they are leaving. Once you have addressed these themes you can assess the purpose of your site and analyse whether you are having the effect that you intended.

  • Does the site have the purpose you intended?

  • Are you providing what your customers want / need?

  • How can you amend and develop your site?

  • What can you do to drive more traffic?

  • Do you need to move or reword your Call to Actions?

  • Are your customers getting stuck on a page?

  • Are your customers bouncing off your site on specific pages?

  • Are your email campaigns receiving clicks?

  • What devices are your visitors using?

  • Is your site slower depending on device or browser?

  • Are there demographic business opportunities?

You should aim to use analytics to develop and progress the effectiveness of your strategy, adding new elements of technology. This will enable you to manage your data in an easy and efficient manner.

Monitoring site referrals allows you to see who is sending traffic to your site outside of your email marketing and SEO. This allows you to establish the impact that your social media, blogs, partnerships and other advertising campaigns have on the business. This therefore allows you to evaluate the ROI of these platforms and provide a thorough breakdown of how they are impacting the success of your site.

Use the analytical data you have collected to develop content that meets the needs and wants of your customers, based on pages which received a large scale of traffic and interaction. You can also create clear call to actions from these pages linking to other pages which relate to similar themes, content or products which may be of interest to your visitors. This enables you to turn your favourite content in to a stream of success, leading your contact towards a data capture page and eventually conversion.

Consider the following:

  • How can you use your most popular pages to your advantage?

  • How can you lead viewers from one page to another?

  • How can you use multi channelling to drive traffic?

  • How can you leverage your call to actions?

  • How can you create more site referrals?

When developing your online marketing strategy analytics can guide you in discovering aspects which are working well for your business and other aspects which need improving. Although you may not have previously thought about which channels are driving site visitors whether it be email, social, referral, PPC or SEO, being aware of this allows you to see what content and platforms are your strong points and further how to adjust your marketing strategy and budget to reflect this. Not knowing this information weakens your strategy as you may be wasting time on channels which are not working for your business, therefore you are unable to develop and grow your business.

CRM integration

What is CRM integration?

Customer Relationship Management (CRM) is a platform which allows you to manage all your company relationships and interactions with prospects and customers. This enables you to track and manage your contacts providing an attentive service, whilst integrating sales and marketing which impacts profitability and productivity.

“30% of marketers say having disparate data sources is the main reason they cannot glean useful insights from customer.” (Cyber Sphere Security)

What are the benefits of integrating systems?

  • Improve lead and sales conversion

  • Keep data current and up to date

  • Store contacts demographic, geographic, preferences and personal data

  • Store contact engagement and interaction with brand by date and time

  • Enhance prospect journey through marketing and sales integration

  • Gain a holistic view of marketing and sales processes.

  • Close gaps between sales and marketing encouraging lifecycle strategy

  • Monitor client and customer experiences

  • Allow teams members to unite and access all collected information

  • Integrate email, social, marketing and sales

“CRM systems can increase revenue by a whopping 41% according to sales teams.” (Trackvia.Com)

How to integrate systems.

There are 4 easy steps to follow when looking at integrating your systems:


Start at the top of the marketing funnel, by collecting data and expanding your audience’s horizon. Develop engaging content and decide which platforms you aim to use to target your audience. Create campaigns, blog posts, social content and advertisements which will allow you to collect data and direct traffic to your site.

Following this you should be aware of where your prospect is going to land and should therefore develop a powerful landing page that displays one clear call to action, so your contacts don’t get trapped within your site without finding the action you intended.

Once you have developed your content you should look to install an automated cycle that will pull your customer through the top of the marketing funnel, keeping your content personalised, relevant and engaging.


Now it’s time to integrate and manage all of your marketing efforts with sales to create a holistic marketing strategy, this will strengthen the development of your business, improves productivity, passion and positivity. Integrating your teams, platforms and data will also enable you to reflect and process your strategy in an easy and efficient manner, allowing you to then manage the strengths and weaknesses of your objectives and develop your strategy.

There are a number of ways to connect your email and CRM it just differs depending on the platform you choose to use. If you’re using a platform such as Salesforce or Microsoft Dynamics, you simply install an app that allows you to add your ESP (email service provider) to your account. Other platforms may require an API connection that requires coding, which can be more difficult and may need the assistance of an outsourced professional. Connecting your emailing allows you to easily analyse opens, clicks, flagged, deletes, spam and unsubscribes.

Many CRM platforms offer social media tracking without any need for coding or app installation. The process is easy to follow and allows you to monitor your customer’s engagement and interest through followers, likes, clicks, favourites, view and more.


Once you have integrated your marketing and CRM platform your current data will be transferred to the platform and you will start to automatically collect more data through submissions, subscriptions, downloads etc. This data will then be automatically structured and organised creating profiles for each individual customer.

You can then search for any name and review their engagement and interaction with your brand, whether that be if they opened, clicked, follow you on social, have purchased from you, if they have spoken to a member of your team, when they last spoke, how they interacted and more.

Through the use of lead scoring you can set up notifications when prospects hit at a specific level of engagement, allowing your sales team to have the ability to contact leads when they are ready to convert. Your sales team can also add notes to the customer’s profile, which allow all co-workers to keep up to date with interaction and conversations.

Capturing detailed data on your customers and clients allows you to monitor their interaction whilst learning their preferences and interests, enabling you to customise their experience further and provide a nurture series. Not only can you personalise and customise content but you can focus on channels you know work well for your business and also promote products which seem to be trending.


Using a CRM allows you to analyse the results of your data, in a simple systematic way. You can then use the information you collect to address the strengths and weaknesses of your email, website, social, marketing and sales. Once you evaluate how you can improve and strengthen your strategy you can then use data to create automated campaigns to develop a lifecycle strategy, which keeps your customer and prospects engaged and active throughout their customer journey.

You may choose to use the results to target customers who have purchased with a loyalty scheme or ask for a review, or may send out a discount to those who are close to conversion but need a slight push, or even send a re-engagement campaign series to those who are opening but not clicking. The possibilities are vast but CRM integration allows you to take control of your multi-channel strategy and provide the tools to strengthen and progress.

So to move onto our conclusion.


  • Use segmentation to become more relevant to your audience. Send the right content, in the right way, at the right time and you’ll see an increase in your ROI.

  • Use automation to optimise your email marketing. You can collect data and start to lead your customers rather than just following them.

  • “Join the dots” by integrating your systems. Use data collected from implementing marketing automation, which is then fed into your integrated CRM and ultimately used to segment your target audience for each email campaign.

  • Use all of the web analytics data available to identify room for improvement and also to optimise and test your approaches and strategies


So that is the end of the webinar. I hope that you’ve found the information useful and that it’s given you some food for thought on what you can implement to take your email marketing “Beyond Email”.

Our contact details are on screen. At Wired Marketing we are very open to any questions that you might have.

Please feel free to contact us if you want to see how Wired Marketing can help you achieve email marketing success or if you want to chat about what you’re doing with your campaigns at the moment. Finally, the Wired team and I would like to thank you for attending our webinar and wish you every success with your email marketing!

Thank you so much and we hope to see you at our future webinars. Goodbye.

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