1 Offer, 9 Ways: Segment Your Audience for More Conversions

Question: What’s one of the most effective ways to make your offer better?
Answer: Customize it for your various target markets so it’s especially relevant—and more likely to lead to conversions and better campaign performance.

Sending the Right Message
We’re not talking about changing your offer for different groups of customers. Rather, we’re talking about segmenting your global audience into smaller target markets and crafting unique offer messaging for each group. Of course, this means sending, or deploying, several, but more segmented, messages..

Let’s look at just one data point from a recent Mailchimp analysis: Click performance for segmented campaigns were 100.95% higher than non-segmented campaigns. What does that tell you?

Working on the premise that different customers will respond to different approaches to the same offer, we’ll walk you through a straightforward example demonstrating how easy it is to customize offer messaging for a variety of distinct target markets.

Consider accident insurance, a common form of supplemental health insurance that’s purchased by a robust cross-section of consumers across the U.S. Insurance companies and agents know that the first “foot in the door” takes the form of a quote: the quoting process provides important demographic information about the consumer and qualifies them for purchase.

Casting A Large Net With A Generic Offer
“Get a quote” is the key action the accident insurance marketer wants the target consumer to take and is seen as the primary call to action across traditional and digital media. Perform a quick Google search of “accident insurance” and click through to any search results page. You’ll see “Get a quote,” “Request a quote,” “Get an estimate,” or simply, “Go,” and each takes you to a quoting engine.

1. Generic offer. CTA: “Get a quote!” The accompanying message, supported by one-size-fits-all imagery, expounds the benefits of accident insurance, warning customers of the high prevalence of accidents and showing the financial risks associated with an unexpected accident or injury.

Compelling? Sure! Get that quote now!

This global approach is ideal for an insurance company or agent’s home page or accident plans’ page. It speaks to anyone who’s doing a basic search for accident insurance. But the business that’s marketing the accident insurance—and offering free quotes—is likely to run regular campaigns targeting their customer base, a house list of contacts, or an extended base of potential customers sourced through list companies or social media users. These campaigns probably include:

• Direct mail in the form of a postcard or letter package
• Pay per Click (PPC) ads via search engines or social media
• Emails

It’s here that we want to apply the magic of segmentation and custom messaging for maximum impact. Ready to customize?

Customizing Offers For Target Markets
Here are some ideas for how to reconfigure our generic “get a quote” offer for the different, yet still fairly basic, consumer groups within the global audience:

2. Families with young children. The copy and creative tells the story of an active, young family. The marketing piece includes a statistic about how many school-aged kids end up with sports-related injuries, and how much the average family pays out-of-pocket for such accidents. Plan features and benefits emphasize ease of use, flexibility, and affordability—attributes that are of utmost importance to most families.
3. Families with teenagers. This version will be similar to the one crafted for young families, but with all copy and creative elements depicting high school and college students. Copy might make reference to retirement savings or education expenses that are of particular concern to parents who are soon to be empty nesters.

4. Single women. What injuries and accidents are most common for women to experience? What are women’s biggest financial challenges? These should be addressed in the marketing message driving toward the CTA of this offer.

5. Single men. Establish relevancy by following the same logic as described with the single women audience—but for the single man, this time, who may have unique concerns about the consequences of physical injury on his body, budget, and lifestyle.

Further Customizing Offers For Target Markets
Depending on the amount of data available to the marketer—and nowadays, there’s more data available from more sources than ever before—segments can be broken down into sub-segments for even tighter messaging. For example:

6. Single women who have already purchased a plan from the marketer. The marketer can leverage the fact that this customer already trusts the brand and is at least somewhat satisfied and engaged with the company’s marketing.

This can be narrowed down, even more, using demographic data:

7. Single women who have already purchased a plan from the marketer and are over 40 years old. Building off the previous iteration, this version of the marketing message should use images of women in mid-life.

Let’s take it one step further, using geographic data:

8. Single women who have already purchased a plan from the marketer and are over 40 years old and live in the northeast. Crafting messages for target markets gets more and more nuanced. For this consumer, regional topography or common accident-causing activities can be referenced in both the images and copy.

One more time? Here goes:

9. Single women who have already purchased a plan from the marketer and are over 40 years old, live in the northeast, and are self-employed. Short of sending this consumer a (literally) personal message, this message iteration of the offer hits really close to home for the recipient—speaking directly to her life circumstances and potential need for the financial protection afforded by accident insurance.

It’s easy to see how messaging gets more and more fine-tuned—and offers become more and more relevant as individuals “see themselves” in the copy and creative. Hopefully, increasing the level of detail and customization are commensurate with the response rates.

Customizing marketing materials for any offer takes careful thought guided by strategy and know-how. Contact us to learn more.