Please be advised that the information provided in this help section pertains to segmenting leads using both third-party solutions and custom-developed solutions
Prior to utilizing Neru, many of our users typically segmented leads based solely on campaigns. For instance, if a call-to-action or pop-up with an opt-in to an email list was active on the entire website, all leads would be placed in a single list.
This approach is already inadequate, but it is even more so in the context of Neru, as it allows for more advanced segmentation due to the increased data available on leads. For example, leads can be segmented based on the context of the page they visited, which can often provide insight into their intent.
Best practice for creating segments at scale
The most effective way to utilize newly acquired leads is by utilizing parameters to segment them into the appropriate target groups within your email marketing platform. In many instances, this can be achieved by utilizing the category of a URL, as demonstrated in the example below:
On GoodHouseKeeping.com, a website that features a variety of content on living and lifestyle, the following URLs, among others, are good examples:
- /life/relationships/a38657299/birthday-wishes-for-best-friend/ <- Relates most to relationships
- /food-recipes/easy/g871/quick-breakfasts/ <- Relates most to food-recipes, or even better, easy food recipes
- /life/parenting/a37668901/top-baby-girl-names/ <- Relates most to parenting
- /life/entertainment/g28438966/mandela-effect-examples/ <- Relates most to easy-to-read entertainment topics
- /holidays/gift-ideas/g4670/best-friend-gifts/ <- Relates most to gift-ideas
- /home-products/blanket-reviews/a24734005/best-weighted-blankets/ <- Relates most to home-products, since creating a specific funnel for blanket-reviews would be an overkill
As you can see, each page possesses a category, in this instance, the second category base, which is highly relevant to the overarching topic that a potential lead is likely to be interested in. This is advantageous because it indicates that you have a specific variable that can be utilized to guide your leads to the appropriate segment (and funnel).
Typically, email marketing software allows you to create lists of leads by using specific tags or parameters.
Based on GoodHouseKeeping's examples above, for example, you could create the various lists (and funnels):
List 1: Leads generated from URLs with the second category base 'relationships' -> Funnel with Relationships and Life as main interest
List 2: Leads generated from URLs with the second category base 'easy' -> Funnel with Easy Food Recipes as main interest
List 3: Leads generated from URLs with the second category base 'parenting' -> Funnel with Parenting as main interest
List 4: Leads generated from URLs with the second category base 'entertainment' -> Funnel with Entertainment as main interest
List 5: Leads generated from URLs with the second category base 'gift-ideas' -> Funnel with Gift Ideas as main interest
List 6: Leads generated from URLs with the second category base 'home-products -> Funnel with Home Products as main interest
The task of compiling these lists should not take more than a brief amount of time. Even if you have an extensive number of categories, it should not be overly laborious.