Tim Stevens
Wednesday, June 16, 2021

The Importance of Targeting & Segmenting Data

We’ve recently looked at the relationship between content and data to consider which is most important, and how vital both components are for a successful marketing campaign. Having great content is key so your message hits home with your target audience but without the right data, it will fall on deaf ears. Likewise, having reliable and effective data but poor content will dilute your impact and therefore your results.

Now we want to look at a similar, equally important factor that will influence the success of your marketing campaigns – how you target and segment your data.

The more you can niche down your audience and fine tune your content to match their needs, the more success you will have. You need to segment and target accordingly rather than just sending the same to all.

segmentation targeting data

Firstly, let’s look at what’s happening in the world of email marketing and why it’s still such a powerful marketing tool.

Email marketing statistics

If you’re not personalising your messaging, and segmenting your data to suit, you’re already playing catch up:

·       Message personalisation is the number one tactic used by email marketers to improve performance. (HubSpot)

·       Promotional emails are the most common email type that marketers are investing in. (HubSpot)

·       Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor)

·       Almost 30% of marketers surveyed use audience segmentation tactics to improve email engagement. (HubSpot)

The pandemic has only made email marketing stronger:

·       Roughly 80% of marketers have reported an increase in email engagement over the past 12 months. (HubSpot)

·       In 2019, the number of global email users amounted to 3.9 billion. This is set to grow to 4.48 billion users by 2024. (Statista)

·       From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor)

·       Email marketing has the highest return on investment for small businesses. (Campaign Monitor)

Source: HubSpot

So, it’s clear to see that email marketing is something you need to be focusing on. It’s also vital to take the time to segment and target properly and that will pay dividends.



Once you’ve defined your target audience you need to segment it. Segment the data to create as many individual niche audiences as you can. This makes sure you address the right contacts in the right companies with the right messaging. It will help make your message more impactful to drive results.


Once segmented you need to define the message for each of your target segments. Make it personal to each contact, address their pain points in your content and how your product/service can offer a solution. For example, finance directors will have different problems that you can solve compared to operations directors, so talk directly to them about what matters to them.

See more of our top tips here: How to Improve Your Email Marketing Results

A growing trend

It’s no surprise that the stats we looked at earlier show email is growing in popularity with the amount of people working from home at the moment. Remote working looks highly likely to remain the norm too for lots of people and companies post-pandemic.

This makes it even more important to recognise the influence email will have on the success of marketing strategies over the next few years.

Knowing these facts and figures isn’t enough however, it’s the actions that you take that will create the results. With the digital space so crowded it will get harder to stand out which means you need to be highly relevant in front of the right audience.

So, you’ve worked on niching down your target audience and segmenting it, what’s next…?


You need to make sure you have access to your defined audience rather than just hoping that your message will resonate with your existing contacts. Marketing works better when it’s meticulously planned and thought out rather than throwing mud at the wall and hoping some sticks. It’s possible to go deep and understand exactly what you need to do to create the necessary ROI but you need to have the right tools.

That’s where i-4business comes in and our data platform.

We have over 225,000 contacts in our B2B database for technology vendors.

With us, you will have access to a huge breadth of choice and the platform then allows you to be incredibly precise in your campaigns – and now you know how important that is.

What’s more, we’re now offering free accounts for 30 days so you can see the difference high quality, compliant, and effective data can make to your success.

Sign up for a free account

Sign up today for your free account and get access to:

·       300 verticals

·       100+ job roles

·       Enterprise and public sector organisations

·       Data guarantees for accuracy/completeness/recency

Plug the hole in your marketing strategy by getting access to exactly the type of contacts that you want to promote your offering to.

To find out more, call our expert team on 01252 367400 or contact us here.