A 3-step guide to tailor-made content

“The right message, to the right person, at the right moment in time” is probably one of the most used catch phrases in email marketing. And it’s true: your goal should be to tailor your content to the need of every recipient. On the other hand, this is not an overnight setup. So how can you tailor content to the right segments using existing techniques? 

Here’s your 3-step guide...

tailor_made_content1. Define & segment your sales funnel
Which steps does a random contact have to take before he/she becomes converted. Customers don’t simply go from marketing stimulus to purchase. That’s an outdated model. The user path has become so complex, it’s important to create basic segments.

  • Suspect
    these are all contacts in your contact database who opted-in but rarely interact or engage with your content.
  • Lead
    these contacts have interacted with your content, but not on a frequent basis.
  • MQL
    these contacts frequently interact with your content and show interest in your company or products/services.
  • SQL
    these contacts are ready for conversion.
        online: the right trigger to stimulate conversion.
        offline: hand-off to the sales & account management.
  • Client
    your client base.
2. Calculate lead score
The idea is simple: the more people interact with your content, the higher their score will be. Now link these scores to your segments:
Suspect = low score
Lead = medium score
MQL = high score
SQL = qualification
Client = BAS (brand awareness score), which indicates how much clients engage with your content. Clients with low engagement require more effort to strengthen the relationship.

3. Link content
You have based your segments on how much they engage with your content. Now it’s time to get the right content to the right person.

Suspect = reactivation
: it doesn’t matter if you send the best content, these contacts just won’t engage with your brand. Think out-of-the box: is email the best way to reach them? Or should I contact a marketing agency for an engagement campaign?
The goal: get them to engage with your brand.
Content types: games, activation, contests, multi-channel marketing campaigns.

Prospect = nurturing: great, you got their attention. Now how can you make sure you fulfill their content needs?
The goal: keep them interested and increase engagement
Content types: whitepapers, blogs, cases, polls, surveys, …

MQL = activation: they know your brand and your offer through the content you send. How can you make the switch to a commercial relationship?
The goal: convince them of the benefits of your brand.
Content types: cases, testimonials, sales conversions, free audits, event invitations, …

SQL = conversion: time to make the conversion with an offer or handoff to sales
The goal: pave the way to a first purchase
Content: hand off to sales (sales call, email, meeting), offer, discounts, …

Client = retention: your client is on board, how can you strengthen the relationship and prolong the customer lifecycle?
The goal: Keep them engaged and make sure report low scoring contacts to your account management department.
Content: news, product/service information, updates, client seminars & invitations, …

Follow these three steps to take your email marketing plan to the next level. Do note that the content should not be limited to each segment. In reality, it’s perfectly possible that 60% of content is generic to most segments, and about 40% is personalized.



The right message, to the right person, at the right moment in time can be easily set up:
• The right message – the right content types
• To the right person – the right segment according to the conversion funnel
• At the right moment in time – their lead score will determine where they are in the conversion funnel.

Posted on
Jun 25, 2015