“Using scoring, you can figure out how to speak to different segments in a way that moves them up the chain and helps you reach your best customers with the communication that is best suited to their needs,” he said. “Today most b-to-b companies are more focused on, ‘Did I acquire another e-mail address, [or] another customer?’ versus ‘Did I acquire a good customer?’ That mindset has to change.”
If you can attach scores to your e-mail database, you can separate your list into three segments—low-, mid-, and high-value customers—and market to each more effectively, he said.
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