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Lead Segmentation: Are Your Leads Properly Segmented? Check Your System for These Flaws

Did you hire a contractor or design company to turn your website into a lead-generating machine? If so, have you verified that all of your leads are getting properly segmented inside of your email marketing system?

If you’re not sure, you’ll want to look into your system to make sure all leads are being properly tagged because tags are what you use to move leads through different sequences and ultimately your sales funnel.

Flaws in your lead generation system can cause leads to slip right out of your hands. Unfortunately, you’ll never know your leads are slipping away unless you investigate.

Whether you’re hitting your lead generation targets or not, check for these potential flaws in your system.

Potential issues with your web forms

Potential issues with your web forms

The first place to look for flaws is right on your website. You’d be surprised to know how many simple web form mistakes create issues with generating leads. Check for these 4 potential issues.

1. Your web form isn’t connected to your CRM or email marketing application

Is your web form connected to your CRM or email marketing account? If you didn’t take code specifically generated from your account and include that code in your email sign up form on your website, your leads are going into a black hole.

Test your web forms with an email address you haven’t added to your system already to see if you get a success message. Then, check your contacts database to see if that email was successfully added. If your email address was successfully added to your contact database, verify you were properly segmented via the proper tags.

Once you discover how your web form is or isn’t processing your leads, you can troubleshoot any issues based on your findings. If your form doesn’t work at all, generate fresh code from your email marketing platform and use it to recreate your web form from scratch.

2. Your web form doesn’t add new subscribers to the right email sequence

What happens to your new subscribers? Do you just collect them in a giant database, or do you segment them with tags? Do you drop new subscribers into an email sequence?

Ideally, you want to drop all new design subscribers into an email sequence, even if it’s only a welcome email. If you haven’t already set this up, you’ll want to do that as soon as possible.

To make sure new subscribers are added to the right email sequence, sign up for your own email list with an email that isn’t in your system. See what kind of welcome email you get, if any. If you don’t receive the right email, fix your system to drop new subscribers into the correct sequence.

Does your welcome email match the context of each subscription?

One of the most common mistakes is sending subscribers a welcome email with a message that doesn’t match where they came from. For example, say you set up a 12-email sequence for new subscribers. On your website, you gather leads by asking visitors to sign up for a free trial. Your welcome email might begin with something like,

“Hello [name], thanks for signing up for your free trial!”

This makes perfect sense.

That email is fantastic as long as every lead you generate signs up for a free trial. If you generate leads from other forms on your website that don’t involve free trials, you can’t drop all of your leads into that email sequence. You’ll have to create more sequences with a welcome email that matches whatever each visitor signs up for.

Even when you want all of your leads to get the same emails after the welcome email, you’ll need to create a custom email sequence with a custom welcome email for every unique source you have.

Once the source-specific welcome email has been delivered, then you can move all subscribers into your main email sequence beginning with email #2.

This way, all of your leads will receive an appropriate, custom, relevant welcome email and they will also get your main email sequence.

3. Your web form adds existing subscribers to your main email sequence (again)

Do you have a complex email marketing strategy that drops leads in and out of various email sequences? If so, one mistake can be devastating.

One of the most common mistakes people make is adding existing leads back into your first email sequence when they sign up again.

For example, say you have a lead who signed up last year and they’ve been pushed through several email sequences. Now, you’re offering a new free download and they want to get that download so they fill out your web form.

If you don’t set up your email marketing system to recognize an existing lead, they’ll be dropped back into your first email sequence, which means they’ll get your welcome email and everything else that comes with it.

Prevent multiple signups from the same email

The best way to combat this potential issue is to not allow anyone to sign up with the same email address twice. It’s okay to let people sign up with secondary emails. Just don’t risk pushing leads back to the beginning of your sales funnel.

This potential situation will be a major problem if you’ve spent a year nurturing a lead through several sequences further down your funnel. The worst part is, you won’t even know this has happened, and after they start receiving your introductory emails for the second time, they’ll probably unsubscribe.

4. Your web form isn’t segmenting your leads at all

Your web form isn’t segmenting your leads

Lead segmentation is critical for your email marketing strategy. If your web form isn’t segmenting your leads by applying tags automatically, your leads are probably collecting dust in your database.

Do you send emails to your subscribers by addressing specific pre-set segments? That’s the proper method, but if your leads haven’t been segmented, your emails aren’t being sent to everyone who should be included in that segment.

Unfortunately, the only way to fix this problem is to go through your entire email list and filter your search results to display all unsegmented contacts. Then, try to figure out which tags to apply to each contact. This is a manual process and will take a while.

The other option is to send out a courtesy email to your untagged subscribers and ask them if they’re still interested in receiving your emails. If you have multiple lists, include a link for each list and ask your leads to click on their chosen list.

Program your email marketing system to automatically tag each lead based on the link they click. You’ll get some unsubscribes, but that’s okay – let them go.

Potential flaws in your hosted sales page applications

When you’re using a hosted sales page application like Leadpages or ClickFunnels, it’s very easy to misconfigure your signup forms. Most of the time, you’ll get the chance to automatically choose a web form from a drop-down menu, but sometimes you have to create settings manually.

If you’re using a hosted sales page application, be extremely cautious about selecting your web forms to use with each sales page. The best way to prevent mistakes is to name your web forms clearly inside of your CRM. You may want to create new web forms for your hosted sales page applications so you can segment leads according to where they came from.

Don’t use generic names that make it hard to identify your forms. Each web form will be programmed to drop subscribers into a specific sequence with a customized welcome email, so name your web forms clearly.

Did your website designer set up the wrong forms?

website designer set up the wrong forms

When your website was built, did your designer set up your web forms incorrectly? Would you know? Did your designer ignore your email marketing system and instead of tagging leads, are your new subscribers just piling up in your database?

The truth is, most website developers don’t know much about email marketing. After all, it’s a completely different profession. To a designer, once they’ve set you up with a basic web form that successfully collects email addresses, their job is done.

That’s where our website design services differ.

When you hire a design team from website.design, we’ll connect your lead generation forms to your email marketing application to support your email marketing efforts.

While our main focus is design and development, our professional teams can connect your email marketing web forms to popular CRM and email marketing platforms like Infusionsoft, Keap, Mailchimp, AWeber, Constant Contact, and more.

Our website designs will help you generate leads

Are you stuck with a website that doesn’t work the way it should? Are you losing leads to a system that was never set up properly? At website.design, we can help. Whether you need a brand-new website or edits to your existing site, we can get your online presence running the way it should.

We can build you a new website from scratch on a user-friendly CMS like Bigcommerce, WordPress, or Shopify. We can also build you custom sales pages to capture leads coming from PPC ads, organic search, or curious web visitors.

When you work with us, our design team will make sure all of your web forms are properly connected and all of your leads are being accurately tagged to support your segmentation strategies.

Are you ready to turn your website into a lead-generating machine? Tell us about your project so we can get you a free quote for our design services.

Ryan Nead