10 Ways to Segment Data
It’s true! Not all customers are alike. In fact, every customer is different and expects a personalized experience. Customers will no longer engage with marketing campaigns that treat them as an assembly line.
A unique customer experience can be achieved through data segmentation. It will help you deliver targeted content that is relevant to your customers. Here are ten ways on how you can segment your data:
Segments can be built based on customer activity. You can target customers that are taking action such as interacting with your social networks or by simply opening your email. You can also create segments based on customers that are less active. Messages should be tailored based on your customers’ engagement level.
2. Shopping Cart Abandonment
Create segments of your database that are comprised of customers who have filled a shopping cart, but did not complete the purchase. Send them targeted marketing campaigns with products from their abandoned shopping cart to help complete the conversion.
3. Past Purchases
You can segment customers based on specific products or services purchased previously. This information can be used to send them personalized emails that are catered to their interests. Another great way to provide a unique experience is to include add-ons from past products or services they once purchased.
4. Stage in the Sales Cycle
Customers fall at different stages in the sales cycle. Depending where each customer fits in the funnel, sending them a personalized message moves them along in the sales process. These segments will improve the lead nurturing process and can increase conversion rates as well as speed.
5. Website Interaction
Capturing customer interaction with your website is important. Take your website traffic data and segment based on their webpage visits. By identifying these key groups, you can provide them content that is most relevant to their needs.
6. Last Purchase Date
Keeping your customers engaged after purchase is imperative since this interaction could determine if they become a repeat purchaser. Follow up with personalized content based on their last purchase date. Sending them a simple survey about their purchase experience or product feedback will keep the customer engaged.
Targeting groups based on product and category purchase history can have a deep impact on your ROI. For example, sending customers who repeatedly purchase mailing lists have an interest and a need for them. Providing customers personalized content based on their product preferences can boost engagement and increase conversions.
8. Purchase Frequency
Segment your customers based on how frequent they purchase. Knowing how often your customers purchase allows you to try to re-engage less active shoppers or reward frequent purchasers. For instance, you can offer discounts to less active purchasers to drive conversion or invite active purchasers to join your loyalty program.
Knowing where your customer resides is important information. Segmenting by geography is one of the most common forms of data segmentation. Creating customized segments based on geography can help you tailor your marketing message based on their location. For instance, you don’t want to market sleds to individuals that live in San Diego.
10. Opens & Clicks
Track customers who have opened or clicked on your email campaigns. If a customer opened your email, continue to include them in your email program until they finally click. If they clicked a link within your email, follow up with a phone call. This will help move the customer through the sales funnel.
Data segmentation helps clearly define how to target each group of customers and the patterns that differentiate them. Determining segments based on transactional, behavioral and demographic data will help you gain a deeper understanding of your customers. Contact us today to learn more about how data segmentation will allow you to send relevant content to your consumers and increase conversions!