Advanced List Segmentation to Enhance Your Email Campaigns
Advanced List Segmentation
Here are some key advanced segmentation strategies that provide insights into your customer base and create highly personalized experiences for your subscribers.
By grouping customers in a more thoughtful, strategic way based on their own behavior, you will be able to advance beyond the basics of segmentation to improve your email and SMS performance, sign-up forms, social media, and analytics capabilities.
Cross sell segment
A cross sell segment groups individuals that have all purchased a particular item but have not purchased one or more related items that they may be interested in. For example, if you want to create a campaign around summer shorts, a good segment to advertise to is anyone who ordered summer shirts. Generate this cross sell segment using the following conditions:
Order product - At least once (all time) = variant = summer shorts
AND
Order product - Zero times (all time) = variant = summer shirts
Location-based segment
You can also use location-based segments to send your location-specific content to those who may be interested. For example, if you own a business that sells winter jackets throughout North America, you can target cold weather shoppers within that region. Due to your products’ specificity, this segment will likely include customers in New England and Canada.
Suggested conditions:
Properties about someone - country = Canada
OR
Properties about someone - country = New England
Make sure you use OR to separate conditions so that each selection is inclusive in the segment.
Item and brand-specific segment
Your item or brand-specific segments are classifications of customers who come to your site for a specific product or type of product. This narrows down your audience by interest so that you can generate content that will appeal to them specifically.
Continuing with the New England theme, let’s say you sell football-themed merchandise. You can create a segment of individuals who come to your site to buy women's New England Patriots apparel.
Order product - At least once (all time) = Brand = Patriots
AND
Predicted Gender = is likely Female
Engagement tier segment
You can also create engagement tiers to reach the next level of targeted sending. This goes beyond making one engaged and one unengaged segment. Instead, you add multiple levels in between rather than a single, standard grouping. For example, you can focus on recent customers who purchased within the last four months or nearly lapsed customers who purchased 4-13 months ago. You can take into account purchase frequency and target those who purchase three or more times, or segment based on the value of their purchases as a whole.
Opened Email = is at least 3 = in the last 30 days
AND
Placed Order = zero = in the last 30 days
Churn risk segment
Another vital segment to have in your account is a churn risk segment. This segment tests the likelihood that a group of customers will stop purchasing entirely from your site and switch to a competitor. You can target these individuals with winback campaigns (or via forms and social media) to revive their loyalty toward your brand. Likewise, creating a winback flow is a best practice to automate this process.
Opened Email = zero times = in the last 90 days
AND
Placed Order = zero times = in the last 180 days
Average order value (AOV) segment
Another best practice to level up your segmentation capabilities is to group customers by average order value. By doing so, you can visualize which customers tend to spend more money on purchases and which spend less. This behavioral data enables you to send them content to fit their budget and the kind of products they search for on your site.
Predictive Analytics About Someone = Average Order Value = Greater than 100
Holiday shoppers segment
A holiday shoppers segment is important because it paves the way for you to reach high revenue and increased customer engagement. Some examples of key holidays include Black Friday, Cyber Monday, Mother’s Day, Father’s Day, Memorial Day, and Valentine's Day.
Segments for holidays are incredibly important for implementing a sending strategy leading up to and following an event. It's a great time to use your data productively and send customers highly personalized, targeted communication to boost sales. Check out our holiday marketing courses for more information on how to maximize your performance during this time.
Placed Order = between dates = between dates 23/11/23 and 29/11/23
If you require assistance with your segmentation or campaign planning, feel free to contact CRM360 here: hello@crm360.agency.
*source: Klaviyo