Articles on: Segmentation

How to create segments

Not all people on your email lists are in the same stage. For your emails to be effective, they need to be relevant and contextual, and fit right into the journey your shopper undergoes.

What stage of their purchasing journey are they in?
Where are they coming from?
What objections do they face? Are they ready to buy?
Do they trust your brand?

What’s a customer segment?

A segment is a smaller group within the total list of email subscribers, grouped together based on certain parameters such as purchase history, demographics, engagement, and other behaviors and characteristics.

When you send tailored messages to a group of people who all share the same characteristics, you will see better engagement and revenue.

Types of Customer Segmentation

Good segmentation starts with good data. The more data points you have about your customers, the better your segmentation will be:

Customer Attributes: Age, gender, country, city, First purchase date, unresolved support tickets, etc.
Metric-based: AOV, First Order Value, Total Discounts, etc.
Behavioral: Purchase history, frequency, site activity, order value, etc.
Engagement: Email engagement, clicks, etc.
Zero-party data: Interests, preferences, goals (drink coffee because of the taste or it helps them crank out 1000s of words a day), etc.

What kind of segments should you create?

Every store should have basic segments like these in place to ensure relevance.

30/60/90 day engaged (how you define this will be different if your shoppers have enabled Apple’s MPP)
Unengaged subscribers
VIP segments

Depending on the data you have and the size of your list, you can get a bit more granular with your segmentation.

How to use the different operators in Forward

The attributes in Forward are categorized into the following:

Order data
Email attributes
SMS attributes
Order status
Customer properties

You can use a combination of these attributes to create any segment you want. For example, if you want to create a Recent Buyers segment, use the following conditions:

Select Base Segment as your segment (Note: you can use previously built segments to create sub-segments) and choose "placed order" attribute, select 1 as the number of times and in the time frame in the last 30 days. You can see the estimated count in the bottom.

You can also drill deeper into this segment by using the Add Condition button and choose different sub-filters like discount code, total discounts, products, etc.

If you want to add additional conditions (like recent buyers who are also engaged), use the Add Segment Group button.

Creating effective segments

Before creating any segment, ask yourself two questions:

1) is it going to be effective?

2) is it going to be efficient?

Segmentation is great for driving LTV, repeat purchases, and list engagement. However, weigh the cost of resources against the potential ROI. Once you know that your segments are going to be both effective and efficient, your campaigns will start to get a whole lot better.

Updated on: 30/07/2023

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