The secret to successful marketing? Delivering the right message to the right person. Within TritonX, you can use segments to define target groups and refine your communication. But how do you approach this? Whether you want to segment based on purchase behavior, demographics, or other criteria, the possibilities are endless. Feeling overwhelmed? Don’t worry, we’ve compiled a few smart segmentation tips that you can apply immediately.
Segmenting based on purchase behavior
No one wants irrelevant offers. By segmenting customers based on their purchase history, you increase relevance and prevent unsubscribes.
Tip: Create groups based on favorite brands, categories, or styles. Customers who have purchased brand X before are often more likely to do so again. Is a new collection available? Inform these customers with a targeted newsletter!
Using demographic data
By segmenting based on data such as gender, location, or birthdate, you can communicate even more effectively. Example: Share local offers or promotions that apply specifically to a certain region. Or, congratulate customers on their birthday with a personal email and a discount coupon through an automated campaign.
Leveraging extensions
Extensions within TritonX offer additional opportunities to segment customer groups. These allow you to categorize customers based on criteria other than the standard customer data. Examples include:
- Exclude customers with the “No Mail” extension from direct mail campaigns.
- Ensure that employees with the “Staff” extension don’t receive regular discount offers.
Want to learn more about extensions? Read our learning: Smart use of Extensions.
Applying the RFM model
The RFM model (Recency, Frequency, Monetary Value) helps you segment customers based on recent purchases, purchase frequency, and spending amount. How do you use it?
- Analyze which groups contribute the most to your revenue.
- Tailor your mailings and promotions to specific RFM segments.
Read more about increasing customer value with the RFM model: Increase your customer value with the RFM model.
Segmenting for action analysis
Segmentation can also help measure the impact of (discount) promotions. Example: During a coupon campaign, it may be helpful to send a friendly reminder to customers with outstanding coupons. This increases the likelihood that they will be redeemed.
Want to know more about coupons? Check out our learning: Everything about Coupons.
Focus on Data Enrichment
The more complete your customer data, the more targeted your communication will be. For example, if a postcode or birthdate is missing, send a targeted campaign asking customers to update this information.
Read more: Everything about Data Enrichment.
The golden tip
Take the time to think about logical segmentations that align with your goals. The better you understand your target audience, the more relevant your communication will become.
Ready to start with segments? If you’re ready to dive into segmentation and need assistance, our Success Managers are here to help. Email your questions to support@tritonx.cloud, and we’d be happy to assist you!
Comments are closed.