A great segmentation strategy focuses on creating highly targeted groups of people so you can make sure your content reaches the right people. Follow these tips when creating your segments:
- Strategically target a specific persona
- Consider the timeframe
- Include consent criteria
In the upcoming examples, we’ll highlight how Nani, a natural skincare brand, implemented 3 key segments using the above criteria.
Engaged segments:Nurture customer relationships
Nani wants to build brand loyalty and drive ROI from their existing customers, so they created engaged segments.
1. Strategically target
Nani planned out their sending strategy, and they want to send newsletters twice a week. However, they know that not everyone wants to receive their content this frequently. They decide to create separate segments of customers who are highly engaged and somewhat engaged in order to contact their customers at the right frequency.
2. Consider the timeframe
To add timeframes to each one of their segments, Nani follows the guide to creating a sending schedule based on email engagement. Based on these guidelines, they send newsletters twice a week to a segment of customers who have engaged in the last 90 days (highly engaged).
3. Include consent criteria
Nani's regular newsletters are sent via email, so Nani includes a condition to ensure that customers in either of these segments have explicitly opted in to receive email marketing.
Sunset unengaged customers
After creating their engaged segments, Nani noticed they had several customers who have not been engaged with their brand at all.
1. Strategically target
Nani is a budget-conscious brand, and they know they need to manage their active profiles accordingly to prevent paying extra for unengaged customers. They create a sunset flow that tries to re-engage lapsed customers, and puts customers who do not re-engage in a separate segment for suppression.
2. Consider the timeframe
Timeframe is very important in unengaged segments. Nani's timeframe needs to be long enough to account for customers who are actually unengaged, and not just, say, on vacation. However, they also want to keep the timeframe short enough that the sunset flow actually does its job and sends out the re-engagement materials.
3. Include consent criteria
This sunset flow is only for email customers, and Nani wants it to target all email customers, not just ones who have explicitly opted in. Therefore, they include the criterion Can receive email marketing to include profiles with both Subscribed and Never subscribed email consent statuses.
Target customers with similar characteristics
Nani recently implemented a third party skincare quiz that asks customers about their skin type, environment, and primary skin concerns. They want to use the wealth of data they just received to send targeted marketing based on customer responses.
1. Strategically target
Nani wants to promote their new moisturizer, which is designed for dry skin and can help with wrinkles. They want to use the quiz data to create a segment of customers who fit this description and send a targeted campaign to this segment promoting the dry skin moisturizer.
2. Consider timeframe
Nani knows that even customers with dry skin will likely not be interested in their products if they have not been engaging with their content. In their campaign send, they exclude their 180 day unengaged SMS segment.
3. Include consent criteria
Since Nani is sending an SMS to promote this moisturizer, they make sure to include the condition can receive SMS marketing in their segment definition.