3 ways to micro-segment your customers.

If you are a savvy modern marketer, then you know the importance of 1-2-1 marketing, and how it can increase ROI.
However, for those of you who may not understand, I will quickly brief you.

1-2-1 marketing can be achieved once a healthy email list is constructed, (please see previous posts), then the emails can be sent aiming at a specific segment, i.e. Demographic, age, last purchase and so on.
The way your audience connects to these email campaigns will determine if they have a high relevance/response factor re-assuring that you are sending the right campaigns.
Over time, you will have figured what segment responds well to what content, ensuring a higher ROI as a result.

These micro-segments are audience specific segments, and should be based on the behavioral and demographic attributes that are most important to your business.
An example, specific offerings and product categories; the recency and frequency of how well your audience are interacting with each campaign, to ensure improvements can be made, and also an easy assessment can be made as to what stage of the life-cycle the customer is at, (Lead scoring).

When implementing a sophisticated marketing automation platform, ensure you also implement the right high-level rules to classify your customers' behavior, this will ensure for a high engagement rate, if you would like more advice on setting up rules, feel free to email me at sarah91louise@gmail.com.

 Here are 3 ways you can better your segmenting:

1) Segment based on categories.
It is incredibly important to monitor what your consumer is showing interests in, and by doing so, you should set up your segments based on product category. Here is why. If you have a customer who shows 80% interest in women's fashion, the content you are wanting to show her in your monthly newsletters, wont be interesting to her, if it features men's clothes/ football equipment.

2) Segment based on frequency .
If you are on the market for a new printer, You are probably browsing on more than just one online retailer.
Most of these retailers will not know who you are, however there could be one or two that do, and this is from the last time you went online and made a purchase, or signed up for any special offers in preparation for this moment, and perhaps they cookied you.

Since you have been giving them a strong sign that you are ready to buy, you will be automatically removed from the warm lead, to hot lead segment. The benefits of this would be, that under the right platform, you could send a campaign to the individual, which could have a rule set-up to send a "15% off discount when buying online using this code/link" allowing a more personal online shopping experience for your customer.

3) Segment based on life-cycle.
Using purchase history, or interactive (lead scoring) data, can also prove positive when segmenting your customers into a life-cycle stage. The benefits of the information collected here, are the specially tailored offers that can be created, to help promotions that builds brand relationships.

An example: You wouldn't want to send special discount codes to customers you know shop frequently online with you. Instead, you can send them incentives to re-engage with customers who have not shown activity to up to 6 months.

As the micro-segments build and become more specific and targeted, it can then leave room for marketers to provide great content, and relevant timely promotions.
If you need help or advice setting these up, or which vendor would be best suited, contacted me through:
Twitter: SarahLouiseTalb
or email: sarah91louise@gmail.com

Good luck in your campaigns!