Today’s customer segmentation isn’t your grandfather’s segmentation. (If your grandfather was a marketer.)
Many people think of B2C marketing segmentation in just one way: separating buyers into chunks and emailing them a kind-of-personalized message. But with today’s technology, you can do so much more than send an email that says ‘Hi [Your name]’ along with a generic coupon.
Now, you can drill down and get incredibly specific in how you approach segmenting your target audience. You can segment buyers across multiple technology platforms, with ever-changing information to hyper-personalize every email marketing message you send out.
With the right data behind your B2C marketing, you can create detailed and dynamic segments and drive far better results for your ecommerce business – like driving more conversions, higher customer lifetime value (CLTV) and more repeat customers.
Adding real-time segmentation to your marketing strategy
Many B2C marketers today think about segmentation as a one-time action. You segment your list of potential buyers by historical data like demographics or location and add them to an email marketing campaign. Then, you cross your fingers and hope some fraction of that group eventually converts and buys.
But now, it’s possible to dynamically segment loyal customers in real-time as they click around your site. Instead of sending email campaigns based on old data, you can automatically add or remove buyers from a list based on the actions they’re taking right now. If they click on a product on your site, you can send an email offering a discount on that specific product line. If they abandon a cart, you can immediately send them a reminder with a custom offer to convince them to buy. If they do buy, you can add them to a loyalty program. The possibilities are truly endless.
Segment across multiple platforms
The other outdated assumption about advanced segmentation is that it’s restricted to emails alone. In fact, you can segment your customers across many platforms, including Facebook, Google, push notifications, and more. Those same dynamic segments that you’re using for email can be applied to other channels just as effectively.
Imagine a buyer visits your site, clicks on a few products, and then leaves. Instead of relying on email alone to re-engage them, you should try to pinpoint the channel the customer is most likely to respond to. So if the customer abandons a cart, but never opens your emails, you can show them a Facebook ad or a Google ad featuring one of the products they browsed. Then, you can offer them value by sending them a push notification next time they visit your site with a coupon for that product. This way, you’re not just hitting customers at the right time, but also in the right place. That is a true and personalized omnichannel experience and is proven to increase your revenue.
The benefit of real-time segmentation across multiple platforms can also be used to save you time. With marketing automation, you can use that detailed customer data to send incredibly targeted and timely messages to your potential buyers. As buyers fall in and out of specific behavior-based segments, you can offer them targeted and personalized messages.
One company using innovative segmentation today is Cellular Outfitters, an ecommerce retailer that offers a variety of cell phone accessories. The marketing team dynamically segments users based on the exact brand, model, and category of product browsed on the Cellular Outfitters website. If someone clicks on an iPhone 6 case in blue, for example, that user is dynamically added to the iPhone 6 segment. The company then automatically sends triggered email campaigns to buyers to offer up 3 more iPhone 6 cases in stock, in a variety of colors. With this simple and targeted change, the company has seen a 33% increase in revenue per message with very little marketing effort.
If you’re still thinking about marketing segmentation in terms of static email lists, it’s time to think again. Segmentation is far more powerful than you ever imagined, and can quickly and easily help you personalize all of your marketing communications.