Be clear with your customer segmenting objectives

Recently a Repeat Customer Insights customer was asking about how to get started segmenting.

Long story short, I'm having a little trouble with next steps on what to do with this data and what is the best approach for each segment.

The first thing that you need to do is to decide what your goals are.

That'll help you decide which segments you use should and what the campaigns would be doing.

If you're trying to keep active and loyal customers buying, then you'll want to use trust building campaigns targeting recently active customers and loyal customers. They would be about maintaining the relationship with your customers so it wouldn't be heavy on the sales messages or discounting tactics. Still sell, just make it light-handed (like what I do in my emails).

But if you're trying to reactivate customers who were once great but have left or are on their way out, your campaign objective would be to get them to come back (win-back campaign). That might use discounts, incentives, or maybe even 1-on-1 outreach to VIPs.

Both of these campaigns are great ideas and you can benefit from them, but to get started it's better to pick just one for now (or one that isn't listed).

One good campaign is better than a dozen half-finished ones.

Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.

Creating one campaign at a time like this can make it easier.

Then you can use Repeat Customer Insights to do the complicated work of building the segments for you. It automatically builds a variety of different segments for you so you have options, whether your store has 100 customers or 100,000.

Eric Davis