For many stores the next couple of months mean a lot more traffic coming in. That means you want to make sure you have a way to get back in touch with:
- browsers
- new customers
- repeat customers
These three segments represent all of your revenue and potential future revenue. Neglecting one will hurt.
You can then think of each marketing strategy and tactic as what segment it helps. One might be great for one segment but suck at the rest. One tactic also might work for multiple segments. e.g. Remarketing will work for all segments but Google Ads won't work that well for the second and third.
Even then, you'll often need different campaigns, settings, or criteria for each.
Just make sure all three segments are covered.
Directive: Build marketing for browsers, new customers, and repeat customers.
Eric Davis
Track down which customer cohorts perform the best
Different groups of people behave differently. Repeat Customer Insights creates cohort groups for you automatically to see how your customers change over time and spot new behavior trends.