Creating Dynamic Customer Segmentation using Websand
Use Websand to create customer segmentation, and your data will stay managed just the way you need it.
This page explains all the segmentation options within Websand. If you collect the data, Websand will help you create customer segmentation to identify the relevant people.
Dynamic customer segmentation for email marketing
Remove the need to manage email lists and make management of your customer data easier.
Using the segmentation function within Websand, it’s easy for you to create customer segmentation based on the customer data you already hold within your business.
Once you have created a segment that data strategy is set in stone. Websand applies dynamic customer segmentation so as your customer data is updated, the data will remain organised based on the segments you’ve created.
Making it easy to review your business based on customer behaviour and understand which customers are adding value and which are not.
Easy to use pre-set segmentation for e-commerce email marketing
Websand has a mix of pre-set segments so it’s easy to manage your marketing audience based on customer profile, spend behaviour, purchase frequency, previous marketing activity or even a mix of all the above with a combined segment.
If you need to do something more sophisticated, use the Websand segmentation wizard.
Find out more about each segment in detail
Websand dynamic segmentation options are designed to make it easy for you to get you the answers you need drive better engagement and business performance
Where people sign up?
Who has opened, clicked etc?
What people have bought?
Customer retention segment
When did they last purchase?
Repeat purchase segment
How many times has someone bought?
Customer lifetime value segment
How much as someone spent with you?
Connect segments together or subtract from existing segments.
Create deeper segmentation based on the audience profile data you collect.
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Create deeper segmentation based on the customer order data you collect.
Build yourself a Data Driven Marketing Engine
The segments you create are used to power Websand send campaigns, and Websand marketing automation campaigns. That means no more tedious email list management, and you can create data driven marketing that is truly customer focused.
Create some data science with the segment wizard
Using the Websand segmentation wizard you can create more advanced query driven segmentation. Helping you to be super targeted with your email marketing.
It sounds complicated but it isn’t really.
Using the Websand segmentation wizard it’s easy to create queries based on the data you’ve collected about your audience. Either based on profile information about an individual or their purchase history.
You can also create time sensitive queries based on when things happened, such as ‘people that bought adidas between 30 and 45 days ago’.
Plan out your customer journey and then use this approach when creating customer segmentation. Giving you a solid data driven foundation to build marketing automation campaigns based on your customer behaviour.
Frequently Asked Questions about Segments
Creating customer segmentation gives you a better understanding of your customer activity and value.
The segmentation functionality within Websand also provides the platform for you to create relevant, targeted, personalised marketing campaigns. And it’s these targeted campaigns that will supercharge your marketing efforts. That’s why we put such emphasis on creating customer segmentation.
People not lists
Websand doesn’t use email lists, our approach is a single list managed by segmentation. This is a different approach to email marketing, which can be tricky to understand at first.
So to help get you started, here are some frequently asked questions about segmentation.
Frequently Asked Questions about creating customer segmentation in Websand.
How does segmentation work?
Unlike email lists, segmentation gives a view of your data based on the criteria you’ve set. Websand doesn’t add tags or additional data, we simply allow you to organise your data in a different way.
What is the difference between an email list and segmentation
Other email marketing platforms work on the concept of email lists, and allow you to create segments within those lists.
The problem with this approach is that it’s very easy to create duplicate data and forget which list contains which data.
The Websand approach to segmentation is based on a single de-duplicated audience. That way when you are creating customer segmentation, your segment will always be correct based on the behaviour of your full audience. Rather than the people within a single email list.
How do I send an email marketing campaign to a segment?
When creating an email marketing campaign you can select which segment you want to send the campaign to.
For marketing automation, the automation needs to be attached to a segment. Whatsmore, it is the changes in the segment power the automation. So the marketing you create is 100% data driven!
Can I edit a segment?
You can’t edit a segment. You can only delete it. But don’t fear. Deleting a segment does not delete the data. Deleting a segment only deletes the view of the data you’ve created through the segment process.
What happens when I delete a segment?
If you’ve used a segment for a marketing campaign, the link to the campaign will be lost.
However, you’ll still have the campaign history in place for the individuals who received the marketing. So it’s easy to link things back together if you need to by creating customer segmentation based on marketing history.
If the segment you’ve deleted was part of a combined segment, the structure of that segment will be compromised. So worth checking your combined segments before deleting a segment.
If you’ve used the segment to power an automation, deleting that segment will cause the automation to fail. So please check your automations before deleting a segment.
What does dynamic segmentation mean?
Dynamic segmentation means that people within the segments are always updated. This makes the creating customer segmentation in Websand – a ‘set and forget’ process.
Once you’ve created your segment, the audience within that segment will always be updated.
The content of the segments will change with every data update, or if time driven every day.
So can trust that your segments always reflect the activity of your customers. And our experience tells us that’s exactly what you need to drive better audience engagement.
Can I create customer segmentation based on both profile and spend information?
No, you can’t directly mix profile and transactional information within the segment wizard. However, you can create a segment related to the profile information you’ve captured or a segment related to the transactional history you’ve captured. If you want to mix the two, use the combined segment option.
If you get stuck please let us know, we can usually help you to build the customer segment you are looking to create.
What are the limitations of using segmentation
The segmentation gives you a huge number of options and flexibility but it does have some restrictions.
1) You can only create segments based on the data you collect.
2) The segment wizard restricts segmentation to a type of data, people (profile), transactions (spend), or marketing events (open, clicks etc). However you can combine these segments using the combined segment.
Can I delete the data within a segment?
Deleting a segment does not delete the data. Deleting a segment only deletes the view of the data you’ve created through the segment process.
If you want to delete the data within a segment you can do this by pressing the ‘purge’ button. That will remove the data for that segment from Websand.
If you want to unsubscribe people within a segment you can do that by pressing the suppression option within the segment.
Need help to get started with segmentation?
If you need more help to create customer segmentation or simply want to know more about how we can help you create data driven email programmes that perform off the scale, get in touch.
Email firstname.lastname@example.org or give us a call +44.113.2045925.