Creating a customer retention segment

Websand is built for data driven marketing, so segmentation is a key feature within the platform.  This section explains how to create a customer retention segment. Allowing you to create groups based on when customers last purchased from you. These segments are the foundation of any customer retention programme and can be used to unlock huge amounts of previously untapped revenue.

Retention segmentation

Retention segmentation will help you to identify those people that haven’t bought from you for a while.

These segments are really important to help you understand which customers are heading for the exit door. Allowing you to understand a little bit more about your customer behaviour.
It’s also great foundation to create your own retention programme and keep those customers coming back for more..

Websand segment menu

Creating your source segment

Step 1:  Select the retention segment

Select Segment from the Websand Menu and then hit the [+ new segment] button in the top right corner of the screen.

Select retention from segmentation options and that will bring you into the retention segment screen.

Websand Create New Segment Selection

Step 2. Select ‘without purchases’

For retention segmentation – choose the ‘without purchases option’ to select those people who have not purchased.

Alternatively, select ‘with purchases’ to create segments for those people who ‘have purchased’.

customer retention segment

Step 3. Select the time option

You can then filter the segment, to set the time period since the last purchase for this segment.

Select from

  • in the last [number] of days
  • a specific date range – between [start date] and [end date].

 

Step 4. Name and create the segment.

Use a name you and your peers can easily understand for your segment, for example – “Not bought in last 90 days”
Click the ‘create’ button to create your segment.

Boom!  You’ve just created a new segment to help you manage your audience.  From that day forth (until you decide otherwise), your customers will be segmented accordingly.

 

Step 5:  Review the results

See the list of people that meet the criteria of your segment.   This will update dynamically based on the behaviour of your customers.  Depending on the criteria of the segment you’ve created, as new data is collected, new people will join the segment and others could leave the segment.

Websand segment results

What’s next?  Here are some options.

Use your customer retention segments to power a targeted marketing automation campaigns.  Customer retention segments are the foundation for any loyalty or retention programme.

Monitor this segment as a measure of business intelligence (keep an eye on the growth or shrinkage).

Combine this segment with another segment and create a ‘super-powered segment’.

Or, you simply use this segment to send a one off marketing message.

Need some help?

Need help with your segmentation?

If you need more help using Websand segmentation, or you are looking for help to build the right data strategy for your business. We can help. Get in touch by email support@websand.co.uk, give us a call +44.113.2045925 or schedule some time by clicking the box below.

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