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Customer Segmentation

What is Customer Segmentation?

Customer segmentation is only one of the functions within Websand that helps to create clever communication. As well as managing your customer segmentation, Websand also controls your email marketing, linking your marketing messages to your customer behaviour and giving you the reports you need to understand the progress you are making.

Let’s start with a definition.

Customer segmentation is the process of managing your customers into easy-to-define groups or personas. Customer segmentation is usually applied based on customer profile, purchase history or lifetime customer value.

Managing your data

The information within your business changes all the time. Every new sale means one of your customers is worth a bit more and perhaps a bit more worthy of some special treatment. Every new signup needs to be greeted in a personalised and relevant way based on the information you’ve already collected.

Managing this information is challenging.

Segmentation by lists is a painful and time consuming task. To make matters even more frustrating, it’s likely that your segmentation is out of date by the time you’ve finished as the data you’ve been segmenting will be ‘out of date’.

Making customer segmentation easy

Websand makes it easy to apply the process of customer segmentation to your email marketing.

Providing all the functionality you need to segment the customer data you collect as you collect it. You set your own ‘relevance rules’ and whenever a customer or contact meets your criteria, they instantly join the group you’ve created for them.

The table below suggests some options for customer segmentation that Websand will allow you to apply to your business.

Websand segmentation and automation
Customer Segmentation Options

Managing Customer Segmentation – made easy

Things change. That’s life. So as the customer behaviour changes and they ‘outgrow’ the group. They are released from that group and will probably join another one. And if one of your relevance rules isn’t working, then you can easily disband the group or change the criteria for membership of that group.

The relevance rules are based on your business and the customer information you collect. That includes spend information, so you can make rules based on…

  • People buying certain products or services.
  • Build retention programmes when people haven’t bought from you for a while
  • Link marketing to your product lifecycles, so you can understand where future sales opportunities from your existing customers exist
  • Build loyalty by rewarding those customers who have spent the most with you or have been a customer for a long time.

Once customers are grouped then creating clever communication becomes a little bit easier.

Does that sound good? Get started today.

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