Six steps to reaching your customers with marketing segmentation and personalization
How do you create a successful omnichannel campaign? Omnichannel campaigns are key to reaching customers where they are when they need it. By targeting customer segments and creating tailored messages for each group, marketers can save money in advertising and effectiveness in growing the bottom line. This blog post will show you how to use customer segments in your omnichannel campaigns. Read on to learn more!
I’ve simplified this complex topic into six higher-level steps to get you going with omnichannel campaigns. The process works because you need to go back and continuously optimize your campaigns and customer journey after implementing segments and campaigns.
1. Identify and define customer segments that would be most valuable to your business
2. Create a messaging plan to reach each segment by marketing unique messages
3. Apply customer segmentation in omnichannel campaigns as defined by your customer journey
4. Evaluate customer segment performance and make changes
5. Determine which channels are most effective
6. Consider using personalization techniques that fit within the valuable channels
1. Identify and define customer segments that would be most valuable to your business
The process of segmenting customers by demographics is a great foundation for marketers. From transaction data, you can start to get demographics like buyer address. But you can use personalization (also known as “individualization”) to target and tailor messaging based on an individual’s unique desires, motivations, or needs!
2. Create a messaging plan to reach each segment by marketing unique messages
Location
Separating subscribers based on location (city, zip, state, province) is a perfect method for event-based communications. Partner location-specific segments with dynamic content, and you’ll be able to send specific details about an event for each location while saving time by sending a single campaign.
Birthdays and anniversaries
Everyone loves birthday emails and offers. Giving away a simple coupon or offering brings unique click rates up 179% over promotional emails. And not only are click rates increased, but birthday emails generate 342% higher revenue than promotional emails (Experian). If your sales are based more on special occasions, keeping track of your customers’ anniversaries is a great way to show you care—as well as increase engagement and revenue!
How did your subscriber sign up
Data on this past interaction can still make a huge difference in communicating with your customer or subscriber. You should track whether your subscriber signed up via your website, an event, your blog, social media, or from a purchase. What date was that interaction? Your email content, cadence, and tone should align with how your subscriber interacted with you last time. If you are on mobile, the words need to be brief.
3. Apply customer segmentation in omnichannel campaigns as defined by your customer journey
What are omnichannel campaigns?
The omnichannel retail experience means giving customers the option to shop anywhere, any time. Your company’s website can be accessed on your phone or tablet by those valuable and mobile-only. They will track everything you purchase so that it is properly credited towards future orders – this includes online purchases made through websites like Amazon and those made in-store.
According to Harvard Business Review, 73% of all customers use multiple channels during their purchase journey.
The omnichannel approach treats the entire customer experience as one—not individual’s separate journeys on different channels.
Omnichannel commerce means connecting all your channels in one. This definition includes various mediums like social media networks and mobile devices, which have been becoming increasingly popular due primarily to their convenience and ease of access; this way, they can shop from wherever suits them best!
4. Evaluate customer segment performance and make changes
Setting your goals might seem obvious, but get it down on paper. You should determine your customer segmentation goals based on the size, type, and industry of your business, as well as who its customers are. Additionally, you may want to consider cross-team or departmental goals so that they can be tailored accordingly for each audience with similar interests in mind.
You are learning about your customers on a deeper level so you can tailor your content to their unique needs and challenges – survey performance, feedback rates, customer satisfaction.
Improving your customer service and customer support efforts by understanding and preparing for challenges different groups will likely experience. Average subscription duration. Churn rate, drop-off rate, subscription durations. Understanding who your most valuable customers are and why. Loyal customers, of course, are your best customers. They behave differently and can be active customers in your online community. You are increasing customer loyalty with customized content and interactions.
5. Determine which channels are most effective
We are communicating with segments of customers via a preferred channel or platform.
Meeting specific groups of customers where they are.
Identifying new opportunities for products, support, and service efficiently.
Many managers are pushing designs to be mobile-first. When you go out and evaluate what people are doing and who they work with, you see many are mobile-first. Many workers in offices and on zoom are used to being on their laptops. Still, they measure the most performance channels, and email tends to be at the top. With the low cost of sending emails, it is not surprising. Many use it as a reminder to go and buy something.
Understanding your paid ad performance in the channels you buy is key. Since in 2022, Amazon broke out its Advertising revenue, we know that Amazon has become the third-biggest digital advertising company behind Google and Facebook and dominates how brands spend e-commerce ad dollars. Do your performance diligence each week to prevent leaks.
Energetic and engaging content is a great way to get your message across. Let the CDP work as a decision engine that can help you maximize performance so that every element of the website, mobile app, or email impacts key metrics like engagement rates!
6. Consider using personalization techniques that fit within the valuable channels
Creating targeted campaigns and ads to resonate with and convert segments of customers
You can increase your website performance by changing static content elements such as hero banners, calls-to-action buttons, or promotional areas to fit each user’s needs and wants.
Create an event-based triggered message on apps and email, automatically send personalized notifications to your customers when they most expect it through rule-based triggers.
It’s important to know that different customers have different needs. Often, even the same customer is looking for something different depending on their purchase process. This preference or behavioral change means you need a plan to reach all your customers with relevant marketing messages. Customer segmentation can help make this happen by helping you identify which segments would be most valuable to your business (based on goals) and then provide them personalized experiences across all channels, like email drip campaigns or social media ads. Evaluate how well each segment performs using metrics like conversion rates/ROI, click-through rates, etc. If necessary, you can make changes along the way.
