How efficient growth starts with key segmentation for retention and referrals
There’s no doubt that marketing is an important part of any business. But when budgets are tight, it’s essential to make every dollar count. One way to do that is by focusing on customer experience (CX). By delivering a great experience, you can encourage customers to keep coming back – and even recommend your business to others. So how can you make sure your customer experience is top-notch? Here are a few tips.
The CX evolution has given way to an entirely new level of customer experience, and it’s vital for marketing leaders not only to provide great experiences but also set the standard when crafting those memories. To do so effectively now requires even greater investment in data-driven digital technologies that can help orchestrate personalized interactions on both online channels as well offline settings – because no matter where you go or whom you speak with; what matters most is how customers feel during their interaction (or lack thereof).
Given these pressures, how should CMOs respond? Leverage your customer data.
Segmentation improves email and SMS performance
Segments are a powerful tool for understanding your audience and sending targeted messages. Using what marketer teams have from transactional data and marketing automation. Software called customer data platform (CDP) brings data in from different sources, makes sense of it, and saves them into individualized customer journeys. This gives marketers to identify and define target audiences based on key segments.
Customer Engagement platform Klaviyo has successfully measured these segments to boost email and SMS performance
- Location-Based Segments
- Item and Category, Brand-Specific Segments
- Segments from Engagement scores
- Average Order Value (AOV) Segments
- Holiday Shoppers Segments
- Cross-sell Segments
- Churn Prediction and Avoidance
Customer segments to apply to Social Media
Segments can also level up your social media marketing game, namely on Facebook and Instagram. Use segments for advanced targeting for social media campaigns and analyzing your Facebook leads.
- Cross-Channel Segment
- Recent Subscribers Segment
- Former VIP Segment
When segmenting your marketing campaigns on social media, it’s important to keep in mind that you are targeting the same people across all channels. The best way of doing this is by using cross-channel segments – where we base our efforts off an email or specific form targeted at certain individuals who might have missed out due to lack of interest etcetera but want something now! You can then reinforce these messages through two different avenues rather than just one single platform which will ensure more consistency between online brand engagement leading up until purchase versus after.
By following best practices, you can avoid being overwhelmed on one channel and keep your customer engaged with too much of the same content. When audiences are surrounded by messages in multiple channels they will become familiarized with your brand while also remembering what it is that we’re trying to push for them- all without relying solely on any single medium or approach! This will boost the likelihood that these customers purchase.
Cross-location Loyalty Programs
Let’s say a chain needed to manage profit loss and assign credit to locations so that each individual customer could be treated singularly, but there was a problem. The CRM systems are managed at the location level which created issues with cross-location data sharing across different stores- not only did they have problems receiving accurate information about their own patrons’ spending habits because of these insufficient systems.
The lack of visibility between locations would likely lead to more mismanaged promotions than effective ones., In the end, the chain measured better overall customer experience as they are treated as a single person no matter where they go- individualized customer profiles.
Recent Subscribers Segment
The recent subscriber segment is one that you should carefully consider when planning your social media strategy. These are individuals who have recently opted-in to receive marketing communications or newsletters, but haven’t placed an order yet – they’re also a good audience because of their interest in our brand already and how close this window of time happens before making purchases!
Former VIP Segment
You’re missing out on potential customers if you don’t retarget your VIPs with user-specific content. It’s time for a marketing makeover!
With our social media toolkit, we have all the tools necessary to reach these once passionate followers who may now be lost in their digital world without us—retrigger them by following these steps:
- Create an ad or coupon specifically tailored toward users that have been highlighted as being significant influencers within this group of former enthusiasts
- Send emails updating everyone about new products/links unless they’ve unsubscribed from receive
The world of social media is ever-changing, but one thing that remains constant is the benefits of narrowing down your target audience. Segmenting for each platform will help you reach out with more personalized content which should resonate better than generic posts or messages does across different demographics and interests groups
The role of the customer data platform in gaining marketing efficiencies while improving sales performance
Why invest in another platform while your marketing budget is under siege? The customer data platform (CDP) itself gives you lots of data crunching capabilities no matter the marketing applications you use for brand awareness. Data management allows marketers control to improve sales while gaining months on marketing efficiencies.
Multi-channel data collection – Capture online data from various channels and offline data from physical stores.
Data aggregation, centralization, and storage – Collect data about your past customers and then analyze it.
Data enrichment and single customer view – You can get a detailed view of your customers and their transactions so you can give them personalized experiences and top customer support.
They have automated behavioral segmentation – Dynamic customer segmentation lets you see what different groups of customers want, so you can create products or services that they are more likely to buy. This will help improve your conversion and retention rates.
Measuring and tracking customer satisfaction – Being able to track customer satisfaction in real-time can help you maintain high levels of satisfaction for your most valuable customers.
Data analysis at various levels –You can use customer analytics and product performance reports to design better experiences and improve product assortment.
Automations & integrations to leverage data across other solutions – You can connect your marketing campaign with email marketing, SMS marketing, social media, and customer support platforms.
Delivering a great customer experience is essential for any business. By focusing on customer experience, you can encourage customers to keep coming back – and even recommend your business to others. If you’re looking for help delivering a great customer experience, consider hiring a CX specialist. A CX specialist can help you tie the data for data-driven personas, which can help you deliver truly personalized interactions on both online channels and in person. Contact us today to learn more about how we can help you create amazing customer experiences that drive sales.