We’ve seen that behavioral targeting opens up fantastic opportunities for marketers. Now let’s look at the many ways segmentation can be used to drive results in practice. Here are some key audience groups you should be tracking, and the content that is likely to deliver the best results.
1. Frequent browsers (who haven’t made a purchase)
These highly engaged customers can be identified by the number of pages viewed, and frequency of visits over a given time period. Turn these browsers into buyers by showing them personalized offers based on the products and categories they are most interested in.
2. Frequent shoppers
The history of these visitors indicates that they are probably going to make a repeat purchase. Keep them updated with the latest product recommendations, personalized based on their preferences. Don’t be tempted to reach out with discounts, as this will diminish the value of an order that was likely to take place anyway.
3. Lapsed customers
These are customers who have shopped with you a certain number of times but haven’t done so in a while. Win back lapsed shoppers by reminding them what they like most about your brand, based on their past behavior. Let them know they are a valued customer by telling them about new products they might be interested in.
4. High spenders
Data from past orders can identify customers who tend to spend more than average. Nudge these customers towards a conversion with recommendations for your higher margin products from their favorite categories.
5. Bargain hunters
Historic purchase data can also be used to identify customers who may be tempted by lower priced items. Encourage engagement with sale items or products that have dropped in price.
Replenishment emails target customers who have purchased products that will need to be topped up. Send a timely reminder to shoppers that it’s time to refill their stock. This works especially well for cosmetics, health supplements and consumables. Customers will be more likely to make a repeat purchase, and will also appreciate the timely reminder.
7. Back in stock
Customers' browse data can be used to trigger an automatic email once the browsed product has been restocked. Shoppers will be satisfied that they didn’t miss out on their desired product, and won’t be tempted to turn to a competitor to meet their needs. While the browsed product should be the main focus of the email, you can also include relevant product recommendations to encourage engagement if the recipient has lost interest in the out-of-stock item.
8. Price drop
Leverage browsing data to send automatic price drop alerts. These messages inform shoppers of discounts to their favorite products outside of a formal sale. This provides extra encouragement for price-conscious shoppers and increases loyalty to your brand.
9. Customer preferences
Online retailers can get more out of marketing by targeting customers based on brand preferences. For example, if data shows that a group of customers is very loyal to a particular smartphone brand, they are likely to engage with information about new products from that brand.
Marketers increasingly have access to granular data about customers’ preferences, including color, style, and product category. This opens up the possibility to send targeted content based on the types of products they are most likely to be interested in. For example, you might send customers updates about new releases or display products in the colorway they might be interested in.
New products and excess stock
Armed with comprehensive data about your customers’ preferences - including product categories, brands, and styles - you can use segmentation to meet your changing business objectives. When promoting new products or selling excess stock, you can target content to shoppers who are most likely to engage.