Article

Jalna Soulage
Jalna Soulage 7 November 2016
Categories B2B, Customer Experience

Customer Segmentation Means Success for Modern Marketers

The concept of segmentation can often be misunderstood or confusing, as it is a word that comes with many uses. While it isn’t a new topic, it is garnering more and more interest from marketers looking to tackle it at different levels.

In a basic form, segmentation could be dividing an audience based on age, for example, while more complex segmentation might look at mixing purchase and engagement data. The most important thing for today’s marketers is to understand why they should employ it in their digital strategies, especially when it comes to email marketing.

What is segmentation?

People often confuse personalisation and segmentation, as they both share the role of using data to provide customers with more relevant content. Segmentation is the art of breaking up your database into groups of customers with similar (single or multiple) criteria. This criterion could be post code, gender, age or even a behaviour, such as when they made their latest purchase.  Personalisation, on the other hand, is about tailoring content within a communication based on customer data, such as using their first name or displaying their postal address.

Driving relevance and revenue

By grouping customers into different segments, marketers can be much more flexible with their communications, delivering more engaging content to their most profitable customers. Delivering the right content, to the right person, at the right time greatly increases the likelihood of converting a sale.

In a world where consumers expect brands to understand them, marketers have no excuse not to use the information they have to deliver more appropriate and engaging experiences. Segmentation allows marketers to deliver more meaningful messages to groups of people based on the core characteristics and behaviours. Brands that consistently deliver high quality, more integrated and more relevant experiences put themselves in the best position of creating loyal customers.

Delivering more relevant content will naturally lead to a higher conversion rate, which in turn leads to more sales and greater revenue contribution – a priority for all modern marketers.

Increased business value

We’re all in agreement that the one size fits all model is outdated. Not only does it irritate customers, it also exasperates inefficiencies when sending to entire databases, especially when sections of that database are no longer responsive.

Reducing the frequency of send for your inactive customers will help keep costs down by improving the deliverability rates of emails to active customers and potentially improving brand perception for the less active ones.

It’s clear customer segmentation has an important role in the modern marketing mix. In order to speak to customers with relevancy, marketers need to segment them into pots based on behaviour or characteristics. Only then will it be possible to start working on more sophisticated ways of communicating effectively.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
How to Understand Your Customer Needs Through Social Media?

How to Understand Your Customer Needs Through Social Media?

Social media is generally known to be a tool of online communication that is used to easily share information and bring together people with similar ideas on the internet. But brands use them as a marketing tool. And...

Manisha Sukhyani
Manisha Sukhyani 29 August 2017
Read more
Sales and Marketing Collaboration: A Recipe for B2B Success

Sales and Marketing Collaboration: A Recipe for B2B Success

In the world of B2B, the age-old rivalry between Sales and Marketing often overshadows the potential for a fruitful partnership. Yet, when these two departments align their goals, strategies, and efforts, the results...

Zsofia Raffa
Zsofia Raffa 12 September 2024
Read more
3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

3 Reasons Why Building Social into Marketing is a Significant Competitive Advantage

Understanding the role of social media in your business is important; however, before you get caught up in tactics first ask yourself “Is my business social?” If not, or if you aren’t sure, here are 3 reasons why...

Anna Fox
Anna Fox 31 October 2024
Read more