The dedicated marketing segmentation feature, “Segments,” is the ideal tool to reach your target audience with ever greater accuracy, to talk to them about the products that they’re really interested in, or to enrich your loyalty strategy.
In concrete terms, what happens?
Defining your own segments
Target the type of profile that you want to aim your messages and campaigns at by creating segments based on pre-defined criteria:
- Social : e-mail, gender, age, date of birth, existing fans (or not), pages that they’ve liked, etc.
- Commercial : existing customer (or not), orders placed, date of last order, mean shopping cart value, etc.
- Comportemental : number of shares, involvement in previous campaigns, number of visitors or participants attracted, etc.
You can add your own criteria at any time in order to adjust your segmentation in a relevant way.
An example, if you will : a coffee store asks its customers if they buy their coffee as beans, ground coffee, pods, or capsules, and the information collected via this custom field creates new segmentation criteria and allows even more targeted marketing campaigns.
You no longer have to bother updating your segments: SPREAD does it all for you!
Your segments will evolve over time, because new customers and new fans who match your segmentation criteria will be added during each update.
You will therefore reach all the profiles that you are targeting at any given moment, even the most recent arrivals in each segment!
What about the next steps?
E-mails and messages that have nothing in common with their recipients’ wants and needs should be a thing of the past!
By making use of marketing segmentation, you’ll be able to create scenarios that reach the profiles your messages are aimed at, at the right time.