Segments

In today's crowded digital space, relevance is everything. Without context, it becomes just another notification people swipe away.

This is where Customer Segmentation comes in. By grouping customers based on interests, purchase history, or location, brands can send tailored messages that feel relevant, not spammy. Done right, it helps brands connect better, improve engagement, and increase conversions.

🤔 Why Segments?

📈 Higher Campaign Value

When you send targeted messages to specific groups, your campaigns naturally perform better. For example, promoting men's sneakers only to those interested in men's products leads to more clicks and sales, and you avoid wasting resources on uninterested customers.

🚫 Fewer Blocks and Unsubscribes

Sending relevant content means people are less likely to mute, ignore, or block your messages. Customers appreciate updates and offers that match their needs, so they're more likely to stay connected with your brand.

🌟 Better Customer Experience

Personalised messages show customers that you understand them. Whether it's a special offer, a birthday wish, or a helpful reminder, these small touches help turn one-time buyers into loyal customers.

😴 Reduced Marketing Fatigue

When everyone gets the same message, people quickly lose interest and may even opt out. Segmentation ensures each group receives content that matters to them, so your campaigns feel fresh and engaging instead of repetitive.

🛠️ How to create Segments?

1. First, navigate to Contacts from the left navigation bar.

2. Click on the Segments menu.

3. A list of segments will be displayed, showing all the details for each segment. You can search by segment name, delete segments by clicking on the bin icon, and view or edit leads by clicking on the eye icon.

4. To add a new segment, click on the "Create Segment" button at the top right. A dialog box will open where you can add conditions and groups.

5. Provide a Segment Name to help differentiate it from other segments. Name it according to the purpose for which you are creating the segment.

6. Next, you'll have the option to use various conditions to define your segment. Choose criteria that best suit your needs, such as name, email, phone number, company, tags, created date, or updated date.

7. You can add operators such as equals, not equals, is empty, contains, etc., to filter the leads.

8. To add multiple conditions, click on "Add Condition" and use conjunctions like "AND" or "OR" to connect them.

9. Once you're done, click "Save Segment" to save your segment.

📋 Strategies for Effective Use of Segmentation

Some strategies for the effective use of segmentation to target customers:

🎯 Define Clear Segmentation Criteria: Clearly define the criteria for segmentation based on relevant factors such as company, tags, created, or updated. Ensure that the chosen criteria align with your business goals and provide meaningful distinctions among customer groups.

📊 Collect and Analyze Data: Gather comprehensive data on your customers to inform your segmentation strategy. Leverage customer relationship management (CRM) systems, analytics tools, and other data sources to collect and analyse relevant information. Regularly update this data to keep your segmentation accurate and up to date.

👤 Create Detailed Customer Personas: Develop detailed customer personas for each segment, outlining their characteristics, preferences, and behaviours. This helps humanize the target audience, making it easier to craft personalized and resonant messages for each group.

✍️ Tailor Content and Messaging: Customize your marketing content and messaging for each segment. This may include using different language, imagery, or promotional offers that specifically appeal to the unique needs and interests of each group. Ensure that your communication is relevant and valuable to each segment.

🤖 Utilize Automation Tools: Leverage marketing automation tools like Triochat which allows you to streamline the process of sending targeted messages to different segments. Automation can help schedule messages at optimal times, track customer interactions, and ensure consistent and timely communication across various segments.

🔄 Consider Lifecycle Stages: Take into account where customers are in their lifecycle with your brand. Implement segmentation strategies that consider factors such as new customers, loyal customers, or those at risk of churn. Tailor your messaging to address the unique needs of customers at each stage.

🔀 Combine Segmentation Criteria: Combine multiple segmentation criteria to create more refined and targeted segments. For example, combining demographic information with behavioural data can result in segments with highly specific characteristics, allowing for even more personalized marketing efforts.

📈 Adapt to Changes: Customer behaviours and preferences evolve over time. Be adaptable and ready to adjust your segmentation strategy as needed. Regularly reassess your segmentation criteria to ensure they continue to align with the changing landscape of your customer base.