How to make Big Data personal with Segmentation
Within the realms of marketing campaigns, generalization is not a word you want to embrace. Sending identical, generic mass emails to your entire customer base across the board isn’t the route you want to take. This only leads to poor customer retention, customer dissatisfaction and your emails ending up in the virtual trash bin…unopened.
When you’ve got data, you need to leverage it in order to communicate relevant and targeted messages. The content within these emails need to be useful, have purpose and address the needs of your customers in real time.
In order to efficiently segment your data, you need to conduct an analysis based on existing data and decide the target groups you want to approach. Applying segmentation to your data allows you to create email marketing campaigns that are relevant for each group. Segmenting is also a key process that disperses information, products and offers to designated groups that’s specific to their needs and interests.
Segmentation can be based on many factors according to demographics, behavioral, lifecycle, occasions, social data, past purchase history, spending habits, age, gender, website activity, etc. By segmenting all of this data, you’re identifying the various levels of your database and sending out cost-effecting email campaigns that are tailored to each group. Without segmenting data efficiently, it’s difficult to produce targeted information. Not to mention, it’s a waste of time when you’re sending out products & offers that are of no use to your customers.
Segmentation is typically based on the amount of data you have on individual customers and making the most of it. This can be obtained through social data, CRM, past purchase history, website activity, demographic, etc. It’s the process of dividing your customers into logical groups and tailoring emails targeting their interests, triggers, lifecycles, website behavior, and purchase history. Nectar suite automatically segments customers based on lifetime value and engagement.
Nectar’s products allows your brand to hyper-personalize communications with the right offers and products in real time that’ll drive revenue.