Using segmentation to increase loyalty

“Returning customers spend on average 67% more than first-time customers.” Bain & Company

Compared to any other digital marketing channel, email is unique in that it gives business the ability to effectively personalise marketing, at scale. In order to create this one-to-one marketing, businesses need to understand what is relevant to their customers and need to maintain sophisticated intelligence about them.

This has to go much deeper than just understanding ‘open’ and ‘click through’ rates. Rather, businesses need to track buying behavior, levels and specifics of their engagement with your marketing, as well as demographic and social profiles.

With this information, and with the help of marketing technology, business need to be build detailed customer profiles and segment these profiles into different target groups. Relevant and targeted content can then be sent to these target groups, via email. Email is an intimate channel where businesses can talk directly to the buyer. That’s why it’s important to ensure that your marketing messages resonate with the individual, and that it’s personalised.

Without loyal customers, businesses can lose a substantial revenue stream, higher profit margins and enthusiastic referrals. Innovative companies are staying ahead of the trend by deploying strategies built on consumer segmentation to strengthen the bonds with these high-profit potential customers. These strategies go beyond the classic marketing applications of segmentation to drive customer-facing aspects of a business. – Mike Mancini

To find out more about how you can increase customer loyalty with email segmentation, get in touch with a sales consultant today.