Identifying your customer personas and dividing them into groups, or segments, based on different characteristics is the basis of market segmentation.

This helps ensure your marketing campaigns are relevant to the person you're targeting by creating rich customer profile segments. Segments are based on insights such as demographics, web behaviors, and eCommerce history.

#1. If you currently have no defined segments, start by setting up a few basic customer profiles. Limit the number of segments in the beginning can help you avoid “Paralysis from Analysis” phenomenon.

Common ones for eCommerce retailers are:

• Visitors without purchase
• Top spenders
• Purchased within last month
• Only buy with coupons
• Abandoned items in cart
• Female (or Male) shoppers

#2. Match your customer persona with your segments. Apply customer persona information from insights such as demographic, psychographic, and behavioral values to your groups, or segments.

#3. Design different email sequences for each segment. Use marketing automation tool design emails that are tailored to each of these customer persona. Then, set up the sequence of triggered emails to engage with segment at the right times.

Of these segmentation best practices can be implemented with the ContactPigeon dynamic segmentation tool.

Our goal is to provide you with the insights you need to better target, engage, and convert your audiences. We understand that customer data is the fuel to data-driven marketing. By default captures the following data points relevant to each of your customer / visitor.

• Web behaviors (e.g., page views, clicks, events triggered, etc.)
• Ecommerce transactions
• Campaign responses (e.g., view, clicks, conversion)
• Registration data (e.g., name, gender, address, etc)

With ContactPigeon's dynamic segmentation tool, you can build customer segments based on any of the available data points.The segments can be refreshed at predefined intervals, so you’ll always be on target with your messages.