The holiday season is here, and there’s no better time to leverage audience segmentation strategies to help you reach more customers, increase sales, and make this Christmas more memorable.
By understanding the different needs of your customer, you can create targeted campaigns that will be more effective in reaching and engaging them. With audience segmentation, you can gain insights into who your customers are, their interests, as well as where they are located so that you can create tailored messages that speak directly to them.
Additionally, with the data provided by audience segmentation, you can also optimize your campaigns to ensure that they reach the right people at the right time. So don’t wait any longer—harness the power of audience segmentation this holiday season to guarantee a memorable Christmas!
Using Christmas (and Post-Christmas) for Reactivation
The Christmas season is the perfect time to reactivate lapsed customers and increase your Repeat Customer Rate. Even after the holiday has ended, people will look for deals to spend money and gift cards they received.
Group those who have not purchased from you in 12+ months and entice them with a discount code to win them back. For a more effective strategy, create tailored messages or creative to sub-categories of these lapsed customers by considering their interests, buying behaviors, and demographics.
For example, to help your message resonate, show households with children a creative containing families. To boost average order value, show your highest ticketed merchandise to the wealthiest customers to entice them to spend more.
Cross-Sell Products or Services to a Recent Customer
Reduce your customer churn and increase lifetime value by getting customers to buy across multiple categories. Christmas is the perfect time to build awareness of other verticals and ultimately get them to act. For example, a department store would like to expand a customer’s product purchases across multiple categories. The retailer knows that a large percentage of their cosmetic purchasers are also not buying clothing.
First, they must create a segment of all those who purchased cosmetic products. Instead of blindly sending them all creative for clothing, they can use other data elements to help narrow down to those most likely to buy.
For example, Launchpad has an element that indicates the likelihood an individual subscribes to clothing brands or receives auto-shipments from clothing companies. Using this element will help provide insight into which customers shop their cosmetics but are currently purchasing their clothes from other retailers.
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Published on Dec. 23, 2022, Last Updated on Nov. 08, 2023