CareCloud CDP Tips & Tricks

Segmentation is why your communication engages customers properly, as it is crucial to increasing conversion, CLV, and turnover. Divide customers and send them personalized communication, providing excellent engagement. Discover ways to segment effectively with CareCloud.

SEGMENTATION IS A GATEWAY TO PERSONALIZED EXPERIENCE

Today, bulk emails or billboards mean diminishing (if any) returns. Each customer is unique and responds only to offers that are relevant to their needs and wants. With segmentation, you can make those offers. In short, segmentation is a must-have tool that tremendously enriches marketing communication, giving you the best odds of winning over customers.

The following are some of the tried and tested methods, although we strongly encourage inventing your own solutions. Let’s take a look.

DEMOGRAPHICS

Optimize outgoing marketing communication by customer background: age, gender, occupation, residence, household income, or even hobbies. You’ll have to stop and think of particular ways to cater to each segment, which requires a good deal of marketing creativity. 

Say you are selling electronics, and your customer is a 34-year-old man who works in a high-paying desk job and lists cycling as a hobby. You wouldn’t motivate this customer with a lower-quality loudspeaker recommendation. Instead, you could offer a high-end digital fitness watch with functions to track pulse, mileage, and elevation.

CDP & CRM CareCloud offers a Customer View 360 app that inspects any profile data you have collected so far. Any customer data can be a basis for triggering automatic workflows in CareCloud Marketing Automation. Put customers into segments, send out automated messages, or do both.

TRANSACTIONAL DATA

Segmentation based on purchase behavior works wonders because it eliminates speculation. Every piece of purchase data adds to the whole picture of customer purchase habits. Customers will likely follow their habits long-term: learn them and adapt to them.

In quantitative segmentation, such as RFM, you consider how recent, frequent, or large customers’ purchases were. Abandoned carts, responses to special offers, or complaints all come in the mix. Distinguish the ideal frequency and type of communication to send.

Qualitative segmentation focuses on the relationship between your customers and products. If you manage a sportswear shop, ask about preferred price ranges, collections, and favorite brands. Combined with demographics, this segmentation achieves flawless targeting.

ZERO-PARTY DATA SEGMENTATION

What’s the surest way to figure out customers’ purchase preferences? You ask them. Zero data is the safest, most convenient way to gather customer data. Create questionnaires, polls, or quizzes with various complexities and let customers tell you their preferences themselves. Find out what product they seek, how much marketing communication they want to receive, and through which channel they communicate. 

Nevertheless, keep in mind that sending a 10-minute questionnaire hardly gains you any favors with customers: fragmentize the form and extract the information bit by bit. Moreover, it is advised to offer a reward for completing the form, like a small discount, one free delivery, or product tips. Naturally, customers expect something in return for their data.

Do not underestimate zero-party data. With the fall of third-party cookies and ad-restricting EU privacy regulations, it is your safest bet to fill your database with valuable customer data. 

FILL IN THE GAPS WITH CARECLOUD

CDP & CRM CareCloud offers its own advanced segmentation tool that can filter customers by any criteria: by preferred channel, responsiveness, custom events — you name it. The three aforementioned provide a good starting point, but you are encouraged to implement your own segmentation methods. The sky is the limit.

Just beware that the more segments you create, the more personalized communication you will have to provide. Thankfully, with CareCloud’s automation and campaign apps, you can design dazzling templates and immediately put them in complex workflows to help you manage communication. You can cater to virtually anyone in half the time.