Segmentation

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Customer segmentation is the process by which you divide your customers up based on common characteristics – such as demographics or behaviours, so your marketing team or sales team can reach out to those customers more effectively.

Why Segmentation Should Be on Your Radar

  • Personalisation: Tailor your interactions based on specific interests or behaviors of different customer groups
  • Marketing: Drive targeted campaigns that resonate with subgroups who are most likely to be interested in your products or services
  • Efficiency: By pre-organizing your customer base, you accelerate the execution of campaigns and communications, saving you valuable time

Three Methods of Segmentation in Your CRM

Method 1: Lists

Lists are your “macro-level” categories. They help you manage broad attributes or preferences among your customer base. Use “Lists” for broad, general categorization of your audience, often ideal for managing different email campaigns or compliance needs.

Here are some examples:

  1. Album Buyers
  2. Merch Fans
  3. Course Students
  4. Gig Attendees
  5. VIPs
  6. Event Organizers
  7. Collaborators
  8. Press Contacts
  9. Newsletter Subscribers
  10. Fan Club Members

Method 2: Tags

Tags are akin to individual labels or “sticky notes” for your contacts, allowing you to get into the specifics. Utilize “Tags” for granular, specific attributes or behaviors, allowing for nuanced segmentation and automated triggers.

Here are some examples:

  1. Product Tag
  2. Course Student
  3. Masterclass Attendee
  4. Ticket Buyer
  5. Event Organizer
  6. Promoter
  7. Press Contact
  8. Newsletter Subscriber
  9. Social Media Follower
  10. Exclusive Content Member

Method 3: Dynamic Segments

Dynamic Segments are essentially ‘smart lists’ that auto-update based on certain criteria, like spending behavior. For example, one could be set up to automatically include contacts who have spent over $100 on your merchandise and have attended at least two of your gigs.

Here are some examples:

  • High-Spenders
  • Engaged Fans
  • Multi-Event Attendees
  • Course Completors
  • Repeat Buyers
  • Inactive Members

 

Use the tutorial below to set up your tags, lists and dynamic segments.