SEGMENTATION STRATEGY
Your campaigns don’t need to reach everyone - they need to reach the right people. A strong segmentation strategy unlocks higher engagement, better deliverability, and more meaningful results across your entire CRM programme.
We’ll help you build intelligent, dynamic segments that align with real customer behaviour, not guesswork. Addressing both inclusions AND exclusions, you’ll leave with a smarter way to send and a plan to scale it.
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We’ll start by looking at your customer data, business goals, and current segmentation usage. We’ll assess what’s working, what’s missing, and where you’re leaving value on the table.
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We’ll create a structured plan outlining key segments to build (such as first-time buyers, VIPs, churn risks, active browsers, and engaged non-purchasers), all tailored to your brand.
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We’ll build the segments directly in your ESP, using combinations of behaviour, profile data, engagement, and predictive attributes (where available).
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You’ll get specific guidance on how to use each segment in flows and campaigns; from personalisation triggers to frequency rules and targeting best practices.
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We’ll recommend ways to test different segments against each other, identify overlap, and refine targeting over time, helping you move beyond “broad vs engaged” basics.