Sales Funnel Segmentation: segmenting audiences based upon where customers are in their buying journey. Online retailers should send out personalized offers based upon where their identified audience is on their buying journey. For example:
Prospective Customers: Depending upon the nature of your service or product, some online companies may place a high value on educating first-time buyers, may want to develop an automated email campaign targeting these first-time buyers who have spent time reading the company’s blogs and FAQ page.
New Customers: Targeting consumers who have recently signed up for an offer and placed their first order should receive a welcome message thanking them for their order and ask them if they would like to keep track of the status of their order via email or SMS messages. Should the customer select SMS messaging then this customer should be then further segmented into a New Customer SMS segment for future communications.
Active Customers: Customers who have been purchasing on a regular basis should be rewarded with customer loyalty points or personalized recommendations based on their product purchase history. Active customers should be further segmented based upon their spend. Are they buying only products that are on the lower end of your products or services versus middle of the road or very high end products. By understanding their spend, crafting future communication will provide better results because your customizing their offers.
Churned Customers: Former customers who have gone dark or canceled their subscription should receive win-back offers based upon their previous purchases to incentivize them to come back. Another tactic may be to send a survey to better understand the reasons behind their decision to leave.
VIP Customers: Loyal customers who place large frequent orders on a regular basis and are brand advocates. These VIP customers should be segmented from the other customer segmentations and treated with white glove customer service and special treatment.
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