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🚀 The Do’s and Don’ts of Segmentation for BFCM Campaigns
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In this newsletter, you’ll find:
🎯 The Do’s and Don’ts of Segmentation for BFCM Campaigns
🛍️ Google and Meta Roll Out New Ad Features: What Advertisers Need to Know
🛒 Amazon Enhances Homepage for a Personalized Shopping Experience
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SEGMENTATION
🎯 The Do’s and Don’ts of Segmentation for BFCM Campaigns
As the year's biggest shopping event approaches, Black Friday and Cyber Monday (BFCM) offer a critical opportunity for DTC brands to drive sales. However, many fall into the trap of blasting generic messages to everyone on their email list, leading to poor engagement and missed opportunities. Strategic segmentation is key to personalizing your communication and maximizing results. Here’s how to segment your audience for BFCM—and what to avoid.
Source: Drip
1. Segment by Purchase History: Reward Your Real VIPs
One of the most effective ways to segment your audience is by their purchase history. Focus on customers who consistently support your brand and offer them something special. These loyal customers are the ones who will appreciate VIP early access and exclusive discounts.
Tip: Identify customers who have made multiple purchases or higher-value transactions, and craft a tailored VIP campaign for them. Reward their loyalty with meaningful perks that make them feel valued.
What to Avoid: Don’t send VIP messages to inactive users who have never made a purchase. It dilutes the message and can lead to disconnection. For example, avoid offering early access to
someone who signed up months ago but never engaged with your brand.
2. Engagement-Based Segmentation: Active vs. Dormant Subscribers
Your subscribers engage with your content at varying levels. Some open every email, click on your links, and frequently visit your website, while others might be less active. By segmenting based on engagement, you can tailor your BFCM campaigns to better suit each group.
Tip: For active users, offer personalized recommendations and special discounts based on their browsing or buying behavior. For dormant subscribers, try a re-engagement campaign—perhaps with a special offer to bring them back to your site.
What to Avoid: Avoid sending blanket email blasts to your entire list. Active users may feel overwhelmed by constant emails, while dormant subscribers might not be incentivized to take action if they don’t receive a personalized touch.
Pro Insight: At Twilio Segment CDP Week 2024, experts will share how leaders from brands like Fidelity and Google Cloud use customer engagement data to personalize interactions. Join