Customer segmentation divides your audience into groups based on shared characteristics. This enables more relevant marketing, better personalisation, and improved results.

Segmentation Types

View Segmentation Methods

Demographic: Age, gender, income, location
Behavioural: Purchase history, website activity, engagement
Psychographic: Interests, values, lifestyle
Firmographic: Company size, industry, revenue (B2B)
RFM: Recency, Frequency, Monetary value

Common Customer Segments

  • New vs returning customers
  • High-value vs low-value
  • Active vs lapsed
  • Product category purchasers
  • Discount buyers vs full-price
  • Channel preference (email, SMS, social)

Using Segments in Marketing

  • Personalised email campaigns
  • Custom website experiences
  • Targeted advertising
  • Product recommendations
  • Pricing and offer strategies

Segmentation Tools

Email platforms (Klaviyo, HubSpot), analytics tools, CDPs (Customer Data Platforms), and ecommerce platforms all offer segmentation capabilities. Start simple and add complexity.