Segment Your Way To Customer Retention Success

Do you send out the same emails to all your customers? customer retention segmentation

If you do then you may be missing out on an opportunity to enjoy increased customer retention.

The reason is that your customers have common characteristics.

They are also likely to have differences.

For example if you have a range of products or services you sell then you will probably find that they do not all buy exactly the same amount or type.

You may also find that some of their interests are different.

Knowing this information allows you to tailor your communication, offers and information based on this knowledge.

Luckily these days there are tools and ways to get the information and segment your customers.

Customer profile

Even if you haven’t done a profile of your current customers you can always start now. Leaving the details to your memory or pieces of paper just makes building the relationship harder.

And if you do you can forget the small details that could make a big difference.

There are numerous ways to find out more about your customers, such as observing them online to get insights into their attitudes and behaviour. It is not that difficult to do.

There are a number of low cost CRM software available such as Batch Blue. The key is to look for the similarities and the main differences that you can use to strengthen the relationship.

As well it is a good idea to keep your profiles updated as they are dynamic and can change over time.

Communication

Have you ever received an email that is obviously not targeted to you? How did that make you feel?

I am guessing but probably not that special.

One thing I have noticed is the increased communication via LinkedIn. Not sure why this is happening because with LinkedIn you have the ability to segment by location or industry for example and you can see their profiles to check whether the email is relevant to them.

Taking the time to segment may seem a bother but your contacts, customers, subscribers will thank you.

If you only have their email address and send out a newsletter or campaign with software such as Aweber or Mail Chimp you can look at the results quite easily. For example you can see who reads your newsletters on a regular basis, what topics seem to be the most popular, links they click on etc.

Looking at these results over time allows you to tailor what you are sending and to whom you are sending information to improve your results.

The more you know how your segments think, feel and behave the easier it is to communicate the right messages at the right time and increase customer retention.

What tools or ways do you use to segment?

Do you want to increase your customer retention success? If you do, I can help. Click Here to see how.

 

6 Responses to Segment Your Way To Customer Retention Success

  1. I remember a true story that my dad told me years ago. When he was at work and passing a secretary’s desk, he saw pictures of her kids. He always stopped to ask about them and this made the secretary light up with joy. She loved that someone took an interest in what was important to her.

    The story has stuck with me and influences me strongly to this day. The more individualized our service can be, the better. People like to feel that their agenda, their life is valued. I believe it applies in both the personal and business world. For this reason, I try not to send out mass emails. Though it takes time, “one at a time is better” for me.

    • Susan Oakes says:

      Hi Keyuri,

      Great story and lesson from your dad. Your point about feeling valued is so true and even though it may take a bit more time I bet it makes a difference for your clients and business.

  2. You’ve given yet another thing to consider. I don’t much in the email marketing department, but I signed up on mailchimp and have been doing some research on what kinds of communications I would get more of a response of as a designer and illustrator. I can imagine special offers would not be appreciated. It always comes down to value.
    Dennis Salvatier recently posted..Indiana Jones and the Creative Process- What Kind of Creative Are YouMy Profile

    • Susan Oakes says:

      Hi Dennis,

      Sorry about that :) It is great you are doing some research before jumping in, will save you lots of time later. One thing to perhaps note is email like any other tactic may not be suitable at this time or for your target market. Just a thought for you to consider.

  3. Patricia@lavender-oils says:

    Hi Susan

    I now have a newsletter so this is on topic for me. I like the idea of looking at who reads the newsletter and other information so I can send out the appropriate information to suit each subscriber. Thanks for sharing helpful hints with us Susan. Appreciated.

    Patricia Perth Australia

    • Susan Oakes says:

      Hi Patricia,

      Glad you found this useful. As you just starting it will be easier to keep track and i am sure your subscribers will enjoy receiving your information.