The BFCM template marketers need for successful audience segmentation
Black Friday Cyber Monday (BFCM) is just around the corner, and we know you're gearing up for one of the biggest shopping events of the year.
But the secret sauce to effective campaigns lies in thoughtful audience segmentation that drives repeat purchases and customer loyalty. Let's dive into a powerful template that'll help you create customer-centric campaigns that really resonate.
Audience segmentation: The marketer’s secret sauce to BFCM success
The key to BFCM success lies in understanding your customers. By breaking down your audience into specific segments, you can tailor your messaging and offers to match their unique needs and preferences.
But knowing where and how to start segmenting your audience can be difficult — especially during the holiday season.
We've created a template to help you think through your audience segmentation. Before diving into audience segmentation, consider your high-level marketing strategy and the specific (and measurable!) goals.
Once you’ve set your goals, decide on the best segmentation audiences for them. Each segment will have differentiators, motivations, attributes, and personalization tactics.
Let's use a practical example of boosting repeat purchases from new customers during BFCM (and beyond!) to show how it's done.
How to boost second purchases from new customers
Initiative: Second purchase engagement for new customers
Goal: Increase engagement among new customers to drive a second purchase within the first 30 days after their initial buy
Now, let's break this down into two distinct audience segments.
Audience type 1: New product finders
Who are they?
New product finders are customers who have made their first purchase within the last 30 days AND have bought products added to your catalog within the past 60 days.
What sets them apart?
They're all about the latest and greatest products.
What drives them?
They want to impress friends and family with trendy items.
Key attributes to consider:
- New user status
- Referring channels
- Search keywords
- Conversion source
- Purchase history
How to personalize their experience:
- Send dynamic emails and SMS featuring new products
- Customize their homepage to showcase the latest additions
- Create targeted ads highlighting your newest offerings
Audience type 2: Single-minded shoppers
Who are they?
Single-minded shoppers have made their first purchase within the last 30 days and have at least three sessions browsing a specific product or category.
What sets them apart?
These buyers are laser-focused on a particular product or category.
What drives them?
These shoppers want to save time by quickly finding and buying a known product.
Key attributes to consider:
- Category preferences
- Price point preferences
- Last viewed product or category
- Coupon usage
- Email and SMS engagement rates
- UTM tags
How to personalize their experience:
- Send targeted emails and SMS based on their product interests
- Create replenishment campaigns for items they might be running low on
- Customize their homepage with related or complementary products
- Develop ads promoting add-ons or similar items to what they've bought before
Put this template to work for your BFCM campaigns
Now that you've seen how it works, it's time to create your own segments. Use this template to brainstorm with your team so you can:
- Define your initiative and specific goal
- Identify distinct customer segments
- List what makes each segment unique
- Pinpoint their motivations
- Note key attributes to track
- Brainstorm personalization ideas
By following this process, you'll create targeted campaigns that speak directly to your customers' needs and desires. The result? Higher engagement, more sales, and a very merry BFCM indeed!
Take your BFCM strategy to the next level with Simon Data
Ready to supercharge your segmentation efforts? Simon Data can help you:
- Build a complete picture of your customers by unifying data from your cloud warehouse and all your marketing tools
- Create sophisticated audiences with our user-friendly interface and sync them to your marketing channels in real-time
- Craft the hyper-personalized campaigns you've always dreamed of to boost engagement, retention, and lifetime value
- Get up and running in as little as 45 days, ensuring you're ready to crush your BFCM goals
Don't let this BFCM pass you by. Reach out for a personalized demo and discover how Simon Data can transform your holiday marketing strategy. Let's make this your best BFCM yet!
Want to use our template?
