5 Common Customer Segmentation Mistakes

5 customer segmentation common mistakes

Customer segmentation is the process of creating sub-groups of your shoppers based on their shared characteristics. In this blog, we explain 5 common customer segmentation mistakes and how to address them wisely so as to make the most of your data.  Given that 77% of ROI comes from targeted and triggered campaigns, customer segmentation has always been one of the core digital marketing tactics. Segmenting your customer base enhances your understanding of customers’ behaviors and thus personalizes promotional campaigns for each segment. This is of great value to your business because people tend to respond better when they feel that their needs and interests are being specifically addressed. However, things do not always go with the plan. A small mistake can cost you a lot of time and resources to fix the whole segmentation process. 1. Your segments aren’t in line with your business goals It is important that any marketing campaign you launch serves the business goals effectively. Whether it is attracting new customers, expanding customer lifetime values, or introducing new products, your campaign must help you move towards it. For example, a customer segment whose already-installed SaaS product can be integrated with your new app should receive content regarding how this workstream benefits their operation instead of a mere release announcement. If you’re unclear about what your goals are, follow the = and define them rightly.  Specific. The goal should have a clear, highly specific endpoint. If your goal is too vague, it won’t be SMART. Measurable. You need to be able to accurately track your progress, so you can judge when a goal will be met. Attainable. The goal should be achievable and meet up with your motivation now and in the future. Relevant. The goal you pick should be pertinent to your chosen field or should benefit you directly. Timely. Setting a timeframe for your goal helps quantify it and keeps your focus on track. 2. You only rely on past behaviors Although demographics and purchasing history are important to consider when creating a segmentation list, don’t get too caught up in the data. Furthermore, your audience’s habits are prone to change over time. Therefore, centering your strategy around the same behavior while ignoring others is extremely restraining.  Instead, build a strategy with Gritglobal that reflects on the values of your target customers and take a look at any upcoming trend. This way, you won’t waste your time tailoring your content in something that has been altered.  3. You define your groups too broadly Customer segmentation mistakes may arise when you decide on your categories. If you define your groups too broadly, you might miss out on certain categories and lose your customers to competitors whose segmentation is narrower.  Narrow group definition enables you to create more relevant messages so as to get a better response rate. Because not all customers have the same demand, offers that touch people’s unique needs increase the chance that the customer is interested in your product, which leads to a greater chance for sales. 4. You don’t clean your data before segmentation Most of the time data come in large volume and velocity. Data that is irrelevant to your marketing goals and business objectives will prevent you from accurate and well-streamlined segmentation.  Therefore, before categorizing your customers, remember to do a data audit with the help of a spreadsheet. You decide on which data field is needed and which is unnecessary for your campaign. You might also need more space for new fields and eliminate duplicate data. Once this is done, you’ll have clean data that makes your segmentation more effective.  5. You don’t have enough data  Segmentation is about identifying patterns in your data. The more data you have, the better it reflects your customer population and allows for a deep understanding of their behavior. In order not to miss out on any relevant data field, constantly check your analytics tools and email automation report to ensure you gather all the needed information.  In case of technical errors where the data doesn’t reach your marketing team, schedule workflow integration tool in advance. This platform will make sure data from your gathering system is connected to your data-processing system, such as customer relationship management (CRM) as soon as it is updated.  Check the whole stack and make sure valuable information doesn’t languish somewhere else.  Common Customer Segmentation Mistakes and How Atom8 Can Help One of the biggest challenges for online store owners is effectively segmenting customers to deliver personalized experiences. Many fall into common traps like over-segmentation, ignoring data, or not updating segments regularly. Atom8 addresses these pain points by automating customer segmentation based on behavior, geography, and demographics. This ensures you always have up-to-date, accurate segments without the manual hassle, allowing you to focus on crafting tailored marketing campaigns and improving customer satisfaction. Final note Customer segmentation is not only about data. It’s about the effectiveness of data.  To eliminate unwanted customer segmentation mistakes, you need a fully-integrated tool that can automate the process for you. With the right platform, you can segment your audience every time needed and use automation to deliver the message. Eager to learn how this operates, take a look at our BigCommerce Automation. Have a nice segmentation and grow your business! Ergo can automatically solve your repetitive store management tasks to enhance business effectiveness.

9 Best Automation Apps For Shopify Stores

As an entrepreneur, you are too busy with getting the task done on time. And there’s only that many hours a day. Thus, the only thing you can do to boost efficiency is to make every hour more productive. This is why having the best automation apps are one of the most important determinants of your success, as they allow launching actions according to the pre-recorded time and procedure. Yet how do you know which tools are well-suited for your team? Before choosing a tool, it is essential to have full insights on how your team is working, which processes you’re going through, and what bottlenecks are holding you back. Shopify App Store consists of more than 1000 software with multiple features. This huge number can confuse any user if you have not thoroughly understood their differences. To help store owners make a wise decision, we shortlist them to 10 apps in terms of conversion optimization, marketing, inventory management, and so on. Also – we’ve added a bonus app that enables you to automate and integrate all the apps you use every day! Marketing automation apps 1. Klaviyo 40% of customers would buy more from a retailer who personalizes their shopping experience. Klaviyo offers a means to keep in touch with customers via shopping cart abandonment reminders and newsletters. With listening tools and best-in-class segmentation, each email is personalized based on any characteristics, event, metric, and even location, allowing buyers to relate themselves to the brand. Key features: Multiple channels integration such as Facebook, ShipStation, Yotpo, Privy, etc in one marketing workflow Use Flow Builder to automate messages across the customer journeys and pre-built template to optimize testing and distributing Detailed analytics into every single campaign Price: Free 2. Omnisend Started as a solution for email marketing, nowadays Omnisend has added more channels to their app, ranging from push notifications to SMS, Facebook message, and so on. It has become one of the best marketing automation apps for Shopify merchants. Instead of sending out every single email, your staff can set up automated workflows to communicate with your customers. This way your team can save time and resources and focus on leveraging your revenue. Key features: Easy drag-and-drop email builder and a bunch of ready-made templates Smart segmentation based on customers’ shopping behavior and other properties for maximum target precision Integrate SMS and push notifications with your email to provide an omnichannel customer experience Price:  Free: 15.000 emails per month Best value: $99 per month allowing for 15.000 emails, web push notifications, advanced reports, customer success managers, and so on. Sales channel optimization apps 3. Google Shopping Google Shopping integrates your Shopify store with Google Merchant Centre to display your product wherever your customers, be it Youtube, Gmail, Search, or across the Display Network. Key features: Sync the products in your Shopify store with the Google Merchant Centre to create a Google Product Feed. Any change in your Shopify store will result in an automatic update in the Google Merchant Centre. Smart Shopping campaign that automatically optimizes the time and places your ads are shown in accordance with your daily budget Price: Free 4. Buy Button Channel Buy Button allows you to create a buy button for any product and add to your Shopify store. With this button, you can direct your customers to checkout pages or link it to any email, direct message, or social media post. Key features: Create a buy button with custom fonts, colors, and layouts Create fast and easy checkout links to promote the product Track sales using Home sales overview and Analytics page Price: Free Customer service automation apps 5. YOTPO One way to make your brand stand out among competitors is to generate positive reviews from your customers. The more appreciation you have, the higher trust shoppers have in your brand, and the higher traffic and conversion you might drive. YOTPO is a leading eCommerce platform that has helped many brands like Rebecca Minkoff, MVMT, and Steve Madden to collect reviews, ratings, and user-generated content. Key features: Collect product reviews, ratings, site reviews, and photos using automatic review emails or directly on-site Reviews Widget Showcase customer reviews, photos, and Q&A on your homepage, product pages, at checkout, and across your social channels Import your existing reviews only  with a single click Price:  Free plan including all basic feature Growth plan starting at $19 per month 6. Tidio Would you want to attract more customers? Do you like to capture customers’ interest whenever you go to your store? Or do you want to take full advantage of this marketing form? Tidio is among the best automation apps that integrate live chat, Bots, and marketing automation to meet the needs of the most demanding Shopify owners. Key features: 24/7 response to your customers with the help of Bots Always able to thank your customers via email or Messenger integration Instant set up with modern widget design that suits any website Price: Free basic plan Paid plan depends on the communication channel Order and delivery management automation apps 7. ShipStation ShipStation powers shipping success of all kinds, regardless of location, means, and product sizes. It implements global delivery from Shopify store to end consumers via 40+ carrier services across the US, UK, Canada, and Australia. In just a few clicks, you can import the data and have your product transferred to every customer. By automating this product, ShipStation frees up your time to spend on business growth instead of sourcing and shipping product. Key features: Combine, split, edit, and filter orders according to product details such as item use, SKU, weight, and images Add multiple delivery options to your website so that your customers can choose their preferred shipping method Connect with your customers after purchase via tracking page and return portals Price: Starter plan costs $9 per month limited by 50 shipments each Most popular is the $69 gold plan allowing for 3.000 shipments per month, up to 3 users, and community support service

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