Explore custom segmentation best practices
Watch the video below to learn how to implement custom segmentation best practices.
Always start with a business goal
The most effective segmentation strategies begin with a clear business goal. While it can be fun creating segments based on interesting customer attributes, it can be easy to get stuck in the weeds. Instead, your strategy should start by identifying the specific business outcome you want to influence, such as increasing repeat purchases, reducing churn, improving deliverability, or growing customer lifetime value (CLV).
Whenever possible, use the SMART framework when defining your business goal. SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound. This framework makes it easier to identify the right audience, track progress, and evaluate the success of your strategy. For example, "Increase repeat purchases by 10% over the next six months" is a much stronger goal than simply "Increase repeat purchases."
Key takeaways
Define the business outcome you want to improve before creating a segment.
- Use metrics and analytics to identify the biggest opportunity for improvement.
- Build segments around behaviors that directly influence your goal.
- Measure success based on the segment's contribution to that goal.
By starting with a SMART business goal, you ensure your segmentation strategy stays focused, measurable, and aligned with what your business is trying to achieve.
Tailor content to your segments
Creating a segment is only the first step. Segmentation works when the message matches the audience. If every segment receives the same content, you lose the relevance and personalization that segmentation is designed to create. Start with the behavior that placed someone in the segment, then build your content around that intent. Match your messaging, visuals, offer, call to action (CTA), and channel to the customer's interests and lifecycle stage. For example, a segment of customers who have shown interest in higher-priced products might receive a campaign focused on quality and performance, while a segment of recently cancelled subscribers might receive a feedback survey and incentive to re-engage.
Key takeaways:
Start with the behavior that defined the segment.
- Match your messaging and visuals to the customer's intent.
- Use behavior-based hooks that immediately establish relevance.
- Include a clear CTA that reflects the next action you want the customer to take.
- Choose the channel and content depth that best fit the audience and objective.
By pairing thoughtful segmentation with tailored content, you create more relevant customer experiences and improve the likelihood of achieving your business goal.
Maintain a well-balanced sending schedule
Custom segments help you deliver more relevant messages, but not every campaign needs to be sent to a narrow audience. When you create too many highly targeted campaigns, you can limit reach, reduce audience growth, and increase the risk of message fatigue. Instead, use custom segments strategically and continue sending broader campaigns that keep customers engaged and create opportunities for them to qualify for more personalized experiences over time.
Key takeaways:
Use broad campaigns to maintain reach and grow engagement.
- Use custom segments when a specific audience requires different messaging.
- Monitor engagement and unsubscribe trends to avoid over-messaging.
- Consider segment overlap when planning campaigns.
- Focus on relevance without sacrificing reach.
Remember: the strongest marketing programs balance broad campaigns that drive reach with targeted campaigns that address specific customer behaviors and business goals. A well-balanced sending strategy helps you maximize the value of custom segmentation while maintaining a healthy, engaged audience.
Assess segment performance based on contribution to business goal
A segment's success should be measured by how well it supports the business goal it was designed to achieve. While metrics like revenue, clicks, and conversions are important, the right KPI depends on the segment's purpose and intended outcome. Avoid comparing segments with different objectives or relying on revenue alone. Instead, evaluate performance using the metrics most closely tied to the goal you're trying to achieve.
Key takeaways:
Evaluate segments against the business goal they were designed to support.
- Avoid directly comparing segments with different audiences or objectives.
- Select KPIs that align with the segment's intended outcome.
- Use reporting tools like Audience Breakdown and Marketing Analytics to measure performance over time.
By evaluating segments in the proper context, you can make more informed decisions and focus your efforts on the strategies that have the greatest impact on your business goals.