How To Adjust Ecommerce Strategies Based On Customer Segments

If you’re segmenting based on engagement, you’re already behind. Everyone does 30/60/90 day engagement windows. It’s not advanced. It’s basic hygiene. Here’s the real segmentation play most marketers miss: Segment by intent signals, not just opens/clicks. Examples: • Viewed shipping/returns policy? ➝ Hit with reassurance focused CTA • Time on product page > 30 seconds? ➝ Trigger a cart based reminder • Opened 5+ product emails but never clicked? ➝ Try plain text emails with a customer story • AOV based segments - low priced vs high priced ➝ show them the right products • FAQ viewers ➝ Give them more trust • Recent abandon carts/checkouts ➝ Leverage their interests • Time since they opted in for a coupon ➝ Remind them about it • Time since last purchase ➝ Show them complimentary products The list goes on and on... THEN add your engagement for best deliverability Engagement ≠ intent. Intent = actual buying behavior. Stop treating every click the same. Treat the reason behind the click differently.

Understanding your customers’ behaviors and responding accordingly is key to sustained business success. In yesterday’s post, I introduced the Recency-Frequency Matrix, a powerful tool for customer segmentation that helps businesses identify and prioritize their most valuable customers. Today, I want to take it a step further by showcasing how this analysis can inform targeted marketing strategies to drive engagement and growth. Strategic Actions Based on the Recency-Frequency Matrix: Champions: These are your top-tier customers who purchase frequently and recently. To maintain their loyalty, consider offering early access to new products or services, implementing a robust loyalty rewards program, and sending highly personalized communications. Loyal Customers: Customers in this segment are consistent buyers but with slightly less frequency. Encourage more frequent purchases through special incentives, reminders of your product or service benefits, and targeted re-engagement campaigns. Needs Attention: These customers have shown steady engagement but may need a prompt to stay active. Reactivation campaigns with tailored offers, requesting feedback, and exclusive deals can help prevent potential churn. Churn Risk: These customers are at risk of disengagement. Win them back with significant incentives, reminders of positive past experiences, and personalized offers designed to reignite their interest in your brand. Already Churned: For customers who have not engaged for a while, occasional check-ins or updates, targeted ads for reintroduction, and a focus on acquiring new customers might be the most efficient use of resources. Leveraging a Recency-Frequency Matrix not only provides a clear view of where your customers stand but also empowers you to implement highly tailored strategies that maximize both engagement and ROI. Art+Science Analytics Institute | University of Notre Dame | University of Notre Dame - Mendoza College of Business | University of Illinois Urbana-Champaign | University of Chicago | D'Amore-McKim School of Business at Northeastern University | ELVTR | Grow with Google - Data Analytics #Analytics #DataStorytelling

Still blasting the same email to everyone on your list? That’s exactly why your eCommerce UX and email performance are stuck. 𝗠𝗼𝘀𝘁 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗿𝗲𝗮𝘁 𝗲𝘃𝗲𝗿𝘆 𝘀𝗵𝗼𝗽𝗽𝗲𝗿 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲. That’s the "spray and pray" tactic. It feels safe, but it leaves massive revenue untapped. Here’s why 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 transforms your strategy: ✅ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗨𝗫:   → Segment by purchase history, geography, or behavior.   → Serve up product recommendations that 𝘮𝘢𝘵𝘵𝘦𝘳—not just what’s convenient for you. ✅ 𝗧𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗘𝗺𝗮𝗶𝗹𝘀:   → Stop sending 20% off to people who just bought (and annoy them).   → Instead, message first-time buyers with a “Welcome” flow, and reward VIPs with early access. 𝗪𝗵𝘆 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀:   People expect relevance.   When your offer lands 𝘫𝘶𝘴𝘵 𝘳𝘪𝘨𝘩𝘵, open rates and AOV jump. 💡Pro tip: Even basic segmentation (like splitting by LTV or product interest) will outperform generic blasts every single time. Ready to ditch the generic?   Drop a "Yes" if you’re segmenting—or ask for a starter framework. https://lnkd.in/gfJvWZUx #eCommerce #EmailMarketing #CustomerExperience #CRO

Why do some brands stall at $10M while others scale past $50M? At Obvi, I used to think the answer was better ads or sharper funnels. Turns out, it’s something deeper... You can’t scale what you can’t see. When I asked our team basic questions like: “What’s our reorder rate for collagen buyers who also try our greens blend?” “How many support tickets led to churn last month?” Nobody could answer right away. The data existed. But it lived in 5 different tools. So they had to dig around manually. That’s when I realized: brands don’t have a customer acquisition problem. They have a customer understanding problem. Here’s what most teams do: - Look at Meta CPA and ROAS in one place - Email open rates in another - Churn, LTV, support volume, all siloed. So they optimize in isolation. But miss the connections: → A customer who opens but doesn’t click? Might prefer SMS. → A poor delivery experience? Churn risk before it happens. → A discount buyer? Likely lower LTV than an organic one. What we’re doing differently now: ✅ Connecting marketing + support: A bad CSAT score pauses promos. ✅ Predicting reorder timing per SKU → smarter flows ✅ Real-time segments based on real behavior, not just tags ✅ Channel preferences tracked over time → SMS vs email split These aren’t just tactics, it’s a total mindset shift: - Stop managing campaigns. Start managing relationships. - Stop guessing based on incomplete data. Start responding based on real signals. We’re using Klaviyo as our B2C CRM layer to do this. But the shift wasn’t just tools, it was thinking. It’s about giving every team member the same customer context so that ops, support, retention, and marketing act in sync. One example: It used to take hours to build a segment like “collagen buyer, opened 3 emails, no purchase in 45 days.” Now it takes about 30 seconds. And flows adjust automatically. We’ve also discovered wild things: - 40% of our customers prefer SMS for promos but email for education. - Morning email openers vs evening SMS clickers? Different LTV curves. The takeaway: As CACs rise, your edge won’t just come from better creative. It’ll come from better context. Not “how do we reach more people?” but “How do we build smarter relationships with the right ones?” BTW be sure to check out Klaviyo’s beginner’s guide to B2C CRMs if you want to explore this mindset shift (link in comments) #KlaviyoPartner