Ecommerce Audience Segmentation Checklist

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Purchase Behavior Data: Examine order history, purchase frequency, product preferences, and spending habits for targeted strategies. Abandoned Cart Insights: Track users with unpurchased items in their carts and re-engage them using Retainful’s cart recovery workflows. Email Engagement Metrics: Segment customers by email interactions like opens, clicks, and conversions to optimize email performance. Behavioral Data: Monitor user activity, including viewed products, time spent on pages, and search queries, to assess intent. Demographic Data: Use details like location, age, gender, and language to create personalized campaigns. Customer Lifecycle Data: Group customers into lifecycle stages such as New Visitors, Active Buyers, Loyal Customers, and Dormant Users for tailored engagement.

Group by Recency: Identify customers based on how recently they made a purchase or interacted with your brand (e.g., active buyers vs. dormant users). Group by Frequency: Segment users based on their purchase frequency to identify loyal customers or one-time buyers. Group by Monetary Value: Identify high spenders, average buyers, and low-value customers for tailored incentives.

Create Actionable RFM Segments

VIP Customers: 🌟 High Recency, High Frequency, High Monetary. Offer loyalty perks and exclusive offers. Potential Loyalists: 📈 High Recency, Moderate Frequency, Moderate Monetary. Nurture them with upsell opportunities. At-Risk Customers: ⚠️ Low Recency, Moderate Frequency. Use personalized win-back campaigns. Lost Customers: 🚪 Low RFM scores. Incentivize re-engagement with exclusive discounts or promotions.

New Visitors: Welcome first-time users with introductory offers to encourage sign-ups or purchases. Returning Customers: Reward loyalty with exclusive deals, discounts, or early access to sales. Cart Abandoners: Focus on users who added products to the cart but didn’t check out by sending automated recovery emails. Category Preferences: Segment users by the product categories they interact with to recommend related items. Seasonal Shoppers: Identify and target customers who make purchases during specific times of the year (e.g., holidays or sales events). Discount Seekers: Focus on users who only convert during sales by offering targeted promotions or discounts. Churned Users: Re-engage dormant or churned users with personalized win-back campaigns, reminding them of your products or benefits.

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