Segmentation

\seg-mən-ˈtā-shən\

Segmentation is breaking users into groups to provide each with more relevant content.

Definition

Segmentation is a strategy of breaking similar users or customers into groups to improve the ability to tailor messages to their needs and interests. Once you have enough data about users to start developing segments, creating messages or campaigns to target particular segments can have a big pay off for conversions.

Segments can be developed based on almost any characteristic, as long as your CRM collects that data, but it is often helpful to segment based on where different users are in the customer journey. By identifying current habits, you can encourage users to become more engaged and increase conversions. Successful segmentation strategies have clear goals and continually analyze and test to improve segments.

“Segmentation of our users is the bedrock of our customer relationship strategy, because we can really target our messaging to their different needs.”