6 Ways to Segment Your Audience You Need to Try Now
It’s common knowledge that segmentation helps improve campaign performance – your audience receives more relevant offers, in turn they are more likely to engage with your campaign. But not only does segmentation improve performance, it also has come to be expected by your audience.
Research shows 50% of U.S. shoppers think retailers should offer promotions tailored to their past purchasing and browsing behavior.
According to the DMA’s 2014 National Client Survey, only 38% of marketers segment for 6+ audiences and 11% are not segmenting at all. When you consider that on average, targeted ads are almost 2X as effective as non-targeted ads and 40.% of consumers would rather see online ads directed toward their interests, it may be time for all marketers to up our game.
With years of experience in retargeting, we’ve found that segmenting based on the following criteria produces the highest rate of return on ad spend. See if they work for your business.
1) Products Shopped.
Target site visitors who have shown interest in a specific product or category via site behavior. If they leave your site before making a purchase, serve a retargeting ad with a carousel of viewed products that features creative similar to the look of your product pages.
2) Preferred Device.
Some people prefer browsing products on their phone or tablet but are more likely to purchase from their desktop. Maybe it’s the other way around. Try advertising on the specific devices where people are more likely to make the purchase.
3) Retarget email openers.
Set up an email pixel on your site. This way, when someone opens your email and clicks through to your site, you can later retarget them with the previously emailed offer. Expect even better results, since you are targeting those who have already proven they are engaged with your brand.
4) Preferred Channel.
Segment users based on the channel they used to reach the site: Email, Social, Google, Yahoo. Use this information to see what initiating channels have a higher performance and conversion rate.
5) Best time of day.
Bid more aggressively based on the time of day your site visitors convert most.
6) Exclude people unlikely to buy.
Let’s say you’re running a sale on men’s wear, excluding watches. There are a number of customers who have a history of only purchasing your watches. Try using an exclusion pixel to exempt this group from receiving ads for this sale, so you’re not wasting advertising dollars on a segment that is not likely to be interested.