You want high-precision advertising techniques that can assist you goal the suitable viewers, handle your funds properly, promote extra, and construct long-term relationships with prospects.
Considered one of these techniques is behavioral segmentation, which helps you monitor prospects’ habits as they work together together with your model. You may then optimize your advertising campaigns to match these behavioral patterns.
On this information, we’ll cowl the different sorts and examples of behavioral segmentation that can assist you construct campaigns that improve buyer engagement and gross sales.
First, let’s discover what this advertising technique is.
What’s behavioral segmentation in advertising?
Behavioral segmentation is a kind of selling segmentation that teams prospects based mostly on how they work together with your enterprise. This lets you filter your audience based mostly on their actions and hyper-target customers who’re extra engaged and prone to convert.
For instance, a web based bookstore can phase prospects based mostly on their studying habits or previous purchases. The shop can then ship customized suggestions or unique provides to frequent customers fascinated by particular authors or genres.
Different sorts of advertising segmentation embody:
- Geographic segmentation: Grouping prospects based mostly on geo-specific variables, akin to their location, tradition, local weather, and language. For instance, a clothes retailer would possibly promote heat garments in colder areas and light-weight attire in hotter areas.
- Demographic segmentation: Splitting your viewers based mostly on goal data akin to gender, age, career, or earnings stage. As an illustration, a toy producer might promote its toys on youngsters’ TV applications to focus on youngsters aged 3-6 years and attraction to oldsters who make shopping for choices for this age group.
- Psychographic segmentation: Segmenting shoppers in accordance with options akin to persona, social standing, way of life, and hobbies. For instance, an journey journey firm can goal individuals who worth outside actions and create advertising campaigns that emphasize adrenaline-inducing occasions.
In abstract, geographic segmentation teams prospects based mostly on location, whereas demographic segmentation categorizes them based mostly on measurable traits.
Alternatively, psychographic segmentation focuses in your viewers’s attitudes and life, whereas behavioral segmentation examines their behaviors and interplay together with your services or products.
Forms of behavioral segmentation
- Profit-sought segmentation
- Loyalty-based segmentation
- Buying habits segmentation
- Event- and timing-based segmentation
- Utilization habits segmentation
- Buyer journey segmentation
- Person standing segmentation
1. Profit-sought segmentation
Profit-sought segmentation teams your audience based mostly on the perceived worth they’ll get out of your providers or merchandise. It’s meant to unravel your prospects’ issues or fulfill their wants.
As an illustration, skincare firms typically take into account totally different buyer wants whereas focusing on a number of segments. They manufacture merchandise for varied pores and skin considerations, akin to darkish circles, indicators of getting older, pimples, and uneven pores and skin tone.
Customer segments that need anti-aging merchandise will look to purchase serums and lotions that concentrate on sagging pores and skin and wrinkles. Alternatively, shoppers who wish to do away with their undereye baggage will need ointments that handle this problem.
Instance: Natura Bissé
Natura Bissé is a luxurious skincare model that segments its prospects based mostly on the advantages they’re on the lookout for.
For instance, the corporate makes use of components like peptides for purchasers in search of anti-aging options. Because of this, its advertising campaigns deal with medical outcomes and the way the merchandise can ship long-lasting anti-aging advantages.
For customers on the lookout for an even-toned complexion, Natura Bissé makes use of components like vitamin C and botanical extracts that brighten the pores and skin. Its advertising messages spotlight how these options can scale back darkish spots and enhance radiance to assist prospects obtain a youthful glow.
By segmenting prospects based mostly on the perceived worth, Natura Bissé tailors its choices, advertising campaigns, and buyer experiences to fulfill the particular wants of every group.
2. Loyalty-based segmentation
Loyalty-based segmentation categorizes prospects into particular teams based mostly on their stage of loyalty to your model.
For instance, you may divide your viewers into three teams:
- Loyal prospects
- These vulnerable to leaving your enterprise
- Customers who’ve already left your organization
You may also group prospects into segments based mostly on whether or not they take part in your loyalty program. Rewards applications encourage customers to stay loyal to your model by providing them promo codes and different incentives to buy extra.
Starbucks provides a loyalty program that rewards shoppers for purchasing merchandise with its app. This system tracks prospects’ frequency of visits and purchases, serving to the corporate create totally different loyalty tiers.
Customers can accumulate factors and redeem them later for a free drink. It additionally encourages loyal members to purchase on particular days by rewarding them with bonuses or double factors, prompting them to buy on a special schedule than they could have meant.
With such a program, Starbucks is ready to create focused methods to retain loyal prospects and enhance their engagement.
3. Buying habits segmentation
Buying habits segmentation teams prospects by their shopping for concerns, buy frequency, or probability of buying together with your model.
For instance, you may create a phase for price-conscious prospects and one other for customers doubtless to purchase impulsively. You may then goal every group with content material and provides that resonate with them.
As an illustration, the impulsive purchaser could reply properly to flash sale alerts, whereas a bundle deal like purchase 2, get 1 free could be enticing to the price-sensitive shopper.
GetResponse MAX’s AI product recommendations characteristic makes use of synthetic intelligence to match your merchandise to every buyer’s habits, wants, and preferences and suggests the gadgets they’re most certainly to purchase.
That approach, you may upsell and cross-sell effortlessly and improve gross sales by recommending merchandise your viewers needs.
Amazon gathers knowledge on its prospects’ habits, akin to their searching historical past and buy choices.
Primarily based on this knowledge, the ecommerce firm segments its shoppers and targets totally different teams with customized suggestions.
For instance, prospects who typically buy electronics get promotional emails associated to new gadget releases. Alternatively, customers who purchase books obtain suggestions for comparable genres or authors.
With this method, Amazon can provide customized consumer experiences, boosting engagement and gross sales on the platform.
4. Event- and timing-based segmentation
Event-based segmentation includes grouping prospects based mostly on particular occasions or yearly events after they’re extra doubtless to purchase from you.
These can embody:
- Life occasions (e.g., weddings, birthdays, holidays)
- Seasons (e.g., spring, summer season)
- Holidays (e.g., Thanksgiving, Christmas, Labor Day)
In distinction, timing-based segmentation means inserting your prospects in several teams based mostly on after they work together with your enterprise or their day by day routine. For instance, they could purchase groceries within the night after work or buy espresso within the morning.
GetResponse MAX helps you implement Time Journey and Good Timing to optimize the precise time you work together with shoppers.
With Time Journey, you resolve when your e-mail campaigns ought to be despatched, and it mechanically adjusts the timing based mostly in your prospects’ native time zones. In the meantime, Perfect Timing seems to be at previous habits knowledge and sends your messages at the very best time for every shopper.
Our 2023 Email Marketing Benchmarks report reveals that Good Timing and Time Journey have greater than common open and click-through charges (CTRs).
The typical e-mail open price is 26.80% and CTR is 1.89%. However Good Timing has an open price of 27.84% and a CTR of two.09%, whereas Time Journey has an open price of 30.21% and a CTR of 4.41%.
Hallmark collects contact particulars from its buyer base each time they buy on-line.
The model then shops the information, such because the playing cards’ class and time bought, and makes use of this data to phase consumers based mostly on after they store for playing cards and items. For instance, prospects would possibly purchase for birthdays, anniversaries, or holidays like Christmas.
Hallmark then sends push notifications and emails with reminders and recommendations for upcoming occasions. The corporate makes use of these messages to suggest appropriate playing cards, items, or customized gadgets based mostly on the event.
This segmentation technique helps the model present a extra customized expertise to its prospects. Because of this, it strengthens its place because the go-to vacation spot for playing cards and items for varied occasions all year long.
5. Utilization habits segmentation
With utilization habits segmentation, you may divide prospects into segments based mostly on how typically they use your providers or merchandise.
For instance, you may group them as:
- Heavy customers
- Average customers
- Gentle customers
That approach, you’re capable of strategize marketing campaigns for every phase and convert your gentle and medium customers into heavy customers.
Verizon provides varied cellular plans and cellphone providers to its prospects.
The telecommunications firm analyzes buyer knowledge akin to textual content message quantity, name length, and knowledge consumption. It then segments shoppers based mostly on how typically they use these providers.
The segments can embody:
- Heavy customers who usually devour massive quantities of knowledge.
- Average customers with medium utilization patterns.
- Gentle customers who use minimal providers.
Primarily based on these segments, Verizon tailors its pricing plans, service choices, and advertising campaigns to fulfill the particular wants of every group. For instance, the corporate can goal heavy customers with limitless knowledge plans and particular high-speed knowledge provides and light-weight customers with less expensive plans however restricted knowledge.
With this method, the model can optimize its advertising efforts, enhance buyer satisfaction, and maximize income.
6. Buyer journey segmentation
The customer journey sometimes has 5 levels:
Grouping shoppers based mostly on the place they’re within the buyer journey helps you align your communications with how every prospect strikes by way of the levels.
For instance, a possible buyer within the consideration stage would possibly profit from content material, akin to consumer evaluations and comparability posts. As they transfer nearer to buying, they could reply higher to promotional provides or emails providing reductions.
You should utilize GetResponse MAX to reinforce your customer journey map. The advertising automation platform helps you run paid advert campaigns, gather emails from prospects, and nurture them with automated messages based mostly on their actions or particular triggers.
Airbnb segments its purchasers based mostly on their buyer journey stage and supplies related suggestions and content material.
For shoppers within the consciousness stage, the corporate could goal them with content material exhibiting well-liked locations, journey suggestions, and why staying in an area dwelling is healthier than a lodge.
These within the consideration stage who’re actively on the lookout for totally different choices could get customized suggestions based mostly on their searching historical past.
Within the resolution stage, the model sends particular provides, reductions, or time-limited promotions to encourage purchasers to finish their bookings.
Airbnb is ready to improve the shopper expertise, improve conversions, and construct long-term model loyalty utilizing this instance of behavioral segmentation.
7. Person standing segmentation
Just like the buyer journey, dividing shoppers based mostly on their consumer standing helps you align your content material based mostly on the extent of interplay together with your model.
You may phase them as follows:
- First-time consumers
- Repeat prospects
- Model ambassadors
A primary-time purchaser could profit from content material that provides them suggestions and directions on the best way to use your merchandise. In distinction, you need to reward model ambassadors with unique offers and reductions for spreading the phrase about your organization.
You should utilize GetResponse MAX’s Conversion Funnel to:
- Convert your prospects into model ambassadors
- Construct your touchdown pages
- Automate your e-mail campaigns
- Promote your merchandise
- Get well deserted carts
As an illustration, you need to use the usual opt-in funnels to seize new prospects in your touchdown web page. Webinar funnels can then show you how to construct stable shopper relationships and switch your experience into income.
Sephora teams its prospects based mostly on engagement ranges, akin to frequent customers, occasional consumers, and non-purchasers who work together with the model by way of social media.
For frequent customers, Sephora could provide early entry to new gadgets or unique rewards. The model can also invite these prospects to particular occasions or give them new product samples.
The corporate targets occasional consumers with reductions to incentivize repeat purchases. It might additionally ship customized emails with suggestions based mostly on gadgets they purchased earlier than to encourage additional engagement.
Non-purchasers could obtain content material like product evaluations or make-up tutorials to inspire them to purchase one thing.
By segmenting shoppers based mostly on their stage of interplay, Sephora can convert prospects into energetic consumers, encourage repeat purchases, and promote customer loyalty.
Find out how to create a behavioral segmentation technique
If you happen to implement it properly, behavioral segmentation could be a highly effective device to develop your enterprise and income.
Listed here are a number of tips to get began with this technique:
Select an efficient advertising automation platform
The Litmus State of Email Report shares that 56% of entrepreneurs use automation for segmentation. The appropriate device may also help you group prospects based mostly on their habits and ship them related and customized messages.
GetResponse MAX provides superior segmentation that can assist you perceive your viewers and take motion based mostly on their habits, engagement, and pursuits.
The platform permits you to deploy customized fields to assemble correct and related knowledge to create superior segments and ship customized provides. You may also use highly effective tagging and scoring to goal your most loyal prospects and win again misplaced customers.
As an illustration, Submission Technology makes use of GetResponse to phase its viewers and constantly get excessive e-mail engagement charges.
In one among its e-mail campaigns, the corporate grouped its purchasers by gender and noticed distinctive CTRs of 6.44% for males and seven.31% for females. That’s 121% higher than the trade normal for males and 149% greater than standard for girls.
Right here’s what the emails seemed like:
Analysis your audience and create purchaser personas
Conduct surveys and interviews to search out patterns in customer behavior and preferences. With the knowledge you get from this analysis, create the customer personas that characterize the everyday customers you wish to goal.
For instance, suppose your organization sells health attire and equipment. You could possibly create a purchaser persona with the next shopping for habits:
- Frequently retailers on-line for selection and comfort.
- Does thorough analysis earlier than shopping for merchandise by studying evaluations and evaluating costs.
- Keen to pay extra for merchandise offered by trusted and respected manufacturers.
- Values suggestions from pals and health influencers.
Creating your buyer personas helps you focus your advertising efforts on messaging that higher connects together with your audience and meets their wants.
Create behavioral advertising campaigns
After creating your purchaser personas, the subsequent step is to phase prospects that fall into every persona based mostly on their habits.
Use the totally different behavioral segmentation varieties to divide these shoppers into particular teams. Then, ship focused, personalized marketing emails to every phase.
Our 2023 Benchmarks report reveals customized emails have greater open and click-through charges and a decrease chance of bouncing than non-personalized emails.
ALT: Electronic mail personalization metrics.
Remaining ideas: Behavioral segmentation examples and techniques for entrepreneurs
Segmenting your shoppers based mostly on their behavioral knowledge helps you perceive why they select to purchase from you. Because of this, you may regulate your advertising supplies and messaging to remain forward of your rivals and improve buyer loyalty.
To construct superior behavioral segments, you want advertising automation software program like GetResponse MAX that can assist you hyper-target your prospects and enhance engagement.