Three Customer Segments You Need to Track

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You have three groups of customers that require special attention. By creating contact lists for these groups you can send them tailored communications, such as rewards, promotions, and product updates. Then, just watch as the repeat purchases roll in.

1. Your Biggest Spenders

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Most ecommerce stores find that the Pareto Principle applies: 80% of sales come from 20% of the customers. By identifying who that 20% of your customers are, you can roll out the red carpet to these big spenders. The more information you track within a contact list, the more you can personalize each additional interaction. To start a contact list for this group, you will need to segment your customers by top spending users by LTV.

2. Customers Acquired from Top-Performing Channels

Another group of customers to keep track of is users acquired from your top performing channels. You’ll want to identify this group for two reasons:

  • To reach out and encourage them to buy more, or more often
  • To learn more about why that channel is so successful and how to replicate that success by learning more about the customers within that group

When creating a contact list of these customers, you’ll need to look not just at how many customers converted by channel, but what their average order value and repeat purchase rate is. You’ll need to build a list based on repeat orders by user sources.

3. Customer at Risk of Churning

A third group of users to keep track of is customers at risk of churning. As you measure and begin to understand your churn rate, you will be able to determine the average time between purchases for your users. Create a list of users that have not made a purchase within that time and proactively reel them back in. This could be a gentle email reminder, or an aggressive promotions campaign. However you choose to reach out to these customers, focus on decreasing the number of customers that churn every month.

These are only three suggestions, but there are plenty of others. The more top customer lists you can uncover, the more you are able to target those customers with the items and information they want.

  • http://aaronhoos.com Aaron Hoos

    Loved this post! I would add one small thought to segment #1: You should also track your most profitable spenders (if your biggest spenders and your most profitable spenders aren’t the same group) and try to identify the differences between the two groups.