How Automatic Customer Segmenting can help you develop better marketing campaigns

Repeat Customer Insights is designed to make it easy for you to find the differences between your customers so your marketing can reach them better.

Much of that focus centers around growing your one-time customers into repeat customers and by keeping your repeat customers around.

The best way to do that is to segment your customers and send marketing messages that have been tailored to each segment.

The RFM segmenting algorithm that underpins many of its reports is powerful and designed to do exactly that.

But with that power it can easily overwhelm even advanced marketers.

Solving that problem is the goal of the Automatic Customer Segmenting system.

In a nutshell, this system evaluates all 125 RFM score possibilities and groups them into about 30 or so segments. This alone would reduce the amount of knowledge you'd need to have about the segments but then the app goes further.

Each of these named segments also includes:

• a description about the customers based on their behaviors,
• details about how people in the segment might shift to other segments when their behavior changes,
• what tones and how to approach that segment with your marketing (and if it's even worthwhile approaching them at all),
• and what tactics and campaign types should be effective with them.

By following these recommendations, you could build up an entire marketing automation system that adapts to customer behavior.

Or you can start by following just one segment and one recommendation to get started.

(Practically speaking, this should be driven by your resources. If it's just you running your store, adding one campaign for one segment per quarter could be good enough. If you have enough staff to have an entire marketing department, they could run with it all and build up a complex beast).

One thing I'm really proud of is that I'm able to offer the Automatic Customer Segmenting to all customers of Repeat Customer Insights.

Usually this sort of thing requires a consultant to build static segments every few months ($$), an expensive CRM or ERP system ($$$$), or a ton of time slicing-and-dicing customer data in Shopify and Excel.

With Repeat Customer Insights it comes with every account, is fully automatic, and updates itself as your customers buy.

Eric Davis