Audience segmentation
Dividing customers or visitors into groups based on shared characteristics such as behaviour, purchase history, location or interests.
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Why it matters
Sending everyone the same message lowers interest and increases unsubscribes. Messages tailored to segments are more relevant and convert better. Segments should be large enough to measure meaningfully and built only from data you are allowed to use.
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Example
A shop sends a “we miss you” discount to customers who have not bought anything in six months, while frequent shoppers get an introduction to new arrivals instead of a discount.
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Common mistake
Creating so many tiny segments that results cannot be measured. Management becomes difficult and it becomes impossible to tell which message worked.
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Related terms
Related services and guides
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