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Marketers are quickly realizing that the age-old adages of "Personalization!" and "Hyper-segmentation!" are not the panacea they once seemed to be for growth.
Instead, what’s emerging is a recognition of the complex, ever-shifting patterns of human behavior and the need for email marketing strategies, particularly in Klaviyo, to adapt accordingly. This isn’t just about abandoning what we’ve learned; it’s about refining our strategies to align with the unpredictable and transient nature of customer preferences.
The Pitfalls of Over-Segmentation
Creating multiple customer buckets within your Klaviyo campaigns might seem like an efficient way to address specific needs. However, it's fraught with assumptions and can lead to significant inefficiencies, notably when customers, like John from our supplement store example, evolve beyond their initial buying behavior.
The fundamental issue? Customer behavior is not static. It morphs over time, rendering overly segmented and personalized campaigns less effective and economically draining.
The Fallacy of Predicting Behavior
The belief that we can predict and categorize customer behaviors into neat segments can lead to missed opportunities and wasted resources. The fact is, customer journeys are rarely linear or predictable.
Maximizing Reach and Conversions
A successful segmentation strategy should prioritize broad targeting for most campaigns to increase impressions, reach, and total conversions. By focusing on broader segments, you’re not diluting your message; you’re casting a wider net to catch all possible conversions, thus optimizing your return on investment.
The Efficiency of Broad Segmentation
Rather than constraining your audience into rigid segments, consider broader categories that allow for overlapping interests and behaviors, thereby maximizing your campaign’s exposure and efficiency.
Beyond Click Rates: The Real Metrics That Matter
Click rates are often touted as the key metric of campaign success. However, the ultimate goal is to enhance total reach and conversions, not just the click-throughs. A broad segmentation strategy, though it may result in lower click rates, typically yields higher overall traffic and conversions.
Implementing a Broad Segmentation Strategy in Klaviyo
Starting with basic engagement tiers is an effective way to approach broad segmentation. Targeting based on the recency of activity, using 30, 60, 90, and 180-day engagement tiers, offers a balance between responsiveness and reach.
Blending Engagement with Activity
A harmonious blend of site activity and email engagement provides a dynamic framework for your campaigns, one that can adapt to the changing behaviors of your customers without excessive segmentation.
Exceptions to the Rule
Despite the emphasis on broad segmentation, there are scenarios where a more focused approach is necessary. The key is understanding when to apply finer segmentation to capitalize on niche markets or highly targeted offers without overcomplicating your marketing strategy.
Niche Markets and Targeted Campaigns
For stores with a specific niche or clear proposition, targeted campaigns can significantly boost performance. It’s about recognizing when and where to apply the scalpel of segmentation delicately.
Concluding Thoughts on Segmentation
To encapsulate, the shift towards broad segmentation within Klaviyo reflects a more nuanced understanding of customer behavior and campaign efficiency. It’s about maximizing the economic outcomes, reaching more customers, and embracing the fluid nature of their preferences. The segmentation strategy should be as dynamic and multifaceted as the customers it aims to engage.
The Strategy for Efficiency and ROI
In conclusion, broad segmentation is not a one-size-fits-all solution. It is, however, a starting point for most campaigns that seek to optimize resource allocation and profitability, ensuring that your brand message reaches as many potential customers as possible, efficiently and effectively.
Happy segmenting!
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