With Datatrics’ Audience section, you can create segments for your advertising campaigns or remarketing strategy.
Datatrics segments users based on when a user last converted; all those users are grouped in the Datatrics retention grid. Here you can read an in-depth article about the retention grid segments.
This article will explain how to create a Retention Grid segment in the Audience section.
With segments based on conversion, you can target clients who converted and actively bought from your shop but are not loyal customers. You can use these segments to convert them into frequent buyers and use advertising or email marketing campaigns to reach them and show new product offerings or services.
One-time buyer (customer who purchased only once in the past)
One-time buyers are clients who only purchased once on your website and didn’t convert another time. It can be crucial to make them loyal and show them the value and offers of your business. To make them loyal, you have to catch their attention and establish a relationship with them.
You can use this segment to send specific messages in a newsletter to promote special offers to gain those users' attention. You can highlight your business’s initiatives or send a coupon discount.
How to create the segment:
Create a new segment → Conversion → Number of Conversion → Modifier: is exactly → Value: 1
If you are a fashion company with clothing or shoes in your assortment, you can create different segments based on a specific brand, size, or categories, such as dresses, pants, or sneakers. It is also possible to combine this with the retention grid. For example, you can send your red alert customers specific products within the particular brand to persuade them to convert.
For electronics, you can create a segment based on purchases in a specific brand or device purchases. For example, as soon as there are new products from that specific brand or accessories for that device, you can show this group the right content on the website, in ads, or send the relevant content in a newsletter. If you want to increase retention, you can target the one-time buyers and send them relevant content like accessories for the device they bought the last time.
Visitors who did not convert in the past 60 days
You could have visitors on your website who show some interest but did not purchase. You could use segments to push them to do a conversion with retargeting activities.
For example, you still have a lot of stock and would like to target people who show some interest. You can use this segment in Ads to reduce some Ads spent.
How to create the segment:
Add rule → Conversion → Modifier: is less than → value: 1 + PERIOD: Dynamic period → “Value” (60)
Read more about the retention grid segments here.
Create this segment to target these visitors and reduce your ad spend. For example, you can show these visitors sale items or new collection items to persuade them.
Users who bought products from a past collection
You can use this segment to send a dedicated newsletter to users who bought a past collection and might be interested in purchasing the new one. This way, you can personalize the email because those customers already purchased a previous collection, and you can create a personalized message only for them.
How to create the segment: Add rule → Conversion → Modifier: is greater or equal to → value “1” → + ITEMS: Condition “itemid” → Modifier: is exactly → value [name of collection]
Options for more advanced targeting:
Period: the period in which they bought the product collection (based on the product's timeframe can be different; for example, with fashion, it could be four times a year, but for electronics, it could be once or twice).
Customers who bought a specific product in the past (brand, category, etc.)
You can create a segment of customers who bought a specific product in the past, including, for example, products of a specific brand or a category. This segment is useful to use for advertising campaigns that revolve around a specific brand or category and maximize your results by showing them to people who are already engaged with those products. You can also use it for more targeted email newsletters.
How to create the segment: Create a new segment → Add rule → Conversion→ “value of conversion greater than or equal to 1” → + ADD ITEM → name contains “brand name”
Customers with an Order Value between a set range (ex. 50€-100€; 100€-150€ etc.)
You can create different segments and divide your users based on their order value. By segmenting in this way, you can refine your targeting strategy.
You could use these segments to send different email marketing content to various segments, for example, new, more expensive releases newsletters to those with a higher order value and newsletters with discounted products to those with a lower value.
How to create the segment: Create a new segment → Add rule → Conversion→ Order value → “value of conversion is between [add value]
For the segment of people with a high OV, send a newsletter with a new seasonal collection highlighting the trend of the upcoming season. On the other hand, send a newsletter with discounted clothes from the previous season for clients in the segment with a lower OV.
Create advertising campaigns highlighting new device releases for people with a high OV. On the other hand, send a promotion newsletter with a discounted mobile phone to people with a lower AOV.
As you can read in this article, there are many different possibilities to create relevant segments in Datatrics. Hopefully, you've been inspired to get started segmenting your targeting groups! Do you have any questions, or do you have ideas for interesting segments? Go to the Datatrics Community and share it!