How can you segment loyalty program members for targeted marketing campaigns?

2 Segmentation by customer lifecycle stage

Another way to segment your loyalty program members is by their customer lifecycle stage. This method helps you understand where your customers are in their relationship with your brand, and what kind of messages or offers they need to move to the next stage. You can use customer lifecycle stages to create segments such as prospects, first-time buyers, repeat buyers, active buyers, or advocates. Then, you can design your loyalty marketing campaigns to match each segment's goals and motivations. For example, you can welcome your prospects with a sign-up bonus, encourage your first-time buyers to make a second purchase with a discount, increase your repeat buyers' frequency with a loyalty point system, enhance your active buyers' satisfaction with personalized recommendations, or leverage your advocates' referrals with a reward program.

3 Segmentation by customer profile

A third way to segment your loyalty program members is by their customer profile. This method helps you understand who your customers are, and what kind of preferences and needs they have. You can use customer profile data to create segments based on demographics, psychographics, or behavioral characteristics. Then, you can customize your loyalty marketing campaigns to appeal to each segment's interests and values. For example, you can segment your customers by age, gender, location, income, lifestyle, personality, attitudes, or shopping habits. Then, you can offer them products, services, or content that match their segment's characteristics. For example, you can target your younger customers with trendy products, your female customers with beauty tips, your urban customers with local events, or your bargain-hunters with flash sales.

4 Segmentation by customer feedback

A fourth way to segment your loyalty program members is by their customer feedback. This method helps you measure how satisfied and loyal your customers are, and what kind of improvements or changes they want. You can use customer feedback data to create segments based on customer satisfaction scores, net promoter scores, customer effort scores, or customer reviews. Then, you can improve your loyalty marketing campaigns by addressing each segment's pain points and expectations. For example, you can segment your customers by how likely they are to recommend your brand, how easy they find it to interact with your brand, how satisfied they are with your products or services, or what they like or dislike about your brand. Then, you can thank your promoters, resolve your detractors' issues, simplify your customers' journeys, or enhance your customers' experiences.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?