What is customer segmentation?
Essentially, customer segmentation models refer to a method of arranging your consumers into smaller groups. These groups can be identified by particular characteristics – such as buying habits, previous purchases. Alternatively, you could simply segment them by age and location. After you have done so, you can produce your target marketing strategies, crafting relevant messages for each group. In simple terms, an 18-year-old woman is not going to be interested in the same products as a 50-year-old male. Therefore, data segmentation is essential for personalised marketing.
However, it’s not just your message that is critical, it’s also how you communicate that message. For instance, some of your consumers may prefer a direct approach, through the use of direct mail marketing. Therefore, you might need to look into the services of a mailing house. Better yet, look for mailing companies that offer mail and print services, alongside data cleansing, account management and even design. A mailing house (like WDM) may also offer storage if you are sending your marketing out in stages, so you must check all requirements beforehand. You can read even more on how to choose a mailing house with our extensive guide.