Useful segments for D2C are behavioural and few: champions, repeat buyers, new customers, those due a second order, at-risk regulars, one-time buyers and lapsed customers. Each has a different job: reward, nudge, onboard, convert, win back.
A segment is only useful if it changes what you send. Start with the segment that has the most revenue within reach, usually customers due a second order.
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Related terms
- RFM analysisRFM analysis scores customers on recency, frequency and monetary value: how…
- Repeat purchase rateRepeat purchase rate is the share of customers who place a second order within a…
- Win-back campaignA win-back campaign is a sequence of messages aimed at customers who have stopped…
- Cohort analysisCohort analysis groups customers by when they were acquired and tracks how each…
Part of the growth marketing glossary by Shiva Sharma.