Behavioral Segmentation Examples and Methods for Entrepreneurs

You want high-precision advertising techniques that can assist you goal the appropriate viewers, handle your finances nicely, promote extra, and construct long-term relationships with clients. 

One in all these techniques is behavioral segmentation, which helps you monitor clients’ habits as they work together together with your model. You possibly can then optimize your advertising campaigns to match these behavioral patterns.

On this information, we’ll cowl the differing types and examples of behavioral segmentation that can assist you construct campaigns that enhance buyer engagement and gross sales.

First, let’s discover what this advertising technique is.

What’s behavioral segmentation in advertising?

Behavioral segmentation is a sort of promoting segmentation that teams clients primarily based on how they work together with your enterprise. This lets you filter your audience primarily based on their actions and hyper-target clients who’re extra engaged and prone to convert.

For instance, a web based bookstore can section clients primarily based on their studying habits or previous purchases. The shop can then ship customized suggestions or unique presents to frequent consumers concerned about particular authors or genres.

Different sorts of advertising segmentation embrace:

• Geographic segmentation: Grouping clients primarily based on geo-specific variables, comparable to their location, tradition, local weather, and language. For instance, a clothes retailer may promote heat garments in colder areas and light-weight attire in hotter areas.

• Demographic segmentation: Splitting your viewers primarily based on goal info comparable to gender, age, career, or revenue degree. For example, a toy producer may promote its toys on children’ TV applications to focus on youngsters aged 3-6 years and enchantment to oldsters who make shopping for selections for this age group.

• Psychographic segmentation: Segmenting customers in response to options comparable to character, social standing, life-style, and hobbies. For instance, an journey journey firm can goal individuals who worth out of doors actions and create advertising campaigns that emphasize adrenaline-inducing occasions.

In abstract, geographic segmentation teams clients primarily based on location, whereas demographic segmentation categorizes them primarily based on measurable traits. 

Alternatively, psychographic segmentation focuses in your viewers’s attitudes and existence, whereas behavioral segmentation examines their behaviors and interplay together with your services or products.

Varieties of behavioral segmentation 

1. Profit-sought segmentation
2. Loyalty-based segmentation
3. Buying conduct segmentation
4. Event- and timing-based segmentation
5. Utilization conduct segmentation
6. Buyer journey segmentation
7. Person standing segmentation

1. Profit-sought segmentation

Profit-sought segmentation teams your audience primarily based on the perceived worth they’ll get out of your providers or merchandise. It’s meant to resolve your clients’ issues or fulfill their wants.

For example, skincare corporations usually take into account totally different buyer wants whereas focusing on a number of segments. They manufacture merchandise for numerous pores and skin considerations, comparable to darkish circles, indicators of getting older, pimples, and uneven pores and skin tone. 

Buyer segments that need anti-aging merchandise will look to purchase serums and lotions that concentrate on sagging pores and skin and wrinkles. Alternatively, customers who need to eliminate their undereye baggage will need ointments that tackle this subject.

Instance: Natura Bissé

Natura Bissé is a luxurious skincare model that segments its clients primarily based on the advantages they’re on the lookout for.

For instance, the corporate makes use of substances like peptides for patrons looking for anti-aging options. In consequence, its advertising campaigns deal with medical outcomes and the way the merchandise can ship long-lasting anti-aging advantages.

For consumers on the lookout for an even-toned complexion, Natura Bissé makes use of substances like vitamin C and botanical extracts that brighten the pores and skin. Its advertising messages spotlight how these options can scale back darkish spots and increase radiance to assist clients obtain a youthful glow.

By segmenting clients primarily based on the perceived worth, Natura Bissé tailors its choices, advertising campaigns, and buyer experiences to satisfy the precise wants of every group.

2. Loyalty-based segmentation

Loyalty-based segmentation categorizes clients into particular teams primarily based on their degree of loyalty to your model. 

For instance, you possibly can divide your viewers into three teams:

• Loyal clients
• These vulnerable to leaving your enterprise
• Shoppers who’ve already left your organization

You may as well group clients into segments primarily based on whether or not they take part in your loyalty program. Rewards applications encourage consumers to stay loyal to your model by providing them promo codes and different incentives to buy extra.

Instance: Starbucks

Starbucks presents a loyalty program that rewards customers for getting merchandise with its app. This system tracks clients’ frequency of visits and purchases, serving to the corporate create totally different loyalty tiers. 

Shoppers can accumulate factors and redeem them later for a free drink. It additionally encourages loyal members to purchase on particular days by rewarding them with bonuses or double factors, prompting them to buy on a distinct schedule than they may have supposed. 

With such a program, Starbucks is ready to create focused methods to retain loyal clients and increase their engagement.

3. Buying conduct segmentation

Buying conduct segmentation teams clients by their shopping for issues, buy frequency, or probability of purchasing together with your model.

For instance, you possibly can create a section for price-conscious clients and one other for consumers doubtless to purchase impulsively. You possibly can then goal every group with content material and presents that resonate with them. 

For example, the impulsive purchaser might reply nicely to flash sale alerts, whereas a bundle deal like purchase 2, get 1 free can be engaging to the price-sensitive shopper.

GetResponse MAX’s AI product suggestions function makes use of synthetic intelligence to match your merchandise to every buyer’s habits, wants, and preferences and suggests the gadgets they’re more than likely to purchase.

That manner, you possibly can upsell and cross-sell effortlessly and enhance gross sales by recommending merchandise your viewers desires.

Instance: Amazon

Amazon gathers knowledge on its clients’ conduct, comparable to their looking historical past and buy selections.

Primarily based on this knowledge, the ecommerce firm segments its customers and targets totally different teams with customized suggestions. 

For instance, clients who usually buy electronics get promotional emails associated to new gadget releases. Alternatively, consumers who purchase books obtain suggestions for related genres or authors.

With this method, Amazon can supply customized person experiences, boosting engagement and gross sales on the platform. 

4. Event- and timing-based segmentation

Event-based segmentation includes grouping clients primarily based on particular occasions or yearly events after they’re extra doubtless to purchase from you. 

These can embrace:

• Life occasions (e.g., weddings, birthdays, holidays)
• Seasons (e.g., spring, summer time) 
• Holidays (e.g., Thanksgiving, Christmas, Labor Day)

In distinction, timing-based segmentation means putting your clients in numerous teams primarily based on after they work together with your enterprise or their day by day routine. For instance, they may purchase groceries within the night after work or buy espresso within the morning.

GetResponse MAX helps you implement Time Journey and Excellent Timing to optimize the precise time you work together with customers.

With Time Journey, you resolve when your e mail campaigns ought to be despatched, and it routinely adjusts the timing primarily based in your clients’ native time zones. In the meantime, Excellent Timing appears to be like at previous conduct knowledge and sends your messages at the very best time for every client.

Our 2023 E-mail Advertising and marketing Benchmarks report reveals that Excellent Timing and Time Journey have larger than common open and click-through charges (CTRs). 

The typical e mail open fee is 26.80% and CTR is 1.89%. However Excellent Timing has an open fee of 27.84% and a CTR of two.09%, whereas Time Journey has an open fee of 30.21% and a CTR of 4.41%.

Instance: Hallmark

Hallmark collects contact particulars from its buyer base each time they buy on-line. 

The model then shops the info, such because the playing cards’ class and time bought, and makes use of this info to section consumers primarily based on after they store for playing cards and items. For instance, clients may purchase for birthdays, anniversaries, or holidays like Christmas.

Hallmark then sends push notifications and emails with reminders and solutions for upcoming occasions. The corporate makes use of these messages to suggest appropriate playing cards, items, or customized gadgets primarily based on the event. 

This segmentation technique helps the model present a extra customized expertise to its clients. In consequence, it strengthens its place because the go-to vacation spot for playing cards and items for numerous occasions all year long.

5. Utilization conduct segmentation

With utilization conduct segmentation, you possibly can divide clients into segments primarily based on how usually they use your providers or merchandise.

For instance, you possibly can group them as:

• Heavy customers
• Average customers
• Mild customers

That manner, you’re capable of strategize advertising campaigns for every section and convert your mild and medium consumers into heavy customers.

Instance: Verizon

Verizon presents numerous cell plans and cellphone providers to its clients. 

The telecommunications firm analyzes buyer knowledge comparable to textual content message quantity, name length, and knowledge consumption. It then segments customers primarily based on how usually they use these providers. 

The segments can embrace:

• Heavy customers who often devour giant quantities of information.
• Average customers with medium utilization patterns.
• Mild customers who use minimal providers.

Primarily based on these segments, Verizon tailors its pricing plans, service choices, and advertising campaigns to satisfy the precise wants of every group. For instance, the corporate can goal heavy customers with limitless knowledge plans and particular high-speed knowledge presents and lightweight customers with less expensive plans however restricted knowledge.

With this method, the model can optimize its advertising efforts, enhance buyer satisfaction, and maximize income.

6. Buyer journey segmentation

The buyer journey sometimes has 5 levels: 

• Consciousness
• Consideration
• Choice
• Retention
• Advocacy

Grouping customers primarily based on the place they’re within the buyer journey helps you align your communications with how every prospect strikes by the levels.

For instance, a possible buyer within the consideration stage may profit from content material, comparable to person evaluations and comparability posts. As they transfer nearer to buying, they could reply higher to promotional presents or emails providing reductions.

You should use GetResponse MAX to boost your buyer journey map. The advertising automation platform helps you run paid advert campaigns, gather emails from prospects, and nurture them with automated messages primarily based on their actions or particular triggers.

Instance: Airbnb

Airbnb segments its shoppers primarily based on their buyer journey stage and supplies related suggestions and content material. 

For customers within the consciousness stage, the corporate might goal them with content material displaying widespread locations, journey suggestions, and why staying in a neighborhood house is best than a lodge.

These within the consideration stage who’re actively on the lookout for totally different choices might get customized suggestions primarily based on their looking historical past.

Within the choice stage, the model sends particular presents, reductions, or time-limited promotions to encourage shoppers to finish their bookings. 

Airbnb is ready to improve the shopper expertise, enhance conversions, and construct long-term model loyalty utilizing this instance of behavioral segmentation.

7. Person standing segmentation

Just like the buyer journey, dividing customers primarily based on their person standing helps you align your content material primarily based on the extent of interplay together with your model. 

You possibly can section them as follows:

• Prospects
• First-time consumers
• Repeat clients
• Model ambassadors

A primary-time purchaser might profit from content material that provides them suggestions and directions on use your merchandise. In distinction, it is best to reward model ambassadors with unique offers and reductions for spreading the phrase about your organization.

You should use GetResponse MAX’s Conversion Funnel to:

• Convert your prospects into model ambassadors
• Construct your touchdown pages
• Automate your e mail campaigns
• Promote your merchandise
• Get better deserted carts

For example, you should use the usual opt-in funnels to seize new clients in your touchdown web page. Webinar funnels can then assist you to construct stable client relationships and switch your experience into income.

Instance: Sephora

Sephora teams its clients primarily based on engagement ranges, comparable to frequent consumers, occasional consumers, and non-purchasers who work together with the model by social media.

For frequent consumers, Sephora might supply early entry to new gadgets or unique rewards. The model may invite these clients to particular occasions or give them new product samples.

The corporate targets occasional consumers with reductions to incentivize repeat purchases. It might additionally ship customized emails with suggestions primarily based on gadgets they purchased earlier than to encourage additional engagement.

Non-purchasers might obtain content material like product evaluations or make-up tutorials to inspire them to purchase one thing. 

By segmenting customers primarily based on their degree of interplay, Sephora can convert prospects into energetic consumers, encourage repeat purchases, and promote buyer loyalty.

The right way to create a behavioral segmentation technique

In the event you implement it nicely, behavioral segmentation is usually a highly effective software to develop your enterprise and income.

Listed below are just a few tips to get began with this technique:

Select an efficient advertising automation platform

The Litmus State of Email Report shares that 56% of entrepreneurs use automation for segmentation. The precise software may help you group clients primarily based on their conduct and ship them related and customized messages.

GetResponse MAX presents superior segmentation that can assist you perceive your viewers and take motion primarily based on their conduct, engagement, and pursuits.

The platform lets you deploy customized fields to collect correct and related knowledge to create superior segments and ship customized presents. You may as well use highly effective tagging and scoring to goal your most loyal clients and win again misplaced consumers.

For example, Submission Know-how makes use of GetResponse to section its viewers and persistently get excessive e mail engagement charges.

In certainly one of its e mail campaigns, the corporate grouped its shoppers by gender and noticed distinctive CTRs of 6.44% for males and seven.31% for females. That’s 121% higher than the business commonplace for males and 149% larger than regular for girls. 

Right here’s what the emails appeared like:

Analysis your audience and create purchaser personas

Conduct surveys and interviews to seek out patterns in buyer conduct and preferences. With the data you get from this analysis, create the customer personas that characterize the everyday consumers you need to goal.

For instance, suppose your organization sells health attire and equipment. You may create a purchaser persona with the next shopping for conduct:

• Recurrently outlets on-line for selection and comfort.
• Does thorough analysis earlier than shopping for merchandise by studying evaluations and evaluating costs.
• Prepared to pay extra for merchandise offered by trusted and respected manufacturers.
• Values suggestions from mates and health influencers.

Creating your purchaser personas helps you focus your advertising efforts on messaging that higher connects together with your audience and meets their wants.

Create behavioral advertising campaigns

After creating your purchaser personas, the subsequent step is to section clients that fall into every persona primarily based on their conduct.

Use the totally different behavioral segmentation sorts to divide these customers into particular teams. Then, ship focused, customized advertising emails to every section.

Our 2023 Benchmarks report reveals customized emails have larger open and click-through charges and a decrease likelihood of bouncing than non-personalized emails.

ALT: E-mail personalization metrics.

Ultimate ideas: Behavioral segmentation examples and methods for entrepreneurs

Segmenting your customers primarily based on their behavioral knowledge helps you perceive why they select to purchase from you. In consequence, you possibly can alter your advertising supplies and messaging to remain forward of your rivals and enhance buyer loyalty.

To construct superior behavioral segments, you want advertising automation software program like GetResponse MAX that can assist you hyper-target your clients and increase engagement.