What is behavioral segmentation in marketing, and why should you care? It’s all about understanding your audience’s actions—what they buy, how they browse, and what grabs their attention. Instead of treating all your customers the same, behavioral segmentation takes your marketing from one-size-fits-all to custom-fit!
Imagine sending an email that feels like it was written just for them or showing a deal they can’t resist. That’s the power of behavioral segmentation. It’s not just smarter marketing—it’s marketing that connects. Let’s explore how you can make it work for you.
Types of behavioral segmentation
Behavioral segmentation is about tapping into how your customers act to make your marketing more effective. Here are four types that can guide you:
1. Purchase Behavior
Customers shop differently. Some impulse buy, while others research for weeks. For example, a frequent buyer might respond to bulk discounts, while a first-time buyer may need an introductory offer.
2. Occasion-Based Purchases
Certain products are bought for specific occasions, like chocolates for Valentine’s Day or workout gear in January. Highlight these moments in your campaigns to boost sales.
3. Benefits Sought
Customers value different benefits; some prioritize quality, others affordability. Promoting eco-friendly packaging can attract sustainability-conscious buyers.
4. Customer Loyalty
Loyalty speaks volumes. Reward your repeat customers with exclusive perks, like early access to sales or VIP discounts, to keep them returning.
Each type gives you a window into your customers’ world. Use it wisely, and your marketing will feel personal, not pushy.
Behavioral segmentation marketing strategies
Behavioral segmentation can seriously take your marketing to the next level by tailoring your efforts to how customers actually behave. Here are some examples of behavioral segmentation in marketing to help you get started:
1. Personalized marketing
When you segment your audience based on their behavior, you can personalize the customer experience like never before. For example, if someone browses specific products on your site but doesn’t buy, you can send them a follow-up email or an ad that highlights those exact items.
A simple way to personalize is by using data from past purchases, browsing history, or even engagement with your website or emails. For example, if a customer regularly buys workout gear, send them updates on new arrivals or offer them discounts on complementary products like yoga mats or water bottles.
Personalized marketing takes less effort than you might think, but the results can be significant in terms of building customer loyalty and increasing sales.
2. Retarget customers
Not every visitor to your site will make a purchase right away, but that doesn’t mean they’re gone for good. With behavioral segmentation, you can retarget these customers with the right message at the right time.
For example, if someone adds items to their cart but leaves before checking out, you can send them a reminder email or show them a retargeted ad with those same products. Retargeting is all about re-engaging customers who have shown interest but didn’t take the final step toward buying.
This technique works because it’s based on actual behaviors—customers who have shown interest are much more likely to return and complete a purchase when they’re reminded of the items they liked. The beauty of retargeting is that it’s highly effective and often results in a higher ROI compared to broad advertising efforts.
3. Tailored social media posts
Social media is one of the best places to connect with your audience, but if you’re posting the same content to everyone, you’re missing the mark. With behavioral segmentation, you can tailor your social media posts to specific groups.
For example, promote limited-time offers to price-sensitive customers, while showing product launches to those who tend to buy the latest trends. Using PosterMyWall’s social media marketing templates makes it easy to design eye-catching posts tailored to different segments of your audience.
You can also optimize your social media strategy by publishing directly to multiple platforms from PosterMyWall or scheduling for later using the Content Planner. You can schedule, publish, and track social media posts and email campaigns – all on one simple calendar!
4. Targeted emails
Email marketing is a powerful tool, but the key to its success lies in targeting the right customers with the right message. Behavioral segmentation lets you do just that.
For example, an email segmentation strategy could include sending welcome emails to new subscribers, follow-up emails after a purchase, or discount offers to customers who have abandoned their carts. The possibilities are endless, and each email can feel highly relevant to the recipient.
PosterMyWall’s email marketing templates let you design professional emails in minutes, making it easier to implement targeted campaigns.
Another helpful tool is the AI Writer for email subject lines. It can craft catchy and personalized subject lines that encourage recipients to open your emails. The right subject line paired with relevant content leads to higher open rates and better engagement.
5. Resizing and repurposing content
Repurposing content is an efficient way to get more out of your marketing efforts. Instead of creating new content for every platform, you can resize and adjust existing designs to fit various formats.
For example, a graphic you create for Instagram can be repurposed for Facebook, Twitter, or your website. The PosterMyWall Resize tool makes this process incredibly easy, allowing you to adjust the dimensions of your content without starting from scratch.
Resizing content also ensures that your message is consistent across all channels as having a unified look makes your brand more recognizable. Plus, with the right resizing, you can reach different customer segments on different platforms without having to create separate campaigns for each one.
6. Create loyalty programs
Loyalty programs are a great way to reward your most engaged and repeat customers. Behavioral segmentation helps you identify these high-value customers and target them with rewards.
For example, you can offer discounts to frequent buyers, early access to new products, or exclusive perks like birthday discounts. Loyalty programs can be customized based on behavior.
For example, you might offer a tiered loyalty system where customers earn more benefits the more they spend or engage with your brand. Segment them based on past purchases or frequency of visits, to create a program that’s tailored to your customer’s habits and preferences, keeping them loyal for the long term.
7. Optimize product recommendations with browsing history
Use behavioral segmentation to make smarter product recommendations. Analyze customers’ browsing history and suggest products they’re likely to be interested in.
For example, if a customer frequently browses shoes but hasn’t made a purchase, recommend a pair of shoes they might like based on their past behavior.
By integrating product recommendations into your emails, website, or ads, you can guide customers to products they’ll love, increasing the likelihood of a purchase. The key is understanding their preferences and making suggestions that feel natural, not forced. The more relevant your recommendations, the more likely customers are to act on them.
8. Implement geolocation-based offers
Geolocation-based offers are an excellent way to create more personalized experiences, especially if you have a physical store or operate in specific regions. By tracking your customers’ location, you can send them special offers when they’re nearby or target specific regions with tailored promotions.
For instance, if someone is within a few miles of your store, you can send them a coupon to encourage them to stop by. This type of segmentation is highly effective for increasing foot traffic and sales, especially during seasonal promotions or special events.
You can also offer location-based discounts through your mobile app, or send push notifications to let customers know about exclusive in-store deals. Geolocation adds a layer of personalization that makes your marketing even more effective.
Personalize your marketing with behavioral segmentation
Behavioral segmentation is a game-changer for marketers who want to create targeted, meaningful connections with their audience. From personalized marketing to loyalty programs, the possibilities are endless when you focus on what your customers actually do.
So, start segmenting, personalizing, and watching your marketing efforts become more effective and impactful.
PosterMyWall can make implementing these strategies even easier, whether you’re designing tailored social media posts or creating personalized email campaigns. With the right approach, you’re connecting with your audience on a deeper level. Start today!
