7 Strategies for Segmenting Customers With Marketing Automation
Marketing automation has revolutionized customer segmentation, offering powerful tools for targeted engagement. This article explores essential strategies for effectively segmenting customers using marketing automation, drawing insights from industry experts. Discover how to prioritize high-value customers, leverage missed opportunities, and tailor automated flows to enhance your marketing efforts.
- Prioritize High-Value Customers with Targeted Offers
- Leverage Missed Opportunities for Personalized Nudges
- Tailor Automated Flows to Customer Behavior
- Segment Customers by Purchase History and Engagement
- Personalize Content Based on Boating Preferences
- Automate Routine Tasks to Focus on Strategy
- Customize Offers Based on Writing Service Purchases
Prioritize High-Value Customers with Targeted Offers
Segmentation begins with recency, frequency, and spend. Customers who purchase frequently and spend more are prioritized. They receive early access to new products, exclusive bundles, and loyalty perks that are not simply recycled discounts.
For customers who haven't made a purchase in 30 to 60 days, they enter a reactivation flow built on urgency. The message might be something like, "You've spent $X with us, so here's something unlocked just for you, but it expires soon." This approach feels personal and direct.
We utilize tools like ActiveCampaign because they trigger flows based on behavior without requiring five different apps stitched together. One effective approach is building discount tiers around lifetime value.
For example, customers who have spent under $100 receive standard messaging. Those who have spent between $100 and $499 might see basic offers. Spending over $500 triggers custom flows that reflect what they've actually purchased.
If someone consistently spends on skincare, the next email isn't just a generic offer. It's a curated bundle that mirrors their past habits, with an add-on that fits their shopping patterns.
Instead of assuming people who bought one product will want another, we look at patterns. If someone buys a lower-ticket item and returns a few days later for another, that signals momentum.
That's when a limited-time offer can encourage a third purchase. These bursts matter more than static personas. People don't move through clean funnels. They buy in streaks, especially in DTC (Direct-to-Consumer).
Therefore, the focus remains on fewer, faster automations that actually drive results. Too many brands over-segment with dozens of tags and no real action behind them. Three well-built flows that match behavior usually outperform twenty that just sit idle.
Leverage Missed Opportunities for Personalized Nudges
Here's an unconventional method we use at Gotham Artists: we segment based on what didn't happen after a purchase.
Instead of just looking at what clients did—like booking a keynote—we track what follow-ups they didn't pursue. For example: Did they skip the post-event workshop? No follow-up series? No second department booked?
Then we create micro-segments like:
- "Booked once, no internal upsell"
- "Only used us for virtual events"
- "Engaged, but never referred"
From there, we automate hyper-specific nudges. For example:
- "Saw you loved [Speaker X]—have you considered a hands-on session to reinforce that message internally?"
- "Other clients in [industry] saw big results when they added a follow-up panel. Want ideas?"
Key takeaway: Instead of only rewarding what people did, use automation to identify missed opportunities—and position them as smart, insider moves. That's how you stay personal without sounding salesy.
Tailor Automated Flows to Customer Behavior
We have set up automation flows that segment customers by product category, spend level, and recency of purchase. For example, someone who bought a mid-tier SaaS plan 90 days ago might receive an upgrade incentive, while a first-time buyer gets an onboarding series with helpful resources. If someone goes quiet, we also trigger product recommendations based on complementary purchases and send personalized reactivation offers. The goal is timely relevance, not just personalization for the sake of it.
Segment Customers by Purchase History and Engagement
We primarily segment our audience based on two key metrics: number of purchases and recency of the last purchase. On top of that, we factor in email engagement, such as open and click rates. These three signals allow us to build around eight macro segments, ranging from "highly engaged, recent buyers" to "inactive, one-time customers."
For example, with our travel client Travador, we've implemented this segmentation in a very actionable way. Users who purchase frequently and show high engagement receive more personalized emails, exclusive deals, and early access to special promotions. On the other hand, customers with low activity and fewer purchases only receive 1-2 generic emails per week—just enough to stay on their radar without overwhelming them.
Focus KPIs are higher open rates and lower unsubscribe rates.
Personalize Content Based on Boating Preferences
We use marketing automation to segment customers based on how they use their boats—primarily fishing or cruising/entertaining. Product categories are mapped to these two personas (e.g., rod holders = fishing, grills = entertaining), and we tag subscribers accordingly as they browse and purchase.
These tags feed into automated email flows like browse and cart abandonment, where content branches based on persona. A fishing customer might get follow-ups featuring tackle storage and rod racks, while an entertaining customer sees coolers and serving stations. This personalization makes our campaigns more relevant, improves engagement, and drives stronger conversion.
Website: BoatOutfitters.com
Automate Routine Tasks to Focus on Strategy
Marketing automation has revolutionized how teams drive efficiency, personalize outreach, and target customers. Beyond these capabilities, its most compelling advantage lies in accelerating speed to market and executing programmatic activities like lead nurture, analytics, lead qualification, account-based marketing (ABM), and lead routing. This allows marketers to focus on higher-value activities that scale success and tie strategy to revenue.
Automation streamlines repetitive, time-consuming tasks. For example, lead-scoring models powered by automation qualify prospects in real time, sending sales teams the most promising opportunities while nurturing leads not yet ready to convert. ABM tools target decision-makers with precision, tailoring messages to meet specific account needs. Campaigns that previously took weeks to plan and deploy can now be launched in hours, enabling teams to respond dynamically to market trends.
These efficiencies unlock an agility that's increasingly critical in a fast-paced, competitive landscape. Suppose a new product or trend gains traction; automation ensures campaigns can pivot immediately, reaching the right audience with relevant messaging. This responsiveness strengthens brand value and captures opportunities when they matter most.
The true power of automation lies in what it empowers teams to achieve beyond programmatic execution. By automating complex workflows, marketers can dedicate more attention to creative strategies, impactful storytelling, and fostering meaningful relationships with customers. Think of automation as the engine powering your marketing maturity, giving your team the bandwidth to move from managing tasks to driving transformative growth.
For martech decision-makers considering automation, my advice is this: focus on building a system that automates routine but essential activities, such as dynamic segmentation, triggered email campaigns, and predictive analytics. Pair this with continuous measurement and refinement so your efforts remain aligned with customer needs and revenue goals. When integrated thoughtfully, marketing automation doesn't just optimize operations; it becomes the foundation for scaling success, connecting data-driven execution with a broader vision that delivers measurable impact.
Customize Offers Based on Writing Service Purchases
At eStorytellers, I regularly use the power of marketing automation to categorize customers based on their previous purchases and interactions.
For instance, if someone opts for a ghostwriting package, I make a note of that and later reach out with personalized offers, like discounts on editing services or writing workshops specifically designed for authors. This approach ensures that the messages come across as relevant and helpful rather than spammy. I also keep an eye on their behavior, such as which emails they open or which links they click, to refine my recommendations. Personalization is key to building stronger relationships and boosting repeat business, as customers appreciate that we truly understand their needs.
My strategy is straightforward: leverage data to listen, then provide solutions that genuinely add value. It's all about fostering conversations, not just pushing for sales.
