How to Power Personalized Marketing with Segmentation

Introduction

Today’s marketplace is crowded and highly competitive, which means sending the same generic marketing messages to your entire customer base is no longer enough.

Consumers expect personalized experiences that speak directly to their unique needs, preferences, and behaviors. In fact, 62% of consumers say brands lose their loyalty if they provide un-personalized experiences. This is where smart segmentation strategies become invaluable for brands looking to enhance their marketing communications and drive meaningful results.

At Stamped, we understand the power of personalization in building stronger customer relationships. As a retention-focused reviews,loyalty, and lifecycle platform, we help brands leverage their customer data to create more relevant, targeted marketing campaigns.

In this blog post, we'll explore how effective segmentation can transform your marketing efforts and how our integration partners can help you implement these strategies.

Why segmentation matters for customer engagement

Segmentation is the process of dividing your customer base into distinct groups based on specific criteria such as demographics, behaviors, purchase history, or engagement levels. This strategic approach allows you to:

• Deliver more relevant content to different customer groups
• Increase engagement rates across your marketing channels
• Improve conversion rates through personalized messaging
• Enhance customer retention and lifetime value
• Optimize your marketing budget by focusing on high-potential segments

For brands using Stamped's reviews and loyalty platform, segmentation takes on an additional dimension. The rich customer data generated through reviews, ratings, and loyalty program participation provides unique insights that can be leveraged to create even more refined segments.

Powerful segmentation strategies for marketers

1. Engagement-based segmentation

Not all customers interact with your brand in the same way. By segmenting based on engagement levels, you can tailor your approach to match their current relationship with your brand.

Highly engaged customers who regularly open emails, click links, and leave positive reviews may be ready for VIP offers or loyalty program upgrades. Meanwhile, customers who haven't engaged in months might need a re-engagement campaign with a compelling incentive to return.

With Stamped's platform, you can identify your most enthusiastic brand advocates—those who consistently leave positive reviews and participate actively in your loyalty program. These customers can be targeted for referral campaigns, user-generated content opportunities, early access to new products, and bonus surprises & delights.

2. Review-based segmentation

As a reviews platform, Stamped offers unique opportunities to segment customers based on their review activity and sentiment:

• Target customers who've left 5-star reviews with ambassador or referral programs
• Follow up with customers who've left critical reviews to address concerns and rebuild trust
• Identify customers who frequently submit detailed reviews for potential focus groups or product testing

This review-based segmentation allows you to not only respond appropriately to customer feedback but also to harness the power of your most satisfied customers as brand advocates.

Our Positive Review Thank You Flow makes this type of segmentation in Klaviyo easier than ever before. It allows you to thank your customers for leaving a positive review and encourage another purchase, all completely automated. You can also address customers who left a negative review by asking for additional feedback or recommending a different product.

3. Purchase history segmentation

A customer's purchase history reveals valuable insights about their preferences, interests, and buying patterns. Effective segmentation in this area might include:

• First-time buyers who need educational content and introductory offers
• Repeat purchasers who may appreciate cross-sell or upsell recommendations
• Seasonal shoppers who buy only during specific times of year
• High-value customers who deserve VIP treatment and exclusive perks
• Product samplers who are looking to purchase the full-sized version
• Brand advocates who are ready to start a subscription

Stamped's loyalty program data can enhance these segments by identifying not just what customers buy, but how they engage with your rewards system—revealing which incentives (i.e. discounts, free products, experiential rewards) most effectively drive purchases for different customer groups.

4. Geographic and demographic segmentation

Location, age, gender, and other demographic factors continue to be important segmentation criteria, especially when combined with behavioral data:

• Target customers in specific regions with weather-appropriate or seasonally relevant products
• Create age-specific messaging that resonates with different generational preferences
• Develop location-based campaigns for customers near your physical stores

Stamped allows you to sort reviews by country, unlocking different insights per region like shipping times, packaging, and longevity in different weather conditions.

Leveraging Stamped's integration partners for segmentation

At Stamped, we've developed powerful integrations with leading marketing platforms to help you implement sophisticated segmentation strategies with ease.

Dotdigital

Our integration with Dotdigital, an all-in-one customer experience and data platform (CXDP), enables marketing teams to exceed customer expectations with highly personalized cross-channel journeys.

The Stamped x Dotdigital integration allows you to:

• Sync reviews data with your customer profiles: Historical and new product reviews are automatically synchronized, strengthening customer profiles and enabling more targeted campaigns.
• Leverage reviews data in your customer segmentation: Create user segments based on review insights, such as by product name or rating score, to support personalized messaging strategies.
• Showcase reviews in email campaigns and landing pages: Turn existing customers into brand advocates to increase conversion rates and drive more sales with reviews, ratings, and user-generated content.

Klaviyo

Our integration with Klaviyo, a leading marketing automation platform, empowers brands to deliver personalized email and SMS campaigns driven by customer reviews and loyalty data.

The Stamped x Klaviyo integration enables you to:

• Automate review requests and follow-ups: Trigger customized review request emails and SMS messages directly from Klaviyo, maintaining consistent branding and leveraging Klaviyo's flow builder for greater flexibility. 
• Enhance customer segmentation: Sync review data, including ratings and custom form responses, to Klaviyo customer profiles, allowing for more targeted and personalized messaging strategies. 
• Showcase reviews in marketing campaigns: Dynamically insert positive reviews into Klaviyo email templates, turning satisfied customers into brand advocates and boosting conversion rates. 

Attentive

Our integration with Attentive, a premier SMS marketing platform, allows brands to engage customers through personalized text messages informed by reviews and loyalty insights.

The Stamped x Attentive integration allows you to:

• Send review requests via SMS: Automate SMS messages prompting customers to leave reviews, enhancing engagement and feedback collection. 
• Leverage review data for segmentation: Sync customer activities, such as submitted reviews and Net Promoter Scores, to Attentive, enabling the creation of targeted subscriber segments for more effective messaging. 
• Respond to customer feedback in real-time: Trigger automated SMS responses based on review sentiments, such as thanking customers for positive reviews or addressing concerns from negative feedback.

Using our Repeat feature as a segmentation alternative

Repeat works by combining Moments and Plays: Moments are high-leverage lifecycle opportunities for influencing customer behavior, and Plays are strategies for engaging customers within those Moments. In other words, they’re data and flows that work together to help you achieve your retention goals, whether that’s boosting repurchase rate, driving more revenue, or creating personalized post-purchase journeys.

Fresh Clean Threads discovered something surprising in their repurchase data. For every additional t-shirt purchased in a customer's first order, that customer's 12-month order frequency dropped by 10-15%.

This insight presented a challenge: customers with higher-value first purchases exhibited different repurchasing patterns than those who bought fewer items initially. The standard one-size-fits-all retention flows weren't appropriate for these different customer types.

Fresh Clean Threads had two options. They could spend months building sophisticated lifecycle infrastructure manually (requiring complex segmentation logic and extensive content creation), or leverage Repeat to automate personalized replenishment journeys.

By choosing to implement Repeat, they were able to create tailored replenishment experiences based on each customer's unique purchasing patterns. The results were impressive: within just 30 days, customers who experienced the Repeat-powered personalized journeys showed a 5.6% higher Average Order Value and 2% higher order frequency. Together, these improvements drove a 7.7% lift in 30-Day LTV, all without requiring extensive time investment.  

Build better, easier segments with Stamped

Generic marketing messages are easily overlooked, so don't waste your time with them. By implementing thoughtful segmentation strategies, brands can create more personalized, relevant communications that resonate with customers and drive meaningful results.

Stamped's reviews and loyalty platform, combined with our powerful integration partners, provides the tools and insights you need to implement sophisticated segmentation strategies without overwhelming your marketing team.

Whether you're looking to increase customer retention, boost average order value, or enhance your overall customer experience, smart segmentation is the key to more effective marketing communications—and Stamped is here to help you every step of the way.

Ready to take your marketing segmentation to the next level? Book a demo today to learn more about how Stamped can transform your customer engagement strategy.