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Customer Segmentation | Know How

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Email Surveys

An approach to customer segmentation that builds on both the contact list and use of tags is the inclusion of an email survey. While ShippingEasy does not have a built-in survey tool, services such as SurveyMonkey allow you to create a quick survey that can be linked into any campaign. Learn how to create an Automated and Regular campaign with ShippingEasy.

Surveys can help you know definitively who your customers are and where their interest lie. This enables you to make better connections between them and your products. Incentivizing the survey with offers such as "Answer 5 questions for free shipping!" can help boost customer engagement.

Two segments that perform well with surveys are Demographic and Psychographic.

Demographic Segmentation:

This is one of the primary groups of segmentation that sellers think of when beginning to group their customers. This data includes:

  • Gender
  • Age
  • Income
  • Education
  • Occupation
  • Marital status

For example:

Your survey could ask questions that determine their gender and marital status. Then use tags to make notes of these survey results.

Psychographic Segmentation:

Companies that showcase their values can benefit from understanding the psychology of their customers as it gives them a chance to create a stronger alignment.

A few suggestions for psychographic segmentation are:

  • Lifestyle
  • Opinions
  • Concerns
  • Values
  • Interests
  • Attitude

Doing a little more work to get to know your customer establishes a two-way relationship built on trust and loyalty. It can give you insight into how your brand is affecting customers and where you can boost visibility.

For example:

The survey example above could also include questions about the customers' family, such as number of children or gender of their spouse.

To understand the usefulness of these examples, say you sell clothing. Knowing more about these demographics and psychographics allows you to make product recommendations that fit their needs. In the case of the examples, a single woman may have different habits than a married woman or mother, who might also be buying for her spouse or children.

As you can see, the ways in which customer segmentation can improve and strengthen your business are numerous. By keeping your data organized, making meaningful contact and staying open to the feedback, segmentation can take the guesswork out of the more elusive questions about your customers. Having a well-known customer base will reflect positively in all the work that you do!

 

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