Customer Segmentation
Definition
Segmentation divides a customer list into groups that share a trait, such as total spend, last order date, location, or product interest, so each group gets a message or offer that fits. It replaces one-size-fits-all campaigns with targeted ones. The classic model, RFM, scores customers by recency, frequency, and monetary value.
Why it matters for your store
The same email is a welcome to one customer and noise to another. A discount is a waste on someone who was about to buy at full price and a rescue for someone about to leave. Segmentation is how you tell them apart before you send.
It also protects the list. Every irrelevant message costs a few unsubscribes, and a list that shrinks with every campaign is a bad asset. Sending less, to the right people, keeps consent alive.
Segments should be dynamic. A customer who buys today moves out of the "inactive" group by themselves; you should not have to rebuild the list every week.
How Kambloo handles it
Customer groups are the static layer: assign customers to a group and use it for group-specific pricing, as a campaign condition, or to show group-specific content. Rule-based segments are the dynamic layer: define criteria such as total spend, order frequency, last order date, tags, and location, and the segment updates itself.
Segments target bulk email and SMS campaigns and lifecycle automations. Before any marketing send, the recipient list is filtered by İYS consent status, so a segment never includes someone who has not agreed to marketing messages.
Questions about Customer Segmentation
What segments should a small store start with?
Three are enough: customers who bought once, customers who bought more than once, and customers who have not bought in 90 days. Each gets a different message. Add location and category interest later.
What is RFM segmentation?
A scoring model that ranks customers by how recently they bought, how often, and how much they spent. Combining the three scores produces groups such as champions, at risk, and lost.