This article will share some inspirational ideas on what type of segments you can create and how to work and communicate with them. We hope this will make it easier for you to get started!
When you start working in MarketHype, a few standard segments are created by default. However, you can create your own segments based on your organization's needs.
First time-, returning- and losing customers
Find your first-time, returning, and losing customers to analyze and see where they are in their "purchase cycle." Based on these terms, you could, for example, adjust your communication and content towards the different purchase groups.
You could, for example, separate your First-time buyers and Regulars in your Pre-visit automation to give them more personalized content. First-time visitors might need a bit more information than returning visitors who know your venue.
These segments are our standard segments created by default when you start working in MarketHype. We have set a timespan that the purchases should have been made during the last 365 days, but you can set your own standards after your organization's needs.
First-time buyers
As much as you want to see this segment increase, you also want to see them move and convert into regulars.
Tips on actions to take:
Set up separate Pre-event automations for them, including more vital information to make them feel prepared and well taken care of. Maybe you have some inside information to share that will highlight their visit with you.
How to create this segment:
Include everyone who has made one purchase. If you want to, you could also choose to include a timespan if you only want to focus on a specific period.
Returning Customers
Returning customers are important, and you want to keep them coming! This type of target group might vary depending on how you as an organization identify your returning customers.
Maybe it's everyone who has made at least 2 orders no matter when or those who have made at least 3 orders within the last 2 years.
Tips on actions to take:
Combine it with what type of events they have bought tickets to. For example, those who have made an order for events with the event tag Pop at least 2 times.
Set up separate automations to give your returning customers extra attention, such as Post-stay automations and birthday greetings. A post-event automation could, for example, involve a short survey to acknowledge them and ask for feedback.
If you also offer season tickets - your returning customers can be seen as potential season ticket buyers.
How to create this segment:
Include everyone who has made an order at least X times. You could also include a specific time span, just like with your first-time buyers.
Losing contacts
This segment shows you customers who are slipping away, enabling you to take action to bring them back.
Tips on actions to take:
Send them separate newsletters once in a while with offers they can't refuse. Once they make a new purchase, they will be removed from the Losing contact segment.
Combine this segment with event tags to find those who previously bought to a specific genre, and send them a tailored newsletter.
Export the segment to Meta with our Export feature, and try to reach them in another channel.
Be transparent and send them a survey to receive feedback.
How to create this segment:
Include everyone who has made at least two purchases, where at least one is within the last two years. But exclude those who have made a purchase within the last year.
Based on demographics
These segments are created with the Contact attributes filter found under the Include and Exclude block.
Geographical area
By identifying where your customers live, you can adapt the communication depending on the different location areas.
Tips on actions to take:
Send last-minute deals to people who live close by.
Maybe you have an artist from a specific area; use that and send a greeting to them.
If you arrange a festival or other types of whole-day events, you could use popular areas and offer transfers as add-on products.
Age
Base your communication and sales channels on age-spans.
Tips on actions to take:
Middle-aged often have more time and money to spend than a teenager or a family with young kids.
Offer different ticket types, for example, student discounts.
Social media is popular among youngsters. Use our export feature to export your young audience to Meta for advertisement. You can also use the audience to find a look-alike audience.
Custom attributes that you create are also available when creating segments.
Find new potential customers
Find those who have signed up for your newsletter but haven't made a purchase yet. This is done by including everyone on your Newsletter list but excluding those who have made a purchase.
It's a great opportunity to send them a special offer or send them another type of content and subject line than to the rest of your subscribers.
How to create this segment:
Include your Subscription type lists involving all your freely given subscribers, and exclude those who have made a purchase with you.
Based on order history
These segments are created with the Orders Made filter found under the Include and Exclude block.
Various ticket types
You might want to talk differently with students or VIPs. Segment your audience based on ticket types.
Based on genre
We praise event tags a lot, and this is one of the reasons. Tag your events with genres, and you can create segments based on them. This will make target marketing communication much easier!
Early birds/Late birds
You can use early and late bird segments when promoting last-minute deals vs. upcoming events.
Tips on actions to take:
Give early birds extra attention by sending them updates or including them in the process before the event. Make them feel involved.
Your late birds could help you with the last-minute push for an event. Some price-sensitive late birds might even be waiting for a last-minute discount.
When you click on the Create segment button in Audience → Segments, these two segments are available as ready-made templates. You can then adapt the filter and change the days for how long in advance they should have made a previous purchase.
Season ticket buyers
You can create a segment based on contacts who bought any season ticket or choose to go deeper and include specific seasons or ticket types.
Tips on actions to take:
Export the segment to Meta to find look-alike audiences.
Set up different automations for them and include a survey to know what they truly love and make them feel included.
Send them special offers and offer pre-sale to special events.
