This article will share some inspirational ideas on what type of segments you can create and how to 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 small 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.
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 pricing, 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 visitors
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.
Weekend/weekday goers
Separate your guests after what day of the week they visit you. A great way to separate the type of communication you send them.
Tips on actions to take:
Maybe you have a specific day (usually Sundays) that needs a little extra love and attention. Find those who have visited you on Sundays before.
Your Pre-visit automations could be based on what day they are arriving in order to promote relevant add-on products.
How to create this segment:
Families
Find those who visit you with kids. You might have special activities and offers for them or have add-on products suitable for families and kids.
Tips on actions to take:
Set up separate automations for them, involving family-based content with activities, add-on products for kids, etc.
Make sure to show them that you understand their needs and that you want everyone, both adults and children, to have a good time.
They might be both time and price-sensitive, so it's important to be clear in your communication with them to catch their attention.
How to create this segment:
This depends on your structure. You could include everyone who has made a booking involving children or everyone who has booked a certain package or ratecode, such as a family package.
You can also choose to include both options if you work with both. Make sure to change to Match all (OR) between the two criterias to tell the filter to find those who match any of the options.
