Audience Segmentation

Audience Segmentation

What it is: Audience Segmentation is how we stop shouting into the void. It’s the process of grouping your audience based on demographics, behaviors, interests, and purchasing habits so you can serve personalized experiences across paid media, email, and on-site journeys.

Why it matters for ecommerce merchants: Not every visitor wants the same message. Segmentation lets you refine targeting and tailor campaigns by audience propensity, engagement, and buying patterns. It’s the foundation for personalized SMS, retargeting, dynamic product ads, and creative optimization. According to Campaign Monitor, marketers have seen a 760% increase in email revenue from segmented campaigns. And yes, it drives conversion.

Challenges:

• Gathering accurate zero- and first-party data
• Maintaining clean lists and current segments
• Aligning segments across platforms like Meta, Google, Klaviyo, and your CRM
• Avoiding over-segmentation that fragments your strategy