How To Do Customer Segmentation With Mautic To Increase Revenue

Every person is unique, and so are the customers. So why do all of them get the same treatment? Maybe because many businesses don’t know the importance of segmentation and thus they don’t focus on it.

In this post I’ll explain what customer segmentation is and how you can do it with the best open-source marketing automation software, Mautic. Here’s what you’re exactly going to learn in this article:

So without further ado, let’s cut to the chase.

What Is Customer Segmentation?

Customer segmentation or market segmentation is a technique to segregate your customers into different groups on various parameters. These parameters can be their shopping behavior, location, income, interests, etc.

Segmentation has become a crucial part of every business these days. The stats below show how it contributes to your revenue and conversion.

You cannot rate every single customer on the same scale. Each one has a different interest, needs, lifetime value, etc. Thus you need to bifurcate them into different groups accordingly. That’ll make your campaigns more targeting.

Example Of Customer Segmentation

Assume you own an online store that operates in different countries across the globe. And you’re organizing a President’s Day sale on your store. You want to target users who live in the United States. Here customer segmentation can be extremely helpful since you can filter out the users who’ve set their geographical location to the US.

Once you filter those users, it’ll be easy for you to target them with the content and offers they can relate with. If you still don’t understand clearly, here’s a great example by WebEngage. I like how they explained this concept by giving an example of a jewelry store. Here’s how they demonstrate the user segmentation process:

But as I mentioned earlier, there are various different parameters you can segment your customers on. And all of those parameters are divided into few types so let’s talk about those.

Types Of Customer Segmentation

I’ve listed 7 different types of customer segmentation here but still there are more. But these types cover the most significant parameters.

Types Of Segmentation	Parameters Of Segmentation
Demographic	Gender, Age, Marital Status, Occupation, Purchase Power, Income, Gender, Income, Religion, Race, Nationality, etc.
Geographic	Zones, Towns, Cities, States, Countries, Continents, etc.
Psychographic	Social Status, Personality Traits, Preferences, Thought Process, Beliefs, etc.
Behavioral	Purchase power, consumption, interests, loyalty, usage, desired benefits, Tendencies, frequent actions, feature or product use, habits etc.
Technographic	Mobile user, Desktop user, apps, software, Operating System, etc.
Needs-based	Product/ Service must-haves and needs of specific customer groups.
Value-based	Monetary value of specific customer groups on the business.

So now we know what segmentation is and their types, let’s move further and talk about how we can do segmentation.

To segment your customers, you need some tools and as the title says, the tool we’ll talk about in this blog is Mautic.

What Is Mautic?

Mautic is an open-source marketing automation software that helps businesses automate their business-related tasks such as lead generation, customer segmentation, etc.

But since we’re discussing segmentation here, let’s look at how you can do segmentation with Mautic.

How To Do Segmentation With Mautic

Here are the steps you can follow to do segmentation with Mautic.

1. Login into Mautic. After logging in, you’ll see an interface like this. Here you can create a new segment. In the Details section, add the Name, Alias, and Description of your segment, then click on Filters.

 

2. In the Filters section you’ll need to select the filters mautic provides. You can select a single or multiple filters from the drop-down menu.

 

3. After selecting the filters, add the conditions in your segments. You can add multiple conditions for a single segment. This will add a contact in the segment if the contact fulfills the condition.

 

4. Once you fill all the details, Save the changes and your segment will be created.

With the help of the created segments, you can do contact segmentation with mautic. But remember, Mautic is a marketing automation tool and it segments contacts according to the data. To implement customer segmentation in your store you need to map your store data to Mautic.

There is a beautiful plugin which does this job perfectly for you. It’s called Mautic WooCommerce Integration.

It works as a bridge between your WooCommerce store and Mautic. And connects your WooCommerce store for easy and better synchronization of customer and order data. But since we’re talking about segmentation here, let’s talk about how you can segment your contacts with Mautic WooCommerce Integration.

How Mautic WooCommerce Helps In Segmenting Customers In Mautic

Mautic WooCommerce Integration plugin helps WooCommerce store owners by providing them the purchase or order related data of their customers in fields and assigning tags. You can segment your customers, with the help of those custom fields, and tags. Let’s dig deep into both and know what they are:

a. Custom Fields

A Custom Field is the data that a customer belongs to. These fields indicate the details, actions, behavior, activities of a customer. However, the predefined custom fields provided by Mautic are fewer in numbers. This restricts merchants to extract more specific and complex data.

Here Mautic WooCommerce Integration comes into handy. It syncs your WooCommerce contacts with mautic effortlessly. It creates 69 different custom fields that store owners can segment their WooCommerce customers on.

Some of these custom fields are:

• Customer Group / User Role
• Total Number of Orders
• Total Value of Orders
• Last Order Status
• Product Bought
• Categories Bought
• SKU’s Bought
• Average Order Value
• Abandoned Cart Status
• Abandoned Cart Total Value

These custom fields will look something like this in your Mautic CRM.

 

Let’s see how these fields can help you do contact segmentation for your WooCommerce store:

Think you want to run a Christmas campaign for your WooCommerce customers who live in the United States. You can segment those WooCommerce customers in mautic who’ve selected the USA as their billing or shipping country.

Once you get the data from those customers, you’ll be able to run the desired campaign.

Based on these custom fields, our plugin creates 19 different segments that hold the customers’ data. Some of these segments are:

• Cart Abandoners
• Low spenders
• Big spenders
• Loyal customers
• Lost customers
• Repeat buyers
• New customers
• Newsletter subscribers, etc.

This is how it will look like in your Mautic CRM.

 

Users can delete some predefined segments and create their own to segment WooCommerce customers accordingly.

b. Segmentation With Tags

Apart from custom fields, our plugin allows admins to assign tags to the customers. This feature helps store owners to segment their WooCommerce customers as per the user or order activities.

Think you want to inform all your cart abandoners about the discount you’re giving on the abandoned product. You can assign an “abandoned-cart” tag to all those users who’ve added a product in their cart but didn’t purchase. You can then use a filter to get the list of all those users who were assigned with the tag “abandoned-cart”.

This allows you to run your mautic campaign you created only for the cart abandoners.

---

So we’ve talked enough about customer segmentation. But why would you do it for your business? Obviously because of its benefits. So let’s talk about the most convincing part of the customer segmentation, i.e. its benefits for your business.

Benefits Of Customer Segmentation

Customer segmentation has some great advantages for your business. So let’s look at them.

• Targeting Campaign Creation

  Segmentation helps you create more targeting campaigns. When you segment your customers, you create different groups. And in each group, you keep customers with similar behavior.

  If you want to notify your subscriber about the new gym equipment for example, targeting every single user will require more time and won’t be enough conversion. But if you target those users who’ve bought fitness products and gears in the past, it’ll get you better results.

• Better Conversion Rates

  You may have couch potatoes as well as fitness freaks in your subscriber base. But offering couch potatoes fitness-related products and junk food to gym freaks will have bizarre results. They won’t buy your products which will result in sunken conversion rates.

  But when you segment your market, you know about their likes and dislikes. And you create your campaigns accordingly that persuades them easily to take action which increases your conversion rates.

• Personalized Content

  Segmentation enables you to create content that is personalized and more relatable. When you know every detail about the persona you’re going to target, you put all the ingredients in your copy so a reader can connect with it.

  If you know I’m a bibliophile and love to read books, you’ll mold your content in such a way so I can find it more convincing and persuasive. Personalized and relevant content is also crucial because lack of content relevancy generates 83% lower response rates in an average marketing campaign.

• Helps You Identify Your Customers’ Issues

  When you do customer segmentation, you analyze various data sets and metrics. This data also tells you about the issues your customers face. Once you know these issues, you can create a better solution for your customers.

  For example: You’re analyzing the data of your mobile and desktop audience. And you found that the mobile traffic is good but conversions are very less and the bounce rate is higher than the desktop. The reason can be your web pages that aren’t mobile-optimized and responsive. So you know you need to optimize your web pages for mobile.

  Remember, customers be with the brands that resolve their issues. And segmentation helps you do that so you can keep your customers by your side.

• Open Doors Of Upselling

  Upselling can be a significant way to grow your revenue by up to 30%. And when you know about a specific customer segment that’s interested in a particular product, you can align upsells and cross-sells with that product.

  Like if a customer segment is interested in electronic gadgets, you can align the other essential accessories that are relevant to the initial product to increase their purchase value.

Wrapping Up

So the summary of the post is that customer segmentation is a great way to scale up your business growth. It helps you create more targeting campaigns that convert a high number of customers, and when you convert more users into customers, your revenue increases. And with Mautic WooCommerce Integration, this becomes easier since you just have to set up the rules, and rest will be handled by the plugin itself.

But let me tell you something, this extension is not just limited to customer segmentation. If you want to do lead generation, nurturing, synchronize your customers’ data, recover abandoned carts, convert your leads, etc. you can use Mautic WooCommerce Integration.

Have you ever used mautic? If yes then I’m curious to know about your experience with it. Use the comments section to tell us your experience with mautic.

your audience and increase your return on investment, Mautic WooCommerce Integration would be a perfect choice for you.