Martech & CRM
Segmentation & Personalization
A subscription DTC brand wanted to personalise onsite and email experiences by segment to improve LTV and reduce churn.
Audience segments and personalized experiences at scale.
Everyone saw the same homepage and email flows; they had rich behavioural and subscription data but weren’t using it for personalisation. We defined segments (e.g. new vs. loyal, product affinity, risk of churn) and built the logic to compute and refresh segments in their CDP and marketing tools. We then designed personalised experiences: homepage blocks, product recommendations, and email flows that varied by segment and lifecycle stage.
In the first three months, segment-based flows showed higher open and click rates and better conversion than the generic control. They’ve since added more segments and are using the same approach for paid social audiences.
- ·Higher open, click, and conversion in segment-based flows vs. control
- ·Segments and logic in CDP and marketing tools
- ·Approach extended to paid social audiences