Customer segmentation is the process of dividing your broader audience into smaller, more specific groups based on shared characteristics. These segments might be based on demographics, behaviours, needs, values, or buying habits.
Segmenting your audience helps you create more personalised and effective campaigns. For example, you might send different email content to new customers versus loyal ones. Or you might target eco-conscious buyers with sustainability messages, while focusing on savings for budget-conscious shoppers. Segmentation makes your marketing feel more relevant – and that’s what drives results.
See: Understanding Market Segmentation – Marketing Made Clear article