Customer Segmentation

Advanced segmentation features prominently in the 'Elevate' section of the FUEL framework. Matt explains why treating all customers the same leaves money on the table, introducing RFM (Recency, Frequency, Monetary value) segmentation as his preferred approach. The episode references Valentine Radu's work and discusses how different customer segments need entirely different buyer journeys—from first-time visitors with low trust to repeat customers who know exactly what they need. This segmentation enables personalized offers, targeted messaging, and more efficient marketing spend across different customer types.

This episode provides a comprehensive guide to customer segmentation using RFM analysis (Recency, Frequency, Monetary value) with a unique twist - using relationship language like 'soulmates,' 'lovers,' and 'about to dump you' to categorise customers. Matt demonstrates how this approach changes not just how you label segments but fundamentally how you think about and communicate with different customer groups, creating more effective targeted campaigns and personalised experiences.

Learn how Steven identified specific customer subsets within broader demographics to dramatically improve targeting effectiveness. Discover practical methods for analysing purchase data to find your highest-value customer segments and create targeted strategies that resonate with their specific needs and purchasing behaviours.

Learn how Neil Hoyne's marketing persona framework helps identify and overcome destructive marketing behaviours. Discover why treating all customers equally sabotages success and how to prioritise high-value customers for better conversion rates and stronger relationships.

Discover how to segment website visitors in real-time through preference questions and behavioural triggers, enabling personalised experiences without requiring extensive customer data or complex technical implementation.

Discover Brandon's sophisticated approach to customer segmentation that considers purchase history, cart value, customer type, and zero-party data simultaneously. Learn how to create personalised experiences at scale using behavioural and transactional data rather than basic demographics.

Move beyond demographics to psychographic understanding of your community. Tomer shares specific research questions to uncover why customers buy, what problems they're solving, where they gather, and what content they consume. Learn how to identify your best customers, conduct meaningful interviews, and use insights to inform everything from product development to content strategy.

Strategic segmentation forms the backbone of successful Black Friday campaigns. This episode reveals how to identify and target the most valuable segments: fence-sitters who've been considering purchases all year, and lapsed customers who already trust your brand. Chloe explains why segmentation matters more during economic uncertainty, as people gravitate toward trusted businesses. Listeners discover how to create targeted experiences across different customer groups, protecting margin by avoiding one-size-fits-all approaches whilst maximising conversion opportunities with audiences most likely to respond.

The episode demonstrates practical applications of customer segmentation through AI, including identifying best customers, at-risk customers, and high-potential buyers. Shanif shows how proper segmentation enables more effective targeting across all marketing channels, from email to paid advertising.

Lauren emphasizes the critical importance of deeply understanding your target audience beyond demographics - their frustrations, motivations, and emotional drivers. She provides practical examples of how misalignment with customer segments can damage brands, and how proper segmentation enables personalized experiences and messaging.

This episode extensively covers how to segment customers based on zero-party data collected through quizzes, enabling brands to create targeted experiences and messaging rather than relying on assumptions from passive data collection.

The episode extensively covers RFM segmentation as a framework for grouping customers into distinct profiles (soulmates, breakups, new passions, ex-lovers) based on their purchasing behavior. This segmentation enables targeted experiences and personalized marketing strategies rather than broadcasting the same message to all customers.

Will provides detailed guidance on customer segmentation using the RFM (Recency, Frequency, Monetary) model. The discussion explains how to identify truly valuable customers versus those who only purchase during discounts, with practical examples from Will's gambling industry experience where algorithms identified customer patterns and adjusted incentives accordingly. Listeners will learn how to implement RFM segmentation using tools like Reveal by Omniconvert for Shopify, or even basic spreadsheet analysis for smaller businesses, and how to use these segments to personalise communication and offers.

Gabriella reveals why understanding your email list makeup by domain (Gmail, Hotmail, Yahoo, AOL) is crucial for effective segmentation strategy. Users will learn that different email providers have different engagement characteristics, with Hotmail users being most profitable, followed by AOL, then Gmail and Yahoo. The episode emphasises breaking down your list by domain to understand engagement patterns, complaint rates, and purchasing behaviour, revealing that 9 out of 10 businesses don't know their list composition and are 'driving blind.'

This episode provides detailed guidance on customer segmentation through buyer personas. Listeners will learn how to create rich character studies beyond basic demographics, including motivations, behaviours, and decision-making triggers. Jared shares the 'Susan' example—a middle-class woman who buys running shoes after wine with girlfriends, motivated by reclaiming her high school fitness. The content explains how to research personas when starting from scratch using market statistics, online forums, competitor analysis, and Google's built-in audience targeting, then refine based on performance data.

The first factor in Tony's Results Loop is 'Markets' - how to segment your audience by demographics, behaviors, geography, and customer needs. He provides detailed examples including the fly fishing business and Jersey Beauty's Guinot vs Dermalogica customer segments, showing how different segments have different lifetime values.

The episode explores lifecycle segmentation as the foundation of personalised email marketing. Users discover how breaking databases into acquisition, conversion, retention, and reactivation stages allows tailored messaging that resonates with where customers actually are in their journey. Kath explains why someone who exclusively buys Nike products shouldn't receive Adidas promotions, how to identify when customers reach the 'fourth purchase tipping point' where they become reliable repeat buyers, and practical frameworks for moving customers strategically through lifecycle stages.

The episode stresses identifying and focusing exclusively on ideal customers (Marcus says only 3% of total addressable market), understanding customer archetypes rather than generic personas, and avoiding the trap of trying to serve everyone. Includes powerful examples of niche focus enabling specific storytelling.

Learn why "women aged 18-65" isn't a target market and how to define ideal customers with brutal specificity. Elle explains how to create segmented collections for different demographics within the same store, using targeted messaging that speaks to specific life stages—from "Night Out with Friends" collections for younger customers to "Date Night" positioning for older demographics. Understand how to research your actual buyers through historical data and Facebook group feedback, then implement language and imagery that resonates with each segment.

This episode deeply explores how luxury brands must segment and understand their customers differently than mass-market retailers. Casey emphasizes understanding customer preferences, style, and purchasing motivations to deliver personalized experiences, which is core to luxury eCommerce success.

The episode addresses segmentation for targeted pop-up experiences based on traffic source, device type (mobile versus desktop), and AOV brackets. Brands with high AOV (£1,000+) expect 2-5% opt-in rates whilst brands under £100 AOV should target 10-15%. Mobile visitors require different timing than desktop users. Traffic from different channels (Facebook versus Google) should see different offers. This segmentation approach moves beyond treating all visitors identically and recognises that different customer segments need different pop-up strategies to maximise email collection.

The Leaf Strategy is fundamentally about customer segmentation—identifying very specific questions that reveal who the searcher is, what stage they're at in their journey, and what they need. By targeting 8+ word questions rather than broad keywords, businesses naturally segment their audience and attract only those who are genuinely interested in their specific expertise. Nate also discusses the danger of attracting the wrong audience (viral video syndrome), emphasising the importance of being intentional about which customer segments you're targeting with your content.

Robby emphasises that proper segmentation is one of the core tenants of list hygiene and deliverability success. The episode covers grouping subscribers according to attributes to ensure they see the most relevant offers, how personalisation dynamically populates content that makes customers think 'this is for me,' and Campaign Monitor's new natural language segmentation feature that uses AI to automatically partition subscribers based on specified attributes. Learn why sending the same Black Friday offer to your entire list damages deliverability, how engagement-level segmentation protects sender reputation, and why tailoring emails reduces negative ramifications whilst improving positive signals.

Dan demonstrates how to segment customers based on their position in the buying journey, not just demographics. Learn how someone who's just signed up needs completely different messaging than someone who abandoned their cart, and how to create targeted experiences for each segment that move them forward in their decision-making process.

Go beyond basic demographics to understand deep customer use cases and motivations. Learn how to create targeted experiences that feel personally relevant, driving higher engagement and lifetime value through behavioural segmentation.

Users will understand how B2B customer segmentation differs fundamentally from D2C approaches, including enterprise buyers requiring EDI integration, distributors needing punch-out capabilities, and mid-market customers wanting traditional ecommerce experiences with custom pricing and account terms.

Discover how to identify and understand different customer segments based on emotional needs and behaviours. Laura explains why understanding your best customers isn't always enough and how to avoid shaping strategy around a small segment whilst missing the broader customer base.

Explore how System 1 vs System 2 thinking revolutionises customer understanding. Learn why 95% of brand decisions happen through fast, unconscious processing and how this knowledge transforms segmentation from demographic categories to psychological response patterns. Discover how memory structures influence purchasing behaviour.

Anna reveals deep insights into the family and women's wear customer segments, particularly the psychology of distracted parent shoppers who require multiple touchpoints before purchasing. Users learn how to identify and target customers based on their emotional states, shopping behaviours, and life circumstances rather than just demographics, enabling more effective personalised marketing approaches.

Understand Gen Z's unique characteristics through data from 19 million surveyed users, including their platform preferences, values-based purchasing decisions, and research-driven shopping behaviours that differ from previous generations.

Understand why 'you can't attract everybody' and discover strategic niching approaches that create genuine market differentiation. Diana reveals how to overcome the fear of focusing too narrowly whilst building stronger connections with ideal customers through targeted positioning.

Understand how to segment customers effectively for targeted experiences beyond basic email marketing. Explore the principles of creating variety with context, understanding customer intent from the first click, and building personalised journeys that feel like service rather than sales pressure. Learn how proper segmentation can help you avoid the trap of driving all customers to bestseller products.

Master the art of understanding your customers through Mason's AI-driven segmentation approach. Learn how to move beyond basic demographics to capture shopping intent, price sensitivity, and decision-making triggers that enable truly personalised experiences across all customer touchpoints.

Learn how to identify and serve the 80% of customers who don't want traditional subscriptions through Ben's segmentation insights. Discover how to spot customers with subscription-like buying patterns who purchase manually, identify at-risk subscribers showing warning signs, and match different purchasing models to customer preferences for maximum lifetime value.

Explore Monica's approach to customer segmentation based on genuine human insights gathered through interviews rather than purely demographic or behavioural data, creating more meaningful and effective customer groups for targeted experiences and messaging.

Understand how to identify and target the right customers for subscription success. Chris emphasises the importance of precise customer profiling and explains why targeting passionate niche audiences often outperforms broad demographic approaches in subscription commerce.

Learn how to identify and segment your email list effectively, including Christian's approach of distinguishing between hyperbuyers and sceptics, managing unsubscribes as list optimisation, and focusing on quality engagement over vanity metrics like list size.

Understand why there's no such thing as an 'average customer' and how AI can identify individual shopping patterns in real-time. Valon explains how analyzing 250 behavioral data points creates personalized experiences that match each customer's decision-making timeline, moving beyond demographic-based segmentation to behavioral intelligence.

The episode explores RFM segmentation (Recency, Frequency, Monetary) and how to segment customers based on purchasing patterns, lifetime value, and days between orders. Daniel provides guidance on when segmentation is appropriate for businesses of different sizes and how to use segments for targeted retention campaigns.

The episode extensively covers finding and targeting specific audience segments using LinkedIn Groups, LinkedIn Learning courses, post engagement data, and job titles. Patrick explains how to identify niche communities of like-minded individuals and create highly targeted outreach campaigns based on demonstrated interests and behaviors rather than generic demographics.

A core theme throughout is the power of narrowing your focus to specific customer segments. Rich demonstrates how focusing on a smaller, more aligned audience creates stronger loyalty and higher profitability, using examples like the China Success Coach who transformed her business by targeting only corporate relocations.

The framework's Question Two focuses extensively on identifying ideal customers, understanding what they value, and building perceptions around those values—core elements of effective customer segmentation and targeting strategy.

Meredith explains how to systematically build and segment warm, lookalike, and cold audiences using video view campaigns, Instagram followers, and Facebook followers. She details how to create custom audiences of 1,000+ engaged viewers and generate 3 million-person lookalike audiences, then strategically allocate budget across these segments.

The episode highlights the critical importance of understanding your target customer when developing branding. Josh shares the Jersey Beauty Company story where shifting from male-designed branding to female-focused design dramatically improved resonance with their predominantly female customer base, demonstrating how customer understanding drives effective brand decisions.

Padraig provides actionable advice on helping customers identify their 'why' early in the shopping journey - whether buying for loved ones, children, colleagues, or themselves. This segmentation approach allows businesses to personalise the experience and guide customers toward appropriate products based on their purchasing motivation during the gift-giving season.

Strategic approach to customer segmentation based on psychological principles and behavioural triggers rather than just demographic data. Users learn how to segment audiences by which influence triggers resonate most strongly—identifying customers motivated primarily by scarcity versus those responding to authority or social proof. The content demonstrates how understanding value alignment improves segmentation effectiveness, why customers sharing similar values create deeper brand relationships, and how public engagement behaviours (liking, commenting, sharing) reveal psychological commitment levels enabling more effective targeting. Includes frameworks for remarketing to customers who've demonstrated consistency through micro-commitments, identifying brand advocates for liking-based campaigns, and recognizing authority-seeking customers requiring more credibility signals. The discussion covers how personalization extends beyond product recommendations to matching messaging with psychological triggers that drive individual customer decisions.

The episode touches on understanding different customer attachment styles and preferences, such as how some customers prefer utilitarian value while others are motivated by social recognition and community features.

Tanner shares a case study about discovering that expats in Spanish-speaking countries converted much better than US travelers, demonstrating the importance of proper customer segmentation and targeting for business success.

The discussion reveals how 70% of consumers demand sustainability information and three-quarters expect CEOs to lead on climate issues, helping businesses understand how to segment and serve the growing market of environmentally-conscious shoppers who want transparency over perfection when making purchase decisions.

David demonstrates how to use micro-influencers to reach specific customer segments by matching influencer audiences with target demographics. He explains requesting audience screenshots to verify age, gender, and location data, and how to create targeted content for different segments (fitness males, post-pregnancy mothers, grandmothers) through appropriate creator selection.