‘3 Tips for Creating Customer Microsegments’ – Silverpop Blog

David Pyrzenski says, “Savvy modern marketers are on a continual quest to create programs and strategies that provide a singular, omni-connected communication string with each contact in their database. At Silverpop, we call these individual customers “audiences of one.”

Reaching an audience of one starts with creating segments and content that are super-specific to each customer. By identifying a customer down to the most granular level based on explicit and implicit behaviors, marketers can use their tools to provide the most relevant content to an individual.

These microsegments should be based on the behavioral and demographic attributes most important to your business, such as affinity for specific offerings and product categories; the recency and frequency in which contacts are interacting with your company; and the lifecycle stage of the customer”.