Incentivize them to buy early 

Once you’ve figured out which groups are driving the most sales, you can offer them incentives like an exclusive preview of a new item or early access to a sale. Instead of mass emailing all of your customers, you’re making the most of your time by emailing only the customers who are most likely to take advantage of these opportunities. Incentivizing also helps you build better relationships with your customers. 

Appeal to your segmented groups with personalization

Now, beyond emailing your selected groups about sales and events, appeal to their tastes by taking the data you have on what they’ve bought before and make sure to include similar suggested items to whatever online ads, social media posts, or emails you send them.

As for those other groups of customers who don’t buy nearly as frequently, you can use this same technique to offer them items similar to their original purchases. You won’t be able to provide them with the same level of personalization as you would your regular customers. Still, like your favorite salesclerk, you can suggest items that might tickle their fancy based on the one purchase they’ve made, or suggest something based on what they’ve browsed on your site. 

Other ways to add personalization to your segmented groups 


If you segment your audience by where they live, you can personalize your message to them and offer relevant products. For instance, if you have a segment of your audience in Chicago, New York City, or other places where it gets extremely cold in the winter, feature a discount on heavy coats, gloves, hats, and other cold-weather gear. Or you could feature a sale on swimwear and focus the message around going to the beach to escape the cold weather. 

Offering your customers products that make sense for where they live at a particular point in time shows them you’re aware of what they need and can provide them with goods or services that meet their needs, which makes their shopping experience much more personal. 


If you have customers who’ve been with you for years, show them how much you’ve come to understand them by making relevant product recommendations that will appeal to them according to where they are in life currently. For instance, if you have customers who bought plastic toddler cups from you a couple of years ago, perhaps highlight a couple of plastic lunchboxes for their child who may be entering elementary school now. Or send them an email newsletter that focuses on advice for children entering kindergarten. 

While this does show a personal touch, be careful not to overstep boundaries when it comes to age. Craft each personalized message thoughtfully, whether it’s for emails or social ads, and have a couple of peers read them to make sure you don’t come off as invasive

The holiday season is one of the best times of year to show your customers you can provide the products and services they need in a thoughtful and considerate manner. When you segment and personalize your marketing efforts, it allows your customers to have a more convenient and enjoyable holiday shopping experience. It also allows you to work smarter, not harder, so that you have more time to spend with family and friends. 

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