Targeting customer segments with coupons
In this part of the “creating advanced coupon campaigns series”, we describe how to leverage customer segments in coupon campaign experiments.
Targeting customer segments with coupons
We covered how to measure the ROI of fixed-code coupons. We also learned how to take back control of your promo offers with bulk, personal, one-off codes. Now, we’ll try to get it to the next level; we’ll limit redemptions to particular customer segments.
Imagine giving out vouchers to new customers only or rewarding the loyal shoppers that signed up 3 years ago. How about a special deal for employees only? Geo-located offers maybe?
Yeah, sounds cool, but talk about it to your developers and you’ll quickly learn that it requires a hell of a lot of work - unless you have a super heavy marketing automation infrastructure in place already. The more campaigns you come up with, the more implementation is needed to ensure a smooth and secure redemption process. Also, the time needed to add new scenarios won’t be linear because growing code complexity will soon make this unmaintainable.
But fear not, young Padawan, if you have Voucherify already wired in, you can handle these cases out of the box! Let us show you how to start running super precise coupon campaigns with our product.
Meet the Customer View
This view has a single responsibility; to let you create segments. The segments are built with filters and can be based on two types of attributes:
- External - e.g. email, name, address, metadata - generally speaking, everything you think that might be used to build a segment.
- Internal - e.g. loyalty points, number of coupons redeemed so far - attributes that Voucherify tracks internally.
But to start the journey of segments, you have to let Voucherify know about your customers first. This can be achieved in two ways:
- Bulk import through CSV file - see the docs
- Programmatic addition through API (in this way, you can keep your customer base in sync with a CRM when there’s a new sign-up).
Having imported the customer, you can start playing around with filters. The Customers view offers a handful of options for creating groups. You can select the users based on:
- Creation Date
- Country, City, Postal code
- Metadata property (any property you feed into Voucherify, e.g. language or currency)
Each filter gives you an exhaustive list of options (take a look at Email filter below). Plus, you can choose if all (AND) filters should be active at the same time or just any of them (OR). This setup provides a powerful way to create a precise group of customers who you want to target with the coupon.
Your first Customer Segment
Supposing your filters are set, you can now create a segment. This is pretty easy: just reload the customers, ensure the number of customers is correct, and click the CREATE SEGMENT button.
The creator will ask you if the segment should be static or dynamic. The difference is straightforward, by way of example, let’s assume that you created a segment with your “premium” members:
- In the case of the dynamic segment, if a user becomes a “standard” user, he will immediately drop out of this segment. If he returns to premium again, he’ll be visible in the segment.
- In contrast, the static segment remains intact despite any such changes.
Often times, you want to manually pick and group particular customers into a single segment. Voucherify supports that too; it comes down to selecting the given items in the customer table and pressing the CREATE SEGMENT button.
The filters you’ve created can be browsed using the segment dropdown.
Target your Campaign
Now that you have a segment, you can use it to limit campaigns. In the following paragraph, we’ll create a simple fixed-code campaign and we’ll only allow users paying in Polish Zloty to redeem the code.
The filter will work on a custom metadata property, “currency”.
When it’s ready, go to the campaign creator, go through the first 3 stages where you define the campaign parameters and stop at the 4th step. This is where we’ll use the segment; just select your group under the “Add validation rules" section.
That’s it. Submit the form, publish the code and wait for redemptions. If the customer comes from another country, the redemption will fail:
“message”: “customer does not match segment rules”,
The best thing about this approach is that you can create more segments and more targeted campaigns right away, no need to bother your developers! So, take a moment to go through the examples of segment-based campaigns which you can design with Voucherify.
What you can achieve with Voucherify segments:
- New customers only - a predefined segment for customers who just signed up.
- Creation date - target customers who signed up 30 days ago
- Geo-location - offer deals to different countries, cities, and even zip codes - follow this article to learn more about geo-oriented campaigns
- Employees - use email filters (@example.com) to give promos only to your colleagues
- Metadata - use any custom variable, like in the currency example above.
These are just ideas. You can easily come up with other scenarios that you think might bring you better ROI.
Note that you can join several conditions using the campaign manager:
Over the course of the last few articles, we’ve built a fairly extensive setup for launching and monitoring advanced coupon campaigns. But we won’t stop there; what would say if I told you that you can limit your campaigns to specific products? Or specific segments and products? Sounds interesting? Watch out for the next post.