Using retention segmentation
Why retention segmentation is important
When you are focused on customer retention, you want to understand how many people haven't bought from you for a while.
The retention segmentation option within Websand helps you to do just that, helping you keep those customer relationships healthy.
Creating a new segment
Access the segmentation section of Websand by clicking the Segment icon from the menu.
You'll then enter the Segment screen which lists all of the segments you've created, and how many members of your audience are within each segment.
To create a new segment, select the [+ New Segment] button in the top right corner, and then select the segment type you require - for example 'Retention' from the dropdown list.
Press the 'Create Segment' button and you will enter the Retention Segment screen
Creating your Retention Segment
The Retention Segment screen looks like this...
Simply decide on the appropriate date range or number of days since the last purchase.
Once you are happy with your selection, give your new retention segment a name.
TIP - use a name you and your peers can easily understand for your segment, for example - "not bought for 121 days"
Boom! You've just created a new segment to help you manage your customer retention.
From that day forth (until you decide otherwise), your customers will be segmented accordingly.
What's next? Here are some options.
You could simply monitor this segment (keep an eye on the growth or shrinkage). The count of the segment is shown in the Segment Screen.
You could combine this segment with another segment and create a 'super-powered segment'.
You could use this segment to send a one off marketing message.
Or, you could use this segment power some marketing automation, which is highly recommended for retention.