{"id":262906,"date":"2022-07-18T10:38:00","date_gmt":"2022-07-18T08:38:00","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&#038;p=262906"},"modified":"2026-11-04T12:41:36","modified_gmt":"2026-11-04T11:41:36","slug":"summer-of-discontent-its-time-to-review-and-segment","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/summer-of-discontent-its-time-to-review-and-segment","title":{"rendered":"Summer of Discontent? It\u2019s time to review and segment"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>Your segmentation needs to reach volume without compromising relevance for the individual. So, when did you last review your segmentation strategy? I don\u2019t have all the answers, but here are a few ideas I know DO work and could help your summer segmentation.<\/strong><\/p>\n<p class=\"wp-block-paragraph\">The long-anticipated first \u2018summer of freedom\u2019 has often felt like a distant memory. It is, thankfully, finally here but probably not in that dreamy-like way we once knew. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">Post pandemic fallout has been&#8230; to coin an overworked adjective&#8230; unprecedented (bluh). No-one really knew what our post-Covid world would look like and quite how much our \u2018usual behaviour\u2019 would change. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">Two short years later we have in no particular order:<\/p>\n<ul class=\"wp-block-list\">\n<li>a WFH culture<\/li>\n<li>a war<\/li>\n<li>a fuel shortage<\/li>\n<li>The Great Resignation<\/li>\n<li>travel disruptions and cancellations<\/li>\n<li>and of course an economic crisis that we\u2019ve not seen in 40 years<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">All these factors have had a direct impact on consumer behaviour with tighter wallets and still a long lingering desire to stay at home to save some pennies (and to shut the world out). &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">No matter how much we party for the Jubilee we still have to consider how to market long term, especially this summer when the fear of spending is forefront of our minds. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">If I had written this 10 years ago, I would have suggested something blas\u00e9 like <em>\u2018if they have bought suncream assume they are going on holiday, so flog them some travel insurance\u2019<\/em> (and I probably would have thought that was super logical and clever)! &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">Apart from the fact I now see many flaws in this logic, this sort of strategic thinking won\u2019t work today. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">Your segmentation needs to reach volume without compromising relevance for the individual. So, when did you last review your segmentation strategy? This is the time to reset and optimise how your data can work for you. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">It\u2019s got to work harder to maintain retention and growth. I don\u2019t have all the answers, but here are a few ideas I know DO work and could help your summer segmentation.<\/p>\n<figure class=\"wp-block-image size-full borderradius20\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"300\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-1.webp\" alt=\"\" class=\"wp-image-265373\" role=\"none\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-1.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-1-300x117.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-1-768x299.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-1-767x299.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-1-488x190.webp 488w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-1-44x17.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<h2 class=\"wp-block-heading\">Firstly, automation has never been more important<\/h2>\n<p class=\"wp-block-paragraph\">However, I\u2019m not just talking about setting up a bunch of triggers, shutting the office and going on holiday. Channel automation is a necessity but the contents of both these BAU campaigns should contain automated relevancy. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">We all need to promote new products and offers but somewhere within each comms should contain a proportion of accurate themes for each individual. &nbsp; <\/p>\n<ul class=\"wp-block-list\">\n<li>How have they been engaging with your brand? <\/li>\n<li>Have they browsed particular categories or have they viewed certain products? &nbsp; <\/li>\n<li>It\u2019s nearly payday; what about a quick mention of those forgotten basket items? &nbsp; <\/li>\n<li>Looks like they may be lapsing. Incentivise them before you lose them forever. <\/li>\n<li>Or via the power of predictive analysis don\u2019t incentivise if they are likely to transact anyway. &nbsp; <\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Put these segments together easily and use them to create dynamic content across all your marketing comms.<\/p>\n<figure class=\"wp-block-image size-full borderradius20\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"300\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-2.webp\" alt=\"\" class=\"wp-image-265365\" role=\"none\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-2.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-2-300x117.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-2-768x299.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-2-767x299.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-2-488x190.webp 488w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-2-44x17.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<h2 class=\"wp-block-heading\">Multi-channel is my next recommendation<\/h2>\n<p class=\"wp-block-paragraph\">We are not one-trick ponies with our heads just stuck in the inbox all day and evening. Other channels exist and can create more urgency, more immediacy of response and longer engagement. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">So long as you can segment permissions per media, changing your approach to how you contact your customer base will definitely increase your audience, conversions and revenues. &nbsp;<\/p>\n<h2 class=\"wp-block-heading\">Next up, don\u2019t forget the power of your service messages<\/h2>\n<p class=\"wp-block-paragraph\">The end customer doesn\u2019t really notice or care that your service and marketing comms differ in type and format. To them it is all one big conversation. Be one step ahead with this by segmenting content by permission. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">For those where permits are void, send them the standard service message. For those permitting you can add additional marketing content into your service messages dynamically. <\/p>\n<p class=\"wp-block-paragraph\">It\u2019s another brand engagement opportunity and as it\u2019s predominantly service-based, the comms will most likely be read.<\/p>\n<h2 class=\"wp-block-heading\">Loyalty is also a key area to promote<\/h2>\n<p class=\"wp-block-paragraph\">If you are lucky enough to have an official loyalty programme this should be part of your marketing bread and butter. &nbsp; It needs to be visible in every comms and even segmented by their value. <\/p>\n<p class=\"wp-block-paragraph\">The old adage \u2018speak to your customers and prospects differently\u2019 is no less relevant than with your loyalty club. &nbsp; Nurture those lower value customers and massage the egos of your die-hard spenders. <\/p>\n<p class=\"wp-block-paragraph\">No loyalty programme? The exact same applies. Create those customer lifecycle segments and make sure you talk to these key groups with a different tone and message.<\/p>\n<figure class=\"wp-block-image size-full borderradius20\"><img loading=\"lazy\" decoding=\"async\" width=\"770\" height=\"300\" src=\"https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-3.webp\" alt=\"\" class=\"wp-image-265357\" role=\"none\" srcset=\"https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-3.webp 770w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-3-300x117.webp 300w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-3-768x299.webp 768w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-3-767x299.webp 767w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-3-488x190.webp 488w, https:\/\/spotler.com\/wp-content\/uploads\/2026\/11\/summer-breaker-3-44x17.webp 44w\" sizes=\"auto, (max-width: 770px) 100vw, 770px\" \/><\/figure>\n<h2 class=\"wp-block-heading\">Lastly, don\u2019t forget your prospects<\/h2>\n<p class=\"wp-block-paragraph\">They have intent and are your future customers so don\u2019t ignore them. Just because they didn\u2019t click through on your welcome email does not mean they are a lost cause. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">You possibly didn\u2019t make that welcome email relevant to them (see first point about content automation). Segment and use their browsing history to present products and offers relevant to them as soon as the very first contact as this will secure engagement from the beginning of your relationship. &nbsp; <\/p>\n<p class=\"wp-block-paragraph\">We are still at the beginning of summer and forecasts suggest we will have more to battle in the autumn. Therefore, while the sun does shine this is the time to automate, review your channels, segment and personalise accordingly. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>When did you last review your segmentation strategy? It&#8217;s important to review regularly. Here&#8217;s a few ideas to help your summer segmentation. <\/p>\n","protected":false},"author":86,"featured_media":265349,"template":"","cat_product":[],"cat_industry":[1463],"cat_topic":[1002],"class_list":["post-262906","blog","type-blog","status-publish","has-post-thumbnail","hentry","cat_industry-ecommerce-retail-en-gb","cat_topic-email-marketing-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/262906","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/users\/86"}],"version-history":[{"count":2,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/262906\/revisions"}],"predecessor-version":[{"id":265381,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/262906\/revisions\/265381"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/265349"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=262906"}],"wp:term":[{"taxonomy":"cat_product","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_product?post=262906"},{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=262906"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=262906"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}