Psychographic Market Segment

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Echo Club House (formerly known as SwayChic) created 12 targeted email campaigns based on just these criteria. One of the things they looked at was what times their customers shopped. So they created a timed campaign that sent emails at 5 a.m., 10 a.m., and 5 p.m., based on popular shopping times. Another segment was based on engagement. It included one-time shoppers, repeat customers who shopped three or more times, customers who had made a purchase more than 6 months ago, and so on.

With this new strategy, Echo Club House increased their email open rate by 40%. They also achieved double the click-through rate within their emails and earned triple the revenue compared to their previous campaigns.

This strategy is about the customer's beliefs, values, personality, and lifestyle. All of these characteristics can influence their purchasing decisions . Psychographic groups can be a mix of other types of segmentation, such as their age or religion (demographic) or their location (demographic). These details often play a major role in a person's behaviors and lifestyle.

For example, you might find that millennial customers, or customers indonesia email list born between 1981 and 1997, are more likely to purchase organic, “all natural,” or eco-friendly products.

Women's ecommerce retailer Intermix used customer data to create 3 segments based on customer purchasing patterns. These segments are:

VIP customers, who earned more and liked to shop for the latest trends. These customers received exclusive invitations to special events.
Discount shoppers, who shopped more when there was a discount. These customers received 30% discounts.
Brand shoppers, who were loyal to certain brands and were willing to spend a little extra for them. These customers received 10-15% discounts on their favorite brands.

Intermix increased annual revenue by 15% with these segments in its email marketing plan.