Customer Segmentation Strategy

The Challenge

Marketing communications were broad and untargeted, leading to disengagement and rising unsubscribe rates across a member base of 89,000 users. Without segmentation, messaging could not account for differences in member behavior, lifecycle stage, or product relationship.

The Approach

I developed a segmentation framework based on behavioral and transactional data, identifying distinct member groups based on engagement patterns, product usage, and lifecycle stage. The strategy was designed to enable relevant, timely messaging without requiring one-off custom campaigns.

The Execution

Using the CoreIQ CRM and email platform, I built segmented audiences and mapped content to each group based on their profile. Lifecycle journeys were designed to trigger based on behavior, reducing manual effort while improving relevance.

The Impact

Transformed a one-size-fits-all email program into a targeted lifecycle marketing system, enabling the team to communicate more meaningfully with members at scale.

The Results

• Increased email engagement through more targeted messaging
• Reduced unsubscribe rates by improving content relevance
• Enabled scalable, personalized marketing journeys
• Built a reusable segmentation framework for ongoing campaigns