Word to Your Monday - Carney
The Daily Carnage

Word to Your Monday

Know what your customers like, what they don’t like, and give the people what they want.

Be In the Know

Personalization vs. Segmentation: The Real Difference and Why it Matters

It’s one thing to know your user, it’s another thing to talk to them on a personal level. It seems like a no brainer for some. Still, a lot of marketers don’t get that the companies that show they care by putting the thoughts and emotions of people first are the ones that will see customers stick around long-term.

The thing is, a lot of people get segmentation and personalization twisted or treat it the same. Personalization and segmentation couldn’t be more different. Segmentation is grouping customers together according to characteristics (the big players being demographic information). Personalization is customizing messages to individuals themselves — not just the group they belong to.

Let’s go shopping. A simple way to know the difference between these is in a retail environment:

  • Segmentation: Stores don’t pile kids’, men’s, and women’s clothes all together. Each category of clothing has a different rack, section, or floor before organizing them into further subcategories.
  • Personalization: When a stylist works with you, they are going to dig deep to understand your taste, what flatters you, and your price range.

What many marketers run into is the trouble of disorganized contact lists with slightly different messaging going to segments. Segmentation alone is not going to increase a brand’s customer lifetime value meaningfully or lead to growth. Personalized marketing is going to have to drill down further.

We’re talking that sweet, sweet data, people. Simple forms of personalization (such as putting someone’s name in a subject line) are cool, but the good strategies take it further with personalized recommendations, omni-channel optimization, and eventually, predictive personalization. You’re going to have to get to know your customers and gather that data.

At the end of the day, customers expect personalization and relevant services to them. Engaging them, gathering their preferences, and creating unique experiences is what marketers need to do to meet those expectations.

Q for You

Do you personalize your messaging for your audience?

Get the scoop on a site

Be the world’s greatest website detective with the Wappalyzer Google Chrome extension. This insightful little guy will tell you the technology stack of any website. This can mean the CMS, server, Google products, and then some.

Not only that, Wappalyzer can be used as a powerful lead generation and prospecting tool by understanding someone’s current technology use. Lead lists contain websites, email addresses, phone numbers, and social media profiles. Create and export custom reports for any web technology or keyword based on website traffic, location, and industry.

Who are the dudes behind the curtain?

We’re more than a sick newsletter. We are designers, developers, and marketers that also happen to bring you The Daily Carnage with your morning coffee. If you’re looking for a website redesign, a brand refresh, email expertise, or anything in between, we can help. Wondering how to reach us? Just click below!

Don’t Poke Mama Bear

Who knew passive aggressiveness could be so endearing? IKEA is giving us the fuzzy but tough love we need in the form of Mama Bear. Everyone knows what we need to do to conserve water and energy, but we often need to be reminded.

Just like a mom, the polar bear character leads by example with gentle but firm reminders to her family to live an eco-friendly lifestyle for sustainable living. Efficient and reusable products featured along with mindful daily habits.

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1947, Life Magazine

“Motherhood is the biggest gamble in the world. It is the glorious life force. It’s huge and scary – it’s an act of infinite optimism.”

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