Audience segmentation is segmenting website traffic into groupings based on specific combinations of traits. Audiences may be segmented on their psychological characteristics, purchasing behavior, or demographic trends. Segmenting your audience will help you better understand their needs and develop a deeper connection. Your consumers will likely engage with you if they feel your content is tailored specifically for them. Personalized digital marketing, targeted paid advertising, and other strategies can all benefit from segmentation.
When you segment your audience, the quality of content you provide improves and becomes more targeted to their needs. As a result, you’ll have increased engagement with your visitors and a boost in sales. If people believe a product is worth its price tag, they’re more likely to spend more on it. Audience segmentation tools help you group your website visitors into these segments, allowing you to gain deeper insights and better target them with campaigns.
Listed below are the 10 best audience segmentation tools for marketing campaigns
1. Experian
Experian is a powerful tool for helping businesses better understand audience segments. It aids in the creation of new components and their management over time, giving you valuable insights into how to best engage with your target market. This tool offers several features that can help improve your customer segmentation strategy. It is a lifesaver if you’re struggling to see the big picture of your entire process.
Experian’s customer segmentation tool allows you to create, view, and manage your segments based on what is best for your company. In addition, keep an eye out for trends in your competitor’s data. Lifestyle segmentation helps you understand your profitable customers’ habits and preferences to use that information to improve your interactions with them.
Pros:
- Powerful and comprehensive
- It offers a variety of features
- Easily tailored to your company’s needs
Cons:
- Expensive
- Some features are unnecessary for your business
The pricing of Experian starts at $195 per month.
2. Google Analytics
Google Analytics is a free online analysis service that provides excessive information about website visitors. No wonder it’s the most commonly used service of its kind globally, and any blogger can take advantage of it.
If your website was designed with Google in mind, you could establish consumer groups and watch your eCommerce funnels. You can use things like customers (fresh, repeat, incoming users), demographics, geographic location, the platform used, and conversion behaviors to create different segments.
Pros:
- Use variables to segment by web and mobile technologies.
- Create groups on your website and form based on activities people have completed.
- Customers can be divided based on age, income, or location.
- Free
Cons:
- Although it is helpful for website traffic data analysis, it is in-app event analytics.
Google Analytics offers feature-rich software for those willing to spend $150000 annually. Still, the standard free edition provides small business owners with enough data to make informed decisions about their advertising campaigns.
3. Mailchimp
Mailchimp’s marketing solution is feature-rich, promoting innovation and developing connections much faster for small companies. Their automated and user-friendly apps are designed to help anybody succeed.
With Mailchimp, companies can stay in touch with their target audience through promotional emails and automatic communications. They can also develop targeted advertisements and generate landing pages to make sales. It is possible because Mailchimp was built with the target marketing mind.
Mailchimp is expanding its service to include e-commerce, automation, and customer relationship management (CRM) tools. Companies wanting to segment their promotional campaigns can use Mailchimp’s marketing segmentation solution.
Pros
- They offer a forever-free plan.
- Creating campaigns is a snap with the user-friendly editor.
- Various integrations for various needs
Cons
- Paid plans are more expensive
- Automation in marketing is less robust and user-friendly than other tools.
Mailchimp’s free trial allows you to test the features before committing to a paid plan. The cheapest monthly subscription starts at $9.99, whereas the most expensive option is $299 monthly.
4. HubSpot
HubSpot’s CRM program has powerful customer segmentation capabilities. You can use static and active contact lists and contact scoring to create lists that segment your contacts and customers.
The program also offers the choice of event-based segmentation. For instance, let’s say your organization is holding a daily training in Boston. In that case, you could use event-based segmentation to identify and notify consumers in the area who have shown interest in what your team will be discussing at the workshop. The information you collect from workshop attendees helps segment your customers for future marketing purposes.
Pros:
- Comprehensive Database
- Intuitive Tools
- Ease of use and deployment
Cons:
- Limited features and data losses
- Complex pricing
HubSpot offers a free version of its CRM hub, making it a low-risk choice for those who want to try out customer segmentation tools without spending much money.
5. Qualtrics
Qualtrics is an analytics platform that can help you make smarter segmentation decisions. It provides segmentation tools for your products, too. You can use it to fine-tune your offerings and the segments you market them to.
With this audience segmentation tool, businesses will be able to organize campaigns based on custom groups and analyze the performance of each segment.
Qualtrics also provide options to optimize communication with audiences and uses machine learning to help determine new possibilities.
All in all, you get a customer segmentation tool that differentiates itself from others. Artificial intelligence (AI) and machine learning function are vastly influential as they could assist you in finding the optimal way to segment your audience.
Pros:
- Excellent survey creation and data-gathering tools
- Ease of use
- Functional user-interface
Cons:
- Limited app capabilities
- Expensive
6. Sprout Social
Sprout Social is a social media management tool that gives you data-driven insights into your target audience. It connects with over 20 social networks, including LinkedIn, Facebook, Twitter, and Instagram.
Sprout Social provides your business with the tools to create audience segments on social media. It allows you to separate sections of people based on interests, relationship status, age, and gender.
Sprout does more than segment your audience; it also allows you to target ads at each element. It makes Sprout a valuable tool for anyone who wants to take advantage of social media campaigns through audience segmentation.
Pros:
- Easy-to-use interface with smart inbox feature
- Robust reporting capabilities
- Ability to segment your followers
Cons:
- More expensive than some other social media management tools
- Limited integrations outside of social media networks
7. Adobe Analytics
Adobe Analytics is the perfect marketing solution for any organization that wants to track how practical its customer experience is. Using various technologies, Adobe Analytics makes it easy to understand what changes need to be made to provide the best possible service.
Companies use marketing attribution tools, like Adobe Analytics, to see how customer interactions throughout the customer journey affect things like lead generation and ROI.
The Segmentation tool allows you to create simple or complex segments that track visitors’ characteristics and activities. You can use the drag-and-drop feature to add metric measurements, activities, and other sections to segment visitors according to hierarchical concepts, rules, and operations.
Pros:
- Available as a part of Adobe Marketing Cloud
- Ideal for real-time data analysis
- Advanced reporting and dashboard features
Cons:
- More expensive than some other options
- Complex user interface
Adobe Analytics’ pricing varies depending on the traffic volume and subscribed services, with no free version or trial offered. You must contact Adobe directly to get subscription offers and see prices. Depending on your traffic and subscribed services, it could cost anywhere from $30,000 to $350,000.
8. Brandwatch
Brandwatch is a social intelligence tool that allows businesses to monitor and analyze online conversations. Companies can use Brandwatch’s insights to make better strategic decisions, learn more about the returns on their marketing initiatives, and understand what people are saying about their brand online.
Brandwatch Insights is the perfect web analytics system for small and mid-sized organizations. It’s easy to use and provides valuable insights into your website traffic. Vizia by Brandwatch is a data analysis solution that presents social and commercial analytics in an easily digestible format.
Pros:
- Professional and effective brand monitoring tool for social networks
- Dynamic and well-supported social insight platform
- Flexible and scalable to adapt to various types of organization
Cons:
- Limited user-interface features
- Weak analysis and monitoring of influencers
Brandwatch gives marketers the ability to design and edit images, as well as collect data from multiple sources. The audience section allows companies to identify and target audiences based on demographics, careers, geography, hobbies, social relationships, and more.
Brandwatch offers a free trial, with two versions available for purchase starting at $800 and ranging up to $3000.
9. Kissmetrics
Kissmetrics is a web-based communication and marketing promotion management service that uses behavioral data to help organizations improve their understanding of web traffic. It is designed as a centralized system for analyzing, engaging, and categorizing consumers.
The idea for this digital analytics platform is that the data is more than a bunch of numbers to be thrown into a graph. Each number represents a customer, clientele, or activity that impacts your company’s growth indicators and overall financial progress.
With Kissmetrics Pipeline Tracking, you can find potential problems early. You can segment your visitors to see which ones are most engaged and then expand that target market. Exporting lists allows you to target specific segments with a tailored message.
Pros:
- Can integrate third-party analytics into marketing metrics.
- Designed for small businesses.
Cons:
- There is no self-service option. To schedule a demo, you must first submit an inquiry.
Try Kissmetrics for free! The silver level is only $299 per month if you like it. For full access, choose gold at $499/month.
10. Optimove
Optimove is a CRM solution that enables marketers to develop and handle multiple customer-driven engagements. Optimove is utilized by top companies to increase customers’ loyalty, retainment, and return on investment ( ROI).
Optimove gives users access to a wide range of international marketplaces using professional advisers or a customized automated trading methodology. It helps you obtain customer information, acquires analytics, and explore possibilities for consumer interaction.
This software helps businesses plan, develop, and organize cross-channel engagements tailored to each client. It also predicts how customers will respond to your advertisements and strategy, delivering insights that can help you optimize customer engagement.
Pros:
- Integrates seamlessly with third-party apps
- Versatile segmentation and customization
- Calibration capabilities for better lead generation results
Cons:
- Complicated data exporting
- The user interface takes too long to refresh.
If you’re interested in using Optimove, they offer a free trial so that you can explore the features and benefits before committing to a paid subscription. There are three pricing tiers depending on your traffic volume, with the standard subscription starting at $500 per month.
What is Audience Segmentation?
Audience segmentation is the process of breaking your target audience down into distinct sub-groups based on shared characteristics. By doing so, you can more easily establish and deliver products, services, and communication strategies tailored to each group.
Dividing your audience into distinct segments allows you better to understand their apparent demands, needs, and characteristics. This process helps brands identify who they should target and how. By identifying the different sub-groups within your target market, you can more effectively customize your marketing strategies to appeal to each.
Audience segmentation aims to comprehend the variance in people’s wants, needs, and desires. With this comprehension, businesses can design strategies that better fit specific groups’ needs – products, services, or communication approaches.
How do Audience Segmentation Tools work in Marketing Campaigns?
Audience segmentation tools help marketers increase their campaigns’ effectiveness in various ways. By understanding which audiences are more likely to engage with their campaigns, they can tailor their message to target those specific segments and ultimately drive higher conversion rates.
Businesses can use audience segmentation tools to build ideal customer personas and determine a core set of demographics. The leading indicators are age, location, and gender. Other elements include income, education, occupation, and relationship status.
It assists marketing teams in effectively customizing marketing messages for each segment based on their needs. It also offers insights into customer behavior, which can then be used to create targeted campaigns to increase engagement and sales.
Many audience segmentation tools are available to businesses, which can help them identify the most appropriate groups for their products or services. Try reviewing audience information such as demographics, behavior, psychographics, and other factors.
Learn more about What SMS marketing is, its guide, and benefits to understand how you can explore its benefits for your business.
What are the benefits of Audience Segmentation Tools for Marketing Campaigns?
Audience segmentation has many advantages, such as dividing your consumers into groups based on their requirements and purchasing habits. It allows you to tailor marketing messages specifically for each group, which can result in more sales and higher customer satisfaction. Below are five benefits your company can experience when correctly executing audience segmentation.
- Reduces negative feedback – With audience segmentation, you’ll be able to send targeted messages to the right people, thus avoiding negative feedback from those who wouldn’t be interested in that particular content.
- Increases conversion rates – By sending relevant content and tailoring your message for each audience, you can increase conversion rates by up to 30%.
- Improves customer satisfaction – Customers who receive content customized to their needs are more likely to be satisfied and return.
- Increases ROI – With audience segmentation, you can maximize your advertising dollars by targeting the right people at the right time with the right message.
- Reduces wasted marketing efforts – By avoiding costly campaigns to uninterested or irrelevant audiences using audience segmentation tools, you can save your company money.
How do I pick the Best Audience Segmentation Tools for Marketing Campaigns?
Typically, companies use audience segmentation tools to collect data that they can then use to create customer segments. The goal is to automate some processes so employees save time on monotonous tasks. Here are the features to look for when choosing the best audience segmentation tools for marketing campaigns.
Customizability – A decent software will enable you to measure a metric across various customer segments, such as customer satisfaction. For example, if customer satisfaction plummets, you should be able to look at your software and determine which customers are the most negligible content. Customers who have bought a particular product, those in a specific age group, or enrolled in a subscription plan.
Scalability – Quality software will be straightforward and perfect for a start-up business, but it can grow with your company. With time, you should be able to observe different customer types and run specialized reports.
Organization – The best software contains a wealth of data about your customers, including contact information and when they last signed in. This level of detail gives you valuable insights into your customer base and what appeals to them most about your company. It allows you to focus future marketing efforts more precisely for a more significant impact.
Visibility – Often, the best customer segmentation software is easy on the eyes and offers a way to share charts and graphs with others. Staring at a spreadsheet for long periods can be difficult, so it’s crucial to find segmentation software that will make your life easier rather than harder.
Can you use Audience Segmentation Tools in SMS Marketing Campaigns?
Yes. Segmenting your audience helps better target your marketing to specific consumers. There are many ways to personalize mobile marketing campaigns to “nudge” your intended segments into taking specific actions – like notifications and SMS. You can also guide them toward features/products that seem more attractive to them than general ads.
By using segmentation tools to identify the right target audience, you can ensure that your SMS campaigns are successful and reach the customers who need them most. These tools can also help optimize campaigns by providing data on customer engagement, which will give you insights into what works best for each demographic group.