Not every customer wants to receive the same message. Some are interested in your latest offers, others haven't engaged with your brand in a while, and some are already your most loyal customers.
Sending the same campaign to everyone can mean missing opportunities to connect with each group.
With Arsel's Segment Builder, you can group contacts based on their information, engagement, subscription status, or actions, helping you send more relevant marketing messages.
Here's how to make customer segmentation work for your campaigns.
Before You Start
Before creating your segments, make sure your contacts are organized and the information you need is available in Arsel.
If you're new to audience management, start with this guide: How to Upload a Contact List to Arsel
What Is Customer Segmentation?
Customer segmentation means dividing your audience into smaller groups based on shared characteristics or behaviors.
Instead of sending one campaign to your entire contact list, you can create messages that match each group's interests or activity.
For example, you might send an exclusive offer to highly engaged customers while sending a friendly reminder to customers who haven't interacted with your campaigns recently.
Why Should You Segment Your Customers?
Sending more relevant messages can help you:
- Increase engagement: Give customers more reasons to open, read, and interact with your campaigns.
- Reduce unsubscribes: Avoid overwhelming contacts with messages that don't match their interests.
- Encourage conversions: Reach customers with offers and information that fit their needs.
- Build stronger relationships: Make your communication feel more personal and meaningful.
The goal isn't simply to send more messages. It's to make every message more useful to the people receiving it.
4 Ways to Send More Relevant Messages with Arsel
Here are four practical ways to use Arsel's Segment Builder in your marketing campaigns.
1. Reward Your Most Engaged Customers
Some customers regularly open your emails, click your campaigns, or interact with your brand.
These are great contacts to reward with special offers, early access to new products, or exclusive updates.
Try this in Arsel: Use the Highly Active (Last 7 Days) segment template to identify contacts who have recently engaged with your campaigns.
Message example:
"You're one of our most engaged customers! Enjoy exclusive early access to our latest offers."
2. Re-Engage Inactive Customers
Not every customer stays active. Some may stop opening emails or clicking your campaigns over time.
Instead of continuing to send them general promotions, try a message that gives them a reason to reconnect.
Try this in Arsel: Use the Slipping Away (30 Days No Engagement) template to identify contacts who haven't engaged with your recent emails.
Message example:
"It's been a while! Take another look at what's new and discover something you might love."
For more ideas on building your audience and keeping subscribers engaged, read From Zero to 10,000 Subscribers: Email List Building Strategies for MENA Startups.
3. Send Messages Through the Right Channels
Not every contact is subscribed to the same communication channels.
With Arsel, you can segment contacts based on their subscription status to plan campaigns for the appropriate audience.
For example:
- Email subscribers: Send detailed product announcements, newsletters, or updates.
- SMS subscribers: Share short promotions, reminders, or time-sensitive offers.
This helps you tailor your communication to each channel while respecting customers' subscription preferences.
4. Celebrate Customer Milestones
A simple message at the right moment can make customers feel appreciated.
For example, celebrating a customer's signup anniversary is an opportunity to thank them for being part of your community.
Try this in Arsel: Use the Signup Anniversary (Today) template to identify contacts celebrating their signup anniversary.
Message example:
"Happy anniversary! Thanks for being part of our journey. Here's a little something to celebrate!"
You can also organize contact information to make your audience easier to manage. Learn how to create custom contact properties in Arsel to understand how additional customer details can support your marketing strategy.
Start Sending More Relevant Campaigns with Arsel
You don't need complicated tools or technical experience to start segmenting your audience.
With Arsel's Segment Builder, you can create custom segments using contact properties, campaign engagement, subscription status, and specific customer actions.
You can also save time with ready-made templates designed for common marketing scenarios.
Once your segments are ready, use them to plan more relevant email and SMS campaigns that speak to each audience.
Next Steps
Ready to put customer segmentation into practice?
- Create your first segment
- Prepare your campaign
Start using customer segmentation to deliver more relevant messages, improve engagement, and build stronger customer relationships with Arsel.