Customer Segmentation

Overview

Customer segmentation divides your customer base into groups with similar purchase behavior so marketing campaigns, promotions, and product recommendations can be precisely targeted. Klaviyo, Omnisend, and Metorik all provide RFM-style segmentation out of the box for Shopify and WooCommerce without custom SQL. Only build a custom segmentation system if your platform's tools don't support the segment logic you need.

When to Use This Skill

• When personalizing email campaigns by lifecycle stage (new, active, at-risk, lapsed)
• When building suppression lists to avoid wasting ad spend on already-converted customers
• When identifying "champion" customers for VIP programs and early access campaigns
• When analyzing which acquisition cohort has the best 90-day retention
• When syncing behavioral segments to advertising platforms (Meta, Google)

Core Instructions

Step 1: Determine platform and choose the right segmentation tool