April 2025
Smarter Segmentation: Targeting the Right Customers with CRM
Getting your message in front of the right people has never been more important—or more achievable. As CRM platforms continue to evolve, businesses now have the tools to move beyond generic lists and create powerful, data-driven customer segments that fuel engagement, retention, and conversions.
If you’ve already cleaned up your CRM data, optimized your workflows, and streamlined your reporting (as we covered in recent blogs), you’re now perfectly placed to make your segmentation work smarter for you. So, what does smarter segmentation actually look like in 2025—and how can your CRM help?
Why Smarter Segmentation Matters
Segmenting your audience isn't just about convenience—it's about results. By targeting specific groups with relevant messaging, you can:
- Improve email open and click-through rates
- Reduce customer churn by tailoring offers
- Boost ROI on marketing spend
- Strengthen relationships through personalisation
- Free up your team’s time by automating targeted campaigns
Your CRM is central to all of this. With tools for capturing customer behaviour, tracking purchase history, and recording preferences, your CRM holds the insights you need to segment effectively.
Practical Ways to Segment with Your CRM
Let’s explore how to create meaningful segments that drive results:
Behaviour-Based Segmentation
Segment customers based on how they interact with your brand—browsing habits, purchase frequency, or email engagement. Use CRM dashboards to monitor this activity and adjust campaigns accordingly.
Example: Send exclusive offers to high-value customers who haven’t shopped in the last 60 days.
Demographic Segmentation
Classic but effective—group your audience by age, location, gender, or job title. With a modern CRM, you can automate campaigns that adapt content based on these demographic details.
Example: Promote seasonal offers by region or push time-sensitive offers based on local holidays or events.
Lifecycle Stage Segmentation
New leads need a different approach than long-time loyal customers. Use CRM automation to track customer journey stages and tailor messaging accordingly.
Example: Send onboarding sequences to new customers and loyalty perks to frequent buyers.
Purchase History & Product Preferences
CRM tools can help you identify patterns and trends in buying behaviour. Use this to upsell, cross-sell, or send timely reorder reminders.
Example: Suggest complementary products based on past purchases, or use AI insights (like we discussed in January’s blogs) to predict what customers may need next.
Engagement Level Segmentation
Not all customers are equally engaged. Some may open every email, others might have gone cold. Your CRM lets you build dynamic segments that change based on real-time activity.
Example: Launch a win-back campaign for dormant users while rewarding active users with exclusive content.
Tying Segmentation into Wider CRM Strategy
Smart segmentation isn’t a one-off task—it’s a living part of your broader CRM strategy. When done well, it supports you’re:
- CRM automation efforts by triggering relevant messages at the right time
- Loyalty program performance through tailored reward experiences
- Customer experience strategies by personalising touchpoints across the journey
It also ensures that your CRM dashboards and reports are measuring the metrics that matter—engagement by segment, campaign performance, and conversion rates.
Time to Segment Smarter
Segmentation is no longer optional—it’s essential. As your CRM continues to evolve, so should the way you use it to group and engage your audience. With better segments comes better messaging, more conversions, and stronger relationships.
If you’re ready to refine your segmentation strategy, make sure your CRM is set up to support it. Not sure where to start? Get in touch with us to learn how bespoke CRM tools from Lunar CRM can help you connect the dots and create smarter, more effective campaigns.