Our data shows that the best-performing brands segment 66% of their sends across at least 6 audience segments. Standardized audience segmentation like this improves not only message engagement (think click rates and order rates) but also your customer experience, contributing to a flywheel marketing effect long after BFCM itself.

Segmentation is the B2C marketer’s path to scalable personalization. Combine segmentation with dynamic content blocks, which can pull in AI-recommended products based on each customer’s behavioral data, and you’re now sending messages to your entire audience that feel like they were custom-built for each individual.

The key to successful segmentation is holistic customer data and customer profiles. It’s critical to use a CRM, like Klaviyo, as your single source of customer data truth. This depth and breadth of customer data will help you—and your AI segmentation tools—discover like-minded pockets of your audience that could benefit from slight message deviations.

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Here’s an example. Our future of consumer marketing report found that 40% of consumers say brand values matter more to them now than they did a year ago. That means for certain segments of your audience, who you are and how you produce your product matters more—and is more likely to increase conversion.

Use customer profile data in your CRM to identify customers who have engaged with your About Us landing page or specific messages in your welcome email stream. These are people who might want to hear more about your brand values. Segment your messaging to that specific audience.