Custom Segments

Windsor Circle automatically identifies, builds, and updates a number of "pre-built" customer groups, or "Standard Segments", such as Best Customers, Churning Customers, 1x Shoppers, 2x Buyers, and more.

In addition to these Standard Segments, clients can request "Custom Segments" based on data Windsor Circle is integrating.  These Custom Segments will then be added to the client's Retention Analytics dashboard, meaning that a wide ranges of reports, graphs and charts can be filtered by that Segment (for example, AOV, CLV, Latency, and more), and by any date range. 

Custom Segments Imported into your Email

Additionally, Custom Segments can be included in the daily export and update of data into the retailer's email marketing software.  Windsor Circle handles this by adding the new segment name into a specific field called "WC_Segments" for people who fit the criteria of that segment, so that every customer profile within the email marketing software includes each segment that the customer falls into. Customers can belong to multiple segments.

Segmented Email Campaigns

Retailers can then set up both one-time and automated email campaigns that target customers in either Standard or Custom Segments by using a simple segmentation rule, for example, "WC_Segments" "includes" "Best Customers", or "WC_Segments" "includes" "Business Customers".

Custom Segments Examples

Windsor Circle can built a wide range of Custom Segment unique to the business and marketing goals of a retailer.  Here are some examples:

Business Customers and Residential Customers.  Retailers can use Windsor Circle's Custom Segment capability to differentiate between their business and residential buyers.  The retailer can differentiate their marketing messages, offers, and promotions to these different segments.

Non-Coupon Users.  A merchant can identify customers who had made 3 or more purchases but have never used a coupon.  This way, the retailer could exclude these buyers from promotional campaigns that included coupons, since they have already demonstrated the willingness to purchase without a discount.

Retailers can leverage Custom Segments to define 4 cohorts that will receive 4 variations of each promotional campaign.  Typical Custom Segments in this case are Non-Purchasers, One-Time Shoppers, Win-Back (Churning Customer), and All Other PurchasersHaving these 4 Customer Segments continuously updated in your email software makes it easy to send segmented variations of standard promotions or marketing newsletters.

Left Handed Golfers.  Golfetail, a Windsor Circle client, was able to build a Custom Segment of all left-handed golfers by leveraging Windsor Circle to identify all shoppers who had purchased a product with the word "left-handed" in the product title.  By sending this group email promotions highlighting left-handed products, and excluding them from campaigns highlighting only right-handed clubs, Golfetail dramatically increased engagement and purchases from their left-handed segment.

Demographic-based Custom Segments, such as Men's Clothing Buyers, Women's Clothing Buyers, or Kid's Apparel Buyers, can help retailers ID customers who purchase in a specific demographic category of products, and better tailor marketing campaigns to those groups. 

Holiday Segments

Other popular Custom Segments include those critical to effective holiday email marketing, such as:

Last Year's Holiday Shoppers.  This segment is critical for retailers looking to target people who bought during the prior year's holiday season (10/31 through 12/31).  Retailers can have 2 variations of the segment built: one, for customers who purchased during the prior holiday season but have not purchased since, and another segment for those who have shopped more recently.

Holiday Procrastinators. Retailers looking to target customers who waited until the last minute to buy during the last holiday season can use this segment to send targeted messages highlighting last-minute gift ideas, rush-shipping, in-store pick-up, and other incentives to motivate procrastinators to buy again this season.

This Year's Holiday Buyers is a Custom Segment that retailers can use as a "Suppression List" for ongoing holiday promotional campaigns.  Most merchants send a higher volume and increase email frequency during the holiday season, and while for many it helps motivate subscribers and existing customers to buy, it can also have a negative effect through increased unsubscribes from customers who purchase and then continue to get "bombarded" by additional promotional emails.  

  • Some retailers define their "This Year's Holiday Buyers" Custom Segment as anyone who HAS made a purchase since 10/31, but before 12/31.  Others set a higher threshold, for example, customer who make at least 2 purchases during this time frame, or who have spent at least $100 (or some other relevant threshold) during the holiday time frame.  
  • To mitigate against unsubscribes, we recommend that retailers exclude "This Year's Holiday Shoppers" from 50% or more of future promotional emails - retailers could select 1-2 emails each week to send to their full list, but exclude this Custom Segment from other email campaigns.

Customer Groups in Magento

Merchants using Magento can map any "Customer Group" as defined in their Magento instance to a "Custom Segment" in both Windsor Circle and their email marketing software.  This gives Magento merchants the ability to automatically analyze and take marketing actions on Groups defined based on tax codes, rates, or other attributes tracked in Magento.  Merchants using other eCommerce platforms can build similar Custom Segments if this data is available.


There are many other types of Custom Segments.  Whether based on demographics, purchase history, category or brand preferences, spending thresholds, or seasonal metrics, Custom Segments are a key tool for online retailers looking to better align their marketing campaigns with the specific interests and personas of their customer base.

Contact our team to learn more about Custom Segments.