Audience segmentation and retargeting are two important strategies that you should already be leveraging for your ad and email campaigns, however they can have an even greater impact in Q4. By dividing your target audience into smaller groups based on shared characteristics, you can more effectively tailor your marketing messages to increase traffic and conversions.

Segment in multiple ways
There are numerous ways to segment your audience - including demographics, interests, attitudes, beliefs and behaviour - so use a variety of options to create granular groups. For example, you could segment your audience by age, gender, location, hobbies, and purchase history. 

Don’t overly dissect
Avoid breaking down your audience into overly small segments for the sake of it - if there are no discernable differences between how groups interact and respond to your brand and its campaigns, blend them together. 

Personalise your messages
Once you’ve broken down your audience into smaller groups, make sure your messages are relevant to each segment to increase your connections with new and existing customers.

Retarget engaged shoppers
As part of your segmentation, remember to consider shoppers who’ve previously placed an order with your business or interacted with your brand in some way, and utilise retargeting to attract them back to your store.

Continuously refine and improve
Monitor what type of marketing and messages work best with certain segments, identify what could be improved, and continue to adjust and refine your approaches to deliver stronger results.

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