Segmentation is the process of grouping visitors to a website. Once the different segments have been identified and the traffic has been grouped then campaigns can be run targeting different segments. There are limitations here. The targeting is done at the group level, not at the individual. Although a custom first name and last name is used in such campaigns there is no reliable mechanism to individually target people. The good news is that with the level of segmentation that is in use, the visitors will feel more valued due to the targeting of their interests. Here are a few examples of segmentation:
First-time visitors and returning customers
In order to make first-time visitors into customers, a discount code could be offered as a popup as soon as they arrive or browse product pages. At the same time, you do not want to offer the same code to a customer who has already completed the first purchase any maybe used the very same discount code.
Early stage and late stage visitors
Again, offers can be made to visitors who are in the early stage of purchase such as placing items in the cart. While someone in the later stages of checking out might be offered a different incentive to continue. These two stages can also be sent different reminders if there was some form of abandonment.
This segmentation is to provide subscribers with special offers and incentives which we do not want to offer to non-members and casual visitors.