A (Fictional) Marketer Explores Segmentation: Build Your Lifecycle Segments

Miguel felt his heartbeat slow when he took in this approach. Sometimes the sheer volume of possibilities can get to one’s head, you know? But Miguel knows the Calorie Rocket lifecycle stages like he knows the exact placement of every app on his phone.

So he got down to work. First, he wrote down the definitions of each lifecycle stage:

• New = A customer that is new to Calorie Rocket who has used the app or website for less than three days or been subscribed to email or SMS for less than one week. They have not purchased anything yet.
• Considering = A customer who has been using our app or website for more than three days, or subscribed to email or SMS for more than one week. They have not purchased anything yet.
• One-Time Buyers = A customer who has ordered exactly once, and was active on the app or website in the past one month.
• Repeat Buyers = A customer who ordered more than once but less than five times, and was active on the app or website in the past one month.
• Loyal Buyers = A customer who ordered five or more times in the past month.
• Lapsing = A customer who has not engaged with the app or website in the past month.
• Dormant = A customer who has not engaged with the app or website between one and two months.
• Churned = A customer who has uninstalled the app or not used the website in more than two months.

Next, he matched these definitions to the filters in Braze. For example, here’s what their Loyal Buyers segment looks like:

And thanks to the handy, real-time segment size calculator, Miguel has a great sense of the size of each targeted audience, too. That will help him prioritize which part of the lifecycle he’ll attack first. After getting the welcome email set up, of course—if Calorie Rocket can’t get people to move past “New,” then having subsequent segments doesn’t even matter.