In this blog we will cover

Market Segmentation

In today’s fast-paced digital world, we’ve got tools that Eugene Schwartz could only dream of.

But the principle remains the same: You know your audience better than they know themselves.

This is where market segmentation

steps in, cutting through the noise and delivering your message exactly where it resonates most.

In this blog we will cover:

Importance of Market Segmentation

Leveraging Custom Properties

Defining Buyer Profiles

Industry Example - Skincare Brand

Iterative Testing and Optimisation

In this blog we will cover

Market Segmentation

In today’s fast-paced digital world, we’ve got tools that Eugene Schwartz could only dream of.

But the principle remains the same: You know your audience better than they know themselves.

This is where market segmentation

steps in, cutting through the noise and delivering your message exactly where it resonates most.

Importance of Market Segmentation

Leveraging Custom Properties

Defining Buyer Profiles

Industry Example - Skincare Brand

Iterative Testing and Optimisation

Why Market Segmentation Matters in the Age of Personalisation

Imagine aiming a message at everyone. It’s a recipe for getting ignored.

But when you slice up your market, tailor messages, and speak directly to the pains, desires, and ambitions of distinct groups, you’re no longer marketing to “everyone.”

You’re connecting deeply with someone. Market segmentation allows us to unlock doors to specific groups with laser-focused messages that strike a chord and ignite action.

In marketing, there’s a wealth of untapped gold within customer data—if you know where to dig.

And today, with custom properties and well-defined buyer profiles, you can create segments that feel like they’re speaking to a single person rather than the crowd.

Using Custom Properties to Sharpen Your Segmentation

Custom properties are like your best-kept secrets in CRM and marketing platforms.

They allow you to capture details that matter most to each audience segment, details that you can then leverage in targeted campaigns.

The beauty of custom properties is they can be anything—location, past purchase behaviour, website activity, pain points, or even values.

Here’s how to harness them effectively:

Capture Behavioural Data
What do they click on? What pages do they visit? This information allows you to see what keeps them interested, forming the foundation of a powerful message.

Identify Purchase Patterns
Are there recurring purchase trends in a particular segment?

Custom properties allow you to identify these habits and trigger follow-ups, upsells, and tailored offers.

Understand Lifecycle Stages
A client nearing purchase needs a different nudge than someone just entering your funnel.

Custom properties give you a snapshot of each buyer’s journey stage, allowing for hyper-targeted purchasing

Craft Buyer Profiles to Add Layers of Specificity

Think of buyer profiles as fleshed-out personas that embody each segment.

By defining these profiles, you can speak to each group's unique worldview, addressing their desires, objections, and values.

Each profile is like a compass guiding your tone, content, and offer.

Say you’re in the fitness industry—there’s no “one size fits all.” Within your customer base, there could be several distinct profiles, such as:

'Active Alice' - A 30-something working professional who fits fitness into a busy lifestyle. Alice is looking for quick, effective routines and values convenience.

'Newbie Nathan' - A fitness beginner looking to ease into a routine without feeling overwhelmed. Nathan appreciates guidance, community support, and reassurance.

'Rehab Rachel' - Someone recovering from an injury who wants safe, adaptive exercises. Rachel needs tailored advice on exercises that help her rebuild strength.

With these profiles, your messaging, product recommendations, and even email sequences can be segmented to speak directly to each type of buyer.

Each profile will help you map out the exact journey they take and provide targeted solutions and information that keeps them engaged and, most importantly, converting.

nurturing.

Market Segmentation for a Subscription Skincare Brand

Let’s apply this to an industry example: a subscription-based skincare brand. The skincare market is a hotbed for segmentation because people’s skincare needs vary wildly.

Here’s how segmentation could look for this brand:

1. Custom Properties for Precision Targeting

Skin Type (Oily, Dry, Combination): Assign a property for skin type and tailor content to each—oily skin needs one set of products, dry another.

Skin Concerns (Acne, Anti-Aging, Brightening): Another property that speaks directly to customer needs.

By segmenting this way, you can set up targeted email flows, like an “Anti-Aging Routine” series for those with ageing concerns or an “Acne-Safe Ingredients” guide for those struggling with acne.

Subscription Length: Are they new to the subscription, or have they been around a while?

Newbies might need content that establishes trust and shows results, while long-term subscribers may want loyalty benefits.

2. Buyer Profiles for Layered Messaging

'Youth-Seeker Yara' - Yara is in her late 30s and wants products that target ageing signs. She’s interested in seeing ingredients that are backed by science, testimonials, and “before-and-after” shots.

'Clear Skin Chris' - Chris, in his 20s, is laser-focused on acne prevention. He doesn’t need an anti-ageing regime but appreciates deep-cleansing masks and ingredients like salicylic acid.

'Natural Nia' - Nia, 40s, is all about organic and eco-friendly skincare. She’s interested in product transparency and how the brand supports sustainable practices.

Each profile influences how to position the brand, speak to these individuals, and cater to their unique priorities.

Imagine Yara’s excitement when she opens an email that talks specifically about powerful anti-ageing formulas and Chris’s delight when he sees a guide to a “Weekly Acne Routine.”

This is segmentation in action—giving each persImageon exactly what they

Market Segmentation as a Growth Multiplier

When you blend custom properties with finely-tuned buyer profiles, you’re no longer throwing messages into the void.

You’re making each segment feel understood, seen, and valued—a surefire way to drive loyalty and, yes, profits.

It’s the Eugene Schwartz approach of knowing your audience deeply, magnified by today’s data-driven tools.

So, as you think about your next campaign, remember that segmentation is about more than just dividing people up. It’s about creating connections that feel personal and, ultimately, compelling enough to turn interest into loyalty.

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