If your marketing is still based on gut feel, old personas or blanket emails to your entire list, it’s time to stop. You’re not just wasting effort – you’re missing opportunities to improve customer experience and drive real business results.

At Double H Marketing, we talk a lot about segmentation – because when you use data properly, you can personalise your marketing, lift engagement, and help customers move faster through their journey. And that means growth, retention and efficiency for your business.

We use three practical lenses to segment smartly and optimise customer experience. When you bring them together, you’ve got a framework that not only works – it learns and improves over time.

1. Persona – who they are

This lens is all about who your customer is. Not based on guesswork, but backed by real data:

• What have they bought?
• What kind of member or customer are they?
• When and how do they typically engage?

These details help you identify customer types. For example, a car brand might talk to ‘revheads’, ‘4WD fans’ or ‘family buyers’. A software company might focus on ‘small business owners’ or ‘IT managers’.

It’s about matching the right message to the right kind of customer – using transaction data, behavioural signals and declared preferences to know who fits where.

2. Value and behaviour – what they do

This lens adds a layer of insight based on actual customer activity. Using models like RFM (recency, frequency, monetary), you can group customers based on their value and behaviour:

• Champions: recent, frequent and high-spending
• At-risk: used to be active, now quiet
• New customers: recently joined, still learning
• Low engagers: low spend and limited interaction

When you combine this with the persona lens, you can act with precision. A champion ‘revhead’ gets one kind of offer. An at-risk ‘family buyer’ gets something else. That’s where segmentation starts driving real impact.

3. Engagement – how they like to interact

You know who they are and what they’ve done. This lens helps you refine how you reach them:

• Do they open emails in the morning or late at night?
• Do they prefer SMS, social or email?
• How often do they want to hear from you?
• Do they click on offers, product news or how-to guides?

When you understand these signals, you can stop sending generic content at the wrong time on the wrong channel. Tools like Salesforce Marketing Cloud help you track, automate and optimise this level of personalisation.

Where it gets really powerful: testing

Once you’ve layered your data into these three lenses, you’ve got the perfect foundation for smart marketing experiments.

• Create a hypothesis (e.g. at-risk family buyers will re-engage with a weekend email and discount)
• Test it (A/B versions, different timings, different offers)
• Measure the results
• Refine the segments based on what works

Each test improves what you know about your customers. Over time, your segmentation becomes smarter – and your results follow.

Smarter segmentation, better business outcomes

Using data this way isn’t just a marketing upgrade – it’s a business strategy. It helps you:

• Improve retention
• Reduce churn
• Increase customer lifetime value
• Lower acquisition costs
• Build brand trust
• Make better decisions, faster

Start with what you’ve got. Focus on clarity, not complexity. Then test, learn and refine.

Businesses that connect data, CX and strategy are already ahead. The only question is – are you ready to join them? Let’s talk about how you can start using your data more effectively – and see the results for yourself.