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Why segmenting with zero party data lead to higher ROI

When it comes to SMS marketing, using zero-party data is  your primary priority when interacting with consumers.

Like we previously discussed in this post, zero-party data, or the act of customers voluntarily providing their information to businesses they shop with, is considered the best way to create a positive experience for customers. Unlike first, second, and third-party data, zero-party data is a direct source of truth from customers’ mouths, therefore creating an opportunity for brands to get to know their customers at a deeper level.

With that being said, utilizing zero-party data should be at the top of your marketing strategies when it comes to communicating with your customers through SMS. If your brand is already partaking in email marketing, you’re likely already aware of how to segment your subscriber list to send targeted campaigns based on a variety of different behaviors.

Sending a SMS campaign to your entire subscriber list, opposed to sending segmented campaigns based on purchase behavior in the way that brands do for email, is a strategy that may need some tweaking. According to a 2023 study conducted by MoEngage, the insights-led customer engagement platform, 56% of consumers want a curated shopping experience. This means that it’s much more likely for a brand’s SMS list to shrink rapidly if subscribers aren’t receiving campaigns that are targeted to their preferences.

Personalized content is all over the place: whether it’s on the homepage of your favorite streaming platform, your “For You” page on TikTok, or meditation apps, it’s easy to notice that businesses in all industries are creating a more personalized journey for their customers. A business’ SMS platform should do that, too!

Below are a few different ways to segment your SMS subscriber list to maintain engagement:

Purchase Behavior:

Subscribers that have newly joined your SMS list but haven’t made a purchase yet gives your brand a very exciting opportunity to test offers and promotions to see what gets them to convert.  For those who have made a purchase, it’s a good opportunity to create cross-sell campaigns based on what they have previously purchased. For example, if your brand is creating a new athletic collection and your customers have previously purchased athletic gear, it’s an easy way to make sure they’re aware of your new offerings.

VIP Status:

Even though many brands consider their SMS subscribers to be their VIP customers, what makes a customer a VIP is dependent on every brand’s guidelines. For example, a brand’s SMS list could have its own, micro list of VIP customers based on purchase history, like having a high AOV (average order value), how many purchases they’ve made, or how many times they’ve clicked a link after receiving a broadcast. Having a super special VIP segment in your subscriber list can allow you to engage with them in an even more personalized way, like offering them deals that nobody else receives or access to products before anyone else.


For brands that have more than one brick and mortar store, it’s important to make sure that they are sending SMS campaigns based on their customers’ location, which can be determined based on their phones’ area codes. For example, a location in Ohio may be running a 24-hour promo, but another location in California may not be offering this. It’s important that the person located in California doesn’t receive the promotion information for the store in Ohio, and vice versa. Another way to use location for segmentation is when a store that sells their products online is having a sale or event in their sole brick and mortar location.

Need help setting your SMS campaigns up for success? Get in touch with the Voxie team today!

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