Using rule-based segmentation can be great if your customers always have the same purchase pattern, as you can easily build your rules just by looking at statistics. However, in more turbulent purchase patterns like with a travel agency that has 150+ products in different categories, it’s only effective on some of the customers. Why turbulent, well because –
The reason is the different dimensions of each product. In general, you have different price points, seasonality, location, type, form of transportation, as well as duration.
And then… there is that last dimension: The individual association. A trip to Thailand means something different depending on who you are communicating with. Some associate Thailand with white beaches, and wild parties, while others are the direct opposite.
Every individual is unique and with the above introduction, I think we can agree, that rule-based segmentation would be too complex as a solution, to cater to each individual.
So how do you communicate with high relevance and avoid being put in the SPAM pile?