Love is in the air, and while chocolates and roses are nice, we know the real heart of the matter for CRM managers and brands is: Customer Relationships. But here’s the problem, not all your customers are in the same place with your brand. Some are just starting out, others are loyal advocates, and some are slipping away quietly like an awkward first date.

The key to mastering these relationships? Segmentation. It ensures you treat every customer just right. Whether they’re single, committed, or… it’s complicated.

The ‘Single’ Category – Just Getting to Know You

🫶 How to Woo Them

• Make a great first impression: A welcome series is your digital version of “Nice to meet you”. Highlight who you are, your values, and what makes you unique.

  
  

• Offer something tempting: Everyone loves an incentive. A first-purchase discount or a free resource can help seal the deal.

  
  

• Be present, but not clingy: Nobody likes to be overwhelmed by communication too soon. Space out your emails and keep the tone light and inviting.

💌 Pro Tips

• Use dynamic content to showcase products or services relevant to their signup source or initial behaviour (e.g. the page they landed on).

  
  

• Include a call-to-action (CTA) that encourages deeper engagement, like your website, and social media channels.

  
  

• Avoid jargon. New customers may not yet be familiar with your industry lingo, so keep it clear and simple.

  
  

• Similarly, keep the content succinct and clear. Don’t include too many CTA’s or pieces of information – you don’t want to leave them feeling overwhelmed.

  
  

The ‘Taken’ Category – Loyal, Loving, and Committed

Ah, the dream relationship: customers who engage regularly, purchase frequently, trust and rave about your brand. These customers are already ‘in love’ with you, but don’t take them for granted. Even the most loyal customers need a little love to remain engaged.

🫶 How to Keep the Spark Alive

• Celebrate them: A loyalty program is a great way to give back to repeat customers. Incentivise engagement by offering up exclusive rewards for hitting certain points targets.

  
  

• Keep things fresh: Share exclusive offers, early product launches, or behind-the-scenes content to make them feel special.

  
  

• Think multi-channel: As these customers are already brand advocates, now is your opportunity to encourage engagement with other channels e.g. SMS and social media. Encourage them to follow, share, and participate in your brand’s community, creating deeper connections across platforms. This not only strengthens loyalty but also amplifies their advocacy to a wider audience.

💌 Pro Tips

• Segment customers by lifetime value (LTV) and tailor campaigns to your high-value audience with VIP perks or tiered rewards.

  
  

• Send milestone emails: ‘It’s been a year since your first order, here’s 20% off to celebrate!’

  
  

• Use the customer's data to personalise the content you send them. An annual ‘wrapped’ style email is a great way of doing this.

The ‘It's Complicated’ Category – At Risk of losing them

Every brand has them: customers who were once engaged but have since gone quiet. Maybe they haven’t opened your emails in months, or their purchase frequency has slowed. These customers are at risk of leaving, and it’s time for some serious relationship-saving tactics.

🫶 How to Rekindle the Flame

• Send a “We Miss You” email: Acknowledge their absence and invite them back with a compelling offer.

  
  

• Offer personalisation: Remind them of what they loved about your brand by recommending products or services based on their previous purchases.

  
  

• Play it cool: Sometimes customers just need to take a break. Give them the option to update their preferences, opt down, or pause emails rather than unsubscribing altogether.

  
  

• Let them go: As frustrating as it is, don’t make it hard for your customer to fully opt-out. A friendly break-up leaves a better taste in everyone’s mouth, and may even increase the chance they return…

💌 Pro Tips

• Include urgency in your messaging: “Your points are about to expire, don’t miss out!”

  
  

• Make your re-engagement emails fun and quirky. A cheeky subject line like “Did we do something wrong?” can grab their attention.

  
  

• Offer an incentive: Give them a reason to come back by highlighting a limited offer, or experience they haven’t seen before. Frame it as a chance to ‘fall back in love’ with your brand.

Relationships Take Work… But Segmentation Makes It Easier

Show your customers the love they deserve by meeting them where they are. With smart segmentation, you can treat every customer like they’re the most important person in the world. At ActionRocket, we’re all about helping brands nurture their customer relationships with tailored, human-led conversations that spark genuine connections. Ready to take things to the next level? Drop us a message, and let’s start building something special together. ❤️