Documentation Index
Fetch the complete documentation index at: https://help.maestra.io/llms.txt
Use this file to discover all available pages before exploring further.
Define Who to Welcome, Re-Engage, or Suppress
Understanding where your customers are in their journey is key to effective communication. Customer lifecycle segmentation lets you group customers based on their engagement stage — and send the right message at the right time. Unlike RFM models, this approach provides an easy-to-use, streamlined 8-segment framework. Every customer moves through a journey:- Sign-up – initial brand discovery
- First purchase – testing the waters
- Repeat purchases – building trust
- Decreasing activity – early signs of churn
- Churn – no longer buying
How Segmentation Works
Segments are defined using just three simple metrics:- Time since registration
- Time since last purchase
- Total number of purchases
- New – 1 order
- New – 2+ orders
- New – no orders
- Promising
- Active
- Loyal
- At-risk
- Churned
- Inactive (No Orders)
Example: Fashion Industry (Apparel, Shoes & Accessories)
| Segment | Description | Thresholds (Fashion Industry) |
|---|---|---|
| New – no orders | Recently signed up but never purchased | Registered ≤ 30 days ago No orders |
| New – 1 order | Just made their first purchase | Registered ≤ 30 days ago 1 orderLast order ≤ 30 days ago |
| New – 2+ orders | Quickly converted and repurchased | Registered ≤ 30 days 2+ orders****Last order ≤ 30 days |
| Promising | Long-time users with low purchase frequency, recent order | Registered > 30 days 1 order****Last order ≤ 120 days |
| Active | Steady buyers with moderate frequency | Registered > 30 days 2 orders****Last order ≤ 120 days |
| Loyal | Top-performing, highly engaged customers | Registered > 30 days 3+ orders****Last order ≤ 120 days |
| At-risk | Starting to slip away | Registered > 30 days 1+ orders****Last order 120–255 days ago |
| Churned | Unlikely to return | Registered > 30 days 1+ orders****Last order > 255 days |
| Inactive (no orders) | Signed up long ago, never made a purchase | Registered > 30 days 0 orders |
- Business Metrics → Customer Segments
- Business Metrics → Customer Segments → Segments Report
- On the Business Metrics page, find the “Customer Segments” section and click “Segments Report”.
- The “Segments Report” opens.
- Hover over a segment name to see a tooltip with exact thresholds. Click the link to view the filter setup.
Segment-Based Engagement Strategies
Set up personalized campaigns for each segment to increase retention and drive lifetime value. Let’s explore strategies for lifecycle segments and the key business metrics to track when evaluating campaign performance.Segment 1: New Users
- Goal: To capture attention and encourage the first purchase.
- Who: Recently registered, no purchases yet
- Key Metric: First purchase conversion rate What to Do:
- Create a welcome series of 3–5 campaigns to encourage customers to place their first order. Use a cascade (e.g. first send email, if unopened → web push, if still unopened → mobile push, then SMS) to maximize reach and minimize cost.
- Offer exclusive first-purchase discounts or bonus points;
- Highlight brand benefits and social proof;
- Use limited-time offers to create urgency.Success Stories:
- Jivo: Increased Conversions by 35.5% In Its Welcome Email Series
Segment 2: Active Customers
- Goal: Improve customer retention, encourage repeat purchases and boost AOV (Average Order Value)
- Who: Recently made a purchase
- Key Metrics: Repeat purchase rate, AOV (Average Order Value), purchase frequency What to Do:
- Set up flows based on abandoned sessions with increasing discounts;
- Send personalized product recommendations 7–14 days post-purchase;
- Use personalized content: celebrate birthdays, use names, and offer product recommendations;
- Show appreciation for your customers’ engagement and ask for feedback via surveys Success Stories:
- Blossom Flower Delivery Sees 5x Revenue Boost with Maestra’s Advanced Abandonment Journey
Segment 3: At-Risk
- Goal: Understand why customers are becoming less active and Re-engage them before they churn
- Who: Recent buyers who are no longer active
- Key Metrics: Open/click rates, size of At-Risk **** segment What to Do:
- Launch reactivation campaigns with personalized discounts after 90 days of inactivity
- Recommend new arrivals the customer may be interested in.
- Collect feedback on why activity dropped
- Escalate offers over time (new products → discounts → exclusive offers)Success Stories:
- JOLYN Drives 7% of Sales with Assistance from Product Recommendations
- Travel Affiliate Network Automated Direct Marketing and Reduced Affiliate Churn
- JOLYN Achieved 9x Winback Flow Conversion Growth with AI-Powered Automation
Segment 4: Churned
- Goal: Attempt win-back or, if there’s no interest, end communication on a respectful note.
- Who: Customers whose last purchase was a long time ago
- Key Metrics: Open/click rates, Churned **** segment size What to Do:
- Send winback offers with deep discounts (up to 30%) after 180 days of inactivity
- After 6+ months of non-engagement, reconfirm subscription status
- Delete unengaged contacts to protect sender reputation Success Stories:
- Blossom Flower Launched 38 Automated Campaigns over the Course of a Month and Received a ROI of 426% On Marketing Automation
Segment 5: Inactive (No Orders)
- Goal: Convert to first purchase or gracefully end communication
- Who: Signed up but never purchased
- Key Metrics: Open/click rates, Inactive (No Orders) **** segment size What to Do:
- Launch re-engagement campaigns for recently registered or recently active customers.
- Delete inactive customers to maintain sender reputation.Suggested flows:
- Winback
Anonymous Visitors
- Goal: Turn unknowns into subscribers
- Who: Site/app visitors with no profile
- Key Metric: Contact collection rate, notification subscriptions What to Do:
- Set up exit-intent popups (triggered when visitors attempt to leave) with lead magnets to capture abandoning visitor contacts
- Use web push for direct browser communication
- Capture contacts via signup forms, popups, and web push notifications Success Stories:
- Enlightened Equipment Achieves 20x Growth in New Subscribers
- **JOLYN Increases Email Capture by 21% with AI-Optimized Popups**Measuring Campaign Effectiveness
- Monitor KPIs in Business Metrics Dashboard
- Set up A/B tests Disclaimer: This guide is based on real-world client cases across various industries. The results you get may depend on the business model and how well the campaign is executed.