The Segments page puts each of your customers in a group, and you act on a group with the buttons in its row. Email this segment opens Campaigns with that group chosen. On the groups you reward with perks, Reward with perks opens Customer recognition. You pick the group, choose the email and when it goes out, and check afterwards whether the people you emailed ordered more.
You will learn #
- How to choose which group of customers to contact
- How to send one group an email through Campaigns
- How to reward your best customers
- How to check whether a campaign worked
Before you begin #
- Run an analysis first. Tendlio sorts your customers into groups during each analysis. If the Segments page says “No segments computed yet”, run one with Re-scan store on the To do page.
- Have an email ready. A campaign sends one of your saved emails. If you haven’t saved any, Email templates has ready-made ones that are already written and designed, so you change only the words you want.
- Set up sending. Campaigns go out only while customer email sending is Live on the Email sending page. While sending is Off, a campaign you start waits until you switch sending to Live.
- Confirm you may email your customers. Before your first campaign, the Campaigns page asks you to confirm that you have a lawful basis to email these customers and that your privacy policy mentions email.
Open the Segments page #
- In your WordPress admin, open Tendlio → Customers. It opens on Segments, the tab next to Customer list.
The page has two tables. The By RFM segment table puts each customer in one of seven groups (New, Promising, Champions, Loyal, At-Risk, Hibernating and One-time) by how recently they bought, how often and how much they’ve spent. The By recency (time-based) table groups the same customers only by how long ago they last ordered: Active, Dormant and Lost. Each row shows how many customers the group has, what they’ve paid you in total (Revenue) and the average per customer (Avg LTV). Hover over a group’s name to read what the group is and what Tendlio suggests doing with it.
Choose a group #
At the bottom of the page, Your next step names one group to email now, with how many customers it has and what they’ve spent, and an Email this segment button. Tendlio goes down a fixed order and names the first group that has customers in it: New, then Promising, At-Risk, Hibernating and Champions. When all five are empty, it says your segments look healthy.
You can pick any other group from the tables as well. Two signs point at a group worth emailing:
- The At-Risk count is higher than the last time you looked. The page shows only the current count, so note it down each time you check. Those customers used to buy regularly and have gone quiet, and the Segments page suggests reaching them while there’s still time to win them back.
- A card on your to-do list names a group, for example “Your At-Risk customers are slipping away”. Its button, Start a win-back email, takes you to the same email steps.
To see who’s in a group before you email it, open Customer list and click the group’s name at the top of the list. Each row shows a customer’s orders, lifetime spend and last order, and View opens their profile.
Send the group an email #
- In the group’s row, click Email this segment. The Campaigns page opens with that group chosen, and Audience selected at the top names it.
- Under Choose the email, pick the email to send. Edit / preview this email opens it, so you can read exactly what goes out. When an email was written for a particular group, the page shows that group as the Suggested audience.
- Under Choose who gets it, the group you came from is already ticked. You can tick more groups. You can also choose people another way instead: By how long since they last bought, By a category they bought from, By a product they bought or By how often they buy.
- Under Choose when to send, keep Start sending now, or pick Schedule for: and set a date and time in your store’s timezone. When your orders show a clear busiest time of the week, the page suggests sending an hour before it, with a button that fills it in.
- Read the line above Start campaign. For customer groups, it says how many people the campaign reaches, and how many days your daily sending limit spreads it over. When Tendlio sets no daily limit on your sending method, the line says that only your email provider’s own ceiling can slow it down.
- Click Start campaign, and confirm.
Each customer gets their own copy, with their name and customer details filled in, and Campaigns skips people who unsubscribed. The emails go out gradually, within your daily sending limit, and you can start the next campaign once this one has finished.
Tip: Campaigns doesn’t create discount codes. If your email carries a code, create the coupon in WooCommerce first and paste it into the email. Tendlio suggests sending codes to the groups that have been gone longest, such as Hibernating and Lost, rather than to At-Risk. At-Risk customers were buying regularly until recently, and a code sent to someone who would have ordered anyway gives away margin.
Reward your best customers #
- In the Champions or Loyal row, click Reward with perks. The button sits on the groups that Customer recognition rewards, which are Champions and Loyal unless you’ve changed them there.
- On Customer recognition, choose which groups count, the discount, and how often a customer can get a coupon, then turn recognition on.
With recognition on, a logged-in customer from a rewarded group sees a thank-you on your storefront when a coupon is due, and Tendlio flags their orders on the order screen, so you can add a personal touch before you ship.
Check whether it worked #
- Past campaigns, on the Campaigns page, lists each campaign with its audience, how many people Tendlio has queued so far out of everyone the campaign was built for, its status and when it started. You can cancel a scheduled campaign there before it starts.
- Did it work?, under that list, checks whether the people your latest campaign reached ordered more afterwards than before.
- After the next analysis, the Segments page shows how many customers each group has now.
Judge a campaign by the orders that follow, not by how many people opened it.
Why it works this way #
Why the next step starts with New customers #
The order runs from the youngest relationships to the groups that are slipping away. New and Promising customers are still getting to know your store, so a nudge can still land. At-Risk customers have gone quiet and may stop buying, and Hibernating ones are a longer shot. Emailing your Champions comes last, for when nothing is slipping. Loyal and One-time aren’t on the list: Loyal customers are doing fine, and One-time customers bought once, more than 90 days ago, and haven’t come back.
Why a regular who goes quiet is At-Risk #
A customer with many orders who has gone quiet counts as At-Risk, not Loyal. A Champion who goes quiet moves straight to At-Risk on the day they stop counting as a Champion, without passing through Loyal. That puts your most valuable quiet customers on the win-back list first.
Why the groups change after each analysis #
Tendlio sorts customers into groups during each analysis, so the tables and the campaign audiences show the groups as your last analysis left them. A customer who ordered since then moves to their new group at the next analysis. A campaign you’ve started keeps the audience it had when you clicked Start campaign.
Additional resources #
- What your customer segments mean: what each group means.
- How to send a campaign to your customers: everything on the Campaigns page.
- How to thank your best customers with Customer recognition: the perks for your best customers.
- How to set up email sending and switch it to Live
- Who you can email (consent, in plain words)
- How to find and contact customers in the Customer list
Frequently asked questions #
Does Email this segment send anything by itself? #
No. It opens Campaigns with the group chosen. Nothing goes out until you click Start campaign, and only while sending is Live on the Email sending page.
Can one customer get the same campaign twice if I tick two groups? #
No. Each customer is in exactly one of the seven groups, so ticking several groups reaches each person once.
Why is a customer who ordered yesterday still in At-Risk? #
Tendlio sorts customers into groups during each analysis. The customer moves to their new group at the next one. Until then, their profile and the Segment column on your Orders list already show the group their orders point to, with a note that it's an estimate.
Can I send a discount code with a campaign? #
Yes, but Campaigns doesn't create it. Make the coupon in WooCommerce and paste the code into the email.