Why understanding how customers feel matters more than how they’re segmented?

‍

For years, marketing strategies have revolved around one core concept: segmentation. We’ve grouped customers by age, location, purchase behaviour, or lifecycle stage in an attempt to personalise outreach. But this traditional approach is showing its limits.

‍

The reason? Segmentation may be smart, but it’s not human.
It overlooks what really drives engagement and conversion:
👉 The emotional state of the relationship.

‍

Your customers don’t just want relevance, they want to feel understood, cared for and valued.

‍

Audience Segmentation Doesn't Build Connection

‍

A re-engagement email that says "It's Been a While 👋" or "Hey, Don't Be a Stranger!" might be well-timed by your CRM efforts, but does it really convert? Does it have that human-touch? No, it’s likely to feel robotic. Also, considering that your competitors are sending similar emails with the similar or same subject, it doesn't buid that relationship.

Why? Because segments are static. Real relationships aren’t.

‍

Where Segmentation Falls Short:

  • It focuses on behaviour, not the emotional context.
  • It assumes people stay the same over time, without taking into account how their needs, preferences, or circumstances may change.
  • It treats customers like data points, not individuals.

Marketing isn’t really about lists. It’s about people, and people want to feel like more than just a metric.

‍

What Customers Really Want: To Feel Valued

‍

In an age of high competition, endless offers and automations, customers are craving one thing: emotional value. They want to feel seen, not just sold to. Building a relationship with customers on an emotional and human level has become essential for success.

‍

Core Practices of Value-Based Marketing:

  • You acknowledge how a customer feels.
  • You respect their attention and the money they’ve spent or are considering spending on your products.
  • You adapt based on emotional cues.

A loyal customer doesn’t want a generic thank-you. They want to be recognised and made to feel valued and special. This involves delivering

more than promised, inspiring customers, and exceeding expectations at every stage of their journey.

‍

Surprising customers, in addition to satisfying them, is crucial for achieving long-term customer loyalty. Go beyond what customers expect.

‍

Emotionally Intelligent Messaging Drives Action

‍

Great marketing doesn’t push; it resonates and inspires. It’s all about building the right associations and connections. Just to note, strong branding also plays an important role here, as it makes things easier. But it’s worth reminding that branding isn’t just about being consistent with your colours and typeface; it’s about your promise and core values. You need to set them right and make them clear. Emotionally intelligent messaging reflects the customer’s needs and current emotional state, guiding them forward instead of forcing them.

‍

Examples:

  • A hesitant shopper doesn’t need a discount; they need trust.
  • A disengaged customer doesn’t need a reminder; they need genuine inspiration
  • A high-value buyer doesn’t need an offer; they need appreciation

This kind of emotional mirroring makes your brand feel empathetic, human, and genuine. Static and boring email flows don’t reflect the human-touch of real relationships.

‍

We have adopted this approach with all of our DTC clients, in email marketing we've increased their Open Rate, Click Rate, Average Order Value; while decreasing unsubscribe rates which translated into increase in Customer Lifetime Value (CLV).

‍

Without changing the product or offering bigger discounts.

‍

Emotionally-Aware Marketing

‍

Personalisation is a must, but it’s no longer enough on its own. People want to feel understood and appreciated. By building campaigns around the emotional state of the relationship, you create better and deeper connections, optimal timing, and longer-term loyalty.

‍

Let’s work together to apply this emotionally-driven strategy to your brand; so your customers feel valued, your messaging truly connects, and your sales grow. Email us at contact@retligroup.com to get started!

‍