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Top 5 Customer Segments for Independence Day 2023

June 15, 2023

July 4th is coming up, and it's a big deal for DTC e-commerce. It's a great time to connect with your customers and boost your sales. In this post, we'll look at the top 5 customer segments you should focus on for your Independence Day campaign. We'll also share some data insights and give you some practical marketing strategies to use.

Top 5 customer segments for Independence Day

Top 5 Customer Segments for Independence Day 2023

Segment #1: July 4th 2022 New Customers

These are customers who made their first purchase last Independence Day in 2022. Celebrate their 1 year anniversary as customers with a special offer! Make it personal by reminding them that they're receiving this email because they made a purchase last year for July 4th. This shows that you appreciate their loyalty and thoughtfulness, making them feel even more valued as a customer.

Segment #2: July 4th 2022 One-timers

This segment is similar to the previous segment, with the main difference being that they are customers who made their one and only purchase during July 4th 2022. Nudge them to become repeat buyers by giving them an offer they can’t resist.

Segment #3: July 4th 2022 High Spenders

High spenders are customers who have made significant purchases (top 25% of spend) during July 4th 2022 and the period leading up to it. Target these customers with the underlying assumption that they are willing and able to spend on big ticket items, and have experienced value from your brand. This means they are receptive to buying again, so it makes sense to target them separately with bigger ticket items or bundles.

Segment #4: Customers who purchased in the last 30-90 days

These are customers who have recently purchased from your store and are still engaged with your brand. Our research shows that returning customers usually contribute to more than half the revenue on holidays.

Segment #5: Active Loyals

These are customers who have bought 3 or more times and are still active in their lifecycle. They are loyal to your brand and you need to ensure these customers stay happy!

Data Insights for Your Independence Day 2023 Planning

Our Independence Day study focused on last year’s email campaigns sent during July. The data comes from real (anonymized and aggregated) data, representing over 372 DTC stores, 2,591 email subject lines, and 45 million emails sent. Here’s what we found:

  • The average discount rate across all stores in our analysis is 7.49%. Understanding this benchmark can help you decide your own discount strategy. Go too low, and your offer may not seem enticing enough. Go too high, and your profit margins could take a hit.
  • The most frequently used words in email subject lines include: Summer, Sale, and July 4th. The most frequently used phrases include: Independence Day, The Summer, July Sale, and 4th.
  • Most of the emails are sent on July 1st. We can also observe a seasonality from the number of campaigns sent, most of emails are sent on Tuesday and Thursday, the only exception is July 4th.
  • In general, the pattern in Average Order Value (AOV) is related to the number of campaigns sent. This might be explained by the fact that when stores are having a sales event, people are willing to buy more.

Independence Day 2023 Marketing Strategies and Tips

Stay on their radar with multi-phase campaigns

Craft a strategic, multi-phase email campaign to keep your brand at the forefront of your customer's minds and to maximize your Independence Day sales. Divide your campaign into distinct stages such as the initial buzz, friendly reminders, last-minute deals, and post-Independence Day follow-ups.

Be creative and authentic in your Independence Day messaging

It’s okay to be different and go beyond the typical 'July 4th Sale' headers. For✨ instance, you can use phrases like 'Celebrate Independence with Us' or 'Red, White, and You'. Remember, the goal is to stand out in your customer's inbox.

Use Emojis in your subject lines

Our data shows that subject lines with emojis have a higher open rate than those without. Emojis can make your subject lines more engaging and can help convey your message in a more visual and concise way. However, use them sparingly and make sure they are relevant to your message.

Offer exclusive discounts

The average discount rate during July is 7.49%. Consider offering exclusive discounts to your top customer segments to make them feel special and appreciated. Remember, it's not always about the size of the discount, but the perceived value.

Send your emails at the right time

Most of the emails are sent on July 1st, with most emails being sent on Tuesday and Thursday. Consider sending your emails on these days to increase your chances of your email being opened. However, don't forget to test different send times to find what works best for your audience.


We hope you've found this Independence Day blog post helpful and informative. Remember, when it comes to marketing, data is your friend. By sending well-timed emails to the right customer segments, you will see a boost in your conversions.

Built by former LinkedIn data scientists, Tresl Segments makes it easy to create customer segments and sync those segments directly to your marketing channels. So don't wait - start targeting these segments today with Segments and take your Independence Day marketing strategy to the next level!

You can try Segments for yourself with our 14-day free trial. Sign up now and start building your most successful Independence Day campaign yet.

Alex Greifeld from No Best Practices

Alex Greifeld

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