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Understanding Audiences in Cavaco
When you install Cavaco, one of the first things it does is automatically connect to your digital commerce platform—such as Shopify or BigCommerce—and look back at the last six months of order history. This isn’t just for syncing products; Cavaco pulls in historical orders to understand who your customers are, what they bought, when, and how often.
This data powers the Audiences module inside Cavaco—giving merchants full visibility into their customer base right out of the gate. Within minutes of install, your Cavaco dashboard will be populated with:
- Your entire contact list, ready for email and SMS engagement.
- Deep insights into purchase behavior.
- Smart segmentations like first-time buyers, VIPs, and at-risk customers.
- Pre-built RFM segments that help you target with precision.
What Is an Audience?
An Audience in Cavaco is a dynamic group of contacts who share behavioral traits or customer lifecycle stages. Cavaco continuously updates these audiences based on new activity from your store and your campaigns.
What Makes Cavaco Audiences Special?
Cavaco goes beyond basic tagging or static lists. It builds a set of intelligent segments that include both Customer Behavior Segments and RFM Segments, which are automatically populated and refreshed for you. These segments are not guesswork—they’re built from decades of marketing science and Cavaco’s proprietary customer analytics engine.
Here’s what you get:
1. Customer Behavior Segments (examples):
- Never Purchased: Engaged with your brand, never bought.
- First-Time Buyers: Just placed their first order.
- At-Risk Customers: Previously loyal, but engagement has dropped.
- Repeat and Loyal Customers: Bought multiple times recently.
- VIPs: High-value, high-frequency buyers who drive serious revenue.
2. RFM Segments:
Cavaco automatically categorizes contacts using Recency, Frequency, and Monetary scoring. This includes:
- Champions
- Potential Loyalists
- Hibernating
- Can’t Lose Them
- and several more—all explained in detail in the RFM Segments Guide.
These segments let you target smarter, personalize better, and drive higher ROI across your campaigns.
What Can I Do With Audiences?
- Launch email and SMS campaigns tailored to each segment.
- Automate retention with pre-built drip flows based on RFM stage.
- Personalize content, offers, and recommendations by segment type.
- Use Cavaco AI to help you write, schedule, and measure messaging for each group.
With Cavaco, audience targeting is not just for experts. It's intuitive, automated, and incredibly powerful from day one.
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