You should label users everytime:
- you discover any piece of context about them (first time user or recurring user; user belongs to a big company; user is from the USA etc.)
- they perform mission critical actions your site (e.g.: client downloaded ebook, client finished onboarding, client contacted live chat while checking the prices, client spent a lot of time on the pricing page etc.) and
- they enter a new customer life cycle stage related to your product (leads / sign-ups / paying customers / clients with churn risk etc.).
And this is where the value of these labels lies: they help you connect all the missing dots about a client, and create a comprehensive user profile.
Armed with this info, you won’t fall into the trap of pitching your product to a user who is already a paying customer or spamming everyone with irrelevant emails.
On the contrary, you will be able to approach each user according to their needs.
For example, if you are trying to sell a new product feature to your users, you should pitch it differently for someone who’s just trying out your product, as opposed to someone who’s making full use of all the features, or someone who’s about to churn.
So, if you are sending a newsletter announcing this new feature, make sure that at least the intro is adapted to the various user categories you have got, if not the entire message. It makes, sense, doesn’t it?
So, once you’ve gathered all this info about your users, split them into categories and then segment any marketing campaign by adapting and personalizing the message for each user category.