How to Use Dynamic Tags in Keap to Segment Customers by Purchase History for Targeted Cross-Sell Campaigns

In today’s competitive landscape, generic marketing no longer cuts it. To truly connect with customers and drive repeat business, personalization is paramount. Keap’s dynamic tags offer a powerful, yet often underutilized, mechanism to achieve this by allowing you to segment your customer base not just by what they *say* they want, but by what they’ve *actually purchased*. This guide will walk you through leveraging Keap’s dynamic tags to segment customers based on their purchase history, empowering you to launch highly effective, targeted cross-sell campaigns that speak directly to their needs and preferences, ultimately boosting your average customer value and strengthening client relationships.

Step 1: Define Your Cross-Sell Objectives and Product Synergies

Before diving into Keap, clearly articulate what you aim to achieve with your cross-sell campaigns. Are you looking to introduce complementary products, upsell to premium versions, or offer relevant services based on past purchases? Identify specific product or service synergies within your offering. For example, if a customer bought a beginner’s guide, perhaps a follow-up course or a coaching package is a natural next step. This initial strategic mapping is crucial because it dictates the data points you’ll need to collect and the logic you’ll apply to your dynamic tags. Without a clear objective, your segmentation efforts risk becoming aimless. Pinpointing these relationships ensures that your Keap setup is purpose-built to drive specific, measurable business outcomes and avoids wasted effort.

Step 2: Configure Custom Fields for Purchase Data in Keap

To leverage purchase history, Keap needs a place to store this information. Begin by setting up custom fields that reflect key aspects of your customers’ buying patterns. This might include “Last Product Purchased,” “Total Purchase Value,” “Number of Purchases,” or even specific product categories like “Purchased – HR Consulting Package” or “Purchased – CRM Backup Service.” Ensure these fields are standardized and structured to easily receive data. The more granular and relevant your custom fields are, the more sophisticated your segmentation can become. For complex data, consider using dropdowns or multi-select fields to maintain data integrity and simplify future automation. This foundational step is critical for ensuring your Keap system has the necessary intelligence to power dynamic segmentation effectively.

Step 3: Integrate Purchase History Data into Keap

Once your custom fields are ready, the next vital step is to populate them with accurate purchase history data. This often involves integrating Keap with your e-commerce platform, accounting software, or internal sales system. Tools like Make.com (formerly Integromat) are excellent for setting up automated workflows that push purchase data into Keap whenever a transaction occurs. Ensure your integration maps the correct purchase details to the corresponding custom fields you created in Step 2. For instance, a new sale in your e-commerce platform should trigger an update in Keap, adding or modifying the “Last Product Purchased” field for that contact. Regular, automated data synchronization is key to maintaining up-to-date and reliable customer segments, allowing you to react swiftly to new purchasing behaviors and opportunities.

Step 4: Create Dynamic Tags Based on Purchase History Logic

With your purchase data flowing into Keap, it’s time to build your dynamic tags. Dynamic tags in Keap are essentially conditional tags that are automatically applied or removed based on specific criteria within a contact’s record – in this case, their custom purchase history fields. Navigate to Keap’s automation builder and set up campaigns that apply tags like “Customer_Purchased_ServiceA” if “Last Product Purchased” contains “Service A.” You can create more advanced logic, such as applying a “High_Value_Customer” tag if “Total Purchase Value” exceeds a certain threshold. Test these rules rigorously to ensure tags are being applied and removed correctly. This step transforms raw data into actionable segmentation, providing the foundation for highly personalized outreach.

Step 5: Build Automated Cross-Sell Campaigns Using Dynamic Tags

Now that your contacts are dynamically tagged based on their purchase history, you can design targeted cross-sell campaigns. Create separate Keap campaigns tailored to specific purchase segments. For example, contacts with the “Customer_Purchased_CRM_Backup” tag might receive a series of emails promoting advanced “OpsCare™” support or related AI integration services. Use personalized email content that references their previous purchase, demonstrating your understanding of their needs. Incorporate decision diamonds and sequences within Keap to guide customers through a tailored cross-sell journey. This precision targeting significantly increases the relevance of your offers, improving conversion rates and fostering a sense of being understood by your brand, leading to greater customer loyalty.

Step 6: Monitor, Analyze, and Refine Your Segmentation Strategy

Segmentation is not a set-it-and-forget-it process. Continuously monitor the performance of your dynamic tags and cross-sell campaigns. Track open rates, click-through rates, and, most importantly, conversion rates for each segment. Analyze which offers resonate most with which groups and identify any segments that are underperforming. Use Keap’s reporting features to gain insights into campaign effectiveness and the overall health of your segmented audiences. Based on this data, be prepared to refine your dynamic tag logic, adjust your cross-sell offers, or even create new segments as your product lines evolve and customer behavior shifts. Iterative optimization ensures your strategy remains effective, maximizing ROI and keeping your cross-sell efforts sharp and impactful.

If you would like to read more, we recommend this article: Automated Keap Backups: Your Shield Against Data Loss and Dynamic Tag Disasters