A week ago, I got an email from a shop I regularly buy from about their new jeans collection. While you are probably thinking there is nothing unusual about that, I must say there was something, which actually amazed me :). And this was the fact that they had adjusted their email exactly to my preferences.
The headline was: Maja check our new jeans collection which also fits perfectly with your new sneakers. And the jeans did match. Perfectly.
Two weeks before I got this email, I had indeed bought new sneakers from this shop and I was really nice surprised by the fact that two weeks later they sent me an email with products that complemented my sneakers.
In fact, it was such an outstanding experience, it led me to purchase a jeans that I hadn’t planned to buy (which is in itself a topic for another day). The point I’m trying to make here, is that a customised experience often leads to higher customer satisfaction which will ultimately result in higher sales.
With that in mind, as I know every eCommerce shop owner wants to have both satisfied customers and high sales, I want to share a few tips about email marketing segmentation.
As you could see in my example above, utilising the email marketing segmentation can often result in better customer satisfaction as well as higher sales. Now, when we speak about email marketing segmentation there are many different ways you can do it.
3 Simple Email Marketing Segmentation Strategies:
One of the best examples I have seen in the last few months was the one I described above. To recap, the shop thought I might be interested in combining sneakers I had recently bought from their shop with a nice jeans, so they sent me a tailored email based on my last purchase.
Another very commonly used tactics when it comes to segmenting by past purchases is sending out emails with product recommendations e.g. people who viewed/bought this item also liked this product. Another idea is an email that includes complementary products. So, if you haven’t started yet I would highly recommend leveraging data from past purchases in order to start segmented emails.
Website behavioural patterns
Tracking your website behavioural patterns can help you to get to know the interests of your visitors. Once you find out their preferences you can integrate this data into your segmentation strategy.
For example, you can target your email based on the interests that your visitors have expressed on certain pages. Based on the content they have engaged with, you can follow-up with an email, which will help them give a better understanding of your business and eventually lead them to make a purchase on your website.
Let’s say you offer a certain software solution and you also offer a free trial of your software. You can see that many visitors clicked on and engaged with the free trial page but for some reason, they didn’t initiate the free trial.
Now, you can follow up with an email where you describe the benefits of your software solutions, explain the terms of taking up the free trial and provide a call to action at the end of the email asking them to try your software solutions.
The third strategy I wanted to share with you is segmentation based on how much money customers spend in your online shop.
You can utilize any data you have about customer’s spending history to determine which customers have higher average basket values and hence are willing to spend more money in your shop vs customers with lower average basket values who are searching for more affordable items.
Once you have this data you can integrate it into your segmentation strategy. Now, you can start sending out targeted emails which include offers in price ranges suitable for each of your different segments.
So, these are just a few quick email segmentation strategies which are not too complex to integrate into your email strategies but can yield very positive results.