Email list segmentation or simply we say segmentation is a base of successful email marketing for e-commerce. According to Ascend2, Email list segmentation is one of the most effective tactics for 51% marketers.
For delivering satisfying result firstly you need to know your target audience. Learn who they are, what they want, what are their pain points.
Sending a targeted email by segmenting your audience is one of the most effective ways to increase user engagement, to gain maximum conversions, and drive more revenue.
A study from Mailchimp shows that segmented email campaign has a 14.31% higher open rate and 100.95 higher click-through rate than non-segmented email campaigns.
In this blog post, I’ll show you some of the ways and ideas in which you can segment your contact list to get the best outcome for your e-commerce business.
Segmenting your audience using demographic data is probably one of the easiest and most common methods to use. Demographic data include factors such as:
- Income, and more.
What information you need depends on the product you’re selling. For example, E-commerce businesses that sell clothes would like to know the gender of their subscribers so that they know if they should send offers on dresses or suits.
Use demographic data to divide your audience into definite segments. Provide them personalized & highly targeted content that addresses their needs and wants.
Behavioral Data (By Purchase History)
Another easy way to segment your audience is based on your customer’s activity you can divide your email list into segments. There are many popular segments you can use when selling online, some of them are:
Subscriber with no purchase
These subscribers have never purchased from you but either subscriber to your newsletter or created a shopping account or abandoned their cart before checkout. They have shown their interest in your product but they are not ready to purchase, reason can be anything- lack of product knowledge, cheaper products available, etc. Here your goal is to push them and drive them to purchase. Offers, educational content, a newsletter with customer testimonial, etc will work to engage these types of subscribers.
These are the customers who have only make a single purchase with you, your goal is to turn them into repeat buyers. Make sure your onboarding campaign explain every feature of a product or service. Customers who utilize the product to its best are usually the most satisfied customer. New product offerings, re-ordering forms, product recommendation, customer satisfaction survey, etc can be used as a medium to keep you contact engaged.
These are the customers who liked your product enough to make another order. Find out what entices them to make a purchase, dig deeper into purchase behavior and send them an alert whenever something related comes. Respond quickly to customer service requests and experiment with ways to encourage them to place orders frequently.
These are the two major ways to segment your audience, under this comes various other factors such as-
- Segment by interest and preference
- Segment by the inactive subscriber
- Segment by cart abandonment
- Segment by purchase history
- Segment by browsing history
- Segment by location
Now that you got an idea on how to segment the audience start implementing it. By implementing the right email segmentation strategies, testing them frequently will help you engaging prospects more efficiently with your e-commerce business.
Do you have any experience with email segmentation? Tactics or ideas you’d like to share with us? You’re more than welcome to share with us in a comment box.