If your e-commerce business has customers in the United States or around the world, you may find that a one-size-fits-all marketing message doesn't work. You want to offer same-day shipping to people in Arizona, where you do business, but you don't want to email it to all your email subscribers and risk confusing customers in Massachusetts. I would like to.
The solution lies in email marketing segmentation, creating precise email campaigns aimed at targeted customers from a wide range of mailing lists. For delivery offers, you can send different email newsletters to people based on their geographic location. Here's what email segmentation is and some strategies you can use for your e-commerce business.
What is email segmentation?
Email segmentation is the process of dividing your entire email mailing list into smaller groups so that you can send more targeted emails. Email marketing tools allow you to create segments based on factors such as demographic data.subscriber behavior, or customer purchase history.
Unlike non-segmented campaigns, which send the same message to everyone on your email list, segmented emails allow you to efficiently send custom emails that target the needs or pain points of specific groups in your list. Email segmentation strategies bridge the gap between sending individual emails to everyone on your list versus sending them in bulk.
How can email segmentation benefit your business?
Email segmentation helps you connect with different audiences who have unique needs and pain points, frustrations that your business is looking to solve. When customers feel like they are being addressed directly, they are more likely to connect with your brand and make a purchase. Email segmentation can be used to acquire new customers by offering discount codes to first-time subscribers, win back customers who haven't purchased recently, share location-specific deals, or browse It's also useful for alerting people who haven't purchased it yet. I checked out with an abandoned cart email.
9 email segmentation strategies
- new subscriber
- B2B vs. B2C
- geographical location
- Demographic information
- loyal customers
- inactive customer
- Subscribers with low engagement
- people who abandoned their carts
- Additional campaign
Email marketers have developed numerous segmentation strategies to deliver custom messages to target groups as part of their overall digital marketing efforts. Here are some attributes you can use to create segments.
1. New subscribers
You can create a mailing list of new subscribers and send them a welcome email. When a new person signs up to receive communications from your business, they enter your sales funnel, but may not be ready to buy yet. A welcome email can attract these new subscribers and move them forward in the customer journey.
2. B2B vs. B2C
Business-to-business (B2B) clients may be interested in fast turnaround times, while business-to-business (B2C) clients may be concerned with affordability. Good messaging for B2C clients can focus on low prices, while effective messaging for B2B clients can focus on efficiency and responsiveness of service.
3. Geographic location
Segmenting your subscribers based on their geographic location makes it easier to sell related items. A company that sells tires might create audience segments based on who lives in areas that get a lot of snow or rain, and who lives in dry areas. An e-commerce site that sells apparel might promote swimwear to customers in warmer climates and sweaters to customers in colder climates.
4. Demographic information
Demographic segmentation may be based on customers' geographic data, age, gender, or marital status. If your list is opt-in or matches information from your customers' purchase history, you may not have as much demographic information about your customers. In such cases, you should ask them to provide demographic information about themselves. This can be done through surveys and interviews.
5. Loyal customers
You can thank your most loyal customers for their business by launching a targeted campaign that offers them special coupon codes. This will help you differentiate yourself from your competitors who direct all their offers to new customers.
6. Inactive customers
You can also use discounts to bring back inactive customers who haven't purchased in a while. Create email segments that target these past customers and offer them incentives to re-engage.
7. Disengaged subscribers
You can create email segments based on how recipients interacted with your past messages. This might mean segmenting groups that only open emails occasionally and sending them messages with especially bold subject lines to entice them to open new emails and become interested in your content. Email generation software can provide reports on how often users open emails.
8. People who abandoned their carts
You can quietly alert someone who hasn't checked out that they have an item in their virtual cart but haven't completed their purchase yet. This may encourage users to return to your site to complete their order, but be careful to use positive language rather than scolding those who don't complete their purchase.
9. Additional campaigns
Increase customer engagement by inviting subscribers to other email lists. For example, an apparel company could create a separate email list specifically for its shoe products. You can automatically enroll subscribers who have previously purchased shoes. Or, if you want to allow subscribers to opt-in, include an interactive sign-up form in the body of an existing email.
3 Best Practices for Email Segmentation
- Collect data about your customers
- We deliver useful content
- Utilize email marketing tools
When executed properly, email segmentation is a highly effective marketing strategy because each target audience in your customer base receives messages that correspond to specific attributes. Here are his three tips for getting the most out of your segmented email marketing campaigns.
1. Collect data about your customers
To effectively group your customers into segments, you need to understand who your customers are. You can also use customer relationship management (CRM) software to track customer interactions and purchase history. You can also request client data in your email sign-up form and allow clients to opt-in to future emails about specific topics. For example, house cleaning expert Handy asks her email subscribers to complete an embedded interactive survey. When a user checks the survey box, they are added to a list of targeted emails customized to the buyer's profile.
2. Distribution of useful content
Once you've segmented your subscriber list, you need to create an engaging newsletter that will grab their attention. Deliver more value to your subscribers by creating newsletters filled with product tips, industry news, and customer success stories instead of advertising-like messages. You can also embed videos, audio content, or interactive modules to add interest. Think of marketing emails as blog posts delivered to your subscribers' inboxes.
3. Utilize email marketing tools
The easiest way to create email marketing segments is to use tools provided by email service providers, including well-known brands such as MailChimp, Sendinblue, and Shopify Email. These services allow you to set up multiple email segments for both current and future campaigns. You can automate email sending times based on open rate data that shows you when someone is most likely to open your email. You can also use them to add custom elements to your email newsletter design, using different layouts for different marketing segments.
Email segmentation FAQs
How can I measure the success of my segmented email campaigns?
Is it possible to segment your email list based on subscriber behavior?
Yes, most email service providers allow you to create segmented email lists based on criteria such as open rates and number of link clicks.
Yes, it is possible and many companies do it. The most reliable way to find out a customer's geographic location is to look at the addresses listed on past orders. You can also run an email campaign asking your customers or potential customers to fill out a form that includes their location.
Is it possible to use email segmentation to target specific geographic locations?
How can I automate email segmentation?
Email marketing and CRM tools can automatically generate segmented customer lists based on factors such as demographic data, geographic location, customer behavior, and past email engagement. . You can then send email campaigns to these auto-generated target groups. The emails themselves can be sent manually or on an automated schedule using email marketing software.
