Have you ever felt guilty about sending the same emails to all of your customers without using email segmentation? It’s an easy option, but it won’t drive conversions. Email list segmentation is the best way to engage with customers and increase your e-commerce store’s conversion rates.
In this blog, we offer you the best email segmentation strategies that large e-commerce companies use to boost their sales.
Analyze your previous purchases
How can you personalize your emails beyond adding the reader’s name?
Review a shopper’s past purchases. The services or products a customer has purchased from you in the past can be a strong indication of the type of products they like, which can help your team offer personalized product recommendations.
When a user makes a purchase from your business, send them an email that includes a list of similar items they might be interested in. If you sell products that consumers routinely purchase, such as everyday items, you can also send them a reminder email encouraging them to renew their order.
Examine your audience to establish schedules
One of the best ways to increase the effectiveness of your email marketing strategy is to segment your emails by time of day and day of the week. It’s an effective tactic that more companies are using.
If your business sells coffee, for example, you might send your emails first thing in the morning, when readers are checking their email and enjoying their first cup of coffee of the day. An audience of college students, on the other hand, might receive their emails in the afternoon.
There is no universal time to send marketing emails. In most cases, the effectiveness of this strategy depends on who your target market is and what you are selling. Examine your audience to establish a time frame when they are most likely to check their inbox.
As for the day of the week, you may want to send important emails during the week rather than near the end of the week. While users actively check their email during the week, many log off during the weekend.
Start by testing different sending times and days. Based on your results, you can set when to send specific emails to increase your click-through rate (CTR) and sales.
Take advantage of geographic segmentation
Whether you run a business with a brick-and-mortar location and an online store, or you run a company with stores spread across the country, you can benefit from segmenting your emails geographically.
With geotargeting, you can focus on sending specific emails to subscribers based on their location.
If you run an e-commerce business that also offers services or products in physical stores, it’s more beneficial to send promotional emails about your physical store to shoppers who live nearby rather than those half a country away.
When users shop at your store, you can give them the option to join your email newsletter. If they’re shopping online, their subscription can reference their location via their billing or shipping address.
In the sign-up form, your team can emphasize that a user’s zip code allows your business to provide personalized recommendations and updates from the nearest store. For many users, the opportunity to receive personalized suggestions is worth sharing their location.
Plus, it prevents readers from receiving unnecessary emails from a distant location that clutter up their inbox. It also reduces the amount of spam they receive from your business while increasing the value they feel for subscribing to your emails.
Consider Demographics
Whether you operate in a niche industry or sell a universal product commonly used by consumers around the world, your customers likely consist of various demographics.
Different demographics come with different purchasing habits, however.
A 60-year-old woman may not want to buy the same products as a 20-year-old man. That doesn’t mean they aren’t interested in your business. If you have a large line of products or services, they are likely to use your business, but for different purposes.
Therefore, you will want to develop your content for specific demographics. Vital demographics include:
- Age
- Income level
- Sex
- Educational level
- Occupation
When you segment your emails by demographics, you can increase your sales and make your email marketing goals easier to achieve.
Rekindle interest in abandoned carts
If you operate online, you know how crucial it is to maximize your leads and generate more revenue. When users show interest in your products, you feel like you are one step closer to achieving those goals.
However, just because a user has added one of your products to their cart doesn’t mean they will complete their purchase. Studies show that a staggering 68% of shopping carts end up abandoned and never result in a sale.
So when developing a targeted email campaign, it’s crucial to focus on rekindling interest in those abandoned carts to maximize the success of your eCommerce business.
For many businesses, cart abandonment emails work well. While you can’t convince every potential customer to buy your products, it doesn’t hurt to nurture their interest with an email. Sometimes, people stray away from their virtual cart due to a distraction or because they don’t have their payment information handy. When you send a friendly reminder that their products are still waiting for them in your online store, you can successfully win back your sales.
Use opt-in (and opt-out) messages
While it may seem counterintuitive to ask your users if they still want to receive your emails, cleaning up your subscriber list can help increase the effectiveness of your email marketing campaign.
Sometimes, people replace their old emails with a new one. Or over time, they gradually lose interest in your brand. No matter why a user no longer reads your messages, it is vital to make sure that your email list includes people who still read your emails.
One of the many ways to ensure your subscribers are an asset to your business centers around sending opt-in messages. Do more than just give your subscribers the opportunity to opt in or out of receiving your emails. Give them options that allow them to determine how frequently they want to receive your emails or what type of content they want to receive. Instead of completely unsubscribing from your messages, they will have the option to remain a part of your email list while remaining satisfied.
Don’t miss birthdays
Email segmentation can help your company prioritize readers and convey that they are a valuable part of your business. The best way to do this is by sending birthday greetings and promotions to your subscribers on their special day.
Your birthday emails could include the following:
- Unique gifts available with your purchase
- Promotions or discount codes
- Access to exclusive birthday offers or products
If you’re sending birthday promotions to shoppers, consider sending the email a few days beforehand. You can even make the birthday offer valid for an extended period, such as a week, to give the shopper more time to take advantage of your offer.
