Email marketing has been the most popular and effective online marketing channel for almost a decade. Stats says, “Consumers who receive marketing emails spend 83% more when shopping. Their orders are 44% larger, and they order 28% more often.” But, with almost every brand doing email marketing, it has become extremely important that you customize your emails according to your recipients for more relevant and targeted messaging. To improve your email marketing campaigns, segment your email subscribers for actionable insights. Study says that, “Segmented email campaigns produce 30% more opens than undifferentiated messages.”
Segmentation can be done based on a number of attributes; from segmenting by demographics, location, gender, past purchasing behaviour, browsing behaviour, user preferences and a myriad of customer attributes relevant to your business (acquisition channel, active/inactive, average order value and so on).
It can be done on the basis of gender, location, age, interests and so on. An effective example of doing it right is Zappos.com, they are asking people in their welcome email to select gender and the brands in which they are interested to get more relevant emails.
It’s the most common and easiest way to segment your list. This one bit of information can help you in sending more targeted and relevant emails. Though you can even promote the same products to both the genders by switching the content. For example, when targeting men for female products you can adjust the copy by saying, you can buy this for gifting to the special someone in your life.
Anyways, here is a great example of messaging that is targeted towards both men & women subscribers.
Buying habits of people depends a lot on their location, so if you are an international retailer it becomes essential to segment your list accordingly. Here is an example of city specific promotion from Groupon.
Everyone from kids to teenagers, adults and senior people have different requirements, so your emails should be segmented accordingly. For example if you are a site that deals in bridal wear you may not want to send your email message to teenagers. Segmentation on the basis of age also allows you to send more personalized mails like birthday and anniversary emails which can make the recipients feel special and can help you in engaging them as well as converting them into loyal customers. Here is an example of LifestyleLabels birthday email. They have given a personal touch to the email with the impressive image. The email offers a discount promo code as a gift apart from offering free shipping to make it more lucrative.
If you’re an online store that deals in different product categories from apparels to electronics you can segment your list on the basis of category they browsed on your site or the product they click on in the email you have sent.
Segmenting your lists based on user preferences will not only improve your open rates and click through rates, but will also improve your conversion rates. For example, Doggyloot, an online retailer for dog products segment their subscribers based on their pets breed, size & gender for sending targeted campaigns. I got the following email from them based on my preference for receiving updates on small dogs with the subject line “New Loot For Small Dogs!”
Segmenting your email list on the basis of your subscriber demographics is great, but segmenting it further on the basis of behavioral patterns they display, such as on the basis of their browsing history, any other action/interest they have done or shown on your website, and their buying behavior can be extremely helpful for increasing engagement & conversion with offers that are specifically designed to appeal to each segment’s behavior.
When people browse on your website you can use this data to trigger a highly relevant email campaign. A great example of this is Limeroad, when subscribers browse something on it, the retailer uses this data to follow up with emails like the one below. The email is super-targeted, clearly triggered by your browsing history, providing lots of relevant products that you might like.
Sending emails that are triggered on the basis of subscriber activity is an effective way to engage them with a minimum effort. For example, targeting subscribers who added something on your wishlist or targeting subscribers who added something in the shopping cart but didn’t completed the transaction. Checkout this email sent from NeimanMarcus to a subscriber who has left an item in the shopping cart. The email is perfect as it has a relevant subject line “Don’t forget! You have items in your shopping bag!” along with a well designed copy that conveys the urgency and showcase the new arrivals.
Segmenting your email database on the basis of buying behavior can help you in sending more relevant and targeted offers to your customers which will increase the chances of repeated purchase and becoming a loyal customer. Thank you emails, Order confirmation email, Product review emails and Reorder emails are different types of email based on purchase behavior. Here’s an example.
Rue La La has made a good use of their database when triggering emails to drive sales and for customer retention. The mail is personalized according to the customers purchasing behavior as it intimates the customer about the same sale from which she has made a purchase previously. Also, they are giving a “Free Shipping” incentive to induce the customer to take an action.
Segmenting you email list is a great way to make your emails super targeted and effective. But, once you start segmenting your list, it’s essential that you A/B test the results and analyze them before applying them to all the future campaigns.
Segmenting your email marketing list and creating your own segments is a lot easier than you may think with GetAmplify. GetAmplify helps you create useful segments by mapping important user events to track any kind of action your users perform on your site or app which is important to your business. Based on these events, you can easily group users to understand their user behaviour for sending highly targeted campaigns to each segment.