If your e-commerce business has clients in the US or globally, you may discover that a one-size-fits-all marketing message doesn’t function. You want to provide same-day shipping to people in California, where you operate your business. Still, you don’t want to email that information to all your email subscribers and confuse them. The solution for better campaigns lies in email marketing segmentation. This is the practice of dividing your email mailing list into smaller groups to send targeted emails. Check out these practices you can use for your e-commerce company.
Data Collection on Your Audience
When adequately executed, email segmentation can be highly effective since each target audience in your customer base receives a message that addresses their specific needs. But first, you must understand who your customers are so you can group them into segments effectively.
You may decide to use customer relationship management software to track client interactions and purchase histories. You can also allow clients to confirm future emails on specific topics or request client information on an email sign-up form. Other attributes with which you can develop segments include the following:
- New subscribers
- Geographic location
- Demographic
- Loyal customers
- Inactive customers
- Shopping cart abandonment rate
Deliver Helpful Content
Secondly, you must develop an engaging newsletter to hold your customers’ attention once you segment your subscriber list. Provide significant value to your subscribers by creating a newsletter full of industry news, product tips, and customer success stories rather than ad messages. Also, keep your content interesting by embedding video, audio, or interactive modules. Overall, consider your marketing email a blog post you deliver to a subscriber’s inbox.
Use Email Marketing Tools
The simplest way to build email marketing segments is by using email service providers, including Shopify or MailChimp. These services enable you to set up several email segments that you can use for current and future campaigns. You can even automate email send times depending on open rate data. This will display the times of day someone is most likely to open your emails.
You may also use these tools to personalize elements on your email newsletter design, with various layouts going to different marketing segments. Moreover, most email service providers will allow you to segment email lists based on your subscribers’ behavior, such as link clicks or open rates.
Email marketing segmentation can assist you in connecting with various target audiences with unique needs. The good news is that collaborating with an accomplished e-commerce web design company like Adventure Web Interactive can help you find the best methods to make your customers feel like they’re being spoken to directly.
Craig Kahl is the President and CEO of Adventure Web Interactive. AWI has been recognized as Baltimore’s Top Web Design Firm by The Daily Record and named one of Silicon Review Magazine’s Top 50 Most Admired Companies in the country. Before founding Adventure Web Interactive in 1997, he was VP of Operations for Campus Concepts, Inc., and the youngest division head in history for Pitney Bowes at age 24. He has a Bachelor of Science in Management Information Systems from the University of Maryland and a Master of Business Administration in Finance from Loyola University. Craig is a member of the International CEO Club and Rolling Road Golf Club and loves spending time outdoors with his wife and son.
