Email segmentation is a powerful tool for eCommerce brands. It allows you to break your audience into smaller, more targeted groups. With segmentation, you can send relevant messages that speak directly to a customer’s needs or interests. This improves engagement, boosts open rates, and drives conversions.
Here are some effective email segmentation tactics to help you make the most of your email marketing strategy.
Segment by Purchase History
One of the most basic and effective ways to segment your email list is by purchase history. Customers who have bought from you before have different needs from those who haven’t. You can send personalized recommendations based on their previous purchases.
For example, if someone has bought a pair of running shoes, send them an email recommending matching accessories like socks or fitness trackers. If they haven’t bought in a while, send them a reminder about the products they’ve looked at before or a special offer to bring them back.
Segment by Demographics
Demographics like age, gender, and location can provide insight into what your customers want. A simple way to do this is by asking for basic information when someone signs up for your email list.
For example, you might send different product recommendations to customers in different age groups. Or, if you’re running a location-based promotion, you can target only customers in a certain area. This makes your emails more relevant and increases the likelihood that your audience will engage with them.
Segment by Engagement Level
Not everyone interacts with your emails in the same way. Some subscribers open every email you send, while others rarely engage. Segmenting your list by engagement level can help you send more targeted messages.
For your highly engaged subscribers, you might send exclusive offers or sneak peeks of new products. For those who haven’t opened your emails in a while, you could send a re-engagement campaign to win them back.
Segment by Purchase Frequency
Some customers buy from you regularly, while others may only purchase occasionally. By segmenting your audience based on purchase frequency, you can send emails tailored to these groups.
Frequent buyers might appreciate loyalty rewards, such as discounts or early access to new products. Occasional buyers might respond better to emails that remind them of your best sellers or offer them a special incentive to make another purchase.
Segment by Cart Abandonment
Cart abandonment is a common issue for eCommerce brands. Customers often add items to their carts but don’t complete the purchase. By segmenting your email list to target cart abandoners, you can send them a reminder to finish their purchase.
You could include a personalized email showing the items left in their cart and offer a small discount or free shipping to encourage them to check out. Cart abandonment emails are highly effective because they target customers who have already shown interest in your products.
Segment by Customer Preferences
Customer preferences can give you valuable insights into the types of products or services they are most interested in. You can gather this information by asking customers directly through a survey or using data from their browsing behavior on your website.
For example, if you know a customer prefers a specific product category like women’s fashion, you can send them emails that showcase new arrivals or promotions in that category. Personalizing your emails to match their preferences makes your messages more relevant and engaging.
Segment by Buying Cycle Stage
Every customer is at a different stage in their buying journey. Some are ready to buy now, while others are just researching. By segmenting your list based on where customers are in the buying cycle, you can send more targeted emails.
For example, new subscribers might need more information about your brand and products, while repeat customers are ready to buy. Send educational content to those still researching, and send special offers or reminders to those who are ready to purchase.
Segment by Loyalty Program Membership
If your eCommerce brand has a loyalty program, this is another great way to segment your audience. Loyalty program members are often more engaged and willing to spend more with your brand.
You can send exclusive offers or rewards to loyalty members, such as early access to sales or points for referring friends. For non-members, you can encourage them to join the loyalty program by showcasing the benefits they’ll receive.
Segment by Website Behavior
Tracking how customers interact with your website can provide valuable information for email segmentation. For example, you can segment customers based on the product pages they’ve visited or the actions they’ve taken on your site.
If a customer spends time looking at a specific product but hasn’t purchased it, send them an email with more information about that product. You could even include a limited-time discount to encourage them to buy. Website behavior data allows you to send highly targeted emails that speak directly to your customers’ interests.
Segment by Inactive Subscribers
Over time, some subscribers may become less engaged with your emails. By identifying inactive subscribers and sending them targeted re-engagement campaigns, you can work to win them back.
Send a special offer or a reminder of what they’re missing. You can also ask for feedback to find out why they haven’t been engaging with your emails. Sometimes, simply acknowledging their inactivity can motivate them to take action.
Segment by Interests and Preferences
Understanding your customers’ specific interests can help you deliver emails that resonate with them. For example, if a customer has shown an interest in eco-friendly products, you can send them updates on new sustainable items in your store.
Collecting this kind of information can be as simple as allowing subscribers to choose their preferences when they sign up for your list. Tailoring your email content to their interests ensures higher engagement and better results.
Segment by Average Order Value
Customers with a higher average order value (AOV) may be more willing to spend on premium products, while those with a lower AOV might respond better to discounts or bundle offers.
Segmenting your audience based on AOV allows you to send targeted emails that appeal to different spending habits. For high-value customers, you can offer VIP promotions or exclusive access to new products. For lower-value customers, focus on affordable options or bulk discounts.
Segment by Purchase Recency
How recently a customer made a purchase can give you a clue about what they might need next. Customers who made a recent purchase may be less likely to buy immediately, so instead of sending sales emails, you can send thank-you emails or product care tips.
For customers who haven’t purchased in a while, send them a reminder of the products they’ve bought before or highlight similar items they might like. Targeting customers based on purchase recency helps keep your emails relevant to their buying timeline.
Segment by Gender
Gender-based segmentation allows you to tailor your messaging to different product categories. If your eCommerce store sells both men’s and women’s products, you can create separate campaigns for each audience.
For example, if you’re promoting a sale, you can send women’s fashion items to female customers and men’s fashion items to male customers. Gender segmentation helps ensure that your emails are aligned with the interests of the recipients.
Segment by Device Usage
Knowing whether your subscribers open your emails on mobile devices or desktops can help you optimize your content for each platform. Mobile users, for example, may appreciate shorter, more visual emails, while desktop users might prefer more detailed content.
By segmenting based on device usage, you can ensure that your emails are displayed in the most effective way for each group. This leads to better user experiences and higher engagement.
Segment by New vs. Returning Customers
New customers and returning customers have different needs. New customers may need more information about your brand, while returning customers are already familiar with your products.
You can segment your list to send different messages to each group. For new customers, send a welcome email series that introduces your brand and highlights key products. For returning customers, offer loyalty rewards or personalized recommendations based on their purchase history.
Segment by Shipping Preferences
If your eCommerce store offers different shipping options, this can be another way to segment your audience. Customers who prefer express shipping may be more likely to respond to emails about fast delivery, while those who choose standard shipping might be more interested in affordability.
Tailoring your email campaigns based on shipping preferences can help you deliver more relevant content and offers. You can also highlight specific promotions or deals that align with each group’s needs.
Conclusion
Email segmentation is essential for eCommerce brands looking to deliver personalized, relevant content to their customers. By using these tactics, you can improve engagement, increase conversions, and make the most of your email marketing efforts. The key is to know your audience and tailor your messages to their specific interests, behaviors, and needs.