There are three key steps to form a profitable segmentation strategy and targeted email marketing campaign:
Step 1. Setting up a subscriber base and segmenting the audience
- Setting up a subscriber base and segmenting the audience by certain categories.
- Choosing targeted email marketing services or all-in-one marketing automation tool and integrating it with your e-commerce platform and CRM.
- Creating several versions of personalized emails.
First off, you have to define who will be among your newsletter readers. Most likely, they will be the users who have previously filled out your subscription forms. Now, choose the target parameter. These can be: Location targeting.
Do you have subscribers from different cities and even countries? In most cases, your proposal should be different for them. At least, segment the database by timezone. The more advanced technique is adding an image of a specific city related to the subscriber's geography or making the newsletter multilingual. You can also include recommendations about entertainment, sales, and events held locally relevant to your business specifics. Gender and age targeting.
If emails are designed for a group of people you don't belong to, they are less likely to be read, more often deleted, and very often marked as spam. To avoid the greatest punishment of all email marketers (spam and bans) and make the message more understandable to the reader, you can start small - define the subscribers' gender and age.
A nice method is to apply dynamic content that automatically adjusts to recipient data. By using it, you can even find such confidential information as the size of clothes, shoes, and rings for a particular recipient. The success of your email campaign will depend on how much detailed subscriber's information you gathered.
This approach will also prevent you from some unpleasant situations. For example, you'll have a clear idea of the financial capabilities of your subscribers. You don't want to have young girls and boys in your base, whom you offer designer dresses that they cannot afford. Customized fields.
In modern email marketing automation systems, there are special tags by which information from the database is pulled into each email. All you need is to correctly place the tags in the email and configure the transfer of data for these tags. It can be a name tag, purchase date, or product which remained unpaid. Shopping preferences and behavior targeting.
It is the most potent user parameter, which more effectively than other parameters allows you to increase sales. Understanding what your user's buying behavior is, where exactly he/she is in the purchasing funnel, you can prepare the most relevant offer and push him/her to the next step.
How does it work?
Your customers may be at different stages:
- Lost users
For a newbie, you need to create a welcome letter taking into account the age, gender, and geographical location. Further emails should not sell openly; try to gain subscribers' trust by recommendations, recognize their interests, pamper them by storytelling, and share reviews of grateful customers.
Regular customers should be encouraged by the loyalty system: invite them to a private club of honored customers and give a unique discount, thereby increasing their importance.
In the case of returning clients, you should show your gratitude for their loyalty. You can even strengthen an email with the words, 'We are glad that you are back and present you with a discount' - something like that.
It is also worth trying to return lost users. Try to send three emails per month, so as not to cause disapproval. Show a subscriber that you miss him/her and specify what he/she is losing by rejecting your offers. Cart Abandonment Targeted Email.
Separately, it is worth identifying the state of the cart. Buyers can add products to the cart but leave the online store without having completed purchase. Or they may stop at the payment stage. Situations can be different. Your task is to find out what the problem is and provide a solution.
The most widespread types of issues are:
- Some of the buyers are confused and urgently need help in making a purchase decision - your letter can provide this assistance.
- Some of the users made a purchase only once but you can motivate them to become regular customers.
- If someone has selected a product but still not paid for it, you can speed up the purchase process by announcing a deadline after which the price will increase.