What is segmentation ? As we explained earlier here , this is a procedure for filtering contacts and grouping them into sublists. It is a very useful strategy that allows you to gain many advantages :
A higher opening rate for your emails;
Less unsubscriptions;
A dramatic decrease in spam and abuse reports;
Increased number of clicks on CTAs and links in your newsletters;
Greater likelihood of retaining your recipients.
With Emailchef , segmentation is a very simple operation, but you need to know how to divide your contact list, so we want to give you 5 tips to segment your contacts if you own an online business .
These are safe and proven tips that are easy to implement and will result in more transactions from your email marketing campaigns.
Let's get started!
1 – Segment users based on behavior
The first thing you need to do is segment your contacts based on their behavior on your website, but to understand the selection factors, you must first ask a fundamental question: how did those contacts reach your online store ?
Based on this, you will notice that existing users have security and commodity brokers email list probably arrived via an advertisement on social media (Instagram or Facebook), a link contained in your newsletter or in a blog where you talk about your online store, or thanks to desktop notifications, if your site allows you to activate them via the browser.
New contacts can also come to you through Google searches (through organic results or paid ads), perhaps a tip from a blogger, an online coupon, an ad on a major social network, or by word of mouth, possibly a suggestion from a colleague or friend.
Once you have identified these two categories, you can divide them in the following ways.
Depending on how often they visit your online store
Recurring contacts are those who often visit your site, but this does not mean that they are all regular customers , i.e. they always make purchases, so you could also divide this segment based on the degree of engagement of your visitors.
It will be necessary to create email marketing campaigns to keep the curiosity of those who buy more alive, and for others it will be better to generate more stimulating ideas to make them buy and get more involved.
Depending on the registration process
There may also be contacts who are not active . Perhaps they signed up but for some reason have never returned or completed their registration process.
To increase interactions on your site , you can send emails inviting them to log in to get information about the latest offers, or you can suggest to visitors who have not completed registration to do so and the importance of completing the process.
Sometimes you can give them a small reward to create a positive stimulus : such as giving them a discount, or waiving shipping on the first order, or sending them a free gift or sample.
This is a great way to get to know potential customers, allowing you to gain their trust in no time .
On the basis of loyalty
If you have users returning to your site , it means you have won their hearts and started a relationship based on trust: you will need to create email campaigns that always keep your readers interested and make them feel important.
There are also cautious users who do not follow you constantly, but this is not a problem at all, but rather a great opportunity: if you manage to win them over, you can expand your business, perhaps by studying ad hoc campaigns to increase interactions with your online store.
Depending on the purchases you make
Your online store customers do not have the same habits, in fact, some prefer to shop in the morning, others in the evening or those who often make large orders and those who do not.
Perhaps you could segment your customers based on when they make purchases, so you can try to send an email at the right time or when you know they are most ready to buy.
Another idea could be to segment them according to the number of purchases, perhaps rewarding users who spend more: you can send offers or coupons valid at a cost of at least €30, to reward them and at the same time encourage them to make new orders.
2 – Create a segment with users who have not made a purchase in the last 30 days
What happens if a user hasn't made a purchase in the last 30 days ? How can you convince them to visit your online store again?
The solution is very simple: send them an email!
Create a segment that includes customers who haven't made a purchase in at least 30 days. Send them an email saying you miss them and offer a promotion to welcome them back.
In this case, we suggest you use Emailchef's automatic responses (also called autoresponders): you can set up a campaign to be sent automatically after 30 days from the date of the customer's last purchase, without having to go through the contact list one by one manually and tediously.
3 – Create a segment to reward your best customers
"20% of the causes cause 80% of the effects." This was said by a very renowned Italian economist and sociologist, Vilfredo Pareto .
How does this phrase apply to your online store? In a very simple way, if you think about your revenue: 20% of your customers generate 80% of your profits . In the vast majority of cases, this is an absolutely true statement.
If you want your business to thrive, it will be good to reward and reward the 20% of users who represent the crème de la crème: give them at least once a month a discount coupon, or offer them free shipping or send them a courtesy product!
Also in this case, Emailchef's autoresponders are the perfect tool for this strategy, as they allow you to send an email automatically, without having to configure each campaign, list, or sending time manually.
