Email Marketing Automation: The Power of Customer Segments

email marketing automation-segmentation

Email marketing automation is producing positive results for e-commerce stores across a wide range of categories. The process includes many layers (from welcome series to abandoned cart to order confirmation, etc.) that allow brands to deliver relevant and timely messages to customers.

Existing at the foundation of email marketing automation is segmentation. This is what allows e-commerce brands to drop into a consumer’s inbox with personalized messages geared toward ideal wants and needs.

Not only does this help drive sales, but it plays a prominent role in building a personalized connection between business and customer. It’s a tremendous tool within the email marketing automation process for enhancing customer lifetime value.

By taking a more personalized approach, segmentation has proven to increase engagement. Open rates have been shown to be 14 percent higher and click rates 100 percent higher for segmented email campaigns.

How Email Segmentation is Done

Segmentation can only be used properly with email marketing automation if it’s dictated by customer data. Remember, customer data is probably the single most important tool an e-commerce store can utilize.

In many ways, the data is applied quite simply to form email segments. For example, let’s imagine an apparel company sold a t-shirt to a Detroit-based customer in July. That same brand also offers clothing suitable for a harsh winter. So, it would obviously be useful to place that Detroit customer in a segment that will receive an email pitching winter items at some point in November. That’s timely, relevant, and personalized.

Another layer of email segmentation may require more focus on what customers are buying rather than their location. For instance, let’s say that same apparel brand looked at the data and noticed 75 percent of the 15,000 customers that purchased a certain t-shirt also purchased a certain hat. First, an email segment should be formed pitching the hat to the 25 percent of customers that purchased only the shirt. Additionally, the brand has determined a particular segment of customers may be interested in that shirt but hasn’t purchased it yet. So, instead of pitching just the shirt, bundling both items together in an email to that segment sets up nicely to capture a potential upsell

How Engine Mail can help

Engine Mail was built by e-commerce veterans based on their past experiences in online retail. The aim is to provide an email automation product that is superior to anything you’ll find elsewhere. That includes the best possible tools for building and managing customer email segments. 

Our primary goal throughout that process has been ease of use. We understand we’re competing in a landscape full of complex, confusing, and overdone email products. We’ve made sure Engine Mail isn’t falling into that category. The Engine team has taken what they know best throughout years of navigating the world of e-commerce and manufactured a product around email automation that is easy to understand and use.

We’re aware your most precious asset is time, so we won’t take more than 15 minutes of your time to create exceptional email flows for you. Set up a call with us by clicking here or reaching out via email. Your business will thank you later.

Written by
Trent Shadid is a senior copywriter and editor at Engine.