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.
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. 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 late October. 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 haven’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 extensive experience in online retail over the past 25 years. The goal is to provide an email marketing automation product that is superior to anything you’ll find elsewhere. That includes the built-in best practices for building high-quality segments. With that experience and those best practices ingrained, you won’t find an email platform that’s easier to use.