Email Segmentation: The Perfect Strategy for Driving Results During the Holidays

Posted on November 2, 2018

Before your turkey hits the table or the Christmas tree goes up, your e-commerce store needs a plan for success during the holiday season. A major part of that plan is developing a successful strategy around email segmentation.

No matter how busy you may be at this time of year, don’t do your customers and business a disservice by blasting out the same pitch to your entire email list. Your thoughts and your plan around email segmentation need to be much deeper. You need to tap into the wants and needs of each consumer and build a personalized connection. It doesn’t matter how great that send-to-all email may be at catching someone’s attention. If it’s not personalized, it’s not optimized.

Segmenting your consumers before pushing out an email plan is proven to increase engagement and drive sales. A study conducted by Mailchimp revealed segmented email campaigns had a 14 percent higher open rate and a 100 percent higher click rate than non-segmented campaigns.

In order to get started, you should be relying on the customer data you’ve attained to build your consumer segments. Remember, your customer data is the single most valuable asset for your e-commerce store. The holiday season is the perfect time to put that data to work for you.  You’re going to take all the data you have around these customers and craft a particular pitch for them.

A fair amount of your approach to email segmentation is going to be more common sense than anything. For example, let’s say you’re an apparel company and you have a customer in Minneapolis that purchased a t-shirt from you last summer. Your brand also offers outerwear for the colder months, so that customer and others in a similar situation combine to make one of your email segments. You then offer a personalized bundle to those consumers in order to prepare for the harsh winter.

Other aspects of your email segmentation require a deeper dive into your data. Let’s say that among your audience of 100,000 consumers over the past three or four months, your data reveals 70 percent of the 10,000 that bought product X also purchased product Z. For the holiday season, consider creating a bundle of both products in an email to the segment of consumers you’ve determined may be interested in either product. Obviously, it would also be wise to also create a pitch around product Z for the 30 percent of product X buyers that didn’t purchase both the first time.

This is all about personalization around everything you know about the customer. That cannot be emphasized enough. This can and should be done with any consumer, from your most loyal to those who have purchased only once.

So during this holiday season, leave the batch and blast email efforts to your competitors. Not only is that strategy less than ideal for driving results, but it’s also more likely to attract a lesser quality of customer than your personalized segmentations. Your personalized segmentation will be building toward a stronger customer lifetime value, which should be the most essential goal for your e-commerce business. To that point, remember this is all about moving beyond individual transactions to build strong relationships and affinity with customers. That’s how you’re going to build a great e-commerce business this holiday season and beyond.