Felix Barbieri

Advice Smart List Management for smart retailers

Felix Barbieri

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Nov 26, 2021
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As a retailer, you likely know it can be difficult to rise above the clutter in people’s inboxes. From ultra-specialized boutiques to massive retail chains, it seems every business tries to attract buyers’ attention nearly daily. But that doesn’t mean you have to get lost in the pack. You can be careful. list segmentation, you can improve your emails’ performance. Segmentation makes your emails More relevant for your readers By identifying their interests and needs, you can improve the chance that they will click and open your campaigns. Segmentation wins over the all-encompassing approach in almost all cases.

These are some tips to help retailers make segmentation more effective.

1. Segment customers in-store and online​


Are there customers who show up every day to purchase goods or services from your company? You might have another customer group that purchases exclusively online or calls your company when they are in need of something. This allows you to send emails that are more in line with your customers’ needs. To give in-store samples, invites for events or coupon codes, offer them in-store demos. Send information about new products or coupons that are only available online to customers who shop at home.

2. Segment by Purchase History​


Segment customers who have purchased popular items from you into your own buyer list. They can be sent tips on getting the most out of the product, frequently-asked questions and information about add-on services or products that might complement their initial purchase.

3. Segment by shopping cart status​


If you offer online shopping, you no doubt have encountered abandoned shopping carts on your website – that is, customers who place items in their cart and then leave your website without completing the purchase. Segmentation allows you to target shoppers who abandoned their shopping carts and send them an email. With this kind of segmentation, you can remind those consumers they didn’t complete the transaction, offer additional information that may spur them to click the “purchase” button or even give a small discount as an enticement.

4. Segment by geographic location​


If you have more than one location for your business, surely you’ve noticed that customers who shop one outpost are not identical to customers who shop your other store(s). It may be necessary to have slightly different stock, hold different events in store or change your marketing strategies. For example, a store near a school may attract a different customer base than a store near a retirement home. If you’re primarily an online business, your customers may be even more far-flung. People from different areas, states or countries might have different buying preferences and interests. Segment your contact lists By place You can send email messages that are more pertinent to your readers.

5. Segment based on demographic data​


Geography isn’t the only demographic information that helps segment your contact lists. If you know the gender, birthdays/anniversaries, ages and other information about your contacts, you’re well on your way to bucketing those readers in a number of ways. Women and men have very different purchasing patterns. They are also interested in different types of products and services. This is true for all ages: Customers in their 20s have very different buying patterns and interests than those in their 40s. Don’t underestimate the power of knowing a milestone date like a birthday or anniversary, either. For example, send birthday cards to all those who celebrate a birthday during a particular month. Or remind your spouse to get a gift before the anniversary.

These are only a few examples of segmentation strategies retailers could use to maximize their email marketing. Get started segmenting your customers today to make an even bigger impact with your emails.



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