Tip of the week 64: How to effectively engage your ecommerce audience

Tip of the week 64: How to effectively engage your ecommerce audience



"How much of a promotion is too much in times like this"? 

 

"Should I resume my pre-COVID messaging"? 

 

These are some questions lingering in the minds of (ecommerce) email marketers. The answer to these questions mostly depends on your region of operation and its level of normalcy. However, pandemic or no pandemic, there's a technique you can always bank on to craft unique, relevant emails: segmentation

 

With segmentation, you can classify your audience based on their purchase history, store behavior, profile and social information, and more. This way, you get a clear picture of what content to send to whom, thus increasing the likelihood of your emails to be appreciated. The good news is today's email marketing software has segmentation as a built-in facility. 


Let's consider a user scenario to better understand segmentation and its specifics.

Use case:

 

Zylker is an online bakery, and their business has taken a hit due to the current global scenario. However, they want to keep the lines of communication open with their customers. Having meaningful, contextual interactions with their customers and staying top of mind is their main objective now. Their mailing list is synchronized with their store, meaning they can access their store-based data within their email marketing setup. As a first step, they are going to share chocolate cupcake recipes with their customers. 

 

The target audience for this email is: 


             1. Those who have kids 

             2. Those who bought this item in the past three months 



Only contacts who meet the above-shown criteria will be segmented. As a next step, an email on the lines of "Lip-smacking recipe for kids during the lockdown" can be sent. This light-hearted promotion is both actionable and empathetic. 

 

Note: The latter segmentation option is only possible if the e-store is run in tandem with email marketing software. From products to purchase and behavior data, every crucial store information is instantaneously and automatically synchronized

 
As an aside, here are the other ecommerce-based segmentation options: 



We've extensively covered this concept and use case in our recently-concluded webinar. Click h​ere to access it. 


 

I hope this is of help for your next email campaign! 

Regards, 
Aravindhan S





      Zoho Developer Community








                                Zoho Desk Resources

                                • Desk Community Learning Series


                                • Digest


                                • Functions


                                • Meetups


                                • Kbase


                                • Resources


                                • Glossary


                                • Desk Marketplace


                                • MVP Corner


                                • Word of the Day



                                    Zoho Marketing Automation
                                            • Sticky Posts

                                            • Tip of the week 04 - Know about your recipients' 'prime open time.'

                                              In today's market, the importance of customer behavior is astounding, with a vast amount of research and resources going into finding how customers make decisions. The process of persuading your customers to open your email and click on your call-to-action becomes easy when you understand the psychology behind their behavioral traits. Time to turn into a psychologist! Let's get to the basics—you want your emails to resonate well with your recipients. So, what's the primary thing involved here? It's
                                            • Tip of the week 03 - Sending emails in batches

                                              Today's marketers not only want their email marketing to be efficient, but also smart. For an email campaign, you may think you have all the essential elements for lead conversion—a big mailing list, an attractive template design, and the most-engaging message content, but after hitting the ‘send’ button, you may not get the expected conversions. Wondering why? Here’s one of the major reasons. Many marketers miss out on sending the email campaign the right way. Did you know that you should not be
                                            • Zoho Campaigns Expert Diaries on SoundCloud, Spotify, Apple Podcasts, and YouTube

                                              Hi email champs,  As email marketers, we find great lessons in each other's works—be it the subject lines that worked good, the design that was received well, or the CTA that had the maximum clicks. Email marketing encompasses a wide variety of topics spanning everything from creation and design to development and deliverability.  Here's when we from the Zoho Campaigns team found the need to build an email marketing community comprising of seasoned marketers and email geeks who can help each other
                                            • Email Deliverability Tip #3: Seal the deal with the preheader

                                              In the last post, we learned about the subject line. Today we'll be learning about the preheader. A preheader is the short text that follows the subject line in an email. The preheader is designed to hint at what your email message is all about. A good preheader should act as a second subject line and convince your contacts to open the email. Now, let's learn the best way to craft a preheader. Your subject line and preheader should work together and accurately convey the gist of your email. Keep
                                            • Tip of the week 15 - Add subscription-preferences option. Drive more engagement.

                                              If crafting content for emails, getting creatives done, and running email campaigns is your love, then unsubscribes are the heartbreakers.  You can save your emails from being unsubscribed/trashed by adding a proper subscription-preferences option in your emails (works best at the time of signup). Giving subscribers the option to choose what they want to receive from you and decide how often (frequency of the emails) your emails should hit their inboxes will increase the reach of your campaigns manifolds. 


                                            Manage your brands on social media



                                                  Zoho TeamInbox Resources

                                                    Zoho DataPrep Resources



                                                      Zoho CRM Plus Resources

                                                        Zoho Books Resources


                                                          Zoho Subscriptions Resources

                                                            Zoho Projects Resources


                                                              Zoho Sprints Resources


                                                                Qntrl Resources


                                                                  Zoho Creator Resources


                                                                    Zoho WorkDrive Resources



                                                                      Zoho Campaigns Resources

                                                                        Zoho CRM Resources

                                                                        • CRM Community Learning Series

                                                                          CRM Community Learning Series


                                                                        • Tips

                                                                          Tips

                                                                        • Functions

                                                                          Functions

                                                                        • Meetups

                                                                          Meetups

                                                                        • Kbase

                                                                          Kbase

                                                                        • Resources

                                                                          Resources

                                                                        • Digest

                                                                          Digest

                                                                        • CRM Marketplace

                                                                          CRM Marketplace

                                                                        • MVP Corner

                                                                          MVP Corner







                                                                            Design. Discuss. Deliver.

                                                                            Create visually engaging stories with Zoho Show.

                                                                            Get Started Now