Marketer's Space - eCommerce Solutions - Segmenting Customers

Marketer's Space - eCommerce Solutions - Segmenting Customers


Hey there!

In the series' previous post, we discussed about abandoned cart recovery emails for your ecommerce business. Today, let's look at the final topic.

List segmentation based on purchase activity

 
In addition to targeting important customers, Zoho Campaigns' ecommerce solutions can also help you create dynamic list segments. 
 
If you're not familiar with list segmentation, it simply means breaking up an email list into smaller lists based on certain criteria. This allows you to group certain customers together so you can personalize emails in a way that's more likely to engage them. For example, you could segment the customers who are very active and have spent more than the average revenue of your store. This could help you engage more with them.
 
Trying to figure out the best way to segment your lists can be time-consuming.
By tracking the purchase behavior of your customers, though, you can create highly relevant segments with ease. 
 
Dynamically segmenting your customers this way allows you to send highly relevant email content, including:
  • Similar product recommendations
  • Product updates
  • Related articles
  • Targeted discounts
The more relevant your email content, the more likely your customers will engage, further establishing a positive relationship between them and you.
 

Take a look at how you can create a segment of your ecommerce customers in Zoho Campaigns.
 
While this is useful to identify your best customers, it'll also help you reconnect with customers who are engaging less. Regardless why their engagement dipped, there's always a chance to bring them back and re-engage with them. Creating a segment focused on these contacts can help you follow up with them in a more genuine way and eventually win them back.

Another crucial point to keep in mind is that re-engagement is a good way to weed out inactive contacts and keep only active ones, which in turn helps you maintain a clean mailing list. This helps ensure that your email deliverability does not take a hit due to low engagement rates.
 
Can you think of any other elements that are integral for conversions? Let us know!





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