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 here to access it.

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

Regards,

Aravindhan S

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