How to Market to Your Customers Based on Location
Many email marketers are aware that they can (and should) target subscribers based on where they live, but some find it tricky to make the leap to how. If you have a global audience, it’s important that you treat your subscribers in, say, Boston differently than your subscribers in Tokyo. That’s why we’ve put together some tips to help.
Determine Where Your Subscribers are Concentrated
You probably already have some idea about where the majority of your audience is based, but it’s important to verify this with concrete information, otherwise you might just be spinning your wheels.
How exactly you go about doing this depend on your email service provider. In Klaviyo, there are a couple of ways you can see where your subscribers are.
How to do it with Klaviyo
If you’re more concerned with a specific type of email (i.e. a newsletter), you can use our Campaign Maps in the Watch Live section of campaign analytics to see a global representation of where subscribers have opened or clicked a particular email.This allows you to quickly get a gauge on where the majority of your subscribers are clustered.
Alternatively, you can view the “Opened Email” graph in the Metrics section. This accounts for all the emails opened — campaigns and flows — in the time period you specify. From here, you can add a filter that separates opens by city or state/region.
Once you determine where the majority of your subscribers are engaging, you can see who you should focus your efforts on.
1. Leverage Seasonality
Let’s say you sell apparel and your two largest groups of customers are located in southern California and Boston, and your inventory changes seasonally.
If you’re promoting new winter products, you’ll want to treat these two groups differently — hats and gloves might not be best suited for winter in LA, but they’re certainly necessary for New England winters.
2. Leverage Holidays
If you have a large international audience, you’ll want to account for variations in national holidays. For example, even though both the US and Canada celebrate Thanksgiving, the two are on different days. Once you know which countries your subscribers are in, you can determine if there are any local holidays you’d like to leverage with sales and other promotions.
3. Leverage Brick-and-Mortar Locations
Many ecommerce stores also have a handful of brick-and-mortar locations. While email is a fantastic way to get the word out about these stores, you probably don’t need to tell your subscribers in Austin about an event that’s happening in New York City. To drive foot traffic to your stores, you can send subscribers in the area emails outlining any upcoming events, in-store sales, or openings.
You can also use dynamic content blocks to display your brick-and-mortar stores’ addresses in the bottom of the email. The dynamic content blocks will only show for those who are in the vicinity of the stores. Say you have brick-and-mortar stores in Boston and Los Angeles. Dynamic content blocks will ensure that recipients in Massachusetts see the Boston location’s address, while recipients in California see the Los Angeles address.
Once you’ve figured out which locations to target, you can build a segment that hones in on these specific audiences. Using a location-based email strategy is a great way to customize content and deliver a personalized experience for your subscribers across the globe.
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