Level Up Your Ecommerce Marketing with Targeted Email Segments

You’ve got a welcome series, a weekly newsletter, and maybe even another automated flow setup. You’re off to the races with your ecommerce email marketing strategy, right?

Then it hits. You’ve plateaued. Your open rates hover around the same percentage and the gains you saw in the beginning of your email marketing efforts have slowed.

It’s time to level up. I’m talking about taking your ecommerce marketing to another level using super targeted segments.

If you’re not sure how you stack up against other ecommerce shops, you’ll want to do a quick assessment with the ecommerce email marketing maturity model.

Why segmentation? It works.

A recent benchmark report found that ecommerce shops who send to a narrow slice of a store’s contacts outperformed campaigns sent to most of the list, providing better open rates, click-through rates, and revenue per recipient.

If you’re just getting started with segmentation or looking for some inspiration from a few best in class shops, check out a few cool use cases for segmenting your audience.

Run a customized sale

Shoe insole retailer, Tread Labs had a growing box of returned and slightly blemished products that were not up to snuff to go back on the shelf. Since the company doesn’t give out any discount codes, they had the idea to run a semi-annual sale of all their blemished and slightly damaged insoles. Ecommerce manager, Ben Moran, came up with a targeted approach to their semi-annual sale.

“We created six different flow emails within Klaviyo based on foot size. So we have six different foot sizes. We group our sizes so it’s a women’s 5 to 6.5, and then women’s 7 to 8.5, and all the way up to men’s 12 to 13.5.”

Ben sent out the sale as a campaign and used meta links so that the receiver would get a targeted email based on the size of the shoe they had purchased in the past.

Tread Labs fine tuned their shopper experience so that instead of redirecting to a product page shoppers were sent directly to a checkout page preloaded with the item in their cart. They made sure to show the quantities of the size available and when an item sold out, making it no longer available for purchase.

The result? Their most successful day of sales ever!

Segmentation by device and a unique approach to follow up

Gadget company, Nomad mainly uses campaigns for their product releases.

They segment their mailing list into four different groups:

– US iPhone users
-International iPhone users
– US Android users
-International Android users

Segmenting by both location and device allows Nomad to offer different promotions (like free shipping in the US) and content to different segments.

But their targeted efforts don’t stop there. Unlike many other ecommerce retailers, Nomad takes a unique approach by only sending a follow-up email to those that have opened their first email for new product launches.

By only sending an email to those who have taken an (opening), they have seen the second email perform exceptionally well, with open and clicks twice as high as the first campaign email.

The result? By using segmentation Nomad has seen an 18% increase in open rates and a 63% increase in email marketing.

What you can learn from these brands

1. Get creative with segmentation

There is power in really fine tuning segments! Both Tread Labs and Nomad can attest to that. Take the data point of gender as an example. What if you segment not only on gender but include additional attributes such as size or even interests.

Are they a female snowboarder who wears a medium and keeps buying purple?
Use that data to target them.

2. Always be on the lookout for new opportunities to engage segments

Hyper targeting customers based on the data you have available gives you countless ways to re-engage subscribers. Tread Labs semi-annual sale is a great example of how to increase revenue and solve a business problem.

3. Best practice doesn’t always mean it’s what your brand should do

Nomad targeted only those who had already opened their first email, which is a unique way of engaging with their audience. Some of the best marketing choices come out of experimenting. If you have an unusual idea for your ecommerce email, try running an A/B to see how it performs.

Resources to level up your segmentation
The definitive guide to email marketing segmentation
Discounting & Segmentation: How They Fit Together


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