Category Award

Outstanding Targeted Marketing

Nomad is an ecommerce company that sells tech accessories for people on the go. Their product offering ranges from phone chargers to leather Apple Watch straps, all designed to be portable and durable. While Nomad products are sold on Amazon and through Best Buy, their primary sales channel is their ecommerce site.

“Nomad is much more than a brand name. It’s our philosophy as a company and a team: owning fewer things, being resourceful and working hard together. And it is the very core of our product vision: creating minimalist, practical tools that keep us powered on the go. We develop all of our product concepts from the ground up. Materials selection is core to fulfilling our product promise of true portability, so we select the lightest, thinnest, strongest materials to suit our designs.”

How does Nomad target subscribers?

Segments are great because they can be used for a variety of different purposes. Nomad uses them for email campaigns, customer analysis, and retargeting. Here’s a look at some of the ways they segment their audience:

International vs. domestic: Since some incentives, like free shipping, are only available to domestic customers, Nomad makes sure they segment their campaigns based on the location of the recipient.

Purchasers vs. non-purchasers: Nomad’s emails to non-purchasers include stronger incentives to make a first purchase.

Time Zone: Segmenting their emails by time zone helps Nomad optimize their delivery times so their emails are landing in the inbox at optimal times for everyone.

Viewed Product: Nomad segments customers based on specific products they have viewed and then retargets them on Facebook using Klaviyo’s integration with Custom Audiences. They are able to do this because they don’t sell a wide array of different products, so it’s easy for them to build segments and customize ads based on each one.

Engagement: Nomad uses flows to re-engaged inactive subscribers, or those who haven’t opened an email in the past 120 days.

Segment your newsletter list!

No matter how often you send campaigns, you shouldn’t be blasting the same message to all of your subscribers. Even if you’re just making subtle tweaks in the email’s copy, it’s worth it to segment based on what you know about your subscribers. Plus, when you analyze your campaigns, you’ll be able to see which audiences are most valuable.

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