Are you ignoring email segments?

Hey friend,

Be honest - are you making the most of email segments, or are you feeling overwhelmed and don’t know where to start?

90% of the brands I audit are doing a pretty crappy job of this, and that means they have less engagement, higher unsubscribes and ultimately, less revenue!

Here is a quick menu of segmentation options to get you started. Pick the ones that suit your brand and product mix best. We love Klaviyo for doing this as they make it so easy.

1. Leverage Purchase History 📦

   • Explanation: Segment customers based on their purchase history to tailor marketing messages.

   • Example: Create a segment for customers who have purchased more than three times in the last six months. Send them a special loyalty discount to encourage further purchases.

2. Use Browsing Behavior 🛍️

   • Explanation: Track and segment customers based on their browsing behavior to send personalized recommendations.

   • Example: Segment customers who have viewed a specific product but haven’t purchased it yet. Send them an email with a limited-time discount on that product to nudge them towards buying.

3. Engage Inactive Subscribers ⏳

   • Explanation: Identify and re-engage subscribers who haven’t interacted with your emails in a while.

   • Example: Identify subscribers who haven’t opened your emails in the last 90 days. Send a re-engagement campaign offering a special incentive, such as a discount code, to recapture their interest.

4. Personalize with Demographics 🎯

   • Explanation: Use demographic data to create highly targeted segments and tailor your messaging.

   • Example: Segment your list by age group, e.g., millennials vs. Gen Z. Send each segment tailored product recommendations and content that resonate with their specific interests and lifestyle.

5. Behavioral Triggers 🔔

   • Explanation: Set up segments based on specific actions to trigger automated follow-up emails.

   • Example: Set up an automated email to be sent to customers who abandon their cart. Offer a small discount or free shipping to encourage them to complete their purchase.

6. Lifecycle Stages 📆

   • Explanation: Segment customers by their lifecycle stage to nurture them appropriately.

   • Example: Segment new buyers separately and send them a welcome series that introduces your brand, products, and values, vs the the post-purchase emails you send to people who have bought from you before.

7. VIP Customers 👑

   • Explanation: Create a segment for top spenders and offer them exclusive deals to maintain their loyalty.

   • Example: Create a segment for your top 10% spenders. Send them exclusive previews of new collections and early access to sales to make them feel special and valued.

8. Product Preferences 🛒

   • Explanation: Segment customers based on their product preferences to send tailored recommendations.

   • Example: Segment customers who have purchased specific types of products, like summer wear. Send them personalized recommendations for related items or upcoming seasonal collections.

9. Engagement Levels 📈

   • Explanation: Track and segment customers based on their engagement levels to maintain high interaction.

   • Example: Segment customers who frequently engage with your emails and website. Send them more frequent updates and exclusive content to maintain their high level of engagement.

10. Seasonal Shoppers 🎁

    • Explanation: Identify and target customers who shop during specific seasons or holidays.

    • Example: Identify customers who made purchases during last year's holiday season. Send them early bird holiday deals and gift guides to capture their interest again this year.

So now you have this list, I want to remind you that these segments should be created with intention.

Don’t just create segments for the sake of it - think about what makes sense for your brand to move the needed!

Cheers,

Jessie

ps. I am thinking of creating a quick video showing you how to create segments in Klaviyo, if you want it just reply to this email and I will record it!

pps. Whenever you’re ready... if you want more help with your eComm business - Join The Ecomm Rockets Accelerator Program

This program is ideal if you are just getting started with advertising your eComm store or have decided to start running your ads in-house. You'll get hands-on support and training from me and my expert senior team, as well as the exact blueprints we use to develop strategies for our agency clients - without the agency price-tag. Reply for more info or click this link.