Why Your Emails Aren’t Getting Results?

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Hello, and welcome back to another edition of eCommerce Alchemy - your one-stop destination for everything related to ecommerce growth.

Imagine you're at a busy airport, and the staff distributes meal vouchers to everyone. But instead of offering choices like vegetarian or gluten-free, everyone gets the same meal. How do you think that would go over?

In fact, studies show that 77% of email marketers experience a higher ROI when they use segmented campaigns. Sending the same message to everyone is just as ineffective.

This newsletter highlights the power of segmentation—customizing your email content for different audience segments to boost your results. Don’t miss out—the insights here could transform your email marketing strategy!

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Why Segmentation Matters?

Segmentation is essential for a data-driven approach to email marketing. It allows you to categorise your audience based on their behaviours and preferences, leading to more effective and relevant messaging. Implementing these segments will help you create a strategic email marketing plan that delivers results. Here’s how you can start segmenting today.

Maximise Your Cross-Selling Potential

If you have a range of products, set up a targeted segment for customers who’ve bought one item but haven’t yet explored related products.

Think about McDonald’s classic line, “Do you want fries with that?” This simple cross-selling technique boosts their revenue by 15-40% each year.

You can bring this strategy into your online store. According to McKinsey & Company, cross-selling and related strategies can increase sales by 20% and profits by 30%.

Extend your cross-selling efforts beyond the website by incorporating them into your email campaigns. For instance, besides “Frequently Bought Together” prompts at checkout, you can run dedicated cross-selling campaigns via email.

For example, ASICS uses cross-selling in their abandoned cart emails. They remind customers of the items left in their cart, offer options to complete the purchase or keep shopping, and suggest related best-sellers.

Another example is Backdrop. They use customer insights to offer personalised recommendations in their emails based on past purchases, making the shopping experience more relevant.

Location-Based Segmentation

Sending the right message at the right time means considering where your customers are located. For instance, if you’re promoting a winter event but half your list is in a tropical climate, they probably won’t be interested.

Why It’s Important: Location-based segmentation ensures your content is relevant to your audience’s current situation. With Klaviyo, you can segment by country, state/region, zip code, or even a specific radius. (Available in the US, EU, UK, Canada, Australia, and New Zealand).

For instance, use this strategy to target seasonal products like winter boots or summer flip-flops. W&P Design used it to target customers in winter with cocktail-making products, offering recipes suited for the season. This approach makes the content more relevant and can boost conversion rates.

Churn Risk Segment

Keep an eye out for customers who are engaging with your emails but haven’t made a purchase in a while. These are your churn risks. Re-engage them with special offers or content that reminds them of why they love your brand.

For example, Netflix does this well with their re-engagement emails. They highlight their key value: the freedom to watch what you want, whenever you want, on any device. They place a clear call-to-action button, using terms like “rejoin” and “today,” which grabs attention.

The email is brief, visually appealing, and includes an unsubscribe link for those who wish to opt out.

Expected Date of Next Order Segment

Use predictive analytics to figure out when a customer might be ready for their next purchase. This is especially handy for businesses that sell consumable items. By tracking how often customers buy and sending timely reminders, you can make sure they don't run out.

For example, Rockin’ Wellness does this perfectly with their replenishment emails. They make it super easy to reorder right from your phone. Their emails feature clear calls-to-action, big images, and buttons that make one-click ordering a breeze. They keep things simple and direct, knowing that customers often read these emails on the go.

Cross-Channel Segment

This strategy involves targeting customers through multiple contact methods. For instance, if you’ve run an email campaign or collected information through a specific form, use that segment to also reach out to those customers on platforms like Facebook or Instagram. This way, you reinforce your message across different channels.

Combine email with social media channels for a stronger approach. If someone opened your Black Friday email but didn’t make a purchase, follow up with ads on Facebook and Instagram. This way, you’re reinforcing your message and increasing your chances of conversion.

For example, let’s look at H&M’s approach. If a customer opened their Black Friday email but didn’t shop, they might retarget that customer on Facebook and Instagram with ads featuring the same Black Friday deals. This cross-channel strategy helps keep the offer top of mind and boosts engagement.

By implementing these segmentation strategies, you can make your email marketing more effective, relevant, and engaging. Give them a try and watch your engagement and sales numbers rise!

Best of luck with your campaigns!