There’s infinite opportunity available to eCommerce marketers who segment their customer email lists. Not only does breaking customers up into groups make it easier to manage different shopper subsets and demographics, it also creates opportunities for marketing via product recommendations. Recommending products to segmented lists is a smart way to realize untapped customer potential.
Trying to get a room full of people to agree on the same thing is hard. But, if you separate people into groups of like-minded individuals, it’s a lot easier to come to a consensus. Email segmentation is the same principle—separating people into groups with common traits and habits, in order to market more effectively. And, once you do this, offering up something like a product recommendation becomes incredibly easy and effective.
The difference between creating a desirable coupon and creating an effective coupon is staggering. It’s the difference between manufacturing false sales and spurring real ones that equate to real dollars. And what many eCommerce operators don’t realize, is that a coupon without a supportive delivery system is a coupon that’s bound to have a negative impact.
For online shoppers, there’s almost nothing more frustrating than getting emails for things that don’t apply to you. A sale email for a product you’ve already bought or a product recommendation email for items you’d never buy is instantly headed for the trash. If it happens frequently enough, an unsubscribe is soon to follow. This is a quick way to alienate your customer base.
The concept of window shopping is certainly alive and kicking when it comes to eCommerce. People around the globe regularly browse the net for products yet frequently fail to make the purchase. You may be wondering why this happens, after all if these people are browsing then surely, they are interested in purchasing, right? Well, quite honestly, we do not know their intent but you should never assume that they aren’t interested. This is where a structured browse abandonment campaign comes into play.