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Customer Segmentation Through Email Marketing

By January 11, 2017August 8th, 2018Email Marketing, How To Guides

segmentation with purposeThere’s no doubting the power of Remarkety’s ability to help you segment your customers into marketable groups! Being able to quickly target every shopper who placed an order in the last 30 days or those with average order totals over $X is an incredible tool to ensure you’re marketing smartly. But, like any source of supreme power, it’s important to understand where your limits are and how to best manage your capabilities.

The biggest, most glaring question surrounding the concept of list segmentation is “how refined is too refined?”  Is it worth it to have a segment of 20 customers who have traits A, B, C, D and E in common or is it better to have a group of 200 customers with just A, B and C traits?


Segmenting with purpose

The first question of segmentation should always be a practical one: “how can I market to these subscribers?”  Without a purpose for your customer segment, there’s no reason to have one! Spending time segmenting your customers into 100 unique groups means nothing if you only use 10 of those lists on a regular basis.

Instead, look introspectively at your marketing habits and ask how they might better be refined through segmentation and what types of customer segments you’ll need to accomplish this. Here are a few great examples:

  • Customers with an average order over $X can prove to be a great list for promoting bigger sales, more expensive products or exclusive promos.

  • Customers with X number of orders over X amount of time is a great list for recognizing frequent shoppers or focusing on infrequent shoppers.

  • New customers are great to call out for pathway marketing, allowing you to eventually move them into other segments.

As you can see, knowing what the ultimate purpose of a list is plays a major role in creating it. It can be fun to compartmentalize your subscribers into neatly packaged groups, but if there’s no practicality in a group it’s not worth the time to create it.



Special segments

While you’re most frequently going to rely on your core group of customer segments to facilitate your general marketing needs, it’s also important to recognize the need for special segments when the time arises. Being able to segment groups on the fly or for temporary periods can make your special promotions or campaigns an instant success. Some examples include:

  • Segmenting customers who have placed an order for $X in the last X days, to make them eligible for a special offer.

  • Segmenting customers who haven’t ordered in X months, to target them with a recapture deal. Inactive customer campaigns are proven to increase merchants marketing ROI’s due to repeat business without additional marketing spend

  • Segmenting subscribers who used a specific promo code to re-target them for a new campaign.

  • Segmenting subscribers via a specific product they purchased, for purposes of a new deal, a recall or a limited time offer.

Having access to robust segmentation capabilities gives eCommerce marketers a way to quickly narrow the scope of a marketing message, to optimize its effectiveness. Remarkety offers these capabilities inherently, making it a powerful tool for instant segmentation.




Who deserves a list?

The question of “who deserves to be segmented?” has a simple answer: anyone who can be effectively marketed to! Identifying customers via their traits and trends means being able to properly market to them, and vice-versa. It’s really as simple as that. If you find yourself targeting specific groups based on specific variables, it’s a clear indicator that you need a dedicated segment.

If you haven’t segmented your customers (or have over-segmented them), check out Remarkety’s powerful, easy-to-use segmentation parameters today!