Every DTC eCommerce brand knows they should segment their email list, and send highly-targeted and relevant emails, but they never do.
A recent study from Mailchimp found segmented email campaigns have a 14.31% higher open rate and a 100.95% higher click-rate than non-segmented email campaigns. It’s a no brainer really.
Here are 4 simple yet effective segments you can implement today
1. VIP Segment
The two main ways you can identify your VIP audience is by either the number of purchases they have made or the total amount spent.
An example would be someone who has made at least 5 purchases in the last 180 days.
Here you can send exclusive offers/promotions as a thank you for being a VIP customer of your brand, and provide early access to major sale events such as Black Friday.
These are usually your top 5% – 15% customers. Take good care of them.
2. Engaged Segment
Segmenting your list based on engagement is an effective way to generate revenue from low-hanging fruit. If certain contacts have opened/clicked on your emails multiple times over a short period, it’s safe to say there are somewhat interested in what you have to offer and all they need is a little nudge.
An example would be someone who has clicked or opened your email at least 5 times in the last 30 days.
3. Past-Purchase Segment
This is a great way to send your audience product recommendations. If someone purchased a face cream, you can follow up in 6-8 weeks with an email about re-ordering. If someone purchased nail polish, you can follow up with an email recommending they purchase nail polish remover.
Knowing what products your audience commonly purchases together, will allow for more relevant emails.
4. Location-based Segment
Got some customers in the US? What about Australia? Creating these segments will allow you to send a Winter campaign to your audience in New York where it’s freezing cold, and the same day send a Summer campaign to your audience in Sydney where it’s scorching hot, with completely different promotions and collections.
Don’t make this another thing you neglect within your business. Start segmenting today and you’ll see jaw-dropping results.
