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Strategic Marketing in E-commerce: how to segment an email marketing?

When we talk about strategic marketing in e-commerce, one of the most important tools is, undoubtedly, email-marketing. And the reason is very simple: segmentation.

Unlike communication on social networks or traditional campaigns, here your brand can choose the specific audience who you want to communicate with according to the profile of those who buy your products or services.

Let’s start by presenting you with some marketing email strategies that can help increase sales in your store with a simple choice of the right content for your consumers.

Starting Point

First, you can start by looking at your database and determine what type of people purchase your product and what their behavior is during the purchasing process. Understanding this journey is part of a good email-marketing strategy in e-commerce. From here, it is important to realize that is not enough just to create an email that features your products and sell them directly. You need to create content of value. Show the user that your store exists and create a loyal and personalized relationship. Moreover, it is an effective way of understanding what drives your customers, what satisfies them, to assess the best strategy and avoid cart abandonment as much as possible, increasing the conversion rate of your store.

Try placing an attractive call-to-action email subscription field on your site to increase your database. If you can, ask questions like “male/female” for when they fill these fields in, as this may be a simple but precious way to help segment your list. Also do not forget to add to your database, the email contact details acquired by those who have made purchases on your site. These are the most important and the ones you should follow!

With a good email marketing platform you can implement and measure the behavior of those in your database: sending frequency, automatisms, list segmentation, opening rate, clicks and email rejection. All this data will help you to know your contacts and define a strategy for future campaigns. It will also allow you to test different layouts, more commercial or more emotional titles, different types of language, all this is of utmost importance.

Types of Email-Marketing for E-commerce

The most common are newsletters, new subscription emails and request notifications. But post-sales emails also have a very important role, since that’s where you thank the customer for the purchase, take the opportunity to talk more about the brand or direct the client to other social networks.

Provide your customer all the information about the purchase made: confirm the order, inform them when the product has been dispatched to the courier and what day it will be delivered on. The more details you give, the more your customer will feel safe and satisfied, increasing the likelihood of them making another purchase. Finally, make sure the product was in line with the expectations and the customer was satisfied. This is your chance to get the most accurate and measurable feedback from your buyers, so make the most of it!

Identify the points that may have gone less well, collect evaluations of your products and use that feedback for future sales.

How to segment an E-commerce email?

One of the most efficient strategies for reaching your target-audience the way you want is to sort by interests, behaviors and desires. So we’ve left you some examples of emails that you can construct and send to your database:

• Reward the most loyal customers with discount vouchers for their next purchase;

• Send messages with product suggestions based on people’s searches in your online store (for example, tips and music-related products for people browsing the vinyl records section);

• Create special campaigns for special dates (make an calendar in advance so that you don’t miss a date!);

• Reactivate “sleeping” buyers with suggestions of similar products to what they have purchased in the past;

• Create urgent-looking campaigns with promotions valid only for a few days;

• Send an email to those who have “abandoned their cart,” encouraging the purchase by promoting the advantages of the product, offering a discount or free shipping, for example;

• Send a replacement product e-mail when the person has tried to buy a product that was sold out.

If you plan a well structured email-marketing strategy, your e-commerce store will stand out the way you want, increasing your conversion rate quite considerably. It is now time to start. Are you ready?