You’ve probably read about marketing tactics, but how are you
supposed to keep them all straight? What’s personalization again?
And why do you need to segment?
Just remember: Personalization improves the subscriber
experience, and segmentation improves the experience for you, the
While that may seem like an oversimplification, these are
important concepts to keep in mind, especially when it comes to
success in ecommerce.
In a digital world full of receipts, rewards, and referrals,
personalization and segmentation can help you strategize which
tactics to use and when.
But remember, personalization and segmentation aren’t mutually
exclusive, and they aren’t the same thing. They actually work
best when coexisting together in a marketing strategy.
When it comes to retaining customers, ecommerce professionals
have several tactics they can use. No one blanket email marketing
approach will work for all your customers.
Enter personalization. According to
Experian, personalized emails deliver six times higher
transaction rates. There are reasons for that.
Your customers want to be seen as individuals. They prefer
marketing messages that show empathy and understanding of their
As we’ve reflected in our analysis of CM Commerce customer
Pastreez, today’s buyers favor trust and authenticity
through nurture campaigns with content combined with email
marketing that increases repeat purchase rates and average order
value—and that recovers customers who abandon their shopping
That might seem like a tall task when you’re marketing to
hundreds or thousands of customers. But it doesn’t have to be
overly complicated with today’s advanced segmentation
List segmentation is a powerful and efficient way to separate
your customers into targeted groups.
And you can refine these groups based on their behaviors,
preferences, locations and many other factors. Marketers have noted
760% increase in revenue from segmented campaigns.
Learn more about list segmentation by watching the video
These segmented lists of customers can then have personalized
messages catered to them. And that is personalization working
peacefully with segmentation.
In the case of Pastreez, customers that were sent a specific
campaign had a 23.57% higher average order value compared with
customers not exposed to the campaign.
Additionally, customers targeted by the campaign made 2.56% more
purchases than the rest of the brand’s customers.
Repeat and loyal customers are the best for your business,
here’s why: It’s easier to sell to engaged customers who
purchase repeatedly. Also, repeat customers tend to spend 3% to 15%
more than new ones.
Receipts, rewards, and referrals
Here, we will detail three tactical areas worthy of
personalization and segmentation using existing customers as the
- Email receipts
- Email rewards
- Email referrals
Use receipt personalization and segmentation to your advantage.
Email receipts are often overlooked in email marketing, but
they’re actually extremely effective, especially when it comes to
increasing sales. And of course, customers are some of the most
engaged subscribers you have.
Our own open and click rates data support how captive and
interested customers are in tracking and confirming their
purchases—and uncovering new deals for future purchases.
The following receipt example from Huckberry shows how much
depth you can have in your receipt while conveying ideas simply and
Really Good Emails
Here, Huckberry shows gratitude for the order—and gives an
incentive for referrals by offering credit. If customers share the
info, Huckberry hopes it will increase its brand awareness and gain
sales from others.
Furthermore, the receipt doesn’t end with buying and shipping
It shows off other trending products the buyer may have already
viewed in hopes of driving more sales.
Our own CM Commerce data show that receipts are a highly
effective area of conversion.
Over 30 days in the summer of 2018, our
merchants saw an additional $600,000 in revenue from using
Receipt emails have some of the best open and click rates—and
our functionality allows for advanced segmentation.
how to segment receipts in CM Commerce.
Remind your most loyal buyers about rewards.
Just how loyal are your customers? Are they willing to try your
new products? A free reward email will help you test.
Keeping repeat customers happy keep them loyal. But sometimes
they might need a little reminder to try something out—even if
the reward is something you’re giving for free.
In this example from Beardbrand, the company creates urgency in
its subject line.
Really Good Emails
Beardbrand uses a time constraint of “another 48 hours” to
encourage conversion, otherwise it’s gone.
If the customer uses the code and takes the product, then
you’ve confirmed the test works and your customer can be placed
in a highly loyal segment (or some another list you’ve designated
for this test).
There’s also a link to shop other products in case that free
one doesn’t do the trick. Remember, always give your customers
Don’t forget about referrals in your personalization emails.
It never hurts to ask your customers, especially your most loyal
ones, to refer your products to friends and family to increase
sales. It’s a great way to gain new leads with minimal
Requests for referrals can be part of your receipt segmentation
marketing, or they can be central to your reward emails.
Like most incentive-based marketing techniques, the question you
have to answer is: What’s in it for them?
Here’s a simple example from the foodie lifestyle commerce
Really Good Emails
The message is an easy one to grasp: We’ll give you and your
loved ones a discount when you complete the referral.
Food52 doesn’t lead with this ask, but rather wraps it within
an existing order confirmation.
And look at the tone it uses in the referral ask. It’s
gracious. It give thanks for the customer—something you can
easily emulate in your own marketing.
Everyone gets something. Win-win.
Making emails personalized and targeted to diverse customer
lists can work together really well.
Advanced features, including those found in CM Commerce’s
receipt segmentations, allow for strong open rates that lead to
increased conversions for additional revenue.
Look to these tactics for help:
- Use receipt personalization and segmentation to your
- Remind your most loyal buyers about rewards.
- Don’t forget about referrals in your personalization
From welcome emails to re-engagement campaigns and beyond, we
seamlessly integrate with your ecommerce platforms—Shopify,
WooCommerce, and BigCommerce—so you’ll have all the features
you need to exceed your goals.
You can use CM Commerce, not just for segmentation and
personalization, but also for your receipts, rewards, and
CM Commerce features:
- Pre-made conversion campaigns to recover revenue from abandoned
- Follow-up segmented and personalized emails for
- Product reviews that spotlight your happy customers and build
trust (and sales)
- Automated feedback to increase repeat revenue
- Ready-to-go templates or custom versions, coupons, and rewards
with your branding
Use Receipts, Rewards, and Referrals to Personalize and Segment
Emails appeared first on Campaign Monitor.
Source: FS – Email Marketing Blogs!
Use Receipts, Rewards, and Referrals to Personalize and Segment Emails