As personalized content and CX grow more vital with every year, so does thoughtful and strategic email segmentation. Strong email segmentation will ensure that you’re getting the right messaging and the right offers to the right customers at the right time.
Segment based on marketing channel of origin, site browsing behavior, purchase history, survey and/or review engagement, length of time as customer, customer LTV, and more. Additionally, you should continue segmenting based on levels of email engagement, but instead of using open rate as a factor here, use click-through rate.
If you execute your segmentation strategy well, you will lower your unsubscribe rate and increase your conversion rate, customer LTV, and revenue.
Invest in customer retention
You’re probably never going to hear us take issue with a suggestion to increase focus and budget on customer retention, especially on the eve of iOS 15. A strong customer retention program will strengthen your email marketing program and how engaged your customers are with your emails.
For example, if you don’t have one already, it may be the time to invest in overseas chinese in worldwide dataa loyalty program. Customers love to see how many points they have, the offers their loyalty programs currently provide and will provide once they hit spending thresholds, and whether they have achieved certain “tiers” in the loyalty program. You’ll likely see high engagement with these kinds of emails. Pro-tip: try inserting other content into loyalty emails, such as new or upcoming products and sales, because they’ll be fully engaged.
Diversify your channels
Even though email is and will remain alive and well, it’s never too late to start diversifying your marketing channels. SMS has been gaining significant popularity, and we’ll reiterate the message of many other posts out there about the benefits of SMS (e.g., SMS conversion rates doubling in 2020).
However, a less-discussed channel that we’d like to call attention to is web push notifications, which you can optimize in a variety of ways, including for abandoned carts, sales, and personalized content. It’s necessary to carefully segment recipients of these as well, because you don’t want to irritate the recipient; the messaging must cater to the particular audience.