Benefits of Segmenting Your Audience for Targeted Communication

Overview

As you grow your business and build your email marketing strategy, you will likely accumulate email addresses in different ways. For example:

  • You may encourage visitors on your website to subscribe in order to receive information on upcoming promotions, new products, and other relevant updates
  • You may run contests or giveaways where someone has to sign up with an email address to participate
  • If you have an ecommerce business, you collect emails when shoppers place an order or even simply start the checkout process

All of these different segments come together to make up your consumer audience. When it comes to sending regular emails to engage this audience, however, should you exercise restraint and target people based on how they found you? Or should you simply build a list of "everyone" in your database and blast them with the same campaigns?

The answer is that personalization and relevancy matters when it comes to email marketing. In 2015, it was predicted that 75% of enterprises would be investing in personalized messaging. According to Aberdeen, personalized email messages improve click-through rates by an average of 14% and conversions by 10%.

The good news is that Klaviyo makes it easy to segment your audience for more personalized and targeted marketing. This guide covers a few common segments of contacts and how you can approach engaging each segment.

Cart Abandoners that Haven't Purchased

On average, 69% of all online shopping carts are abandoned. Wow, right? If you have shoppers browsing your site, placing items in a cart, and then moving on, this represents a huge opportunity. This is particularly true if these shoppers are new to your site and haven't subscribed or purchased before.

Klaviyo takes the headache out of personalized Abandoned Cart reminders by providing ecommerce stores with a best practice autoresponder out-of-the-box to handle these emails. To learn more about using Klaviyo for cart abandonment reminders, click here

So, you send a reminder or two after someone leaves a shopping cart behind, what now?

What you don't want to do: If someone completes your Abandoned Cart series, do not automatically add this person to your main newsletter list. Why?

  • Most importantly, you shouldn't add these people to your list because they didn't opt-in. If someone doesn't opt-in, you shouldn't start sending them regular marketing emails - they will ignore you at best, and report your emails as spam at worst. Both impact your sender reputation and could have long-term implications for email deliverability
  • Furthermore, cart abandoners represent a powerful segment of your growing audience. These are essentially warm leads. Abandoned cart flows, on average, have a 21.7X ROI. Cultivate your relationship with cart abandoners with intention and you'll see higher conversion rates.

What you can do: Add more emails to your Abandoned Cart flow if you'd like to send these potential customers a more extended series until they convert. This series can stretch as long as you want into the future - think weeks or months - as long as you're sending relevant content for this unique segment. You can also create an "Abandoned Cart" segment with two conditions - "has Started Checkout at least once over all time" AND "has Placed Order zero times overall time" - and send this segment targeted campaigns to try and encourage a first purchase. Here are some content ideas for those that have abandoned a cart but never came back to purchase:

  • Promotional offers around the items, or item categories, represented in the shopper's abandoned cart
  • New product releases and/or news about your brand
  • Flash sales or seasonal offers that come with a sense of urgency

Customers that Haven't Subscribed

Once people purchase, we recommend leveraging the New Customer Thank You flow and the Repeat Customer Thank You flow that you'll find already configured in your account. You can build out these flows and add unique content in order to:

  1. Show appreciation after a purchase
  2. Incentivize customers to come back and purchase again

You can also take advantage of our best-practice Product Review / Cross Sell flow and our Customer Winback flow to keep in touch with customers post-purchase. The goal is to design these emails with the specific goal of re-engaging your customers in a meaningful way so they're incentivized to come back and purchase additional items.

We recommend considering your buyer cycle when thinking about the right strategy to drive repeat business! 

What you don't want to do: Lump all of your customers in with your newsletter subscribers. It is actually very important to keep your customers and subscribers separate, and to target them differently. Think - a customer could subscribe to your newsletter at any time, and a subscriber could purchase at anytime. Segmenting your audience is important for both customer and subscriber retention.

What you can do: Create a flow specifically for customers that haven't subscribed to your list yet and encourage them to do so. You can offer discounts to those that opt-in, but you can also incentivize signups in other ways. For example, you can send one or two emails with carefully curated content that's meaningful and useful to your customers, prompting them to opt-in if they want to receive similar content in their inboxes more regularly. You can also communicate that subscribers receive special offers and promotions, if this is part of your strategy.

Subscribers that Haven't Purchased

A newsletter Welcome Series flow is a great way to introduce yourself after someone signs up for your newsletter. This series can kick off right when someone subscribes, and can extend as long as you'd like before you start using regular campaigns to engage with your list.

What you don't want to do: Send emails multiple times a day, or every day, without giving your subscribers a chance to express a frequency preference. Overwhelming new subscribers with emails will lead to decreased engagement over time and a higher unsubscribe rate. We have a great article on our blog about daily sending and how to do it right.

What you can do: Engage with your subscribed audience by providing relevant and personalized content to both build brand loyalty and drive revenue. Here are some guides that will help:

  • Check out this guide for tips on approaching your Welcome Series
  • Check out this guide for tips on crafting regular newsletter campaigns
  • Check out this guide for tips on segmenting your subscribers for more personalized communication
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