Customer retention is becoming more and more important as world events put brakes on expansions and marketing budgets. Your ecommerce brand probably also is having a hard time growing in new customers when people are watching their wallets more carefully. You’ve heard our mantra before and now it’s more relevant than ever: finding new and exciting ways to engage your existing customers and drive repeat orders is key to your ecommerce store’s financial stability.
We now know email personalization has to be done in a non-invasive way. Location is one of the data bits customers fully understand they share with merchants because of the nature of the transaction so it’s alright to be used openly for segmentation.
But what makes customer location an excellent filter for segmentation is its relevance. People love relevant and thoughtful communication, and location can make it such. A significant part of the needs and buying decisions depend on location: what products someone needs, when they buy them, how much they use them. Location also influences cultural perceptions, usage habits of some products and customer expectations. Taking all this into account will make your email campaigns more fitting, more considerate of your buyers’ needs.
Related: Customer segmentation in ecommerce
If you want to engage your customers with timely content and offers for their needs, location-based emails are great. Tailored enough to hit the right note, but innocent enough not to put them off. And when your strategy is based on customer retention, every opportunity for meaningful and differentiated engagement should be used.
Customer segments by location give you more touch points for engagement. Depending on location, there are various reasons to contact your customers – and you can offer them more relevant products and information.
It’s important to note that weather varies across your customers’ locations and one blanket campaign with a stereotypical call to action might not work.
Customer location goes hand in hand with cultural differences that impact buying behavior. Timing your email campaigns by location means you will be more adequate to local seasonal changes in buying.
When segmenting your email list by location, language should be considered, too.
Tip: Get a native speaker to write or proof-read your email copy to make sure your brand is presented in the best possible way, without mistakes.
One reason why location is so important and should not be overlooked in marketing is because it impacts people’s culture, customs and perceptions. What’s normal in one culture is considered rude in another and you should learn the nuances in order to not irritate but delight your customers.
While you’re a small ecommerce brand, it can be hard to organize events for your whole client base. This doesn’t mean you should not start locally and expand later. Maybe you have the chance to cater for a local gallery opening or will take part in a farmer’s market. It’s worth telling your customer from the region about it in case they want to come see you. Offline and online should mix and cross-promote each other. So your only option here is to filter only the people in this particular location and invite them to the event. Otherwise, the others will feel left out and alienated by the brand, impacting negatively customer experience and loyalty.
You see, there are lots of nuances in communication with people in different countries and even cities so tailoring emails by location is key. Your marketing can be on point with any customer group, delivering the right message in their language, creating stronger bonds. “Global” appeal is tricky – generic and disengaged at best. For good or bad, people understand words, visuals, colors and messages differently. It’ll do your brand good to get to each their own in order to be understood correctly.
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