We doubt that there’s an ecommerce marketer who’d deny the importance of customer segmentation for email campaigns. When we have so much first-party data on user behavior, of course we’ll use it to give them a better experience and more relevant products!
However, there’s one additional layer of data that most ecommerce brands overlook and it leaves their email marketing somewhat personalized but not enough. A customer gets a message like this one:
Need sparkly heels for that dress you got? We got you covered!”
And wonders: “I got this dress 3 years ago for a wedding and it’s definitely out of style by now…It doesn’t even fit me anymore, why would I need the heels?”
A sale lost right there.
Because the brand didn’t pay attention when the action was taken.
Segmenting by product bought and upselling with relevant products is truly awesome, but timing does matter, too.
For proper customer segmentation,
Online shopping is a very dynamic behavior and an action taken too far back is long irrelevant to the customer.
That’s why for the best results, emails should be tailored not just by action taken but by the time of taking the action as well.
Adding a time frame to customer segmentation makes sure you catch potential conversions while they’re hot. You want to offer products that people still need.
When the event happened gives you context for tailoring your promotion: was the person shopping for themselves or during the holiday season; which version of the product they got; how long have they been using it; did they use an influencer’s discount code?
If you think you don’t need an extra layer of segmentation, here are a few examples of hyper-targeted email campaigns thanks to time filters that will change your mind:
To upsell properly or recall (%^&* happens) a product, you need to know who bought a specific product during a specific time. In these cases, it’s definitely better to reach out only to the respective customers and not anyone who ever bought the product, going back 5 years.
Related: Driving repeat orders
Last year’s holiday shoppers are a VIP segment to retarget this year. It’s easily done with a simple time filter and maybe an order value threshold (to make sure they shopped gifts, not just a one-off item). You know those people bought gifts from you before so a win-back offer is right on point.
Pictured: A selection of holiday shoppers for 2018 to be reengaged with a new holiday offer email.
It’s handy to segment people by the coupons they used – it says a lot about their shopping behavior.
For example, shoppers using BACK2SCHOOL in August are most probably price-sensitive parents shopping for their kids. On the other hand, a SPRINGBREAK coupon in February is usually used by college girls getting ready for their week of partying.
A similar offer tailored to their interests will get you higher conversion rates.
Read more: Data-driven cohort analysis (Case Study)
To encourage old customers to buy, you can use behaviors like cart abandonment in the past.
Filter your abandoners of a specific product that you’ve relaunched or improved, making sure they abandoned the old version. Offer them the new one with detailed information on how it is better now.
Pictured: Selection of customers who added a particular product to cart and then abandoned it in the period before launching a new version of the product.
If your products need supplies – like a coffee machine and capsules, re-order alerts can be perfectly timed for just when they’re running out.
Use time-based filters to identify the people who bought a month’s supply two months ago and there you have one particular segment to reach out to. Do that for other possible cases in order to drive more reorders.
To pay out affiliate commissions, you need to be sure of the revenue brought in by each influencer, right?
A simple segmentation of the sales made through an influencer coupon code in the past month (or any period) gives you the accurate number without any attribution hassles. You can also retarget those customers on the social channel they found the coupon.
Pictured: Segment of customers who used a certain coupon in the last 30 days.
Instead of a conclusion
We honestly recommend you start using time parameters when segmenting your customers for more tailored email campaigns.
Metrilo’s mission is to help you build your ecommerce brand and win your place in the customer’s heart. We share what we learn from our daily work with product innovators and founders here. Subscribe to our weekly newsletter to get the freshest lessons and conquer your niche.