Email Segmentation Strategies for eCommerce: Behavioral-Based Segments

Content Development | Digital Marketing

Email Segmentation Strategies for eCommerce: Behavioral-Based Segments

If you’re not tailoring your email marketing campaigns in the current digital landscape to each of your specific customer bases, you’re losing out on sales.

Inboxes have never been as cluttered as they currently are, which is bad news for those of us who are tasked with driving traffic (and sales) through email marketing campaigns.

Grabbing the attention of subscribers is an ever-growing challenge that’s constantly evolving, but luckily there’s one underused tactic that can reverse the trend (and also deliver incredibly effective results).

You’re probably already familiar with basic email segmentation, but what about behavioral-based list segmentation? Time to get familiar. You’ll thank me later.

Behavioral-Based List Segmentation

If you’re not already implementing some form of email list segmentation, you’re very likely losing a significant amount of potential traffic (to the bottomless pit of your audience’s inboxes).

The glory days of being able to send non-customized email campaigns to your entire list are well behind us (let alone having them result in 65% open rates and 60% CTRs).

Segmentation is no longer something that’s just “nice to have,” it’s become absolutely essential (no matter what industry you’re in).

The primary difference between normal segmentation and behavioral-based segmentation, is that the latter is based entirely on your readership’s behavior (on your website AND with your email campaigns).

  • Do they click your emails but don’t buy anything? That’s a segment. Do they open your emails but don’t click on anything? That’s another segment. What about their behavior on your website though? Do they add products to the shopping cart but don’t checkout? Yes, another segment.

What’s the point of segmenting your list into these subsets? 

For starters, being able to craft highly targeted content for each of your segments will undoubtedly result in higher CTRs and conversions (assuming your copy is on point, that is). Does it take more work? Yes. Is it worth it? Absolutely.

Real World Examples

Below are some screenshots of recent campaigns I created and managed for an eCommerce client of mine (segmented vs. non-segmented):

45% open rate (segmented) vs. 7.1% (unsegmented)

16% click rate (segmented) vs. 0.6% (unsegmented)

As you can see, both the open and click rates for these segmented campaigns are much higher than those of the unsegmented campaign (the one with a 7.1% open rate and a pitiful 0.6% click rate).

The goal is to target specific audiences within your main subscriber list, and create effective copy that converts (i.e. copy that speaks directly to them). Obviously, the higher level of segmentation, the less reach your campaign will have (which is the entire point of segmentation).

From a copywriting standpoint, segmentation makes it much, much easier to craft copy that resonates. The same goes for visual elements too. When you know exactly who you’re speaking to (not just your entire subscriber list), email marketing becomes a whole lot simpler.