If your e-commerce business has clients of different ages, locations or economic backgrounds, you may find that generic marketing messages fall short of delivering the desired results. Building an email list is essential, but email marketing is more than just accumulating subscribers. To truly engage your audience, you must send targeted messages that are relevant to your customers' needs, habits and interests.
Instead of sending the same email to all of your subscribers, you can divide your customers based on shared characteristics or behaviors using built-in Shopify features and create targeted marketing campaigns that are more personalized and efficient. This way to optimize your marketing communication is one of greatest benefits of customer segmentation.
Segmentation is a great way to improve your email marketing results and increase your engagement and conversion rates. It can also help you create personalized content, discounts or promotions. The next article will explain how customer segmentation works in Shopify create and manage the segments using the built-in parameters, then email your customers using Shopify Email.
Before you start creating customer segments in Shopify, it's important to understand the different parameters you can use. The platform will allow you to use different filters and templates to segment your customers attending to different criteria, including:
You can create a new customer segment by combining filter names, operators (=, <, >,...), and values. Or using predefined templates that basically combine these filters, operators and values for you. For example, you could create a segment of customers that are located in a specific place, who have placed an order in the past 30 days, and who have purchased a product from a specific category.
You can also create segments based on customer tags or metafields, which is a very interesting method to customize your segments but would require you to either add this data yourself or rely on a third-party to collect it or automate it for you.
Creating a new customer segment in Shopify is rather simple if you have a clear idea of which parameters you want to use to create it. Just follow these steps and your new customer segment will be displayed in the segments index:
To view your customer segments, go to Customers > Segments in your Shopify admin.
On the segments index page, you will see a list of all your customer segments, along with the percentage of customers included in each segment, the last activity, and the author (Shopify, merchant, or app) who created the segment. Each time a new customer meets the criteria for a segment, they will automatically be added to that segment.
Here are some things you can do on the segments index page:
Your Shopify Segments panel includes templates that you can change to suit your needs, or use as a starting point to create a new customer segment.
You can export a customer segment to a CSV file, which is a spreadsheet format that can be opened in programs like Excel, Numbers, and Google Sheets. To export a customer segment to CSV:
To send an email marketing campaign to customers in a segment, you can use the Shopify Email app. If you don't have the app installed, you'll be prompted to install it the first time you try to send an email campaign. Only customers who have subscribed to your emails will receive your messages.
You may be wondering if the native customer segmentation options in Shopify are enough for your business. As a matter of fact, advanced segmentation usually require segment your customers based on more detailed criteria, so customer segmentation based solely on Shopify filters and capabilities can be rather limited.
You can use third-party apps to collect additional customer data, such as birthdays, preferences, tax information, pet names, clinical histories,... Customer Data that is relevant and actionable for your business. This data can help you identify your key customer segments and target their needs, habits, and interests. These apps can also help you understand your customers better and identify their value to your business.
With the right data you can use to target all types of customers, from first-time visitors to loyal customers, and get the most of your segmentation strategy.
Froonze's Custom Forms allows you to create customized forms to collect any additional information you need from your customers. This data is saved in Shopify metafields, where it can be easily accessed and used to create segments and target your audience. Learn more about this feature to own your customer data.
Besides you may use other apps that can help you better to create personalized campaigns for each segment and make sure your emails are relevant and engaging, and offer value to each subscriber, sending the right emails to the right people at the right time for the right reason. You may choose to use customer relationship management(CRM) software to track client interactions and purchase histories. You can also request client data on an email sign-up form, or allow clients to opt in to future emails on specific topics, or make surveys. Or promotional apps that will help you target relevant segments, like free shipping discounts for customers in a certain location.
Customer segmentation is the process of breaking down customers into groups based on shared characteristics or behaviors. This helps businesses to better understand their customers and to tailor their marketing and sales efforts accordingly with more personalized campaigns. This is what is customer segmentation.
For example, a business might segment its customers by demographics (age, gender, location, income, etc.), by purchase history (what they have bought in the past), or by interests (what they like to do). Once the business has segmented its customers, it can then create targeted marketing campaigns for each segment.
Segmentation is a great way to improve your email marketing results and increase your engagement and conversion rates. It can also help your business improving the customer experience while providing more relevant and personalized services. For example, personalized campaigns or personalized discounts and promotions.
An email segmentation strategy closes the gap between sending individual emails and a mass one to everyone on your list. Just like you’d converse differently among your best friends than you would at a dinner party with strangers, email segmentation lets you tailor your communication to different groups within your subscriber base, outperforming mass messages (source: Privy).
Customer segmentation can help businesses in numerous ways, from a straight better customer experience to better business decision-making by understanding the needs and wants of their audiences. Customer segmentation allows businesses to better understand their customers and target them with more relevant marketing messages. Here are 3 best reasons why customer segmentation is a trending feature:
The best segmentation strategy is the one that allows you to identify which customers are more valuable to your business. Nonetheless some commonly useful customer segmentation strategies that you can use are:
If you want to get to know more about segmentation and its strategies don't miss our other article here.