It's become an industry standard to send segmented promotional email messages for better returns on marketing efforts. There are dozens of tools that allow businesses to send custom marketing messages to a targeted audience, increasing the likelihood of recipients engaging and converting from the email.
We've already discussed order confirmation messages as a missed marketing opportunity, but why do so few retailers segment their receipt emails? Like any other email, customers want to feel unique and appreciated instead of feeling like every other consumer. Customer segmentation is the easiest way to evoke that feeling in your shopper's mind.
Segmenting Customers For Order Confirmations
The Most Basic
Like all email segmentation, it's best to incorporate as much data as possible when segmenting customers based on historical trends and buying habits. But, at the very least, businesses should see some results by segmenting order confirmation emails based on new vs. returning customers. New vs. Repeat Customer is the most simple strategy for segmented order confirmation emails, but that doesn't make it insignificant.
As we've mentioned before, new customers can cost up to six or seven times more to acquire. Beyond the cost of acquisition, retained customers tend to spend as much as 67% more. With that thought, send your repeat customers something that acknowledges your appreciation for their loyalty. That message can be a special thank you, an exclusive custom coupon code, early access to new products, or anything that brings value to your customer.
Customer Segmentation By Order Information
When a consumer chooses to purchase from your business, they not only give you money in exchange, they give you a collection of valuable data. This data can be a great starting point for segmenting receipt emails. From simple demographic information like location or gender to segmenting based on amount spent or products purchased, sales data is invaluable for customer segmentation.
A proven application of segmenting by order information is cross-selling based on products purchased. For example, promoting a matching necklace and earrings to customers that buy a bracelet may lead to more sales than promoting a wristwatch and different bracelets. This kind of segmentation allows you to bring more context to your marketing, which will resonate with your customer.
Customer Segmentation By Historical Sales Data
Going a step beyond order confirmations segments by information relating to their most recent purchase, there is segmenting with historical sales data. Applying trends and lifetime purchasing habits will allow you to fully leverage your data and create robust segmentation that maximizes ROI (return on investment). Historical sales data allows your to target the right customers with the right information at the right time, all based on past behavior and shoppers' trends. It takes the right tools and a little bit of time upfront to setup segmentation criteria that will save you time while driving revenue, in the long run.
Once you've set your criteria for segmented order confirmation emails, you can begin to test the messaging within your order confirmation email. Test and measure to find the right content for the right customers, all within the context of your order confirmation emails. From growing customer excitement to collecting marketing information, you'll be able to leverage sales data and increase your customer's email engagement.