Email Segmentation: Easily Target Customers

Segmentation - Pie ChartIn two previous posts on email segmentation, we discussed how to target several groups of subscribers who have not yet purchased products/services from you yet.

These are all groups of people you can target to make your online email marketing more effective, and I do strongly recommend thinking about how you can make your campaigns more relevant through segmentation.

But if you’re a believer in the idea that a customer is more likely to buy from you again than a prospect is to buy from you once, you’ll want to pay special attention to today’s tip:

It’s Time To Segment Customers

You’ve worked hard to get subscribers to the point that they’re willing to make a purchase from you. Why not build on that initial success?

By segmenting customers, you can:

  • Reward them for their loyalty
  • Drive repeat purchases
  • Encourage them to refer new business to you

(I’m sure you have a few other ideas on emailing customers – share them below!)

How to Segment Customers

To do this, you need to first have installed the Email Web Analytics script on your site. (See the instructions for doing so.)

Once you’ve done that, you have 2 options:

  1. Use web page tracking.

    We’ll track which pages of your site subscribers go to. You simply need to look for whether or not subscribers land on your order confirmation page.

    If you only sell one product, or all your products are the same price, this is sufficient. It doesn’t, however, allow you to easily see on what days/weeks/months your campaigns generate the most revenue (the 2nd option does that).

  2. Use goal tracking.

    This takes a couple steps to set up, but it lets you track the revenue your email campaigns generate over time. It also lets you segment subscribers based on how much money they spend (which you can see in their subscriber records).

To Use Web Page Tracking:

Use the “Web Page Visited” search criterion:

Segment Non-Responsive Subscribers

As with the “Message openers” segment, you’ll click inside the long text box to select the web page you want to use to segment subscribers – in this case, your order confirmation page.

To Use Goal Tracking:

  1. On the “Analytics Settings” page, set up a Goal Web Page.

Set Up a Goal Web Page
(Click to view larger)

While setting up your goal, you can either choose a fixed revenue value for the goal, or you can pass custom revenue information to us on an order-by-order basis. An example of this appears below.

Set Up a Goal Web Page

  1. Once you’ve chosen your method of tracking, you’ll go to the “Leads” page and segment using either the “Web Page Visited” criterion:

Segment By Web Page Visited

or the “Sale Amount” one:

Set Up a Goal Web Page

There are also detailed instructions for setting up goals in the Knowledge Base.

Once you’ve set up your tracking and segments, you can create and deliver targeted email campaigns to increase customer loyalty, sell related products, raise response rates and make your email marketing even more profitable!

Do You Segment Customers? What About Other Subscribers?

Do you use segments (like the ones discussed over the past three posts) to deliver more relevant, targeted emails to your subscribers?

What criteria do you use for grouping subscribers?

What else would you like to learn about email segmentation?

Share your thoughts, suggestions and questions below!