Tap into these groups and generate insane profits.
If you’re like most eCommerce brands, you rely mainly on customer acquisition.
You do this through SEO, paid ads, etc…
You’re funnelling people into your website in the hopes of making a sale.
But the truth is only 3% of cold targeted traffic actually converts.
So if you don’t have a back-end system that recaptures these guys, you’re literally only paying for 3% of customers for the traffic you spent.
It’s a waste of money.
This is where email comes in.
With email, you can send:
- Likely to drive engagement and sales
But it’s not as simple as sending emails to your whole list.
With email, you have to segment your audience.
A general message doesn’t work, and sometimes doing that can actually hurt your chances of converting specific groups within your list.
So, in this document, I’m going to outline the five different segments you need to hit to maximize the effects of your email list and what type of message you need to give.
I’d like to start with your engagement segment.
These are the subscribers who have opened and clicked on one or many of your emails. This signals that they are interested in your brand and are more likely to purchase from you. These guys are the most common segment that you’ll send campaign emails to, and this will include your 30, 90, and 180-day engaged segments.
As a general rule in email marketing, you only want to send to the people who are actually engaging with your emails to ensure positive deliverability. Otherwise, your emails will start to go into the promotions tab or spam, and this decreases their chances of being read.
What you want to do:
Start out less aggressively first and assess the key metrics to see if you can open up to a larger segment.
For example, test the campaign on a 30-day engaged segment. If you’re getting a really high 60%+ open rate, then send the next campaign to a 90-day engaged segment and see how that affects your performance.
Within your engage segment lies two specific pockets that I would like to talk about:
- New subscribers: These are the people who have just signed up for your email list. They may or may not have bought anything yet, but they are still considered engaged because they just signed up. The types of emails you should be sending to your new subscribers are highly tailored welcome sequence. Typically, these are educational emails. You want to introduce your brand, build a relationship, and educate your subscribers on the value of your product. Eventually, they’ll want to buy from you. Now, the key here is within these new subscribers, you could still segment them. You can segment them by
- Custom profile properties (what they’re interested in etc.)
- Demographics (male or female etc.)
- Pages viewed
. . . and ideally, you should craft a separate welcome sequence for each, as each specific pocket will resonate with a different message, but we’ll cover that in a later guide.
- Potential customers: These are the people who have visited your website but have not yet made a purchase. They may be interested in your products but aren’t yet convinced to buy, and they’re engaging in your emails. This is a good signal. You should be sending value-building emails to these guys, just like the new subscribers. Focus on showing the potential customer the value of your products and why they should buy from you.
Examples of Emails:
- A specific collection
- A single item
- Discount emails
Examples of Emails:
- Testimonial campaigns
- Showcasing the publications you’ve been featured in
- New arrival campaigns
- Product showcase campaigns
- Exclusive product reviews
- Personal discounts
- Exclusive access to products
- New product releases
- Discount emails
- Abandoned emails.
- Reminder emails (retarget their initial pain point)