5 Segments That Can 4X Your eCommerce Email List Revenue

Tap into these groups and generate insane profits.

Breakdown

Examples of Emails

Video Breakdown

Breakdown:

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:

Targeted
Personalised
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.

Engaged Segments

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:

Customer Segments

Next, the customer segment. This is your list of people who have placed orders with your brand. It’s crucial to segment your list by what they actually purchased. Whether that be of:

A specific collection
A single item

. . . because the campaigns you want to be sending to this segment should aim to drive a repeat purchase. These emails include:

Cross-sells
Upsells
Educational
Discount emails

They’ve already bought from you once, and they only need a well-timed, well-executed email message to be convinced to buy again.

Examples of Emails:

Window Shopper Segments

Thirdly, I would like to talk about the window shopper segment. This segment includes individuals who have visited your website but have not yet made a purchase. They may have signed up to your email list through an exit intent pop-up. The key here is to give them the right information to build up the value of your product and brand. This can include:

Testimonial campaigns
Showcasing the publications you’ve been featured in
New arrival campaigns
Product showcase campaigns

Within this segment, you will also have window shoppers who abandon their cart. With these customers, it might be great to try and send general discount emails or cart abandonment emails, highlighting the products they had left behind.

Example emails:

VIP Segments

Next, these are your high-value customers. They have placed an order with you three or more times or have placed an order value above a certain amount. You want to treat these customers specially. Reward their loyalty, and they’ll continue buying from you. The types of campaigns you should be sending to these VIPs are:

Exclusive product reviews
Personal discounts
Exclusive access to products
New product releases

Within your emails, highlight that they are getting these emails BECAUSE they are loyal. Show them that you value their business and make them feel appreciated. This guaranteed to build a sense of brand loyalty.

Example Emails:

Inactive Segments

Lastly, I want to cover the inactive segment. These are subscribers who have not engaged with your emails in a while. The goal with this segment is to get them to re-engage with your list and get them to re-enter the 30-day engaged audience group. To do that, our main focus is to send out re-engagement emails, which typically include:

Discount emails
Abandoned emails.
Reminder emails (retarget their initial pain point)

1 of our key re-engagement strategies is to run specific flash discounts every month. If a customer still hasn’t engaged, we suppress these profiles in Klaviyo. As Klaviyo charges per subscriber, suppressing these accounts will allow us to maintain our deliverability and save a decent chunk of change.