Email Segmentation Best Practices

Wednesday, February 27, 2013 Listrak 0 Comments

Interesting article from ClickZ To Send or Not To Send an Email…That is the Question
My thought is this: Highly targeted campaigns will outperform un-segmented ones every time in conversions and ROI.
Untargeted email newsletters still have a place in the email world but they must be used sparingly. Legitimate email newsletters account for 70% of all “this is spam” complaints! People opted-in to those lists - they wanted the company to send them emails. But, over time, the emails didn’t meet their expectations and weren’t useful so they clicked the “this is spam” button instead of opting-out.
When you’re designing your email campaigns, think about your target audience and segment your customers accordingly. Sure there might be one or two people who would have purchased the item but they didn’t get the message; but for every one customer that MIGHT have purchased, there are dozens who will report the message as spam because they aren’t interested at all. That will kill your reputation and deliverability.
Segmenting your list into targeted groups is THE BEST thing you can do. The targeted messages will keep customers engaged - and engaged customers will visit your site regularly and will even purchase things outside of their segment. For example, I shop on Banana Republic’s website often for myself. I know they sell men’s clothes and someday I might buy a shirt for my husband. But that doesn’t mean that Banana Republic should add me to the men’s clothing segment. There emails just have to keep me engaged by sending me the items I’m MOST interested in. That’s what will get me shopping on their website.
Targeted emails will also increase the lifetime value of each customer. Email ROI and conversions will increase and your reputation will be safe.  You just don’t get those benefits from untargeted campaigns.
Questions? Comments? Let me know. I’d love to hear from you.


The Evolution of Shopping Cart Abandonment

Thursday, February 21, 2013 Listrak 0 Comments

I love to shop, but these days most of my shopping is done online. And I’ve noticed that I’ve been using online shopping carts differently recently - I’ll add items that I’m interested in buying to my cart even if I’m not ready to check out.  t’s more of a placeholder for things that I have the intention to go back and buy when the time is right.  
This is especially true for sites that charge me for shipping.  I don’t want to pay to have one thing shipped, especially if they offer flat rate shipping or even free shipping if the merchandise total is a certain amount. I’ll just add the single item to my cart, and I’ll go back a week or two later to see if something new catches my eye.  Then I’ll check out when I’m sure I have everything I need.
The cart really isn’t “abandoned” - it’s just put on hold for a while.
That’s why I love Amazon’s “Save for Later” feature. I’m planning a trip abroad later this year and I’ve been looking for a new digital camera. I haven’t decided which one to buy yet, but I’ve been keeping my eye on this one:
(Any thoughts or advice on the camera? Let me know!)
And yesterday, Amazon sent me this email:
They know I’m interested in buying a digital camera. They also know I haven’t fully made up my mind yet. So they’re offering me other choices. Nice!
And all of this has me thinking about Shopping Cart Abandonment email campaigns. Not every cart abandonment is equal, so all cart recovery emails shouldn’t be the same, either.
We’ve done a lot of testing with offers and we have that down to a science. Three emails - no offer in the first message, small offer in the second, slightly larger offer in the third. And now we’re looking deeper into cart abandonment to figure out how to target customers appropriately.
For example, if someone left on the shipping page, was it because the shipping rate was too high, or were they like me, just using the cart as a placeholder until they could find more merchandise? Knowing why the customer abandoned the sale will help you get them back to complete the purchase.
We’re working on some exciting new research studies and I can’t wait to share the findings! In the meantime, let me know if you have any questions.