Did you know that on average, it is five times more expensive to acquire a new customer than it is to retain existing customers and encourage repeat orders? Connect the checkout to a list. Theyve included the specific item that I left in my cart which convinces me that this email was sent specifically to me. A win-back segment will include profiles that: This timeframe will depend on the product you are offering. Have placed at least one order in the past. Loyalty Email Campaigns, Rewards Programs & SMS Marketing: How to build brand loyalty through retention marketing and rewards programs? The best part, is this segmentation can be applied by all e-commerce stores. On the other hand, if youre having trouble coming up with content ideas, making some segments can help trigger ideas for campaigns. Conversational popups not only contribute to creating memorable customer experiences, but also result in 3-4x more conversions and 1.5-2x more opt-ins. So its always a good idea to hit old customers and old leads with interesting emails that can grab their attention back to your brand and products. Then you can implement the following lead scoring system based on the average price of the product categories: Another great way to segment your subscribers is by how they engage with recommended products. For more information on using Klaviyo and Facebook, read our blog post here. If youve identified customers who seem to loose interest or stopped visiting your store frequently in a Klaviyo segment, you can peak their interest again with a limited-time discount popup. Heres an example from AYR who offers a 10% discount on first orders through a popup on their website: When I signed up to get the discount, I immediately received this email: They promise me a discount and include a simple CTA linking back to their website so I can make my first purchase and get the discount. It requires a bit of leg work to figure out what to base your segmentation and scores on. Segmentation allows users to divide their email subscribers into smaller segments, or groups, based on a set of criteria. On the product pages of your website, do you have a section for You May Also Like or Related Products? Any subscriber who does not meet these rules will not be included in the segment. And who should definitely not hear about this? Another bonus of using segmentation?
If youve never tried them before, this new feature along with our new Trojan Horse formula (see below) is just another reason to try them. Are you opening a new store? For example, if a user signs up for a coupon code, its fair to say that theyve got high purchase intent. The goal here is to get them to buy again and turn them into brand advocates. This segment could actually become multiple segments, but the overall goal is to build a segment based on your customers engagement with your brand. Having a dialogue will give you valuable insights into why people are abandoning their carts, which can help you make your emails more targeted. Any tactics youd like to share? Remember, you have created these segments to personalize the email content as much as possible. Lets say you run an online store that sells beauty products for women. Once Ive fallen in love with an item, I want to have itand I want to have it now! Also, if I dont click any of the products, they should try pitching other products in the next email, or try a different angle to get me to make a purchase. If you sell coffee or supplements, your customers will probably need a refill each month. We also remind you to add the integration to any new campaigns, if youve set it up before. So when youre creating a segment, remember that segments need to be created with intent. Unlike other platforms, Klaviyo segments are not a subset of a list, segments pull subscribers from all across your account. rule, you have endless options to create a truly unique customer experience. With this type of segmentation, you can separate people based on actions they have taken or havent. These four rules will give us our segment. [NEW] We are Proud to Present: Dynamic Product Recommendations, 7+1 Essentials of Increasing Shopify Store Ranking. 9 Email Segmentation Strategies Every Marketer Should Know, 14.31% higher open rate and a 100.95% higher click-rate, cart abandonment rates hovering around 67%, 7 Apology Email Examples Thatll Help Inspire Your Own, Gender: Women (20 points), Men (5 points), Age: 18-30 (15 points), 31-50 (7 points), 51-99 (0 points), Location: U.S. (10 points), all other locations (-50 points), Signed up for a content upgrade (10 points), Signed up to a enter competition (5 points), Signed up for updates on new products (15 points), Clicks-through in the last three emails you sent (10 points), Spends more than two minutes on one product page (15 points), Downloads a content upgrade for a specific product (20 points), Hasnt opened any of your last ten emails (-5 points), Visits more than five pages in one session (5 points), Updated preferences to tables (15 points), Clicked a recommended product (10 points), Clicked more than one recommended product in the same session (15 points), Didnt click any recommended products (-5 points), Clicked recommended product and added to cart but didnt buy (20 points), Clicks through to cart in abandoned cart email (15 points), Replies to abandoned cart email (5 points), Returns to cart not through email (20 points), Purchased between 2-3 products within two months (15 points), Purchased more than 3 products within two months (20 points), Has not purchased in six months (-10 points), Has purchased more than two high-profit products within three months (20 points), Has returned two latest purchases (-5 points), Average purchase amount is greater than $100 (15 points), Average purchase amount is between $51-99 (10 points), Average purchase amount is between $21-50 (7 points), Average purchase amount is lower than $20 (5 points), Average basket size is greater than two (10 points), Average basket size is greater than three (15 points), Unsubscribed from all emails (-10 points), Has not visited website in the past six months (-20 points), Has not opened any of your last 10 emails (-5 points). How many times have you gone out after your Birthday and purchased items from your wishlist that you didnt get? It is possible to create a segment, but segments do not calculate in real-time, so a customer might subscribe and meet the rules of the segment, but there may be a delay before they trigger the welcome series, for example. There are many ways to segment based on engagement, but the most effective is when a user: Middle-of-funnel prospects are those that have taken certain actions that indicate they might be interested in buying but havent bought anything yet. You may consider sending an offer or making a segment of people who have bought but havent bought one particular product before. Customers will browse your site and fall in love which specific itemswhich increases the likelihood theyll purchase them when they go on sale. A list is simply a place where you can put your subscribers. Smart Sync is also available for non-Klaviyo users. Grouping your customers by order value is a great way to create content that will fit your customers budgets. From this page, you can connect the list to a signup form, or you can upload contacts directly. May 24, 2022 With OptiMonks new Klaviyo lists and segments targeting rule, you have endless options to create a truly unique customer experience. When you send emails that include recommended products you should track which products (if any), your subscribers click. Before Smart Sync, when visitors abandoned popups before completing all steps, information they provided up to the step got lost. But havent engaged with your emails after a certain timeframe or after receiving a certain number of emails. For example, in your high average order value segment, you can send email content highlighting your higher-end products since they are the audience thats more likely to purchase those products. Subscribers are added when they subscribe and are removed when they unsubscribe. During the last couple of months, weve been working on features that help you leverage that with simple, yet powerful on-site messages. In a recent study by The Radicati Group, they found that the total number of business and consumer emails sent and received per day will exceed 306 billion in 2020, and is forecast to grow to over 361 billion by year-end 2024. Thats a lot of emails! This rule will now exclude any subscribers who have placed at least 1 order in the last 60 days, leaving us with a segment of subscribers who have placed an order before, but not recently. If you send out lots of emails, its a good practice to ask your list when theyd like to hear from you. 
If you get your subscribers to define their interests (within your area of expertise, of course), you can send highly targeted email campaigns to those segments. This rule is only here to make sure your segment accurately reflects the number of email addresses you can send to. document.getElementById( "ak_js" ).setAttribute( "value", ( new Date() ).getTime() ); Product updates: More powerful Klaviyo features. If youve used multi-step campaigns (for example, where you collect name on the first page and email on the second page) before, Smart Sync is here to make data collection even more efficient. When users opt in to receive your newsletter, theyve taken the first step towards becoming a customer. That relevancy helps avoid Spam Complaints and decreases Unsubscribe Rates. This person should get a higher lead score than people who only visited a product page once. Email marketing gives you a gateway to reach customers all over the world and with new platforms, like Klaviyo, its getting easier and easier to reach your customers on a more personal level. If they havent opened any of your emails in a long time, you should remove them from your list and add them to an email retention flow instead. Segments are one of the best tools in Klaviyo and they are a very powerful way to understand your customers and build audiences. Once a subscriber has reached a certain point value, youll know that theyre ready to buy and all you have to do is give them that final push. For example, if someone opts in for a recipe, you know that theyre interested in cooking and you can send them more recipes and cooking tips, along with offers on cooking equipment. Now that you got the hang of it and you are ready to take the next step on your email marketing strategy, book a free call with us! This is why we created a very straightforward comparison, 8 Types of Product Images Every Ecommerce Store Needs. You should also include your main three lists mentioned earlier as rules as well, here is how to do that. People in Ecuador wont find relevant the new availability of your product in India, so maybe its best to exclude them from that campaign and avoid high spam or unsubscribe rates. What are your interests? Maybe its shipping costs, price, or maybe the size they want is out of stock. And if thats not enough, you should consider implementing a lead scoring system in combination with your segmentation. Not including it will not allow you to send to unsubscribed and suppressed users, Klaviyo does not allow this.
If you pay close attention to ROAS, you know that true power lies in segmentation. (Thats, of course, assuming youre using an inbound marketing software like HubSpot thats able to track site visits.). An online fitness store could segment on the type of training equipment their customers have bought (running, weightlifting, climbing, cycling, etc.). Looking at how subscribers have engaged with your brand previously will indicate how to approach them in the future. For our third rule, we want subscribers from California. in this amazing article Klaviyo published in its blog, How To Successfully Start your Subscription Program with Email Marketing. Interests, likings, and dislikings are the criteria for this type of segmentation. In that case, you could consider them as win-back opportunities after 90 days or more of no purchases. You can then use your email campaigns as a way to keep these subscribers engaged and drive them to make that final purchase. That way, they can send gender-specific offers. The more items you add to the list, the more likely one or more will go on sale at some point. Here you can see this email was sent out to people that had shown interest in that specific product. And the next time they send me an email, they should include a CTA to buy this specific product. If you run a gaming store, you can segment repeat customers based on what type of game theyve purchased before (fantasy games, racing games, simulation games, etc.). Bringing users closer to product is her thing. Choose the Shopify Accepts Marketing list. Here are some ideas for inspiration: Supercharge your segmentation by enriching Klaviyo profiles directly from popups. Its no secret that I love to shop. Campaigns: we recommend creating segments, because you can combine all the relevant lists into one segment, and you can create audience segments. One best practice to follow is to avoid an unsubscribe option on the same page as the interests. Check this and more information in our last webinar for eCommerce store owners and marketers about Email Marketing Segmentation 101.
Use customer purchase history to determine which customers are most interested in buying higher priced items, and which are more likely to buy lower priced items. Segmentation is the division of a companys email list into smaller, more targeted, and different groups of subscribers based on set criteria. Lists and Segments are powerful tools in Klaviyo. 602 RUTLEDGE AVENUESECOND FLOORCHARLESTON, SC 29403. If you are an eCommerce store owner, you will want to know how you can take the most advantage of the data your email platform and eCommerce store are pulling. Customers join your list through forms on your website, pop-ups, through the checkout, competitions, and other forms that you set up. Watch this in-depth guide to email segmentation to learn what each of the segments in Klaviyo means and how to use them to increase your open rate., Want your email to make more money this holiday season? Learn more about the services they provide. It all depends on the product you sell, seasonality, the number of emails you send per month, and, of course, your audience. By creating a low or high average order value segment, you can target customers based on shopping habits. Click + Add and choose Predictive analytics about someone as the condition. You can also send an email after signup, asking for more information. Collect more data about visitors by asking helpful questions and guide browsing. This subscriber is still at the informational stage of the buyers cycle. Dont forget that preference also includes email frequency. With OptiMonks new. Klaviyos segment builder allows you to use data from your customers profiles and sign-up forms but also their behavior on your website or the emails you are sending. Subscribers can also be imported directly into a list. These will be smaller segments than the general win-back or re-engagement segments, but the message will be more relevant for the recipients of your email. After all, no one wants to see their emails wither away in their subscribers inboxes. Lets imagine I click the Vanilla Mint spray, but dont buy it. Something someone has done: people who have bought before. Our CEO & Founder, Csaba Zajdo, held a very informative webinar in June where he uncovered 12 Little-Known Ways for Klaviyo Users to Grow Leads, Sales & LTV with OptiMonk. Click on Select a condition to open up a dropdown menu. Look at your customers purchase history to see what type of products theyre interested in, and promote related products in your emails. This first rule has the effect of excluding any subscribers who have never placed an order from this segment. By something Klaviyo predicts about them. But few use my data as well as ASOS does. That previous purchase gives you exactly what you need to send a segmented email encouraging another purchase. In Dimension, choose State / Region. Thats why this cosmetics store sent out this email campaign for people in or close to India only. If you have customers who only buy items on sale, it wont make any sense to send emails promoting your newest and more expensive items. We hope our new features will empower you to make the most of your Klaviyo lists & segments. They know I mostly shop dresses, so thats the focus of the email: The email promotes a 70% clearance sale on dresses, which is highly relevant as the majority of my previous ASOS purchases have been dresses (and many of them!). Another way to segment by purchase history is to offer refills on previously bought items such as shampoo, dog food, carbonators (sodastream), diapers, and more.
The easier it is for your subscribers to answer your question, the more likely they are to follow through and opt in. A re-engagement segment will include profiles that: Knowing the exact amount of time after which you can consider a lead or a customer unengaged can be hard. Smart Sync is here to detect when a visitor navigates away or quits the popup and sends all gathered information into your marketing automation software / integration of your choice. Then, you get an email when any of your saved items go on sale. Take this example from Intelligent Change: I opted in to get the Five Minute Journal Quick Start guide, and they make sure to include it in the welcome email. Automated marketing platforms like Klaviyo allow you to create segments based on the characteristics and behavior of your subscribers and tailor your marketing strategy for them. Data from conversational popups is sent directly to your Klaviyo profiles so that you can personalize your email and SMS flows even further. They include a link in their welcome email where you can update your email preferences. Email segmentation will not only increase overall engagement on your campaigns and reduce unsubscribes. Instead, you could send readers to a my profile page where they can edit their interests and personal information. This is a great way to engage new subscribers and convert them into customersfast (especially if you need to recoup your spends from paid traffic). This email is simple and includes the most important elements of a great abandoned cart email.
At Email Experts, we recommend you have only 3 lists: So, lists are buckets where you can add subscribers. Click + Add and choose If someone is or is not suppressed for email as the condition. In this article, I'll show you how to connect your Mailchimp account with Canva. When it comes to segmentation, Klaviyo is the best. Here, you dont to sell to them; you need to re-engage them in other ways such as browse your website, read a blog post, make a wish list, and so on. But once youve set it up, itll run on autopilot 24/7 and save you time in the long runand drive more revenue. 15 min read. You could create win-back and re-engagement segments based on product preferences, seasonal shoppers, custom profile properties, interests, etc. | Your lead scoring here, will vary depending on the price range of your products. Automate your marketing with best practice email and SMS workflows. So, anyone that matches this criterion should get a higher lead score than those who dont. First, we select the metric Placed Order, then we specify at least once, and over all time.
Keeping your email campaigns relevant will also reduce your unsubscribe rate and churn rate.
This is a table overview of ActiveCampaign and Hubspot email marketing providers. Audience segments are amazing because you always get more engagement if you create a target audience. For this tutorial, we will be using the example we gave earlier, a Californian brand that wants to win back disengaged customers with a discount.
Setting up a lead scoring system will help you determine where in the funnel each of your subscribers are, and how you should approach them to push them further down. Marko Kojadinovic, an experienced Account Manager Lead at Hustler Marketing shared with us some of the advanced segments we commonly use here at Hustler Marketing. If its just a subset, make a segment. The list for your checkout. Theyll be more likely to engage and follow through on your CTAs in future emails. Even if you use OptiMonk popups on multiple domains, you dont have to worry anymore about sending the right data to the right place. If you would like to learn more about using signup forms and pop-ups, check out our blog for that here: https://emailexperts.com.au/how-to-create-and-add-klaviyo-pop-ups-to-your-shopify-store/. Have they opened your emails but not clicked any of them? Its true.
You might even be experimenting with different calls-to-action (CTAs) and incentives. But havent purchased in a considerable amount of time. You can also create a loyalty program where customers collect points every time they make a purchase (the more money spent, the more points). This email is all about getting subscribers to read the featured interviews with three famous men and staying top-of-mind with customers by sharing information without selling. There are a few ways to segment your subscribers: The great thing about segments is that you can combine rules. These include mostly discounts and free shipping. When it comes to email marketing for eCommerce, there is one strategy that never fails segmentation. You may have heard people say that Lists are static, and Segments are dynamic, but what does that mean? Because subscribers wont engage with emails that dont interest them. Merci is a Product Marketer at OptiMonk. Get insights from our in-house marketers and industry experts. The hard CTA Shop now is relevant because they know the customers theyre targeting are interested in the newest arrivals because theyve previously bought their newest items. These subscribers like your brand and have placed more than order overall time, but they are not big spenders. Here are three ways to segment your ToFu leads: Demographic examples include characteristics such as age, gender, location, and more. For our second rule, we want subscribers who have not placed an order recently. Plus, Ill give you concrete lead scoring strategies you can implement today. Maybe with a new product launch or an interesting sale. If youre new to OptiMonk, youd be right to wonder why you need a more sophisticated popup tool beside Klaviyos solution. With cart abandonment rates hovering around 67%, its crucial businesses segment customers who abandon their carts. Check out our eCommerce Holiday Guide 2020: Selling Through Email. Its good to have this rule as well, but dont stress if you dont. Select the metric Placed Order, then specify zero times, then select in the last which will open up time options. Here are the three segmentation strategies for BoFu: The one thing every repeat customer has in common is theyve bought from you before. When you send an email, Klaviyo will automatically exclude unsubscribed and suppressed users from your send. You can also use these audiences to create custom and look-a-like audiences for your social media ads. And the per-visit spend of a shopper who clicks a recommendation is five times higher than those who dont click a recommendation. However, because youre sending to unengaged subscribers, youll want to be careful here. Something Klaviyo predicts: people Klaviyo has predicted as Women. Your email address will not be published. Mindless email marketing without proper segmentation is pass.
For example, if youre a Californian brand, and you want to win back disengaged customers with a discount, you can combine these rules. This is perhaps one of the most effective ways of segmenting your list. You can create: Or maybe you own a baby apparel brand and you have seasonal shoppers, you always see an increase in people that purchase during the holidays. Casper knows visitors abandon their carts for different reasons, so instead of assuming users didnt have the time or the money to finish their purchase, they offer customers to chat with them to answer any questions that might have had about the checkout process. Heres a recent email I got.
Your email address will not be published. Something someone has not done: people who have not bought recently, Where they are: people who put their address down in California. Lets see how you can build a win-back and re-engagement segment and when to add them to campaigns. For example, if you have a 10% offer, set up a separate list for this list and use this as the trigger for your welcome series. So, the next time you are scheduling a campaign for your regular segments, think if maybe this content is something your old customers/leads may want to hear about. Identify the different signup options on your site, and think about what the incentive in each option says about those who signup. Finally, include a rule about if the subscriber is or is not suppressed for email. You can even show in your email how well the new arrivals match with the previous years best sellers.
Inactive customers should not be rewarded, meaning you should add negative scores to customers who have been disengaged for a long time. In this article, Ill show you how some of the biggest players in e-commerce use email segmentation to drive more engagement. Combining his love of data analysis and his passion for marketing, Shaun enjoys working with marketing professionals to deliver excellent results for ecommerce businesses. What information you ask for depends on the product youre trying to sell. Calculate the approximate time it takes for a customer to use the product, and send them a friendly reminder to restock when theyre about to run out. You are cross-selling on your website, why not do the same thing with your emails! and keep them feeling as important to your brand.
Are you reaching out to customers who have not ordered in a while or are you wanting to send your top purchasers a sneak peek of a new collection? Click OR in the bottom right and once again choose If someone is in or not in a list as the condition. A re-engagement segment with people that have browsed multiple products from that collection. Firstly, when you create a campaign, consider whether the content youre creating is relevant to all of your subscribers, or just a subset. There is, however, one disadvantage with discounts: Offer too many too often, and your subscribers and customers will grow accustomed to them and never pay full price again. Advanced segmentation is basically taking what we already know about each different type of segmentation and putting it all together to achieve more targeted and specific segments. Barkbox knows their audience comprises dog lovers, but segment one step further by asking about your dogs size. Target VIP Customers or Repeat Buyers with a Welcome back popup and display new arrivals in your store or remind them of what products they were browsing last time. How to Segment by Interests and Preferences, 5. Here is a table outlining when to use a list and when to use a segment. To lead score based on interests and preferences, you need to define which product categories drive the most revenue. The difference between these two options is where Klaviyo allocates gender neutral names to. Catch up on its content now: If youre keen on learning more, heres another piece of great content to help you make the most out of OptiMonk & Klaviyo together: How to Collect Data Through Popups to Personalize Your Klaviyo Email & SMS Flows, How to Get The Most of Your Klaviyo Abandoned Cart Flow with Klaviyo and OptiMonk. Visit our library to install one of our pre-built workflows or for some killer marketing inspiration.
When done right, segmentation drives conversions and increases your email marketing ROI. This could mean that they were interested in the content, but your CTA wasnt convincing enough. P.S. Are they opening your emails, clicking the links but nothing else? Theres a fine balance when it comes to discounting, and youre the only one who can figure out what that balance is. For example, you have a lot of customers who havent bought in a while. Speaking from personal experience, impatience is a powerful advantage for businesses. You then click Create a Segment on the bottom right corner of the page and Klayivo will calculate the segment for you. They have been around for more than 10 years and every year more, HUSTLER MARKETING LLC680 South Cache StreetJackson 83001, WY. Another important criteria to think of segmentation is culture. To-Fu subscribers are users that opt in to join your email list but havent taken any steps towards making a purchase yet. Read this blog post to discover seven apology email examples thatll help inspire your own. Then H&M sends an email once in awhile telling me how many points I have, and what those points can get me. Find out more about these segments in this amazing article Klaviyo published in its blog. These criteria can be demographic, psychographic, behavioral, or geographic. If you over-send, you risk hurting your senders reputation, especially if recipients unsubscribe or mark your message as spam. Within Klaviyo, under Lists & Segments, click on Create List / Segment. Therefore, customers who buy high priced items should get a higher lead score than those who buy low priced items. But segmenting in Klaviyo is easier said than done, especially if youre just starting out. It's easy and takes just a few minutes! Then select equals, and type in the State you want, in this case, California. 
