{"id":37308,"date":"2020-06-10T16:44:48","date_gmt":"2020-06-10T16:44:48","guid":{"rendered":"https:\/\/shippingeasy.com\/?p=37308"},"modified":"2023-10-24T08:39:45","modified_gmt":"2023-10-24T13:39:45","slug":"email-segmentation-and-automation-best-practices","status":"publish","type":"post","link":"https:\/\/shippingeasy.com\/blog\/email-segmentation-and-automation-best-practices\/","title":{"rendered":"Email Segmentation and Automation Best Practices"},"content":{"rendered":"

It takes a lot to stand out in the inbox these days. To truly do it right, you need to rely on something better than gimmicks. There are countless articles about the perfect time to send an email, the right number of emojis to put in a subject line, or exactly how many call-to-action buttons to include in your email. The most important element of high-converting emails is relevance, and that\u2019s where email segmentation comes in.<\/p>\n

What is email segmentation?<\/h2>\n

Email segmentation is grouping customers together based on a common trait. This could be numerous things but it should depend on what the goal of your email is. Segmenting for its own sake may yield results, but email segmentation based on the specific content and purpose of the email will yield great results.<\/p>\n

Why is segmentation important?<\/h2>\n

According to Hubspot<\/a>, marketers who use segmented campaigns note as much as a 760% increase in revenue. That\u2019s a pretty big number. That increase happens because people feel that the content of the email actually pertains to their interest.<\/p>\n

Now you may not have a huge email marketing budget, so one-to-one personalization may not always be possible (though, with ShippingEasy\u2019s Customer Marketing tool<\/a>, you can base email automation on very specific characteristics and behaviors). Segmentation helps you overcome this by still sending emails that are specific enough to a recipient that they convert at higher rates.<\/p>\n

It\u2019s also about the customer experience though. Receiving irrelevant emails is the second highest reason people unsubscribe from emails. Worse than that, they may get marked as spam which could affect your overall deliverability for future campaigns.<\/p>\n

Not only can email segmentation increase your sales, it can help make sure your future emails actually make it into inboxes.<\/p>\n

Email segmentation tips<\/h2>\n

What are some ways you can set up your email segmentation to increase your campaigns\u2019 conversion rates? We\u2019ve listed some of our favorites, all of which can be done in ShippingEasy\u2019s Customer Marketing tool, for you to put into effect for your e-commerce business.<\/p>\n

Previous purchases<\/h3>\n

Segmenting an audience based on a specific SKU they purchased is about as relevant as you can get. You\u2019re literally telling a customer that you know they purchased that product, which shows them you\u2019re paying attention. There are plenty of types of campaigns you can build from here.<\/p>\n