Unlock higher conversions and deeper customer relationships by segmenting your email list on Shopify. I’ll show you how.
As a Shopify merchant, you already know the immense power of email marketing. It’s not just about sending out newsletters; it’s about building relationships, driving sales, and fostering loyalty.
However, if you’re still sending the same generic email to your entire customer base, you’re leaving a significant amount of money and potential engagement on the table.
This is where email list segmentation comes into play. It’s not just a best practice; it’s a fundamental shift in how you communicate with your audience.
So, what exactly is email list segmentation? In simple terms, it’s the process of dividing your email subscribers into smaller, more targeted groups based on specific criteria.
These criteria can range from their purchase history and browsing behavior to their engagement levels and demographic information. The goal is to send highly relevant messages to the right people at the right time.
Why does this matter so much for your Shopify store? Let me break down the compelling benefits I’ve seen firsthand.
Firstly, you’ll experience significantly higher open rates. When an email feels tailored to a subscriber’s interests or past actions, they are far more likely to open it.
Secondly, your click-through rates will soar. Relevant content naturally encourages recipients to click on your links, whether it’s to a product page, a blog post, or a special offer.
Thirdly, and most importantly for your bottom line, segmentation leads to increased conversions. Targeted promotions and product recommendations resonate more deeply, turning browsers into buyers and one-time purchasers into repeat customers.
Fourthly, you’ll see a noticeable reduction in unsubscribe rates. People unsubscribe when emails feel irrelevant or overwhelming. By sending only what’s pertinent, you maintain a positive relationship with your subscribers.
Finally, segmentation helps you build stronger, more meaningful customer relationships. It shows your customers that you understand their needs and preferences, fostering trust and loyalty over time.
Now that we understand the ‘why,’ let’s dive into the ‘how.’ The first step is always to leverage the data you already have. Your Shopify store is a goldmine of customer information.
One of the most effective segmentation criteria is purchase history. This tells you a lot about your customers’ preferences and value.
Consider segmenting your first-time buyers. You can send them a special welcome series, offer a discount on their second purchase, or provide helpful tips for using their new product.
Then there are your repeat customers. These are your loyal fans! Segment them to offer exclusive access to new products, loyalty rewards, or early bird sales.
Don’t forget your high-value customers – those who spend the most or purchase most frequently. They deserve VIP treatment, personalized recommendations, and perhaps even a dedicated customer service line.
Another powerful segmentation method is based on browsing behavior. What products have they viewed but not purchased? What categories do they frequently explore?
Abandoned cart segments are crucial. These are customers who showed strong intent but didn’t complete their purchase. A timely, personalized reminder email can often recover these lost sales.
You can also segment based on products viewed. If someone repeatedly looks at a specific type of item, you can send them emails featuring similar products, new arrivals in that category, or even customer reviews for those items.
Engagement level is another vital criterion. Not all subscribers are equally engaged, and treating them as such can be detrimental.
Segment your active subscribers – those who frequently open and click your emails. Reward their engagement with exclusive content or early access to sales.
Conversely, identify your inactive subscribers – those who haven’t opened or clicked an email in a while. You can try to re-engage them with a special offer or a ‘we miss you’ campaign before considering list cleaning.
Customer lifecycle stage is also incredibly insightful. Are they a brand new subscriber, a first-time buyer, a loyal customer, or someone who hasn’t purchased in a while?
New subscribers might receive a welcome sequence introducing your brand story and best-sellers. Loyal advocates could be invited to a referral program or asked to leave a review.
For more advanced segmentation, I highly recommend exploring RFM (Recency, Frequency, Monetary) analysis. This method scores customers based on how recently they purchased, how often they buy, and how much they spend.
This allows you to identify your most valuable customers, those at risk of churning, and those who need a gentle nudge to purchase again.
When it comes to implementation, your Shopify store integrates seamlessly with many email marketing platforms like Klaviyo, Mailchimp, Omnisend, and others. These platforms provide the tools to create and manage your segments.
Many Shopify apps also offer advanced segmentation capabilities, often tied directly to customer behavior on your store.
My first best practice for you is to start simple. Don’t try to create 50 segments on day one. Begin with 3-5 key segments that make the most sense for your business, like first-time buyers, repeat customers, and abandoned carts.
Secondly, always test and iterate. What works for one segment might not work for another. A/B test your subject lines, content, and calls to action for each segment.
Thirdly, personalize your content. This goes beyond just using their first name. Tailor product recommendations, offer relevant discounts, and speak directly to their needs or interests based on their segment.
Fourthly, automate where possible. Once you’ve defined your segments and campaigns, set up automated flows. This ensures timely communication without constant manual effort.
Fifthly, regularly clean your email list. Remove unengaged subscribers. A smaller, highly engaged list is far more valuable than a large list full of inactive contacts.
Sixth, don’t over-segment. While segmentation is powerful, creating too many tiny segments can become unmanageable and dilute your efforts. Find the sweet spot that provides meaningful differentiation.
Finally, measure your results. Track open rates, click-through rates, conversion rates, and revenue generated by each segment. This data will inform your future segmentation strategies.
Think about an abandoned cart flow: a series of emails sent only to those who left items in their cart, reminding them and perhaps offering a small incentive.
Or a post-purchase follow-up: an email sent a week after a purchase, asking for a review, offering related products, or providing care instructions.
Consider a win-back campaign for customers who haven’t purchased in 90 days, offering a special discount to encourage their return.
My advice to you is to be strategic. Don’t just segment for the sake of it. Think about the specific goals you want to achieve with each segment.
Focus on providing value to your customers. When your emails are relevant and helpful, they become a welcome part of your customers’ inboxes, not just another promotional message.
What do you think about this article? I’d love to hear your thoughts on how you plan to implement or refine your segmentation strategy.
In conclusion, email list segmentation is a game-changer for Shopify merchants. It transforms your email marketing from a broad broadcast into a series of personalized conversations.
By understanding and acting on your customer data, you’ll not only boost your sales and engagement but also build a loyal community around your brand. Start segmenting today, and watch your Shopify store thrive!
