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Want to know one of the easiest ways to generate more revenue fast?
Put together an irresistible offer and email it to prospects on your list.
Sounds simple, right?
When you have built an email list for your Shopify store, I can guarantee that with a well-planned email marketing campaigns you will surely get some sales out of it.
There’s only one problem.
When your lists are disorganized, sending an update to your most important contacts can be a nightmare of copying and pasting in Excel—where it should be as simple as clicking a couple of buttons and typing up an email.
That’s where this guide comes in.
In this post, I’m going to discuss three steps to get your lists organized and maintain a healthy and responsive email list that grows your business.
Step-1: Select a service provider profoundly
As we know, email marketing isn’t about sending random promo emails to people, hoping that they’ll start bringing sales overnight. It’s about communicating with people in a humanized fashion, using targeted content to deliver your message to the right people at right time.
That means, choosing the right email marketing software for the job is crucial to your efforts.
When choosing your platform, these are the main four things you should consider.
The most important factor for choosing an email marketing tool is the integrations available with it. You should be able to integrate it with all the other tools and platforms from which you need to import the user’s data.
When you are using an e-commerce platform like Shopify, make sure that the tool can be integrated with the platform. Also, check if you can integrate it with your favorite opt-in builder apps/plugins you are using on your website to collect emails.
List management options:
Check for the options available for managing the email lists. What are the options available for creating the list from your website or by uploading a file? How can you segment your lists based on various factors (like the user’s engagement, behavior, transactions etc.)? You need to know the answers to these questions.
Automation is the backbone of a successful email marketing strategy. You need to know what are the automation options available which you can use for building campaigns.
If you are running an e-commerce store, make sure that the tool is able to create all the necessary automated email marketing campaigns for your Shopify store.
Email builder and templates:
Check how flexible the template builder is so that you can create templates as you wish. Check the elements (like button, image, video, product, coupon code) they have in the template builder which you can use as per your need.
All email marketing tools have some ready-made templates which you can just pick and use. See how good these templates are for your use.
Step-2: Use segmentation
Successful marketers no longer speak to every Tom, Dick, and Harry in the same way. Instead, they use segmentation to send a targeted message. They’re grouping similar types of customers together and only sending content that’s relevant to them.
And it’s working. According to the DMA segmented and targeted emails generate 58% of all email revenue. So, if you’re working in eCommerce, email segmentation is the easiest way to pump up your profits.
But, let’s face it, segmentation has a bit of a bad rep. Some people tie themselves up in knots trying to figure out the best way to slice and dice their customer data.
To help, here are some effective segmentation ideas for your email list.
Purchase history segmentation
Segmenting by purchase history means grouping customers together who have made similar purchases before. It might mean they’ve all purchased the same item or similar types of products.
By using this method you can make sure each segment receives content that genuinely reflects their previous interests. This makes your marketing more relevant and more likely to result in sales.
Engagement level segmentation
Engagement level segmentation is segmenting according to how interested customers seem in your brand.
Engagement level can be measured by how many times they opened and clicked on your emails. You could also look at how frequently they’ve visited your site or when they last made a purchase.
Using this information you can create several different segments such as highly engaged, occasional, or lapsed customer.
This is simply grouping people together according to how they behave.
Customers might open your emails but not click, browse but not buy, or put items in their basket and then leave them there. Retailers using behavioral segmentation segment their customers by these actions and send real-time campaigns in response.
Transaction amount segmentation
You can create segments according to how much people spend with you.
Transaction amount segmentation is a nice way to see who your high, medium, and low value customers are. This means you can target them with the most appropriately priced products and offers. And once you know what customers spend you can gently encourage them to buy more.
Demographics refers to statistical data such as age, gender, income level, company position, and geographical position. These attributes allow you to group customers.
Segmentation using demographics means you can make what you’re saying more relatable to the recipient’s circumstances.
Buyer persona segmentation
Buyer personas are semi-fictional representations of the types of your customers based on market research. They tell you who they are, what they like, and why they’d choose your brand.
Personas are a really clever way of getting inside the heads of your customers to make sure you appeal to them. And once you’ve built up separate pictures of your different customers you can tailor your marketing to them.
Customer interest segmentation
You can use surveys or email preference centers to gather information about what people are interested in. You then group people together according to these interests and send them relevant campaigns.
Step-3: Keep your lists clean
Delete unwanted email addresses:
First, make sure your email list is free from non-existing addresses. But how do you find out those non-existing email ids? Go to your previous campaigns and check the bounced email report.
A soft bounce is a temporary deliverability problem, such as a server down or full inbox. It’s okay for you to keep these email ids.
A hard bounce is a permanent deliverability problem, such as an invalid email address. Since the email id doesn’t exist anymore, it is important to remove these addresses. ISPs (internet service providers) track the bounce rate of each campaign you send and use it to determine your email’s reputation. If you generate too many bounces, your messages can be blocked by ISPs.
Another factor ISPs use to determine your reputation is the number of spam reports your email gets. Even if you followed all of the acquisition best practices and the subscribers opted in to receive emails from you, it’s easier for people to report emails as spam than to unsubscribe from your email list. That’s why it’s necessary that you check your spam reports and immediately remove the spam reporters from your lists.
Remove inactive subscribers:
The idea of removing subscribers from your list who haven’t personally unsubscribed might sound crazy to you. However, it is important to do that to improve your ROI. After all, most of the email marketing services charge you based on the size of your email list or the no. of emails you are sending in a specific period.
To start with, you can set a condition that subscribers who haven’t opened your emails, automatically get in a Segment named “Inactive for 3 months”. You can easily create a segment like that based on previous campaign activity.
Try to attract engagement from this users by sending some exclusive offer or anything of true value which may attract them. Remove those email ids which do not engage (at least open the email).
To conclude: The more organized you will be with your email lists, the better result you will get from your email marketing strategy. Segmentation is the key to serve personalized email for improved engagement and conversion rate.