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Want to know the quickest way to generate more sales fast?
Design an irresistible offer to email it to your email list.
Sounds easy, 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 not organized, sending a campaign to a particular group of contacts can be a nightmare. It actually should be simple enough like clicking a few buttons and writing 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 helps you boost your conversion rate.
Step-1: Select a service provider profoundly
As we all know, email marketing doesn’t mean sending random promo emails to the list and hoping that it will bring sales immediately. It’s about connecting with people in a humanized way, using targeted content to deliver your message to the right people at the right time.
That means, picking up the right email marketing tool for the job is crucial for success.
When choosing your email marketing software, these are the four major things you need to 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 should know the answers to these questions while choosing an email tool.
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 don’t speak the same language to all of their audience. They use email segmentation to send targeted messages. They put similar types of customers in a group and send content which is relevant to the group.
And it’s working. Segmented and personalized emails generate more than 57% of all email revenue. So, if you’re working in eCommerce industry, email segmentation is the easiest way to pump up your profits.
To help, here are some effective segmentation ideas for your email list.
Purchase history segmentation
Segmentation by purchase history actually groups customers together who have made similar purchases. It may mean they’ve purchased the same products or similar types of products.
By using this segmentation, you ensure each group receives emails that genuinely reflects their purchase interests. This makes your emails convert more sales and achieve better ROI.
Engagement level segmentation
Engagement level segmentation is grouping according to how interested customers are in your brand.
Engagement level can be measured by how many times they opened and clicked on your emails. You can also check when they last made a purchase or the last time they’ve visited your site.
Using these pieces of information you can design different segments such as super active, active, or lapsed customer.
Transaction amount segmentation
You can create segments based on the amount people spend on your site.
Transaction amount segmentation is a great way to see who your high or low net-worth customers are. It helps you target these groups with the most relevant products and offers. And once you know which customers spend less, you can gently push them to buy more with exclusive offers.
User demographics refers to personal data such as gender, age, income level, location etc. These attributes help you to group customers separately.
Buyer persona segmentation
Buyer personas are information based profiling of the types of your customers. Defining person will tell you who your customers are, what they like, and why they will buy from you.
Personas are a way to get inside the heads of your customers better understand them. And once you’ve drawn separate pictures of your different customer groups, you can tailor your marketing to them.
Step-3: Keep your lists clean
Delete unwanted email addresses:
First, make sure your email list is free from invalid email addresses. But how do you find those email ids? Go to your previous campaigns and check the bounced email report.
A soft bounce is an interim deliverability problem, such as a server issue or full inbox of the recipients. It’s okay if you wish to keep those email ids.
A hard bounce is a permanent problem, such as a non-existing email id. Since theses email ids don’t exist anymore, it is important to delete these addresses. ISPs (internet service providers) keep track of each of the campaigns bounce rate and use it to calculate your email’s reputation. If you have a higher bounce rate, your emails can be blocked by ISPs.
Another factor ISPs use is the number of spam reports your email receives. Even if you are following all of the opt-in best practices and the subscribers opted in to receive emails, it’s easy for people to report spam than to unsubscribe om your list. That’s why you must check your spam reports regularly to remove the spam reporters.
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.