This is the second of the three Dynamic Duos we have prepared for your email marketing segmentation excellence. In this second instalment, we dive deep into the user behaviour to uncover their unique preferences. But fear not of the depths, dear marketer, because we will try to guide you with a firm stride.
Email Marketing Segmentation Strategy 2: Behavioural Bonanza
Next on the bill is the dynamic duo of behavioural segmentation and purchase history.
Now imagine you’re hosting a masked ball, and you want to ensure every guest receives the perfect mask to match their personality. By analysing your subscribers’ past interactions with your brand—whether it’s browsing behaviour, purchase history, or engagement levels—you can tailor your email content to reflect their unique preferences and behaviours.
It can be anything from offering personalised product recommendations to sending targeted promotions based on past purchases. Behavioural segmentation allows you to anticipate your subscribers’ needs and deliver emails that resonate on a deeper level.
Segmentation Strategy 2: Practical Implementation
Collect Behavioural Data
Begin your journey by collecting behavioural data from your subscribers. Dive deep into their digital footprints, tracing their steps across your website, email campaigns, social media realms, and beyond. Seek out patterns in their browsing escapades, delve into their purchase chronicles, and scrutinise their email interactions with the precision of a detective unraveling a mystery.
Implement Tracking Tools
The previous step of collecting data is not as easy as it seems: You may need to use extra tools, implement cookies, work on your social analytics and master website tracking applications. And of course, all this takes time and effort.
Get a head start by rallying your resources today! Harness the power of tracking tools like Matomo or Google Analytics, dive into the depths of email marketing software analytics, and wield the might of CRM systems to gather behavioural data. Plant tracking pixels on your website, fuse your email marketing platform with your CRM, and unleash the force of tracking cookies to surveil subscriber activity across myriad channels. With these tools at your command, you’ll chart a course to unrivalled insights. Wield data‑driven strategies like a seasoned pro!
Analyse Behavioural Patterns
Once you’ve gathered sufficient data, delve deep into its depths to unearth behavioural patterns and trends among your subscribers.
Seek out recurring behaviours like frequent website pilgrimages, lingering on particular product pages, abandoned carts left adrift, the flutter of email opens and clicks, and the tale of purchase history. These nuggets of insight hold the key to understanding your audience’s digital dance. They will guide you towards tailored strategies that resonate with their unique rhythms.
Segment Your Audience
Slice and dice your audience according to their behavioural quirks and engagement gusto. Craft segments for the habitual shoppers, the casual browsers, the cart abandoners, the silent spectators, and beyond.
This bespoke segmentation empowers you to shower each group with tailor‑made email treats that speak to their individual tastes and preferences.
Personalise Your Emails
Now that your audience is neatly sliced and diced, it’s time to sprinkle some personalisation magic into your email concoctions.
For those elusive cart abandoners, send gentle nudges and tempting incentives to seal the deal. Serve up delectable product recommendations based on their browsing history or previous purchases. You can dangle irresistible offers that align perfectly with their tastes and preferences.
With behavioural data as your guide, each email becomes a bespoke masterpiece tailored to delight and engage every recipient.
Automate Triggered Emails
Leverage the power of automation by setting up cleverly orchestrated email workflows that spring into action at the first sign of key behavioural events. Consider the likes of abandoned carts or website visits. Harness the magic of dynamic content blocks to craft emails that morph in real‑time, adapting their message based on each subscriber’s unique behaviour.
This dynamic approach ensures that your emails are always on point, delivering precisely what your subscribers need, exactly when they need it.
Test and Optimise
Keep your finger on the pulse of your behavioural segmentation strategies by perpetually fine‑tuning and enhancing their efficacy.
Engage in ongoing experimentation, dabbling with diverse email content, offers, and timings to unearth the winning formula for each behavioural segment. Stay vigilant, tracking pivotal metrics like open rates, click‑through rates, and conversion rates. This will help you discern the impact of your efforts and steer your strategy with data‑backed insights.
Unlocking the Full Potential: Second Bonus Tip for Segmentation Success
We knew you were waiting for this! To truly unlock the power of segmentation and elevate your email marketing game to new heights, herein our second bonus tip:
Test and Learn: Embrace the scientific method of A/B testing to experiment with different segmentation strategies. The aim is to uncover what works best for your audience. From subject lines to content formats, let the data be your guide in refining your segmentation tactics for maximum impact.
And that was the second of the dynamic duos of segmentation strategies that pack a punch and deliver maximum impact in the world of email marketing. By pairing behavioural bonanzas and sprinkling in a dash of experimentation, you’ll be well on your way to wowing your subscribers and driving meaningful engagement with every email you send. Cheers to the power of segmentation, and may your email marketing efforts be as dynamic as the duos that fuel them!
Need some help with your segmentation strategy? Let’s keep a cool head, grab a sharp tool, and make your subscriber database work for you—even more effectively.