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Top 10 Segmentation Types to Drive Conversions

2 min read

Did you know that recipients are 75% more likely to click on emails from segmented campaigns than non-segmented campaigns. 75% of consumers also feel misunderstood by the brands they shop with which makes segmentation all the more important for ecommerce businesses.

Used by marketers to deliver highly relevant content to shoppers, segmentation can boost conversions across your eCommerce website or social media channels. Let’s take a look at the top 10 segmentation types to drive online conversions below. 

1. Loyal customers

If some of your most loyal customers haven’t bought anything from you in a while, use their past shopping patterns to remind them what they like about your brand. Spending some time letting them know about any new products which they might be interested in will make them feel more valued. 

2. Purchase history

You could choose to segment your email list by purchase history. For example, it’s important to bear in mind that a long-time customer will not want to receive messages or offers which are targeted at new visitors and vice versa.

3. Location

This is a great option no matter how big or small your target market is. You could segment your list into specific cities or towns, and if you’re operating on a large scale, you could target different counties or countries.

4. Abandoned shopping carts

Did you know that personalisation in cart abandonment emails reduces abandonment rates by 10%-30%? Regardless of why your customers abandoned their shopping carts before making a purchase, an email reminder can recover this. When you segment these buyers, you can send them personal email messages, which could persuade them to follow through with their orders.

5. Browsers who don’t buy

You can turn these visitors into customers by analysing the categories and products they are interested in and sending them personalised offers and reminders. 

6. Frequent visitors

If you have frequent visitors who you know will make a purchase, send them updates with your latest recommendations. You can personalise these based on their preferences, but don’t try to convert them with offers, as this will reduce the value of an order they will probably make anyway.

7. Repeat purchasers

If you have customers who repeatedly purchase your products in order to replenish their stock, target them with replenishment or reminder emails. Your customers will appreciate a timely reminder, and this works well for sectors such as consumables and beauty.

8. Bargain hunters

Use previous purchase data to find customers who are tempted by discounted or lower priced items. You can send push notifications or emails informing them of products which have been reduced in price or even let them know about an upcoming sale. 

9. Big spenders

Similar to point 8, you can use previous purchase data to find customers who spend more than the average shopper. This allows you to guide big spenders towards conversion by recommending some higher-margin items from their frequently visited categories. 

10. Out-of-stock browsers

If some of your customers have browsed an out-of-stock product, their data can be used to send an automatic email alert once the product is back in stock. This should satisfy your customers and prevent them from turning to your competitors.

To find out more about the best segmentation type for your website, contact Segmentify and speak to one of our customer success team. Our eCommerce personalisation platform helps online retailers optimise their conversion rates by delivering unique shopping experiences for visitors.

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