The best part? Implementing this type of segmentation can be as simple as pulling the order history out of your database and adding a true or false value to your email marketing list.Īnd don’t forget to measure the net result and see how it compares to your normal promotions.
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Give past, loyal customers access to a “hidden” series of products for the new season as a reward for their loyalty. Use simple segments to change your offer in each email you are sending and, ultimately, improve your profit from this campaign.įor example, why not offer new customers - who have subscribed but never bought - a discount. Next time you send out a promotional newsletter I’d recommend having at least two segments: Customers that have purchased before and new customers. Internet Retailer covers this example from Intermix, who used this strategy to increase email conversions by 1,000%.Įven some simple segmentation will put you ahead of the pack. …to much more complex statistical models that try and factor in a whole range of historical data and future estimates.
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