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Customer Segmentation In eCommerce (11 Used Cases)

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Segmentation helps you to categorize your subscribers/customers in the small groups with same interests and preferences. It gives you an idea of sending relevant content. But how to do it?

Here are some practical cases of customer segmentation in eCommerce. Let’s dive right in:

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Customer Segmentation In eCommerce (11 Used Cases)

  1. 1. Customer Segmentation In eCommerce 11 Used Cases
  2. 2. Segmentation helps you to categorize your subscribers/customers in the small groups with same interests and preferences. It gives you an idea of sending relevant content. But how to do it? Here are some practical cases of customer segmentation in eCommerce. Let’s dive right in: Sarv.com
  3. 3. Case- 1 Potential Leads/Subscribers Howto Identify: They subscribed to your newsletter (ebook/guide) and browse you frequently. But no orders. Sarv.com
  4. 4. What to send: ● Create informative, engaging and educational content. Send insider tips. ● Regularly update them about your new product and features. ● Create a product heavy content on your blog and send it in email (link with your product landing page). ● Offer a special discount for 1st order. Sarv.com
  5. 5. Sarv.com Sarv.com regularly sends new product/features related updates to subscribers:
  6. 6. Case- 2 Based on Location Sarv.com How to Identify: Find the customers who made a purchase from a specific Geolocation.
  7. 7. What to send: ● Send season-related offers. You need to understand which season is approaching in the country. ● Lifestyle and culture connected promotions. Sarv.com
  8. 8. Sarv.com Amazon sent this email when summer was approaching:
  9. 9. Case- 3 Based on Gender Sarv.com Howto Identify: Segment your subscribers by gender
  10. 10. What to send: ● Do you have different products for men and women? Segment your subscribers/customers by gender. ● Send different email campaigns (Male and Female) to make it stand out. Sarv.com
  11. 11. Sarv.com See how Adidas sent out two different email campaign based on Gender:
  12. 12. Case- 4 High Spenders Sarv.com Howto Identify: Customers who spend more than average CLV
  13. 13. What to send: ● Premium products. ● Sneak Peek to new product or features. ● Special value packs. ● Express free shipping. ● Guarantee and maintenance. Sarv.com
  14. 14. Sarv.com Check out this email from Sephora:
  15. 15. Case- 5 Shopping Cart Abandoners Sarv.com How to Identify: Customers who leave their shopping cart without purchasing
  16. 16. What to send: Send a “Come Back” email with a special discount or related products. Sarv.com
  17. 17. Case- 6 One Time Purchasers Sarv.com Howto Identify: Pay attention to transaction history. What product they purchased in the past
  18. 18. What to send: ● Send an upgraded version of your product/service. ● Ask for review on their first purchase and offer discount on 2nd order. ● Create branded content to educate them. ● Recommend product related to their past purchase. Sarv.com
  19. 19. Sarv.com See how Grammarly does this:
  20. 20. Case- 7 Passive Customers Sarv.com Howto Identify: Find the customers who didn’t check your site for last three months (let’s say).
  21. 21. What to send: ● Send a quiz (relevant to your product) to understand their interest. ● Send them a reminder on what they bought with educational content. ● Based on their purchasing ask for feedback. Sarv.com
  22. 22. Sarv.com Check out this email:
  23. 23. Case- 8 Social Birds Sarv.com Howto Identify: Find the customers who mention your brand on social media, Engage with your content or participate in a poll.
  24. 24. What to send: ● Run limited time contest on social media for your active followers. ● Thank you email for their social engagement (and can offer a little perk). Sarv.com
  25. 25. Sarv.com Take a look at this contest:
  26. 26. Case- 9 Loyal Customers Sarv.com Howto Identify: Customers who are with you for ‘X’ years and recommend your product to others as well.
  27. 27. What to send: ● Send them a special offer dedicated to only for them. ● Start a point system and a referral program. ● Engage with them in new product creation. ● Write a thank you note. Sarv.com
  28. 28. Sarv.com Take a look at this ‘Thank You email’ from Michaels:
  29. 29. Case- 10 Small Spenders Sarv.com Howto Identify: Customers who purchase regularly but don’t spend too much.
  30. 30. What to send: ● Send a bundle of similar products with an offer. ● Ask for feedback. ● Cross-selling and up-selling. Sarv.com
  31. 31. Sarv.com Take a look at this email:
  32. 32. Case- 11 Coupon Lovers Sarv.com Howto Identify: Users who completed past purchases using coupons.
  33. 33. Sarv.com Crazy8 regularly provides coupons that you redeem online or in-store
  34. 34. What to send: ● Keep sending coupons and discounts. ● If you sell headphones, offer a small free case to them. Sarv.com
  35. 35. Want to know more about Segmentation? Visit Here: https://sarv.com/email-marketing/features/segmentation/

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