5 Essential, Pre-Built Segments to Hyper-Personalize your eCommerce Emails

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
6 min read

Learn how exactly to shift your automated e-mail marketing into hyper-drive by pre-defining 5 key segments predicated on fine-grained customer information and behavioral data

Email marketing is definitely a cornerstone of any successful eCommerce operation, and, in quite similar way, where email campaign segmentation and hyper-personalization were once considered optional, that’s no more the case. Together, they will have redefined the guidelines for building automations, dramatically increasing the relevancy of automated campaigns to online shoppers. With this thought, you would prosper to add both forms of activities in your e-mail marketing playbook, lest you overlook customers and leave money up for grabs.   

Segmentation and Hyper-Personalization – Undeniable Benefits, Hard to Master

To drive home the idea, think about the following: DMA (Data & Marketing Association) study discovered that segmented emails can generate up to 58% of most email revenues, while personalized emails can result in 6 times higher transaction rates, in comparison with non-personalized emails.

However, not surprisingly categoric evidence, segmentation and personalization remain an enigma to numerous email marketers, who find them the most challenging e-mail marketing tactics to implement. Statistics show that 42% of email marketers still have a problem with segmenting their e-mail lists, while 35% have trouble with message personalization.

Now, imagine in the event that you could leapfrog the problems faced by a lot of your peers, and combine the energy of the two proven e-mail marketing devices going to your eCommerce business’s sales targets. For example, what if you could utilize hyper-personalization to raised segment your email list? Well, dream forget about. It is simple to capture the advantages of segmentation and hyper-personalization with a top-quality e-mail marketing platform and by establishing 5 strategic segments right in the beginning:

Pre-built hyper-personalization segments to turbo-charge your email campaigns

If personalization may be the practice of using customer information to provide your emails an individual touch, it may seem of hyper-personalization as personalization 2.0. With hyper-personalization, you exceed the fundamentals of a customer’s name, location, demographics and transaction history, and utilize more refined customer information and their online behavioral data. By using such details, it is possible to improve your emails with an increase of relevancy, better targeting, and, needless to say, heightened personalization.

One the simplest way to leverage this in-depth customer data is by using it to create pre-built segments, where in fact the data can be used to formulate criteria for segmenting your visitors into more precise groups, that you could build relationships hyper-personalized marketing.

Here are five such pre-defined segments that you could readily create in your e-mail marketing system, that i consider must-haves for eCommerce businesses:

Segment 1: Leads

In short, gathering additional buyer information and deploying it in email automations to greatly help convert hesitant subscribers into customers.


You are most likely well alert to the truth that a lot of your email subscribers remember to convert, plus some never become paying customers at all. Having said that, seeing that they have shown enough interest to take time to subscribe, it seems sensible to exert just a little extra effort to access know them better, enabling you to nurture them down the sales funnel.

  • Welcome Email: First, make sure to keep new registrants engaged by establishing a dynamic trigger which will automatically send them a greetings email soon after they sign-up. Remember, email subscribers are most engaged within the initial 48 hours. Your greetings email range from promo codes for discounts or free shipping, to incentivize newcomers to create their first purchase. Don’t forget to utilize catchy, personalized subject lines to improve opening rates also to set up a personal connection in your body of one’s mail.
  • Using surveys to assemble additional information: You may also send new subscribers survey emails made to gather more private information. For example, offer these subscribers a discount, as impetus to supply their birthdays, special interests, and the forms of rewards they wish to receive. Utilize this information to send them more personalized emails later on.

Segment 2: First-time or recent customers

In short, profit from the bigger profitability of repeat sales by dynamically segmenting first-time or recent customers and providing them with a far more fitting customer journey.


Aside from the truth that retaining customers is cheaper than acquiring new ones, a 5% upsurge in retention rates can grow profits by 25% up to 95%. So, it really is highly recommended to help keep touching your first-time customers, gently reminding them of one’s offerings.

You may take benefit of this possibility to set up a long-term relationship with clients through the use of dynamic segmentation. Dynamic segmentation allows one to use real-time data to automatically segment customers that meet some pre-determined criteria.

For example, automatically put in a subscriber who decides to buy something on your own eCommerce site to a first-time customer email list. After that you can set-up your automation to send these first-time customers a ‘thank you’ note, accompanied by a sequence of emails specifically tailored to encourage repeat purchases.

Segment 3: Lapsed Customers

In short, use specialized re-engagement emails predicated on specific client data points to create lapsed clients back to your circle of customers.

Lapsed Customers

Some customers could be hard to please. 1 day, they could show fascination with your products, even create a purchase, and the very next day, they might turn cold. Rather than getting discouraged at these times, view it being an possibility to reignite your relationship with one of these frosty customers, perhaps creating a tighter connection than before.

Once you have segmented lapsed customers, it is possible to draw them back to your sales funnel through re-engagement emails.  Predicated on what you know about them, including any hyper-personalization data you have on file, it is possible to:

  • Let them just how much they’re missed and send them targeted offers they’ll find valuable.
  • Entice them with unique promotions, or inform them of one’s new arrivals or best-sellers to create them feel very special.
  • Help them find their in the past with a discount or perhaps a freebie on items they used frequently during the past.

Think of it just like you are providing them with a brand-new reason to get. If everything else fails, try giving bigger discounts which are hard to refuse.

Segment 4: Loyal Customers

In short, for all those customers that are enamored together with your products and service, offer them more, for example through cross and up-selling.

Fact: loyal customers will buy other products from you. That is evidenced in a study by Bain & Company, that discovered that almost 70% of Gap Online customers would consider buying furniture from the Gap, while, 63% of online grocery shoppers would buy toiletries and OTC drugs from their online grocers.

A pre-built segment for loyal customers will, therefore, simplify your upselling and cross-selling efforts. Use your avid fans’ purchase histories to send them relevant recommendations which could prompt them to put additional orders.

Having a loyal customer segment also offers a fantastic chance of one to turn your enthusiasts into brand advocates. Offer them exclusive deals, discount rates as well as “cash-back” for every referral they indicate your business. Should they seem particularly promising, make sure they are feel extra special with, for example, first dibs on your own soon-to-be-launched collections.

Loyal Customers

Segment 5: Customers who abandoned their shopping carts

In short, lure potential prospects back based on where so when they made a decision to leave your website and cart.

Regretfully, it happens – people abandon their carts midway, sometimes, right before checkout. Actually, it’s typical. In the next quarter of 2017, 77.3% of online retail orders were abandoned worldwide. Another study (see chart below) showed that high extra costs beyond the cost of the merchandise itself (e.g. shipping) caused 60% of shopping cart software abandons. Regardless of the statistic or reason, proper segmentation of these who forsake your cart could be a savior.

cart abandonment

Source: Baymard Institute

Segmenting such (non) customers predicated on where these were in the buyer journey is imperative to sending them targeted emails to have them interested again, especially as customers who abandoned their shopping carts already are in the bottom stage of the sales funnel.

Implementing on-site behavioral triggers enables you to send cart abandonment emails offering hard-to-resist discounts immediately. You can even utilize these triggers to group abandoning customers into e-mail lists to be able to send them follow-up emails containing the things they designed to buy regularly.


Competition in the eCommerce industry is fierce.  Therefore, any strategic edge you will get in attracting clients and binding them for you as loyal patrons, will probably be worth your time and effort.

Pre-built segments and hyper-personalization offer this edge, permitting you to use real-time customer data, far beyond basic demographics, to improve the relevancy and personal feel of one’s emails, or, put otherwise, to hyper-personalize how you interact with your visitors.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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