Post by nurnobisorker14 on Oct 31, 2024 5:19:56 GMT 1
Retain your most “valuable” users and involve all those who haven’t purchased from your store for a long time: it’s time to implement an effective audience profiling and segmentation strategy to identify the most interesting clusters to target with your marketing activities.
On several occasions, in our in-depth blog posts, we have dealt with the topic of audience profiling and segmentation and in a recent post bulk email campaigns we have also provided you with the tools to get the most out of microsegmentation , also identifying some interesting clusters in the segmentation of e-commerce users and customers. Now we offer you some easily configurable segments on which to implement, immediately, your marketing strategy.
Segmenting eCommerce Users and Customers: Where to Start
Each e-commerce project has its own particularities , so a careful profiling and segmentation strategy cannot be separated from a precise study of the data and specific information relating to its audience.
However, especially in the first phase, it is possible to identify some segments that can be immediately exploited and refined over time.
We have identified 7 of them as particular, to be configured immediately taking advantage of all the The potential of Blendee is that it provides 15 filters to monitor the lifecycle of a user.
Lead
This segment includes all “known” users, meaning those who have published at least one contact, whether an email address or a phone number, but who have never made a purchase.
How to encourage them to buy?
Offer discount for first order
Send a personalized newsletter with the products viewed and the content viewed
Identify the cluster and leverage it for targeted remarketing campaigns on Facebook and Google
Newsletter Subscribers
This segment includes users who have chosen to stay up to date with promotions and store news and are, without a doubt, the first most requested group of users.
How to sign them?
Periodically communicate news and promotions in advance
Send informative, useful and entertaining content (e.g. style tips, product stories)
Include recommended and personalized products based on each user's purchasing behavior
Provide offers designed only for newsletter subscribers
First order
This cluster includes everyone who has made only one purchase within the store.
How can we encourage them to make a second purchase?
Implement cross-selling strategies by offering products related to the product purchased (e.g.: complete your look)
Ask for a review of the purchase and offer a coupon for a second purchase
Present news related to the brand or category to which the purchased product belongs
Promote your business and the benefits of your services
Repeat
These are the users who have made the most purchases in the last few days. They are active customers, which is why it is important to keep them engaged over time.
How can we get them more involved?
Implement loyalty strategies also through personalized loyalty programs
Send informative, useful and entertaining content (e.g. style tips, product stories)
Provide personalized offers
Hero
Within this cluster, your best customers are gathered, those who buy often, have a higher average order value and are engaged. Despite this, it is important to value them.
How to keep them loyal?
Create personalized loyalty programs
Send them personalized offers that other users can't use
Offer free shipping or other perks when you buy your products
Guarantee privileged access to promotions, sales and presentations of new products/collections
Casual
These are users who buy occasionally, perhaps in the presence of special promotions.
How can we encourage them to buy more frequently?
Keep them informed about what's new in the store
Spread the word about promotions or discounted products
Deploy cross-selling strategies
Waiting
This cluster includes users who have performed actions in the last few days, such as adding products to the cart but not completing them.
How to hire them?
Create an Abandoned Cart Recovery Workflow with Email and Behavioral Messaging
Offer a special discount to encourage purchasing
Suggest products related to those added to the cart
Lost
These are users who have not made any purchases or taken any action in the last x days.
How to hire them?
Share what's new in your store, categories and brands you've purchased
Send out a survey to find out their interests and suggest new products
Make a one-time promotion with a special discount
Leads, first-time users, heroes, lost, but not only: you are sure to know the user who accesses your store and to be able, with the different clusters, to set up an effective strategy for segmenting users and eCommerce customers.
It should be remembered that more than 98% of users , on average, choose to browse a site/eCommerce without disclosing data and information .
All these users therefore feed perhaps the most populated cluster , that of anonymous users, our +1 of segments .
Blendee allows you to segment anonymous users in just a few clicks, using a real-time filter .
All this translates into the possibility of implementing effective lead generation strategies aimed at transforming anonymous users into lead users, first, and then into customers, in a true lead nurturing and loyalty journey .
On several occasions, in our in-depth blog posts, we have dealt with the topic of audience profiling and segmentation and in a recent post bulk email campaigns we have also provided you with the tools to get the most out of microsegmentation , also identifying some interesting clusters in the segmentation of e-commerce users and customers. Now we offer you some easily configurable segments on which to implement, immediately, your marketing strategy.
Segmenting eCommerce Users and Customers: Where to Start
Each e-commerce project has its own particularities , so a careful profiling and segmentation strategy cannot be separated from a precise study of the data and specific information relating to its audience.
However, especially in the first phase, it is possible to identify some segments that can be immediately exploited and refined over time.
We have identified 7 of them as particular, to be configured immediately taking advantage of all the The potential of Blendee is that it provides 15 filters to monitor the lifecycle of a user.
Lead
This segment includes all “known” users, meaning those who have published at least one contact, whether an email address or a phone number, but who have never made a purchase.
How to encourage them to buy?
Offer discount for first order
Send a personalized newsletter with the products viewed and the content viewed
Identify the cluster and leverage it for targeted remarketing campaigns on Facebook and Google
Newsletter Subscribers
This segment includes users who have chosen to stay up to date with promotions and store news and are, without a doubt, the first most requested group of users.
How to sign them?
Periodically communicate news and promotions in advance
Send informative, useful and entertaining content (e.g. style tips, product stories)
Include recommended and personalized products based on each user's purchasing behavior
Provide offers designed only for newsletter subscribers
First order
This cluster includes everyone who has made only one purchase within the store.
How can we encourage them to make a second purchase?
Implement cross-selling strategies by offering products related to the product purchased (e.g.: complete your look)
Ask for a review of the purchase and offer a coupon for a second purchase
Present news related to the brand or category to which the purchased product belongs
Promote your business and the benefits of your services
Repeat
These are the users who have made the most purchases in the last few days. They are active customers, which is why it is important to keep them engaged over time.
How can we get them more involved?
Implement loyalty strategies also through personalized loyalty programs
Send informative, useful and entertaining content (e.g. style tips, product stories)
Provide personalized offers
Hero
Within this cluster, your best customers are gathered, those who buy often, have a higher average order value and are engaged. Despite this, it is important to value them.
How to keep them loyal?
Create personalized loyalty programs
Send them personalized offers that other users can't use
Offer free shipping or other perks when you buy your products
Guarantee privileged access to promotions, sales and presentations of new products/collections
Casual
These are users who buy occasionally, perhaps in the presence of special promotions.
How can we encourage them to buy more frequently?
Keep them informed about what's new in the store
Spread the word about promotions or discounted products
Deploy cross-selling strategies
Waiting
This cluster includes users who have performed actions in the last few days, such as adding products to the cart but not completing them.
How to hire them?
Create an Abandoned Cart Recovery Workflow with Email and Behavioral Messaging
Offer a special discount to encourage purchasing
Suggest products related to those added to the cart
Lost
These are users who have not made any purchases or taken any action in the last x days.
How to hire them?
Share what's new in your store, categories and brands you've purchased
Send out a survey to find out their interests and suggest new products
Make a one-time promotion with a special discount
Leads, first-time users, heroes, lost, but not only: you are sure to know the user who accesses your store and to be able, with the different clusters, to set up an effective strategy for segmenting users and eCommerce customers.
It should be remembered that more than 98% of users , on average, choose to browse a site/eCommerce without disclosing data and information .
All these users therefore feed perhaps the most populated cluster , that of anonymous users, our +1 of segments .
Blendee allows you to segment anonymous users in just a few clicks, using a real-time filter .
All this translates into the possibility of implementing effective lead generation strategies aimed at transforming anonymous users into lead users, first, and then into customers, in a true lead nurturing and loyalty journey .