Yesterday I was having a conversation with one of my clients who sells knick-knacks in a Shopify store and he asked me about segmentation. In particular, he was wanting to know what the who-har was all about and why everyone is talking about segmenting your customers.
My answer was to give him a scenario. Say you have 5 people hanging around in your show and you had to make a choice of which one to talk to. Which would you choose? The browsers who cam off the street or the girl who was in last week and bought a thingimajig?
You’d pick the girl, right? Because she has already bought from you and chances are much higher she is here looking for something else to buy?
Plus you can target a different message to her because she has already bought from you. Maybe offer her a free widget if she buys another thingymajig today.
Or for the browsers, maybe you can offer them a discount they can use in store today when they trade their contact details.
Can you see the different messages going to different people based on behaviour? This is segmentation at its best. And the great news for you is it’s not that complicated to set up.
Start with simply creating a list people who have bought from you and crafting a message you can send to them today. If you use Shopify or something similar, you have this list already. It’s your customer list.
And then use email to deliver that message. It’s still the best method of talking directly to your customers.
So in your email app, set up a segment for those contacts who have made a purchase. If you don’t have an email app yet, you need to level up and get a good app. I highly recommend Drip. It’s a great bang for the buck and gives you some awesome features like the Shopify and Facebook integration as well as simple automated workflow setup you can do yourself.
You can get things done with a few clicks of a button. Get started with a free account. Click the link below to create a new account:
Need some help getting everything set up? You can check out our Digital Marketing Setup guide here:
And if you are still stuck, you can get the team to do this for you. Just purchase a 5-hour pack and ask to have a new Drip account created and connected.
