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What segments does your webshop need?
What segments does your webshop need?

Here you'll find what 7 segments you need to take your email marketing to the next level.

Carola avatar
Written by Carola
Updated over a week ago

It is useful for every webshop to create segments. This way you can divide your target group into smaller groups, allowing you to focus your email marketing efforts. In this article I will explain which segments you definitely need as a basis. Of course, besides these segments, there are many more segments you can create in Reloadify. Surprise us with your creativity!

In this article I will discuss the following segments:

  1. New customers who signed up for the newsletter

  2. Segment based on brand

  3. Segment lost customers

  4. Segment: Customer who never ordered

  5. Segment based on VIP customers

  6. Segment on basis of repeat purchase

  7. Segment for abandoned cart

1. New customers who signed up for the newsletter

New customers are always welcome! But does your customer know that? Therefore, create a segment for customers who have just subscribed to the newsletter. Then easily create a trigger to give these customers an on boarding. This means that customers become familiar with who you are, what you stand for and what exactly you have to offer them. When customers become familiar with you, they are more likely to eventually open your newsletter. You can easily create a segment for new customers who have subscribed to your newsletter in the following way:

As you can see I have filtered on customers who are subscribed to the newsletter and the moment of signing up is 10 minutes ago. You want to welcome this segment to your web shop. Write a nice email that welcomes your customer and tells them what they can expect from you. If necessary, highlight some USP's.

2. Create segment based on brand

Market loyal customers buy products of the same brand in every order. This target group is ideally suited to send emails that are geared towards that particular brand. Think of new product launches, tips about the brand or interesting information about the brand. For brand loyal customers there are several segments to create. This segment is easy to set up, since you can filter on brand, in this case Wella:

In the example above, you can see that I have filtered by the total number of orders of two or more, where each order contains the brand 'Wella'. Now that I have the brand loyal customers of Wella I quickly go ahead and send them a targeted email about the latest products of this particular brand they love so much. How personal!

3. Segment lost customers

Did you know that you have profiles in your database that are "lost customers"? These customers once ordered from you, but then lost track of you. How do you know if you are dealing with a lost customer? This is simple to check. This is because these are customers who are beyond the retention time. The retention time is the average time your customers take to move on to the next purchase, which is the so-called 'repeat purchase'. To reactivate your lost customers you will have to approach this group actively with, for example, a unique discount. This will bring you back into the picture of your customer and at the same time you have something to offer. A real win-win situation! You create this segment in the following way:

In this example, I take all customers who are subscribed to the newsletter and have placed more than one order with me. However, the last order was a year or more ago. This group can be quite large. It is up to you to perhaps shorten the last order moment a bit. This will differ per webshop. Now that the segment has been created, create a trigger for your win-back campaign and start drafting a nice email in which you win your customers back.

4. Segment: customer who has never ordered

This segment is a very interesting one. You have plenty of customers who subscribe to a newsletter somewhere, but then never order from you. In this way you have a profile for this customer, but no orders. That is a shame! It is precisely this group that you need to persuade to order from you.

💡 Tip: find out for yourself why these customers have never ordered from you. The reasons can differ from customer to customer.

It is better to focus e-mails for this group on brand perception or brand benefits.

Who are you, what does the webshop offer and under what circumstances? What about your return policy? Or with your delivery time? These are all possible "stumbling blocks" that your customer may encounter. This target group you will preferably also segment. I myself create a segment where the customer:

  • Is subscribed to the newsletter

  • Has not placed any orders with the status 'completed' yet

  • Subscribed to the newsletter 14 days ago

So, now the segment is created you can start emailing new customers who have never ordered from you.

5. Segment based on VIP customers

One of your most important customer groups are your VIP customers. These are customers who have a high lifetime value, have made multiple purchases and believe in your web store. Reward these customers with unique offers or special promotions. The VIP customers can then also be segmented by order value and order moment, for example. A customer who has a life value of €1000,- euro or of €5000,- euro you approach differently with your email marketing. Here's an example:

Customers who have a life value of €1000,- euro, whose last order was 3 months ago or more. These customers bring in a lot of money for your webshop, so time for an email reminder!

6. Segment based on repeat purchases

These are customers who are familiar with your webshop and who appreciate your service and products. I want to continue to stimulate this target group to purchase. I can divide my repeat buyers per specific purchased item, per category or a general target group that orders from me more often within a certain period of time. Below is an example of a segment for your repeat buyers:

This is another fairly general segment: Customers who have ordered from me three times within two months, regardless of what brand, category or order value. Do you want to thank these customers for their loyalty? Or do you just want to send a reminder for when they are due for a new item? Imagine that you sell shampoo. And you see that after 1 month the shampoo is bought again by most people. Then it would be useful to create a segment for that particular shampoo, whose last order was 3 weeks ago. After two weeks you email your customers as a reminder whether their bottle of shampoo is almost empty. This way you help your customer and yourself!

💡 Tip: Would you like to stimulate a repeat purchase for a particular item or category? You can segment endlessly in Reloadify!

7. Cart abandonment segment

These are all the customers who left an abandoned cart and never placed another order. This group is very interesting, because the customer was ready to order, but never finished it. This can be for many reasons. I therefore recommend creating multiple abandoned cart segments. After all, would you really want someone who ordered for €10 and someone who ordered for €1000 to receive the same abandoned cart email? And do you really want your regular customers to get the same abandoned cart email as new customers? These are all things to think about.

You can choose when your e-mail will be send: 30 minutes, two hours or one day after the customer leaves his cart; this choice is entirely up to you. Under the filter settings you can see how many profiles match the set conditions. It may very well be that there are no abandoned shopping baskets at the time of setting. In a few minutes this may look completely different.

These are just a few examples of segments that any web shop can use. There are many more segments you can create to take your email marketing to the next level. Take a good look at what your customer needs and respond cleverly.

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