Yesterday, working from a white paper about email marketing for retailers, we learned about segmentation — that is, dividing up your customers based on their behavior: a woman who is buying clothing for a man; a man who abandons a shopping cart that contains self-help books on indecisiveness.
Heather Blank, author of the white paper and director of strategic services as Responsys, provides an example of an online company that improved its segmentation and therefore its conversion of shoppers to buyers.
Bare Necessities, which sells women’s undergarments, was using “regular batch-and-blast email campaigns,” Blank writes. And they were showing flat performance year over year.
So, Blank notes, “Bare Necessities targeted subscribers who had clicked in previous emails on a specific product category (e.g., full figure bras) with offers directly related to that category. The company then leveraged dynamic content personalization technology to automatically assemble and deliver the right messages to the right customer segments.” In other words, don’t offer me strapless bras if I am a size 36 DDD.
The new strategy resulted in more relevant messaging and lead to a 300-percent increase in conversion rates.
Next week, we will look at more suggestions and examples from the white paper, “Retail Marketer’s Playbook: Your 180-Day Email Marketing Game Plan with Top 5 Plays.”