Anytime a visitor comes to your website, they might not be ready to purchase. They can be anywhere in the funnel from the very top “I’m curious or just looking” to the very bottom “I need this ASAP”.
Building an email list helps you target anyone that is not ready to purchase and anyone ready to buy but could use a little incentive.
So the top and middle of funnel, we can nurture them until they become a customer or opt out. For those at the bottom of the funnel, if they haven’t purchased, we can encourage a transaction through an offer or discount.
This happens after you collect an email address. It can be the welcome flow when someone subscribes for the first time, it can be an email that sends a few hours after abandoning checkout reminding the user of their cart and increasing interest. Another flow could be when someone looks at a particular product or category, you can send them an email reminding them of the category and encouraging them to visit the website.
Essentially a good flow is creating a template that fires a dynamically generated email based on user behavior to encourage a purchase. Once implemented, this is fully automated and requires no further action on our end.
Campaigns are best used to communicate your promotions or announcements directly to your audience. This could be if you’re launching a new product, you would create an email campaign to announce your product launch. For sales, say you are running a sitewide sale, you can then target your email list to notify them of your sale. You can also run win back campaigns for customers who have purchased in the past but have not ordered recently.
You can add functionality to your campaigns also known as drip campaigns, where you start off with a broad list, and then anyone who opens the email but does not purchase, then gets an email a few days later, and if they open the second email and still don’t purchase, you can send them a 3rd email this time with a stronger offer. Anytime someone makes a purchase, they are automatically removed from receiving anymore drip emails.
Yea there is a lot you can do with campaigns but essentially it becomes the most cost-effective way of reaching your audience in mass.
Now there is a lot you can do to segment your audience, you can do it based on past purchases to place them into a category, say you sell clothes, you can create a segment for people who have purchased in the woman’s category, and you can create a segment for people who purchased in the men’s category. This way when you craft your campaigns, you can create one campaign focused on woman’s products and another campaign focused on men’s products.
You can create a parent segment if the user has purchased anything in the children’s collections.
You can also use segments to help clear inventory, say you sell three flavors, chocolate, vanilla, and strawberry. But Strawberry is not selling well and is currently overstocked, you can create a segment of customers who have purchased strawberry flavor and send them an offer for 25% off strawberry and the offer will only be announced to customers who have purchased strawberry. And if that segment is small, you can expand the segment to include anyone who has viewed the strawberry product in the last 30 days, then also receives the offer.
Segmentation is a powerful way to increase conversions and do highly targeted offers without having to announce them to everyone.