Segment your audience 

Another important aspect of your e-commerce email marketing efforts is sending the right message to the right people .

To achieve this, you must first segment your audience and then tailor your message to their needs and preferences. With list segmentation, you can group your subscribers into categories based on common characteristics and then create personalized content. 

You can segment your audience based on geographic factors (location), demographics (age, gender, etc.), personality characteristics (interests, opinions, lifestyle, etc.), behavioral patterns (stage of the buyer’s journey, brand loyalty, etc.), and other factors.

Let’s take a look at some of the most interesting and popular segmentation criteria .

• Interests

Which products did your visitors view or add to their cart? In e-commerce, tracking which products your visitors added to their cart, liked or wishlisted, viewed, or clicked on is essential to successfully converting a visitor into a buyer. By knowing what attracted the visitor, you can send them well-targeted follow-up messages and encourage them to return to purchase the item.

Think of “interests” in a broad sense. If you sell sports equipment, for example, it’s helpful to know which sports your visitors are interested in. You could add a question about their favorite sport to your signup form. This way, you can personalize your follow-up: send soccer-related product suggestions to soccer fans and golf equipment offers to those interested in golf. This targeted strategy increases the chances of converting visitors into buyers.

• Behavior

Segmentation is the process of grouping your audience based on behaviors, such as purchase history, email campaign interactions, and call-to-action (CTA) clicks . By tracking the pages they visit, the products they buy, and the emails they open, you can tailor customer journeys that convert general interest into repeat purchases .

For example, track your subscribers’ response to your last email and tailor your follow-ups accordingly. If a subscriber didn’t open an email, resend the offer with a new subject line—perhaps the original didn’t catch their eye or they missed it among other emails. If they opened the email but didn’t purchase, try sending a bigger discount or a different offer. This may help address the lack of interest in the original offer or make the offer more compelling.