How to effectively use personalization to increase sales through email marketing

Segmentation of the contact based on preferences is a well-established yet still effective tactic in email marketing. It is considered one of the most efficient strategies in ecommerce, capable of generating up to 25% of revenue for businesses through this channel. A digital marketing agency can significantly benefit from implementing segmentation strategies in their internet marketing campaigns.

However, for many, personalization and segmentation remain abstract concepts that they either fear or struggle to implement effectively in their businesses.

Segmentation based on historical data

Collecting data on what a user has ordered, viewed, added to cart, or favorite, along with their location, average order value, and more, is invaluable. These data serve as the foundation for segmenting your contact base.

Moreover, leveraging this data enables the creation of personalized recommendation strategies for email campaigns. 

Automatically tracking customer preferences is one of the key success factors for giants like Amazon. But even without big data, we can configure your emails so that a customer who, for example, has ordered Nike products three times in their last three transactions receives recommendations for items from this brand in their emails.

The tracking parameters can vary depending on your business: brand, average order value, size, etc. For us, the main thing is that they are collected, so that we can process them through preprocessors. Each customer will then receive their unique selection of products in the emails. By leveraging data-driven approaches, a marketing agency UAMASTER can tailor digital marketing efforts to specific audience segments, thus maximizing campaign effectiveness.

Segmentation Based on Surveys

In addition to tracking, which may be inadequate for understanding what a user desires but has yet to purchase on your site, you can gather preference data through surveys.

Typically, it placed these surveys on the site in a widget, on dedicated pages, or simply in emails. Users are incentivized to complete them, with 20-30% typically doing so. However, offering a promo code can significantly boost these metrics.

Creating Audience Segments

Now, let’s delve into how we collect user data for segmentation. Initially, we divide users into those who have made a purchase and those who have subscribed to our mailing list. Next, we employ web tracking technologies with artificial intelligence.

While the first two steps may be straightforward, questions arise regarding the latter. By comparing emails before and after implementing segmentation, you’ll notice that the percentage of people actively engaging with our emails increases.

These technologies help track user actions on the site to create specific segments. For instance, suppose you want to email users interested solely in smartphones. Excluding invalid addresses to ensure data accuracy, we set a rule where only registered users who have added smartphones to their cart or actively browsed options on the site are included in the group.

We strongly advise against adding too many questions to the survey; select only the most crucial ones for further segmentation. This approach will yield Infofamouspeople more responses.