Email segmentation is a way to send tailored messages to specific groups of customers, helping Shopify store owners increase engagement and sales. Here's a quick summary of the 9 strategies covered in this article:
- Past Purchase Sorting: Group customers by what they’ve bought before (e.g., first-time buyers, repeat customers, seasonal shoppers).
- Customer Journey Groups: Segment by where customers are in their journey (e.g., new subscribers, loyal customers, at-risk customers).
- Location-Based Groups: Use location data to send region-specific offers, shipping details, or updates.
- Shopping Pattern Groups: Segment by browsing habits, visit frequency, or category preferences.
- Product Category Lists: Focus on specific product categories customers are interested in for targeted promotions.
- Abandoned Cart Follow-ups: Re-engage shoppers who left items in their cart with reminders or incentives.
- Spending Level Groups: Divide customers by spending habits (e.g., VIPs, regular buyers, occasional shoppers).
- Age and Gender Groups: Adjust campaigns based on demographics like age and gender.
- Customer Preference Lists: Tailor emails based on preferences collected through forms or surveys.
1. Past Purchase Sorting
Past purchase sorting helps you group your Shopify email list based on what customers have bought before, allowing you to send campaigns that align with their preferences.
Start by organizing your customers into categories like:
- First-time buyers: Send welcome emails with tailored product recommendations.
- Repeat customers: Suggest complementary products to what they've previously purchased.
- High-value product buyers: Offer premium deals or exclusive promotions.
- Seasonal shoppers: Send time-sensitive offers based on their buying habits.
For instance, if someone purchased a winter coat in November, you could tag them under "winter apparel" and email them about matching scarves or gloves.
To make segmentation work better:
- Check how often customers make purchases (e.g., every 30, 60, or 90 days).
- Look for patterns in items frequently bought together.
- Monitor seasonal trends in their shopping.
- Group them by their favorite product categories.
As customers shop, these groups update on their own, keeping your email campaigns timely and relevant.
2. Customer Journey Groups
Organize your Shopify email list based on where customers are in their journey. This approach helps you send messages that feel personal and relevant.
New Subscribers
These are people who haven’t made a purchase yet. Reach out with:
- A welcome series to introduce your brand
- Discount codes to encourage their first purchase
- Informative content about your best-selling products
Browse Abandoners
These visitors looked at products but didn’t add anything to their cart. Send them:
- Reminders of the items they recently viewed
- Suggestions for similar products
- Customer reviews or testimonials to build trust
Active Shoppers
Recent buyers are already engaged. Keep them interested with:
- Announcements about new products
- Early access to upcoming sales
- Invitations to join a VIP rewards program
At-Risk Customers
Haven’t heard from them in 3–6 months? Reconnect using:
- “We miss you” campaigns
- Exclusive offers to win them back
- Updates on products they’ve shown interest in before
Loyal Customers
Show appreciation to your most dedicated customers with:
- Birthday surprises and anniversary emails
- Early previews of new collections
- Invitations to refer friends for rewards
Track behaviors like purchase history, site visits, email interactions, and spending patterns to fine-tune these groups. Adjust how often you send emails based on their engagement - frequent for new subscribers, less often for those who’ve gone quiet. Automate updates to these segments as customers’ actions change.
3. Location-Based Groups
Using location to segment your email list allows you to tailor messages with local offers, shipping info, and updates. Here's how you can make the most of location-based segmentation:
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Regional Shipping Details
Provide accurate shipping information based on where your customers are located. -
Localized Promotions
Craft offers that cater to regional preferences or needs, making your messages more engaging and relevant. -
Updates for Local Stores
Share news about nearby stores or highlight regional events and initiatives to keep subscribers informed.
4. Shopping Pattern Groups
Understanding shopping behavior is key to creating more personalized email campaigns. Here's how you can segment customers based on their activity:
- Browse-Based Segments: Group customers by the products they frequently check out. For instance, if someone often views summer apparel, send them updates on the latest arrivals in that category.
- Visit Frequency Groups: Divide your audience into frequent, occasional, or rare visitors. This helps you adjust the timing and tone of your emails to better match their engagement level.
- Category Navigation Patterns: Pay attention to which categories customers explore most. Use this to send tailored promotions or highlight products they’re more likely to be interested in.
Once you’ve set up these groups, you can refine your targeting further by creating lists for specific product categories.
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5. Product Category Lists
Product category lists take your email targeting to the next level by focusing on what your customers are buying.
Top Categories
Segment customers based on major product lines like Women's Apparel, Men's Clothing, Accessories, or Footwear.
Cross-Category Insights
If someone buys athletic wear and running shoes, they may also be interested in sports accessories - perfect for cross-selling opportunities.
Seasonal Groups
Use temporary segments for seasonal trends to keep your emails relevant. Examples include:
- Holiday gift shoppers
- Summer collection enthusiasts
- Back-to-school buyers
- Winter essentials seekers
Category Purchase Patterns
Tailor email frequency based on how often customers shop in specific categories. A skincare buyer with monthly purchases might value regular reminders, while formal wear shoppers may only need updates annually.
Tailored Email Content
Match your email content to the category your customer is interested in. Ideas include:
- Announcements for new arrivals
- Exclusive sales for specific categories
- Tips for product care
- Suggestions for complementary items
- Informative guides or educational content
6. Abandoned Cart Follow-ups
Abandoned cart follow-ups are a smart way to recover lost sales by reaching out to shoppers who left items in their carts. By using data on purchase and browsing behavior, you can create targeted campaigns that remind these potential customers to complete their purchase. This approach helps re-engage shoppers and turn missed opportunities into conversions.
7. Spending Level Groups
Spending-based segmentation takes your email campaigns to the next level by focusing on customer buying habits. By diving into purchase history and total spending, you can create personalized offers that resonate with each group.
Here’s how to break down spending segments for targeted email campaigns:
- VIP Customers (spent $1,000+): Treat them to perks like early access to new collections, personalized shopping experiences, and premium loyalty rewards. Make them feel valued.
- Regular Buyers (spent $250-$999): Send them promotions tailored to their preferences, recommend mid-tier products, and highlight loyalty program benefits. Keep them engaged and coming back.
- Occasional Shoppers (spent $50-$249): Focus on budget-friendly offers, entry-level products, and engaging content to build their interest and encourage more frequent purchases.
To make this strategy work, keep a close eye on customer purchase data. Pay attention to:
- Lifetime spending for each customer.
- Average order value.
- How often they make purchases.
- The time gaps between purchases.
- Their favorite product categories.
These insights help you craft email content that speaks directly to each group. For instance, high-spending customers often appreciate exclusivity and premium service, while occasional shoppers might respond better to discounts or special deals.
It’s also important to update these segments regularly. Spending habits can change, and customers can move between tiers with the right incentives. A flexible approach ensures your campaigns stay relevant and effective.
For even better results, combine spending data with details like purchase frequency and product preferences. This added layer of precision can boost engagement and drive more sales through your email efforts.
8. Age and Gender Groups
Demographic data adds another layer to email personalization, complementing behavioral and spending segmentation. By analyzing age and gender information from your Shopify store's customer profiles, you can craft campaigns that speak directly to specific groups.
Age-Based Targeting
Divide your audience into age groups that align with your products:
- Gen Z (18-24): Focus on trendy items, social proof, and mobile-friendly content.
- Millennials (25-40): Highlight eco-friendly products and messaging that aligns with their values.
- Gen X (41-56): Showcase quality, durability, and practical benefits.
- Baby Boomers (57-75): Use easy-to-read formats, larger text, and emphasize user-friendly products.
Gender-Specific Campaigns
Adjust your approach based on shopping behaviors tied to gender:
- Timing: Send emails during peak engagement hours for each group.
- Visuals and Tone: Use imagery and language that resonate with each audience.
- Product Focus: Highlight items that historically perform well with specific segments.
Combining Demographics with Behavior
For even better results, integrate demographic data with behavioral insights:
- Purchase History: Link age and gender data to past purchases.
- Browsing Habits: Identify product categories popular with each group.
- Device Preferences: Ensure emails display well on the devices your audience uses most.
- Time Zones: Schedule emails to align with regional engagement patterns.
Keep your demographic segments up to date as customer profiles change. Allow customers to update their preferences to ensure accuracy and foster stronger engagement. Always prioritize clear, transparent data collection practices and give subscribers control over their information to maintain trust and compliance.
9. Customer Preference Lists
Segmenting customers based on their preferences helps create more engaging and tailored experiences. Like other segmentation strategies, this method fine-tunes your approach for a more personal connection.
How to Gather Preferences
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Optimized Sign-Up Forms
Use multi-step forms to collect key details such as:- Product categories they like
- How often they shop
- Preferred communication frequency
- Content preferences (e.g., updates, guides, sales)
- Style and size preferences
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Post-Purchase Surveys
Send surveys after purchases to learn more about:- Satisfaction with product types
- Interest in related items
- Favorite shopping occasions
- Budget for future buys
- How well your brand matches their style
Crafting Campaigns Around Preferences
Use the collected data to design campaigns that resonate:
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Content-Based Segments
Group customers by their chosen content types, such as:- Product updates
- Tutorials and style guides
- Sale alerts
- Seasonal collections
- Brand stories
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Frequency Adjustments
Match email frequency to their preferences:- Weekly digests
- Monthly newsletters
- Sale-only updates
- Early previews of new collections
Adding Dynamic Content
Incorporate dynamic elements to make campaigns more relevant:
- Highlight products that align with their interests
- Use images that reflect their style preferences
- Personalize subject lines with their top priorities
- Offer promotions that fit their budget
Keeping Preferences Up to Date
Ensure preferences stay relevant by:
- Sending quarterly emails to confirm or update preferences
- Including preference center links in your emails
- Requesting updates after changes in browsing habits
- Making it easy to opt in or out of specific content types
- Tracking engagement to ensure preferences reflect current interests
Wrapping It Up
Email segmentation can transform how your Shopify store connects with customers. By using these strategies, you’ll create more personalized and engaging interactions that resonate with your audience.
How to Get Started
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Begin with simple segments
Use easy-to-access data like purchase history or customer location to quickly see results. -
Collect deeper insights
Learn more about your customers through:- Post-purchase surveys
- Tracking website activity
- Monitoring email engagement
- Feedback forms
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Track and refine
Keep an eye on key metrics to adjust and improve your approach over time.
These steps set the stage for effective segmentation, helping you build stronger customer relationships.
Tips for Long-Term Success
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Start Small
Focus on just two or three segments to begin with. Expand once you’ve nailed down the basics to avoid overwhelming your team. -
Keep Data Fresh
Schedule monthly cleanups to remove inactive subscribers and update outdated information. -
Experiment Often
Test subject lines, sending times, content styles, and offers to find what works best for your audience.
Leverage Shopify’s Tools
Shopify offers built-in features to track customer behavior, analyze cart abandonment, and measure campaign results. Use these tools to fine-tune your segmentation efforts.
Email segmentation isn’t a one-and-done task - it’s an ongoing process. By following these strategies and keeping a close eye on your data, you’ll build stronger customer connections and grow your Shopify store.
Need expert help? Check out Martin Monroe Creative, a digital agency specializing in e-commerce success.