Measuring Engagement Through Email Segments
Who are your best shoppers? Can you name them based on what they buy? How about their frequency of purchase? What’s their average checkout dollar amount? Email Segments will answer all that and more!
Understanding where your revenue is coming from boils down to understanding more than just what you’re selling — it’s about knowing who’s buying it. For this, there’s no greater tool than Remarkety’s list segmentation capabilities. By dividing your customers into applicable segments, you’re able to get insight into their purchasing habits and all that comes along with it.
Scenario 1: measuring by products
Let’s say your inventory data is showing Widgets as a high selling product right now. How can you tell if this data is indicative of a trend? There’s evidence to be found in looking segmentation data. If you have a Widget marketing list, comprised of customers who have purchased widgets, you can measure engagement and growth in a few ways:
- How many subscribers have been added to this list in X number of days via a purchasing trigger? Measuring subscriber growth over time can show correlation with sales data.
- What’s the average purchase of this email segment? Compare that to the price of a widget to determine if they’re spending more and if so, how much more.
- Look at the gaps between orders or the average time between orders for Widget buyers to determine purchase patterns.
Scenario 2: measuring through marketing
Are your marketing messages effective? This is a question any marketer should consistently be asking themselves. Through email list segmentation, it’s possible to identify marketing strategies that work, versus those that don’t, versus those that apply to only specific lists:
- Run A/B testing with segments of customers to see how they react to certain subject lines or CTAs.
- Track open rates by email type across different email segments to see what types of emails perform best with your various customers.
- Measure email send frequency vs. open rates to see when your customers are most apt to act on an email and correlate this with conversion data or site traffic.
Scenario 3: measuring with revenue
Money speaks volumes about customer engagement. Unfortunately, number of conversions vs. total revenue will only give you an average checkout price, not necessarily how active your customer base is. Remarkety email segments can help to shed light on this by correlating revenue with marketing efforts:
- Offer coupon and discount opportunities to specific segments to gauge conversion dollars against a group paying full price to measure revenue increases.
- Track total spend for a segmented list based on their ordering habits to determine a true average spend (per defined customer behavior).
- Examine the dollars spent per marketing push (email campaign) to determine the spend potential of customers within a specific group.