Segmentation is easy: it’s the creating of groups of consumers who’re the identical in ways in which matter to your small business, like everyone who bought your top-selling sweatshirt. Once you understand that group, it’s easier to personalize marketing for them, like an email promoting matching sweatpants. And personalization matters—91% of consumers usually tend to shop with brands that recognize them, remember them, and supply personalized offers.
You’ll be able to already create segments in Shopify. You could find everyone who bought a selected sweater, everyone who has filled out a Shopify Form telling you they’re considering sweatsuits, and even every customer who has viewed the “Sweatsuits” collection in your store. You’ve gotten numerous customer data in Shopify, and segmentation gives you the facility to make use of it for simpler marketing campaigns.
Today, we’re excited to launch a complete latest way of using the shopper segments you have already got in Shopify to personalize much more of your marketing: segment triggers. Now, along with with the ability to send a one-time email campaign to a segment, you may trigger automated marketing emails when someone joins or leaves a segment.
What are segment triggers?
Shopify Flow permits you to automate marketing moments and internal business processes too, like tagging customers, pinging your team in Slack, and far more. It’s a trigger, condition, motion system: once something triggers the automation, you may filter those triggers based on conditions, after which automate the motion you need to take each time it gets triggered.
Now, segments might be used as triggers in Flow. You need to use any segment to kick off an automation, and one of the best part is, you don’t need to begin from scratch.
Start automating with two latest templates
We’ve built two latest marketing automations which you could activate in only just a few minutes to unlock the facility of segmentation in marketing automations for your small business.
Up your personalization with birthday greetings
Everyone loves a birthday deal, and past studies have shown that birthday emails outperform other email marketing, generating almost seven times more revenue. Get in front of your customers after they’re able to treat themselves with an email that goes out the morning of their birthday.
Pro tip: In the event you activate this automation, it’s going to add a birth date field to your customer records, but it may well’t magically determine when each customers’ birthday is. Nevertheless, there’s a method to get customers to begin supplying you with their birthday details, and it’s called Shopify Forms:
- Create an in-line form specifically asking for purchasers’ names, emails, and birthdays, and set it up on a landing page.
- Then in your next email (or a dedicated email) ask customers to share their birthday by filling out the shape, so you may treat them to a special offer on the day.
- Be sure to update your essential lead capture forms so as to add a birthday field to them as well, so all latest customers will are available in with a birthday on their profile.
And if you’ve got regulars you understand well, and also you occur to know their birthdays, you may fill them in manually of their customer record.
Recognize your best customers with VIP emails
Reach out to your best customers and make them feel valued after they support your small business with automated VIP emails. If you activate this automation template, it’s going to create a VIP segment for you, so all you’ve got to do is edit the e-mail to personalize how you need to recognize your VIPs. Perhaps that’s a special discount to thank them for his or her loyalty, letting them know they’ll get first dibs in your next sale, or a heartfelt thanks for his or her support. Perhaps it’s the entire above!
Note: We do recommend reviewing the VIP segment and tweaking the filters in order that they make sense for your small business. In case your average order value is barely $30, your VIPs could be anyone who spent greater than $300, not $1,000.
Segment your email campaigns, not only your automations
Now that you just’re fascinated with how segments might be utilized in your automations, it’s a superb time to also take into consideration how you may reach everyone in a segment—not only the people who find themselves joining and leaving them.
Let’s say you turned on the VIP automation, and commenced sending out welcome emails when someone becomes a VIP. Take it to the following level by giving existing VIPs early access to your next sale, too:
- Create a Shopify Email highlighting your next sale.
- Within the “To” field, search to your VIP segment, and choose it.
- Customize the content, including adding any discounts you need to offer them (you may limit the discount to people within the segment, too).
- Schedule the e-mail to send just a few hours or just a few days before the final sale gets announced, so your VIPs get first dibs in your best deals.
Whether you’re using the preset segments, or latest ones you create specific for your small business, segmenting your email campaigns is one other great method to personalize your marketing and boost your results.
Create custom automations
In the event you’re able to take it a step further, segment triggers can power nearly any workflow you may consider with custom automations in Shopify Flow. Here’s how it really works:
- Create the segment you need to use in Customers > Segments. You’ll be able to start with a template or use specific filters to search out exactly the fitting group of consumers to your automation. Name and save your segment.
- Create a brand new Shopify Flow and select the Customer joined segment or the Customer left segment trigger. Select the segment you created for the automation.
- Add the fitting conditions or actions to construct the automation you wish, like tagging customers, sending marketing emails, and far more.
Your custom automation will run each time someone joins or leaves your chosen segment, so your small business becomes more conscious of the steps in the shopper journey that matter most to you. Listed below are just just a few ideas of what’s possible:
- Emailing customers who make a one-time purchase and don’t subscribe for normal orders. If you’ve got a product that gets purchased incessantly, like pet food, shampoo, snacks, or other consumables, this could possibly be an ideal upsell opportunity to get more subscribing customers. Not offering subscriptions? You’ll be able to start with Shopify Subscriptions.
- Sending an internal email every time a customer has spent a major lifetime amount. Perhaps you need to go above and beyond to your super VIPs, so that you create an exclusive segment that gets a special gift after they join that segment. You’ll be able to automate letting your team understand it’s time to ship that gift when the shopper joins that segment.
- Restock reminders. Whether your products have to be replaced inside just a few months or just a few years, you may arrange repurchase reminders using segment triggers. Segment based on someone who ordered a selected product a minimum of a certain variety of days ago, and after they join that segment, you may send them a reminder email that they need to take into consideration buying a brand new one—at the precise right time for them.
Take personalized motion with segment triggers
Whether you’re latest to marketing automations in Shopify, otherwise you’ve been using our marketing automation tools for years, it is a big step to unlock more advanced marketing options for your small business. Start with templates like VIP emails or birthday emails today, or dig into more details about custom automations using segment triggers.
