It’s not easy to be a marketer right now. 

Between the death of third-party cookies and new privacy regulations cropping up every few months, targeting is harder than it’s ever been.

Luckily, you have one group to whom you can still send targeted, relevant messages: your own email list.

You own that list. As long as the subscribers have opted-in, you can use segmentation to send them whatever you want, and you’re sure that they see exactly what you want them to see, when you want them to see it.

And yet, so few ecommerce marketers take advantage of this opportunity. In fact, according to our recent report, only one in five ecommerce marketers even use segmentation.

It gets more interesting – when we accounted for all of the revenue earned over the past year, we found that the 20% of marketers who were using segmentation actually earned 80% of the total revenue.

segmentation_use_in_ecommerceIf marketers using segmentation earn so much more than those who don’t, what’s stopping everyone from creating segments and earning more?

For many, they don’t know where to start. What kind of segments do you even need? How do you put them in place? How do you even know if they’re working?

In this article, we’re going to give you concrete segments you absolutely should have in place (and we’ll even tell you how to set them up and what to send them). 

 

 

1. Your Bullseye Customers: The Ideal Audience for Your Brand

In marketing, we have an acronym for these customers (because of course we do – we have an acronym for everything). This is your ICP, or Ideal Customer Profile.

These customers fit into the most lucrative, or valuable segment you have.  They fit your brand, products, and values. These are the people you have in your head when you’re doing anything around your store.

They could fit into a particular demographic, or a sequence of behaviors. Typically, we consider them the people who have purchased from you and are currently engaging with your email campaigns.

So…


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