Understand why subscribers have fallen asleep.
Posted: Tue Jan 21, 2025 4:29 am
Collect customer data in one place
If data on online, offline and mobile purchases is stored in different databases, segmenting customers will be difficult at best, and incorrect at worst. For example, a customer makes purchases in an offline store, and a database with information on online purchases is used for segmentation. In this case, the customer gets into a reactivation group and receives a letter “you haven’t been here for a long time” when returning from the store. For companies, this is unnecessary expenses, for customers - irritation from intrusive and irrelevant mailings.
To avoid this, you can collect data in a CRM marketing platform .
Here are the most common reasons:
Too many emails. Hundreds of emails from brands accumulate in the customer’s inbox, and yours may get lost in the general flow.
Irrelevant content. Perhaps your emails no longer match the interests of your subscribers. Or they only promote sales and do not contain useful content. For example, a customer subscribed to news about discounts, but receives only promotional offers without useful information.
Display issues: Emails may not display correctly on mobile devices or end up in the Spam folder. For example, emails with a lot of images may not load on mobile devices, or your domain may be blacklisted.
Segmentation of the database
Segmentation can be built based on the reactivation goals. There may be several of them, for example:
increasing sales to current customers;
increase in email open rates;
increase in newsletter subscriptions.
Each goal requires motivating customers to take a specific action. For list of spain cell phone number sales, this is placing an order; for website conversion growth, this is clicking on a link in an email.
First, define the goal and target action you expect from the user, and then proceed to segmentation. Select from the customer base those who have not performed the desired action for a long time. For example, if a home goods store is trying to increase sales, it can select customers who have not purchased goods for two months, although they used to do so more often.
Here are some examples of segmentation based on purpose:
To increase email open rates, segment customers who do not open emails longer than most. It does not matter whether they made purchases. The criterion could be "haven't opened emails for more than N days."
To increase sales , pay attention to customers who have not purchased for a long time. They can read letters, visit the site and even add products to the cart. The criterion is "haven't purchased for more than N days".
Use RFM analysis to segment by purchase history. It takes into account the time of the last order, the frequency and the total value of orders.
If data on online, offline and mobile purchases is stored in different databases, segmenting customers will be difficult at best, and incorrect at worst. For example, a customer makes purchases in an offline store, and a database with information on online purchases is used for segmentation. In this case, the customer gets into a reactivation group and receives a letter “you haven’t been here for a long time” when returning from the store. For companies, this is unnecessary expenses, for customers - irritation from intrusive and irrelevant mailings.
To avoid this, you can collect data in a CRM marketing platform .
Here are the most common reasons:
Too many emails. Hundreds of emails from brands accumulate in the customer’s inbox, and yours may get lost in the general flow.
Irrelevant content. Perhaps your emails no longer match the interests of your subscribers. Or they only promote sales and do not contain useful content. For example, a customer subscribed to news about discounts, but receives only promotional offers without useful information.
Display issues: Emails may not display correctly on mobile devices or end up in the Spam folder. For example, emails with a lot of images may not load on mobile devices, or your domain may be blacklisted.
Segmentation of the database
Segmentation can be built based on the reactivation goals. There may be several of them, for example:
increasing sales to current customers;
increase in email open rates;
increase in newsletter subscriptions.
Each goal requires motivating customers to take a specific action. For list of spain cell phone number sales, this is placing an order; for website conversion growth, this is clicking on a link in an email.
First, define the goal and target action you expect from the user, and then proceed to segmentation. Select from the customer base those who have not performed the desired action for a long time. For example, if a home goods store is trying to increase sales, it can select customers who have not purchased goods for two months, although they used to do so more often.
Here are some examples of segmentation based on purpose:
To increase email open rates, segment customers who do not open emails longer than most. It does not matter whether they made purchases. The criterion could be "haven't opened emails for more than N days."
To increase sales , pay attention to customers who have not purchased for a long time. They can read letters, visit the site and even add products to the cart. The criterion is "haven't purchased for more than N days".
Use RFM analysis to segment by purchase history. It takes into account the time of the last order, the frequency and the total value of orders.