Case Study
Email Engagement Exploded with This Strategy How we used hyper segmentation to skyrocket open, click, and conversion rates.
Click Rate Growth
Conversion Rate Growth
Buyers vs Non-Buyers
Challenge
Increasing Lack of Email Engagement
Your domain reputation is everything. Bad domain reputation leads to low deliverability (email undelivered or in spam), which means an ever-decreased amount of opens, engagement, clicks, and purchases.
But can an ecommerce business boost your domain reputation and email engagement?
Solution
Hyper Segmentation
Our client had a big mailing list but needed to boost the email engagement, because their audience started growing indifferent with each new email. We knew what the immediate next steps were: hyper segmentation. In other words, we had to segment their audience to smaller chunks of grouped leads, based on their behavior, so each segment could receive the right email at the right time.
“If you send the same email to everyone on your list, you’ll likely grow a disengaged audience. A super-buyer shouldn’t receive the same communication as a cold audience. That’s why email marketing hyper-segmentation is crucial for online businesses.”
Strategy
Three pillars of hyper segmentation
Behavior-Based Segments
We identified 5 big segments the audience could fall into, based on their buying behavior and email engagement. We then set up triggers and filters to segment the total audience in these groups.
Digging deeper, we split the big segments into smaller sub-segments, based on their spending, opens/clicks, geography, and other relevant bits of information — so we could send personalized emails to each segment.
Life Cycle Automation
Doing this whole process manually is unsustainable. That’s why we went technical and created triggers that would allow the email software to automatically move each lead to a different segment, depending on their behavior.
In other words, we automated a powerful life-cycle segmentation through smart triggers!
Pruning Operations
We identified the consistently unengaged audience & sent out sunset campaigns to remove the inactive contacts that didn’t want to be a part of the audience anymore.
This operation cleaned our list and boosted the overall domain reputation — with deliverability, engagement, and revenue increasing even more!
Results
Engagement and revenue lifted across the board
Engagement
Segmentation ROI
Impact
A foundation for sustainable growth
Because of our powerful and automated hyper segmentation, we managed to explode this client’s email engagement, identify the best-performing segments, and double down on what works.
Our client enjoyed superior newfound domain reputation, which significantly increased the size of their active audience, revenue, and overall engagement. Email marketing hyper segmentation built the foundation for a sustainable ecommerce business.
You Could Be Next
Ready to unlock similar results for your brand?
Book a fit call and we’ll quickly determine whether you’re a match for a focused hyper segmentation strategy built around your goals.