To Each His Own E-mail
Knowing this about customers’ behavior means you can market to them very specifically. They’re coming close to a purchase, but need something to tip the scales. Possibly a coupon or a discount could sway them, or a different pricing structure. Maybe they would like free shipping. You obviously can entice them in any number of ways.
Key customer behaviors that will help in the segmentation process include:
• purchases and purchase patterns;
• clickthroughs on specific products more than once (they keep looking at it, but don’t buy);
• forwarding e-mails to friends and colleagues; and
• other actions, such as phone calls to your company or other communications.
Whatever you offer them, knowing that a segment exists because you’ve captured and analyzed this behavioral information gives you the opportunity to market to customers more effectively.
A Historical Perspective
Historical segmentation—based on what the customer has done in the past—is another type of important behavioral segmentation. For example, a customer signs up for the mailing list of an online clothing retailer. This customer happens to be a single man. He starts to buy much of his clothing from this retailer, year in and year out, and opts in to its mailing list.
The retailer starts sending him e-mails about its products, sale items, new seasonal items, etc. What the retailer, however, fails to notice is that this customer never buys anything but men’s clothing. Because the retailer has failed to capture this information, it continues to send this customer dozens of e-mails on sales of women’s shoes, the new fall ready-to-wear line, the latest French cosmetics. The result: After a while, the customer stops reading the retailer’s e-mails because its marketing has ceased to be relevant to him. Even if the retailer sends him an e-mail about a sale on men’s clothes, the customer won’t see it because he stopped opening the e-mails. He might even have become a bit irritated that the simplest bit of information—his historical purchasing behavior—is continually disregarded in the company’s e-mail marketing.