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You might be struggling with acquiring new customers. Or, you might be satisfied with the outcomes of your customer acquisition efforts, but still wonder why your customer lifetime value doesn’t make up for your high CAC. In this case, you might need to reconsider your strategies to improve CAC. Here are some effective strategies to help you with that. 

Key Takeaways

What is Customer Acquisition Cost (CAC)?

Customer acquisition cost, in a nutshell, is the total amount of money spent to acquire a customer. It includes every kind of spending you make throughout the process.

Before reading further, you may first read our article to learn about the benefits of a lower CAC and how to calculate it for a better marketing and sales strategy: What is Customer Acquisition Cost & How to Calculate It

Why is It Important to Optimise CAC?

Monitoring CAC is an important metric for businesses, as it can help them determine the effectiveness of their current marketing and sales efforts and make better decisions in the future.

A high CAC may indicate that a business needs to re-evaluate its marketing or sales strategy. Low CAC, on the other hand, may suggest that the business is efficiently acquiring new customers at a reasonable cost and, eventually, successfully increasing revenue. 

Top 9 Strategies for Optimising CAC

1. Identify and Target the Most Valuable Customers

Focusing your efforts on the prospects with the most potential will save you both time and money in the long run. Benefit from data analysis to identify your audience and determine who will bring you the most value.

Define your target audience: Identify your ideal customer and create a customer persona. This will help you focus your marketing efforts on those most likely to convert and reduce marketing and sales spending over time.

2. Optimise Marketing Channels

Experiment with different marketing channels to see which ones are the most effective at attracting new customers. This may include social media, search engine marketing, content marketing, or email marketing

Identifying your target audience is a part of finding the most appropriate channels for your marketing. Knowing your audience and what would attract their attention will eventually help you build brand awareness and drive traffic to your website.

3. Improve Sales Efficiency

The state of sales efficiency is directly related to customer acquisition cost. Streamline your sales process and eliminate unnecessary steps to reduce the time and resources needed to close a deal or receive a purchase order.

Equip your team with the tools they need to increase sales and use data to gain insights into your sales process and measure its effectiveness. Finally, align sales and marketing efforts to focus on the right prospects, avoiding wasted marketing spend.

4. Increase Customer Retention

Retaining existing customers can be more cost-effective than acquiring new ones. By providing good customer service, offering ongoing value, and gathering feedback to improve your service, you can create excellent customer experiences. This will help you build a community of customers who will recommend and advocate for your brand and reduce CAC over time.

5. Use Data to Inform Decision-Making 

Track metrics like customer acquisition cost and conversion rates to identify areas for improvement in your acquisition process. Examine customer behaviour and identify the characteristics of your most valuable customer segments, such as demographics and interests, through data analysis and customer surveys to tailor your marketing strategies.

 Use A/B testing to test different campaigns to determine which ones generate the best results. By leveraging data, you can improve your current business strategies and make better decisions in the future.

6. Consider Outsourcing

Depending on the size and needs of the business, outsourcing certain tasks or functions may be more cost-effective than handling them in-house. Outsourcing lead generation or customer service can improve efficiency while freeing up your internal resources to focus on other business areas.

Aside from that, outsourcing to specialised service providers can provide you with expertise as well as technologies you might not obtain on your own. However, before outsourcing, it’s important to evaluate potential providers carefully to ensure they align with your business needs and goals without compromising quality. 

7. Negotiate Better Terms with Suppliers

You can increase your profit margins and reduce CAC by negotiating better pricing or payment terms with suppliers. You can also reduce the cost of shipping and improve your overall efficiency by negotiating better shipping rates or lead times.

It will help you to research and understand the market rates and terms beforehand for effective negotiation. With the right negotiation skills, you can optimise your customer acquisition process.

8.eCommerce Personalisation

All things aside, personalisation is the key to success for online businesses. By tailoring your marketing strategies and online store to each customer’s unique interests and needs, you can create engaging customer experiences and increase conversion rates. 

You can use personalisation in many ways: Tailor your messaging on different channels, make personalised recommendations, and offer deals and promotions based on customers’ behaviour and purchase history. Benefit from the right analytics tools and eCommerce platforms to gather information on them and ensure you provide an excellent shopping experience. 

9. Customer Segmentation

When it comes to personalisation, you shouldn’t miss out on segmentation. Segmenting your customers will help you not only with improving their experiences, but also pinpointing your target audience. By focusing your marketing efforts on the most promising customer segments, a business can reduce CAC since these customers will make up for the effort spent to acquire them and generate more revenue over time. 

iGaming is a rapidly growing industry that is expected to only accelerate within the following years. The competition is quite challenging, and it is equally hard to stand out among the other big players and make an actual profit. Personalisation, at this point, is crucial in differentiating oneself from others, providing a unique customer experience and attracting attention.  

Key Takeaways

What is Personalisation?

Every person is unique, and every customer differs from others in their needs and interests. So, offering the same thing and providing the same experience for everyone won’t help anyone. 

Customers will not want to spend too much time finding suitable content. The longer it takes, the less likely they are to convert. And that means a lower retention rate and revenue for the business. 

Personalisation is tailoring the customer journey and providing a unique experience for each customer.

How Can iGaming Companies Use Personalisation?

iGaming organisations can enhance the player experience with personalisation. This can be achieved through data analysis to understand player behaviour and preferences, offering personalised promotions and bonuses, game recommendations based on individual play history, and tailored communication. This creates a more engaging and satisfying experience for players and can lead to increased retention and lifetime value.

Use Player Data to Personalise the Experience

Using player data is a powerful tool for personalising the iGaming experience. By collecting and leveraging information on player behaviour, preferences, and play history, iGaming companies can create a memorable, engaging, and personalised customer experience.

This information can be used to offer personalised promotions, provide tailored communication, and recommend a list of games unique to customers’ interests and favourite categories. Additionally, players can be given the option to customise their interfaces, further enhancing their individual experience.

Create Personalised Promotions and Bonuses

Personalised promotions and bonuses are an effective way to engage and retain customers in the iGaming industry. By tailoring offers to each player’s preferences and play history, iGaming companies can increase customer satisfaction and loyalty. 

For example, a player who frequently plays a particular type of game could receive a bonus specifically for that game, or a player who has shown interest in a new release could receive a promotion for it. By doing that, companies can differentiate and optimise their offerings. This approach can increase player engagement and satisfaction, leading to stronger customer loyalty in the long term.

Offer Customer Support That is Tailored to the Individual

Personalised customer support is a key factor in creating a unique iGaming experience. By addressing each player’s specific needs and concerns, companies can improve the overall experience. This can be achieved through dedicated support channels, like live chat or email, that are tailored to their individual issues. 

Additionally, support staff can be trained to use data analysis and customer profiles to provide personalised and efficient assistance. This type of support can differentiate the offerings, increase player satisfaction, enhance player satisfaction, and strengthen customer relationships.

What Challenges Need to be Considered When Personalising the iGaming Experience?

Data Privacy and Security

Protecting your data privacy and security in the iGaming industry while still providing a personal experience for your customers is crucial when implementing personalisation. Player data is sensitive information that must be collected, stored, and used in a secure and compliant manner to maintain trust. 

iGaming companies must implement security measures, such as encryption and secure storage, to ensure that player data is handled in a legal manner and in compliance with regulations such as GDPR. You need to prioritise privacy to establish trust and create a secure environment for personalisation.

Ensuring a Consistent Brand Experience

Consistent brand experience is another must to build trust between your customer and your business. This involves maintaining the same look, feel, and messaging across all interactions with players, whether through the website, customer support, or promotions. 

Consistent branding reinforces the iGaming company’s identity and helps establish a strong and recognisable brand. It also ensures that players have a consistent and positive experience, regardless of the interaction. By focusing on consistency, iGaming companies can improve player recognition, engagement, and loyalty.

Creating a Seamless Customer Journey

Creating a seamless customer journey involves designing a smooth and frictionless experience for players as they navigate through the website and engage with the content. A minimised browsing time and a personalised selection of games allow players to start playing right away, resulting in a more enjoyable experience.

By eliminating obstacles and creating a seamless customer journey, iGaming companies can improve player satisfaction, increase engagement, and boost retention. 

Tools and Resources for a Personalised iGaming Experience

The appropriate tools and resources for personalisation in iGaming encompass data analysis tools, marketing automation platforms and customer relationship management (CRM) systems. These tools help collect and analyse player data, create targeted promotions and bonuses, and manage customer interactions. It’s important to carefully consider and select the right tools to ensure that personalisation efforts are effective and deliver meaningful results.

Wrapping Up

On the whole, when you automate the process, you spend less time and money on operational tasks and have more time for optimising customer journeys and making healthier business decisions. For iGaming companies, personalisation is a must-have to keep your customers on board and deal with aggressive competition in the iGaming industry.

Rihanna has always stunned us with her songs, iconic hairstyles, and fashion sense. Now added to the list are her brands, Fenty Beauty and Savage X Fenty. 

The launch of Fenty Beauty created a huge splash, and it has gained a unique place in the beauty world since then. It filled an enormous gap in the beauty industry and met many people’s needs, which is one of the most determining reasons for its success.

Let’s break down the formulation behind the love and customer loyalty shown for Fenty Beauty over the years.

Key Takeaways

Smart Partnership 

Rihanna’s partnership with Kendo Beauty under LVMH, a luxury fashion brand, has made up a considerable rate of the brand’s success. Thanks to this partnership, its launch happened in 17 countries at the exact same time, ready to ship over to 137 countries—currently 200. 

The partnership with LVMH also made it possible to run both physical and online campaigns. For example, Sephora, a cosmetics retailer also under LVMH, made the global distribution of the products easy.

No Compromise on Quality

A good marketing strategy will bring your brand up, but if your products and service lack quality, it will take only so far. 

Rihanna waited 2 years before launching Fenty Beauty until she was satisfied with the products and confident in their formulations. She leveraged her fame to promote the products, as she should, yet didn’t base her business strategy solely on her fame, unlike some other celebrity brands. Instead, she focused on further improving the quality of products and services. That’s why the business is still up and going with so many loyal customers all over the world.

Inclusive & Appreciating Diversity

It was a struggle for many years to find cosmetics for dark skin. Although Fenty isn’t the first to release a wide range of shades, currently 59, it has become a trailblazer for many other brands due to its unique effect.

What distinguished Fenty Beauty from the others, however, was the pricing and authenticity. Compared to other high-end products, the prices are pretty budget-friendly, making it accessible to many people with different economic backgrounds. 

Also, you don’t see a mere type of model on both Fenty Beauty and Fenty X Savage’s websites and social media accounts. It works with oversized models, including plus-size men, to showcase the products, appealing to people with all body types.

Social Media Presence

Fenty encourages and relies on online reviews and word-of-mouth marketing heavily. For its launch party in September 2017, it invited many people from around the world, sent them home with make-up kits and encouraged them to share their opinions on social media.

The brand leverages social proof by sharing customer reviews and videos, primarily influencers. Fenty owes much of its recognition to social media and influencers. With almost 12 million followers, Fenty Beauty’s Instagram account is pretty active and creates campaigns over different channels.

Use Your Own Products

Rihanna is the most prominent advocate for Fenty Beauty and proudly presents herself wearing its products. That shouldn’t be underestimated because it’s a crucial factor in convincing people. Letting them know that you use your own products shows that you are confident in them and their quality. 

Rihanna herself promotes her brand on her personal account by sharing make-up tutorials, skincare routines, and appealing photos of her products. She also blesses us with her photos in Savage X Fenty lingeries. In short, she’s capitalising her fame to promote and grow her brand, not in a cheesy and factitious way, but candidly and authentically.

Stay Relevant and Up to Date

From the beginning, Fenty Beauty has trusted in the power of time. It was first launched during the New York Fashion Week, and it sure was deliberate. She live streamed the opening at Time Square and shared the excitement of people who joined her outside Sephora.

And now, with the Super Bowl approaching, Fenty Beauty released a football-themed Game Day Collection. Adding that Rihanna will be performing for Halftime Show this year, this collection has indeed been a blast. 

Create a Unique Experience

The beauty industry faces a challenge with eCommerce because it is a highly shared concern among customers whether a product will match their skin type or skin tone. Therefore, creating a stress-free customer experience and a seamless journey is especially important for beauty eCommerce websites.

Fenty Beauty ensures that by implementing a shade finder, a virtual try-on plugin, and even a virtual consultation service with beauty advisors on their website. That way, customers don’t have to go to the store to find the perfect match for their features, and they will be more prone to purchase as they find a suitable product without losing so much time.

In addition, the website leverages pop-ups, discount offers and countdown plugins, resulting in less friction and optimised customer journeys. 

CX Personalisation

Another must-have solution for the challenge mentioned above is personalising the customer experience. Among a myriad of options, visitors might spend a long time and get lost while looking for what they are looking for or simply a product that would spark their interest. Make use of the visitor’s past purchases and past behaviours to make to-the-point recommendations that will save customers time.

Valentine’s Day is one of the most important dates in the business world. And whether in a couple or not, millions of people make purchases for the special day. Last year, in 2022, people spent $23,9 billion for Valentine’s Day. And all this amount didn’t only go to florists and fashion retailers. From pet stores to travel agencies, it has allowed a wide range of organisations to blossom during the time.

Sending attractive emails is a great way to inform your prospects and customers that you are ready for the lovesome day and about your Valentine’s Day campaigns and offers. 

Key Takeaways

What Makes the Best Valentine’s Day Email Subject Lines?

Choose Your Words Wisely 

The most prominent thing that makes an email attractive enough to open is the choice of words. In addition, the ideal character count is around 50. And as you have such limited space to make a point, you need to be meticulous about your word selection.

Be Clear in Your Intent and Create Curiosity 

An email subject line should arouse curiosity and imply a reason why the recipient should open it. 

Let your words express your intention and which benefits you offer in the subject line. In the case of Valentine’s Day, words that reflect the spirit of the day, such as love, romance or flowers, will do the work. 

The Worst Valentine’s Day Email Subject Lines Examples

Without knowing the worst, you can’t completely know what’s the best. Here are some examples of how a Valentine’s Day subject line shouldn’t be. 

The common thing about these subject lines is that they are vague in their purpose and do not hint at a benefit they would bring if opened. 

Even if a subject line is clearly about Valentine’s Day, like in the first example, it is bound to remain unopened if it simply looks like a greeting card and doesn’t present a specific subject. 

2 Tips to Make Your Valentine’s Day Email Subject Lines Stand Out

Use Emojis ✨

Emojis are symbols that convey a message that words might not fully express. And they are certainly one of the components that will make your email stand out among the other generic and typical-looking subject lines. Just don’t overuse it lest it creates an opposite effect 🤔 🥰 🙊

Personalise Your Subject Lines

Personalisation is a must-have for brands to achieve higher conversion rates and customer lifetime value, and email marketing is not different when it comes to personalisation. In fact, an email is 26% more likely to be opened when its subject line is personalised. 

You can include your recipient’s name in the subject line. Or create subject lines generated according to their last purchase, the products they viewed or left in the cart. For example, you can write, “John, is this your Valentine’s Day gift this year?” and remind them of their abandoned cart.

Email Marketing Headline Suggestions for Different Organisations

1. Fashion

2. Electronics 

3. Hotels

4. Luxury

5. Cosmetics, Beauty & Pharma

6. Home & Garden

7. Entertainment

8. Travel

9. Subject Lines That Any Organisation Can Use

A customer who searches for something on your website already intends to buy something. But don’t let that mislead you, and don’t stop doing better. There are still ways to create a better experience for your customers and lead them to the right products, all the while increasing your average order value and conversion rate. 

Key Takeaways

According to research by Coveo, 68% of customers leave an eCommerce site because of a bad search experience and not being able to find what they’re looking for. Therefore, providing a good customer experience is almost impossible without on-site search optimisation. And if a customer doesn’t have a good shopping experience, customer satisfaction is out of the question.

Optimising your site search will create a more effortless shopping experience for your customers with relevant and personalised search results and bring you higher conversion rates. It will also provide a better understanding of your customers’ needs and behaviour sets, and improve your search with analytics data.

How to Optimise Your eCommerce Site Search in 9 Steps

1. Make Your Products Stand Out with Product Badges

Though many of them may look similar, each product on your search page is different from the rest. Use badges for products according to their most distinguishing features. 

For example, say a customer has made a number of vegan product purchases and is now looking for a cosmetic product, a leather jacket, etc. Clearly, they won’t be looking for genuine leather. You can use “cruelty-free” badges to draw their attention to the right products.

2. Show That Your Website is Alive with New Arrivals

People love purchasing the newest products and following the most recent trends. 

And new products come and go like seasons. Let your customers know about New Arrivals for the product categories they’re interested in. That way, you can directly lead those trendy ones to the products they might be interested in the most.

3. Turn Out-of-Stock into a Sales Opportunity with Smart Offers

When a searched product is out of stock, it doesn’t have to be the end of the customer visit. As disappointing as it is, there are ways to leverage this situation.

Keep them from searching for what they’re looking for on another site. Instead, turn this into an opportunity to make other relatable recommendations to increase the sales possibility. Benefit from their past purchases to make pinpoint product recommendations. 

Read More: Smart Offers

4. Autocomplete Your Customers’ Words

When your customers start typing “F…”, immediately show them ‘Spring Flowers Easy Care’. You can make it easier for them by auto-completing their queries. Show relevant searches in a dropdown menu, so they can easily find what they are looking for. Again, you can benefit from their past purchases to make search suggestions.

5. Enable Search Suggestions and Autocorrect Misspellings

Did you know that “Hundai” is currently the most misspelt brand name? Or was it Hyundai?

Around 25% of search queries made on eCommerce sites are misspelt. Imagine missing that many sales opportunities because you didn’t have the right tool to autocorrect those misspellings. 

To avoid empty search result pages, implement a tool that will do that and also offer alternative query options.

6. Use Search Page Data for First-time Visitors

When you don’t have sufficient data on a visitor, use the best thing you have at hand to generate the best recommendations.

Use search page data for a “Most Searched For” campaign to start your relationship with first-time visitors. Directing them to popular products you already know are in demand will help them start their journey off on the right foot.

7. Use Keyword-rich Titles and Product Descriptions 

The more keywords a product title or description contains, the more likely it will appear at the top. That way, it will stand out as the most relevant search result, and the customer will find exactly what they are looking for without losing time. 

8. Take Advantage of Customer Reviews 

The influence of social proof on sales is undeniable. Reviews on a product page make a huge difference when deciding to buy a product. However, don’t limit their usage to product pages. Display how many reviews and stars products have in the search box and on the result page as well.

9. Use Analytics to Track and Improve Search Performance 

An insight into your actions’ outcomes must be part of your strategy. Because you need to acknowledge the results to measure the success of your roadmap correctly, so use analytics to see popular searches, no-result searches etc. 

Further Reading: How to Improve Search Relevance

As we mentioned in the article, search relevance is one of the major keys to a successful site search. Without it, most of your visitors will likely leave without making a purchase. Learn how to improve search relevance and increase conversion rates!

Seeing that you are acquiring a good amount of customers is great. But is it really that great if you spend more than you gain? If you do, that would mean you are acquiring customers at your business’s cost. Understanding your customer acquisition cost (CAC) and seeing how much a customer will cost you is vital to your business and your marketing decisions.

Key Takeaways

What is Customer Acquisition Cost (CAC)?

Customer acquisition cost is simply the amount of how much you pay to acquire a customer. It’s not only about the advertising cost, though. This cost includes all marketing and sales expenses associated with the efforts of converting a prospect into a paying customer. 

How to Calculate CAC? 

It can be found by dividing the total costs by the number of acquired customers.

The most straightforward formula to find customer acquisition cost is as follows: 

Note that there are some things to consider and not to exclude when calculating CAC. Ad spend, salaries of marketing and sales team, the cost of tools used, production costs and other things that are easy to overlook but actually add up to the overall cost, such as rental and equipment costs. 

What Does Customer Lifetime Value (CLV) Have to Do with CAC?

Another way of understanding if the money you spend on customer acquisition is worth it is knowing your customer lifetime value. 

CLV is basically the total amount of revenue a customer has generated for a business. It itself is a crucial measurement to understand the success of a business. But together with CAC, you get a clearer result regarding the profit you get in the end. 

The ideal ratio of CLV to CAC is 3:1, which means you get 3 times more for each dollar you spend. Any result above that ratio is considered to be a good result for a business. And, whatever the ratio you get is, it certainly tells you a lot about your business and what kind of road map you should draw.

Read this expansive guide to learn how to calculate customer lifetime value and why it is so important for any business: How to Calculate Customer Lifetime Value in eCommerce?

Benefits of Lower CAC

Lower CAC means you earn more than you spend to acquire a new customer. In other words, it indicates higher revenue and higher profit. Converting leads into customers with the lowest cost possible is one of the most beneficial outcomes of your marketing efforts.

How to Reduce Your CAC? 

Before investing further into customer acquisition and optimising CAC, you first need to understand what you need and which strategy will work best for you. Fast growing? Growth in the long run? High revenue?

If you want fast growth, the advertisements will surely bring you many leads, but it is up to the quality of your service and your marketing program to convert prospects and retain customers.

Customer engagement is of high importance to provide a good conversion rate. Get in touch with your customers through multiple channels and determine the most effective. For example, you might attract more customers with your blogs rather than giving paid ads, or vice versa.

Having satisfied customers who will recommend and advocate for you is one of the best ways to acquire new customers. What’s better is that it won’t cost you anything!

How Can You Use the CAC Data? 

As already mentioned, CAC gives you a number and an opportunity to have an insight into your current marketing strategies and profits. Then, CAC can be used to make better marketing decisions and increase profitability. 

The oldest digital marketing channel, email, still retains a huge deal of influence on marketing. So, it is needless to say that you should set a good email marketing strategy. Not that we haven’t talked about email marketing and why it is so effective before. 

To carry out those practices, however, you surely need an audience -an email list in this case. Let’s see how to build an email list, how to grow it and convert your subscribers into customers.

Key Takeaways

7 Reasons Why You Need an Email List

Email lists are crucial for your marketing because:

  1. Foremost, it is highly cost effective and profitable as it brings you $36 on average for every $1 you spend.
  1. Email is a place where you can utilise and customise your content all you want.
  1. The email content is lasting unless subscribers delete your mails.
  1. Email lists are traceable and modifiable. You can and should constantly update them for better results.
  1. It is an excellent opportunity to bond with your customers and prospects.
  1. It increases your visibility.
  1. It is easier to get people’s email addresses than their numbers or convince them to follow your social media accounts.

Read More: Mind-Blowing Statistics About Email Marketing

How to Build an Email List from Scratch in 7 Steps

There are a few significant issues with buying an email list. Sending promotional emails to people without their consent might be illegal in some countries. Besides that, it wouldn’t be surprising if you took your place among the spam lists and got a bad reputation.

Instead, build one of your own and gradually grow that unique list as you enlarge your audience, which will actually read and engage with your content.

Step 1: Define Your Ideal Customer or Reader.

Knowing who you are addressing will make it so much easier to generate and design your content. What kind of groups is your product or service appealing to? What type of content would help them and attract their attention the most? Is your message relevant to their problems at all?

Answering these questions will help you understand your target audience, find ways to reach them, and make them join your mailing list.

Step 2: Create Content That Appeals to Your Target Audience.

After getting to know your audience, think about how to pique their interest with your content. That can be writing about something that addresses a possible problem or a general subject they might be interested in. 

Step 3: Use Social Media to Promote Your Content.

You must have already worked on getting a strong presence on social media. Being active and having a considerable amount of followers is important to promote your business and content. Ask for their emails to give them access to your content, to which you’ve redirected them through social media.

Step 4: Use Effective Lead Magnets.

There are many types of lead magnets that will bring you new email addresses. Address some particular problems with ebooks and case studies. Offer discounts and coupons, or create fun little quizzes that won’t take much time. It is easier to collect mail addresses when you offer some benefit in exchange. 

Step 5: Use Opt-in Forms on Your Website.

When a visitor comes onto your website, use pop-ups or embedded opt-in forms to remind them to sign up for your newsletter. You can use them at the beginning, middle or end of your content, bring pop-ups after they spend a specific amount of time on your website, or redirect them to a landing page.  

Step 6: Make it Easy for People to Subscribe to Your Email List.

The harder it is to fill out the subscription form, the less likely people will actually subscribe to your email list. 

Step 7: Use Email Marketing to Build Relationships with Your Subscribers.

Welcome your subscribers who newly joined your list with a friendly mail. Maybe even offer them a little discount as a welcome gift. Inform them about their purchase and ask for feedback with a little survey. Adapt your content into newsletter form, promote your products and past content and encourage the subscribers to join your upcoming events.

How to Grow Your Email List Once You’ve Started It?

Step 1: Provide Value in Every Email You Send.

Email marketing is a great channel to promote your products, sure, but how do you do it? Do you just show off your brand and say they should buy from you? Or do you show what kind of value they will get from even merely reading your mails?

If you are doing the latter, you are on the right track. They already get a myriad of those kinds of emails from brands daily that they don’t even open. Show them that if they keep reading your newsletter, they will get free educational content, discounts and offers from you. 

Step 2: Keep Your Emails Short and to the Point.

Convincing people to read your mails is already complicated as it is. Don’t make it more challenging with long emails that people won’t finish reading. Keep your sentences short and get to the point immediately. Don’t forget that your mail being opened among all the others means that you captured their attention. Don’t miss that opportunity!

Step 3: Send Emails Regularly, But Don’t Overdo It.

If you don’t send enough mails, subscribers may forget about you. And if you send too many, they will get annoyed —maybe to the point of unsubscribing. Once every two days is probably the best mail frequency. Enough to remind them of yourself, but not too much as to overwhelm them.

Step 4: Use Effective Call to Actions (CTAs) in Your Emails.

It is vital to maintain the reader’s interest and get them to engage with your content. You should use interesting and to-the-point CTAs to encourage them and find out the best placement and design for your audience.

Step 5: A/B Test Your Emails to Improve Results.

Monitoring and understanding the impact of your emails is critical to evaluate the success of your current email marketing campaigns. It allows you to decide whether you should make a change and helps to optimise open and click-through rates. 

How to Convert Your Email Subscribers into Customers?

Step 1: Send a Series of Welcome Emails.

When someone subscribes to your newsletter, they are already inclined to buy from you. But they might still need to be motivated to do so. Show that you appreciate their interest and participation in your brand with a warm welcome. 

Step 2: Offer a Discount or Special Deal to New Subscribers.

Another way of giving a warm welcome is by offering special discounts and deals. That can be a powerful motivator for them to go further and make their first purchase.

Step 3: Provide Valuable Content.

Understand your subscribers and, more importantly, show that you understand them. Segment your list and ensure you target your audience with accurate messaging. Find ways to help with environmental or social issues they care about, and create campaigns that they can also contribute by just being your customer. 

Step 4: Include a CTA in Your Emails.

They might enjoy reading your mails but might as well get reminded about the actual products and services you are providing. Don’t forget to incorporate eye-catching calls to action to canalise their interest in your products and eCommerce website.

Step 5: Use an Email Autoresponder Series.

All those are great tips and necessary steps for successful email marketing. Doesn’t doing them all sound overwhelming, though? If you were to perform them manually, yes. But fortunately, there are autoresponders that will do the work for you and send a welcome mail to new subscribers and send them emails with product recommendations that could interest them at a reasonable frequency of time.

Wrapping Up

A unique email list of your own lays the basis for a successful email marketing strategy. You will still have a lot to do, but without it, you will fail from the start. 

A/B testing and mail automation are also crucial for your emails’ current and future status. If you need a hand in this, Segmentify is here to talk to you about it. Just send a message or give us a call!

Imagine you are in a store, a huuuge one, and you are trying to find what you are looking for. You begin your search and slowly get past many things that don’t catch your eye. There are too many options, and you get slightly overwhelmed. You think you are wasting your time and don’t think well about your experience. So, you ask one of the employees to help you find what you’re looking for and expect that they get what you exactly need and walk you through the rest of the experience. What a relief, right?

Well, personalised search is better than that. And we will talk about its benefits and how to optimise it and create better customer experiences.

Key Takeaways

Personalised search is the set of results tailored to each searcher’s data, including their location, online behaviours, purchase and search history, and any information available. It prevents visitors from going to another website and increases the possibility of them leaving an eCommerce site having bought something.

Back to the store example: Such a convenient shopping experience to have a personal assistant by your side, right? It’s the number one benefit of personalised search. That means higher revenue, improved customer engagement, better conversion rates and customer lifetime value

Use Customer Data to Improve the Customer Experience

Data is essential to personalisation and a good customer experience. Customer data shows you what kind of experiences your customers have. Any information can be used and analysed to understand your customers better—from their interests to their shopping habits, the customer journeys and what kind of experience they previously had. That way, you can optimise your search and customise it to your visitors’ unique needs.

Read More: Gen Z Search Behaviour: How to Understand and Optimise?

Understand What Your Customers Want

You should take careful note of your customers’ feedback and take action accordingly. The way to do that is to give an ear to their feedback while analysing their purchase and search behaviour and their customer personas. 

Use Customer Data to Improve Search Relevance

After analysing the said data, you’ll have an insight into your customers’ wants. Use that insight to improve your search and show relevant recommendations, both in the search box and the search results page.

Offer a Personalised Experience

After all, personalisation is the key that we are looking for. All we’ve discussed is possible through personalising content and recommendations based on each customer’s unique interests and shopping habits.

Google Search Console

This tool helps you see how many times your site was seen or clicked and its position on Google Search. It alerts you when an issue on your website needs to be fixed. It also comes with free training videos about how to increase your site’s traffic and how to optimise it. 

Google Analytics

It is a set of tools that gives you in-detail analysis of your site. Collecting the data from your site and apps, and creating a report for you, it helps you have a better understanding of your business and make more grounded future decisions. 


Segmentify provides the most relevant and accurate search results via search analytics as it paints a clear picture of customer search behaviour and intent. It allows customising search box and search page results with the help of rule-based boosting..

And with Trendify, have deeper insight into your website and see real-time data of your products, like how many times they have been clicked, added to the cart etc. This insight will help you improve your search box and search page personalisation, resulting in a higher conversion due to the most relevant results.

Watch: How Segmentify Solved Sephora’s Complex Searchandising Needs

Bing Webmaster Tools

They focus on increasing the traffic to your site with its SEO tools and providing in-detail reports with in-depth information about your website, such as what attracted the customers to it and what they are looking for. 

Yandex Metrica

It is a versatile data analysis tool that gives you in-detail information about your target audience and visitors and analyses visitor behaviour. You can have a performance analysis with real-time data. 

How to Improve Customer Experiences?

Use Customer Data

We already talked about customer data and its importance. You need to know your customers and understand their needs based on their personal data, including gender, location, age etc. Utilise all this information to create better customer experiences and decide on the changes you need to make or map out a new strategy for customer engagement.

Understand Customer Journeys

Keep track of what they are searching for and which products they are looking at the most, they are adding to the cart and finally purchasing or leaving in the cart. 

Personalise the Experience

76% of customers prefer businesses that provide personalised experiences. So, tailoring your website and customer service to each customer is essential to engaging customers and encouraging them to repurchase. 

Create relevant and personalised customer experiences across all channels from the beginning of the first visit until after the check-out process. 

Tools and Resources for Improving Customer Experiences

UX Research Tools

Building a strategy and working for customer experience is necessary. Yet, without doing research, your basis won’t be as strong. You need to know your customer’s needs and expectations to create relevant and personalised customer experiences. UX research tools are great helpers and provide you with a deeper insight into the situation of your user experience so that you can have a solid foundation on which to base your work. 

Customer Experience Platforms

These platforms help businesses understand customer journeys. Here are a few things you need to look for in CX platforms:

User Testing Tools

These tools help you evaluate the experiences users have with a product and identify possible problems with the experience and product.

Wrapping Up

Businesses that deliver personalised customer experiences have stood out from their competitors for a while now. In fact, the ones that don’t provide personalised experiences fall short of meeting customer expectations. Personalising search and customer journey is key to a satisfied customer, while data evaluation is necessary to provide relevant search results and optimise the customer experience.