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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
A good on-site site search means better customer experiences and higher conversion rates.
When a searched product is out of stock, recommend alternative products and turn this into a sales opportunity.
Use badges for products according to their most distinguishing features and draw visitors’ attention to the right products.
What are the Benefits of Optimising Your eCommerce On-Site Search?
According to research by Coveo, 68% of customers leave an eCommerce site because of a bad on-site 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 on-site 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 On-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.
Image source: Segmentify
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.
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
Image source: Segmentify
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
Image source: Segmentify
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 On-Site 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.
Customers increasingly rely on internal search to navigate your website. But what happens when search results are irrelevant, slow to load, or fail to personalise the experience?
Frustration sets in, leading to abandoned searches and lost sales.
Introducing Searchandising 2.0, the next generation of internal search solution from Segmentify!
We’ve completely revamped the search experience, empowering you to deliver lightning-fast results, unmatched customisation, and a seamless journey that keeps users engaged and ready to convert.
Keep reading for all the juicy details ↴
What’s Searchandising?
Searchandising refers to the strategic optimisation of a website’s internal search function. It leverages merchandising techniques to tailor search results and product discovery, ultimately enhancing the customer journey and driving conversions.
Check this out: Bonservis and Segmentify’s dynamic partnership boosts conversion rates by %64.
Challenges of Traditional Internal Search Solutions
Internal search plays a crucial role in the customer journey, directly impacting product discovery and purchase decisions. However, traditional internal search engines often struggle with:
Irrelevant results: Customers encounter products that don’t match their search intent, leading to frustration and lost sales.
Slow loading times: Laggy search experiences can cause customers to abandon the search altogether.
Lack of personalisation: Traditional search doesn’t consider individual preferences or past behaviour, hindering product discovery for returning customers.
These limitations disrupt the customer journey, leading to missed conversion opportunities and increased customer churn. Personalised search results, on the other hand, can significantly improve customer satisfaction and drive sales by ensuring users find the products they’re looking for quickly and easily.
The Searchandising 2.0 Advantage
Let’s get to know Segmentify’s Searchandising 2.0 a bit closer:
1. Faster Setup
Searchandising 2.0 boasts a streamlined setup process, getting your internal search box operational in just 2 hours. This translates to faster time-to-value, allowing you to experience the benefits of enhanced search functionality and start driving conversions quicker than ever before.
2. 50% Faster Searches
Searchandising 2.0 prioritises a lightning-fast search experience without compromising website performance. Its code is 50% smaller than previous versions and 30% lighter than Segmentify alternatives. This translates to blazing-fast search results that keep your customers happy and engaged.
No more waiting for pages to load – your customers will find the products they need instantly, leading to a smoother purchase journey and increased conversions.
Image source: Segmentify
3. Increased Customisation
With customisable search facets, you can refine search parameters based on your specific product categories and attributes. Take control of result ordering, prioritising high-performing products or showcasing new arrivals first. Design product cards with the information most valuable to your customers, ensuring they can make informed purchase decisions quickly and easily.
With Searchandising 2.0, you can craft a search experience that seamlessly integrates with your brand identity and maximises conversion opportunities.
Image sourse: Segmentify
4. Improved SEO & Organic Traffic
Organic traffic from Google searches is a powerful sales driver, but creating landing pages for every conceivable keyword combination is a losing battle. It’s expensive and impractical.
Searchandising 2.0 solves this dilemma by optimising your internal search results for SEO.
This means your product pages rank higher in relevant Google searches, attracting high-intent customers who are already actively looking for what you offer.
5. Mobile-Ready
Searchandising 2.0 is built with mobile in mind, delivering a fully responsive search experience that adapts perfectly to smartphones and tablets. This eliminates the need for additional development or adjustments, saving you time and resources.
As a result, Searchandising 2.0 increases customer satisfaction and eliminates the risk of mobile users abandoning their search due to compatibility issues.
6. Uninterrupted Search Experience
We understand that exploration is key to successful product discovery. That’s why we’ve eliminated frustrating page refreshes.
Seamlessly transition between product details and search results without disrupting the user flow. This allows customers to explore different options quickly and intuitively, ultimately leading to a more informed purchase decision. Searchandising 2.0 keeps customers engaged and focused on finding the perfect product, maximising the potential for higher conversion rates.
Try Segmentify’s Searchandising 2.0 Today!
Searchandising 2.0 empowers you to transform your internal search engine with a range of game-changing benefits:
Faster setup (2 hours): Get up and running in record time.
Lightning-fast searches (50% faster): Keep customers happy with instant results.
Increased customisation: Tailor the search experience to match your product catalogue perfectly.
Mobile-ready: Effortless search on every device, no adjustments needed.
Uninterrupted search experience: Keep customers engaged with seamless exploration.
Boost organic traffic: Attract high-intent customers with SEO-optimised results.
Don’t settle for a clunky internal search experience that drives customers away. Try Segmentify’s Searchandising 2.0 today and experience the difference! Maximise conversions, boost customer satisfaction and watch your sales soar.
Welcome to Marketing Personalisation 201: Lessons from Luxury Brands!
But why are we looking to luxury for lessons in marketing personalisation? Because for these high-end brands, personalisation isn’t an afterthought; it’s the very foundation of their existence.
And lucky for us, their secrets aren’t locked away in gilded vaults.
In this crash course, we’ll explore how luxury brands weave personalisation into the fabric of their customer experience, creating connections that go beyond just a sale.
Get ready to take notes—these high-end lessons will have your customers feeling like royalty, without the royal price tag!
What is Personalised Marketing?
Personalised marketing has come a long way from adding “Dear [First Name]” to an email campaign and calling it a day.
Nowadays, personalised marketing refers to the shift from the one-size-fits-all approach of the past to a strategy that acknowledges each customer’s unique needs, preferences, and behaviours. This said shift has been driven by technology and a fundamental change in consumer expectations.
Customers want to be seen, not just sold to.
And now, with access to simple yet sophisticated data collection methods, brands get to gain insights into customer preferences, which, in turn, help tailor all marketing communications. Think targeted social media ads, personalised emails, or product recommendations based on past purchases.
Luxury brands have long been the masters of personalisation. From remembering a client’s preferred beverage to crafting bespoke experiences, everything is done to make each customer feel special.
Cause in luxury marketing, personalisation isn’t just a strategy; it’s an experience.
An Overview of Luxury Brands’ Expertise in Personalisation
Luxury brands have mastered the art of personalisation, elevating it beyond mere marketing tactics.
These brands understand that personalisation isn’t just about offering choices. It’s about exceeding expectations by anticipating desires and crafting experiences that feel intimate and special.
This focus on detail and human connection allows them to build lasting relationships with their customers, solidifying their position in the hearts (and wardrobes) of luxury aficionados.
Here’s a glimpse into their playbook:
The Art of Bespoke
Think bespoke tailoring from brands like Armani, where you choose every detail from fabric to buttons, or Hermès’ Birkin “program”, where obtaining your dream bag can take years.
This level of personalisation imbues the product with a special significance, a one-of-a-kind treasure that reflects your individuality.
Exclusive Experiences
Luxury stores are more than just retail spaces; they’re personalised havens. Think private shopping consultations where a knowledgeable salesperson guides you through a curated selection based on your preferences.
Tiffany & Co., for example, offers engraving services to personalise your jewellery, adding a sentimental touch beyond the physical object.
Image source: Cartier
Heritage and Craftsmanship
Luxury brands leverage their rich history and meticulous craftsmanship to create personalised experiences.
Imagine receiving a handwritten note from a jeweller like Tiffany & Co. detailing the provenance of the gemstone chosen for your custom necklace. This attention to detail and appreciation for heritage adds an emotional layer to personalisation, making it truly special.
The Power of Exclusivity in Luxury Marketing
The desire for something rare and unobtainable is deeply ingrained in human psychology. We often value things more because they are not readily available to everyone. This fuels the allure of luxury brands, creating an association with prestige, success, and a sense of belonging.
So, how do luxury brands maintain this air of exclusivity? Let’s take a look at some of the luxury marketing strategies that create this sense of mystique:
Limited editions: These coveted items, produced in small batches, create a sense of urgency and scarcity. Think limited-edition handbag collections with unique designs or collaborations with renowned artists. Owning one becomes a badge of honour, signifying you were part of a select group who snagged this exclusive offering.
Invitation-only events: Exclusive events with limited guest lists fuel the desire to be “in the know”. Imagine receiving a personalised invitation to a VIP gathering, complete with bespoke cocktails and the opportunity to mingle with industry icons. This exclusivity fosters a sense of belonging to an elite inner circle.
Exclusive memberships: Many luxury brands offer membership programs with tiered benefits. The higher the tier, the more exclusive the perks. These might include access to personalised consultations, early product releases, or even private shopping experiences.
Luxury brands masterfully walk the tightrope between personalisation and exclusivity. They personalise experiences without sacrificing the aura of being part of a privileged few. This creates a powerful emotional connection with customers, fostering brand loyalty that transcends mere transactions.
At its core, luxury marketing is about belonging and being seen and valued as an individual within a discerning group.
5 Personalisation Lessons from Luxury Marketing for Other Industries
Luxury brands aren’t just masters of indulgence; they’re experts in building lasting customer relationships. Here are five key lessons you can adapt for your own business, regardless of industry:
1. Anticipate Needs with Data
Luxury brands excel at anticipating customer desires, ensuring their services are received at just the right time—never too late nor early.
Because they know their customers personally, these brands know their customers’ shopping habits and frequencies and understand their preferences.
For non-luxury brands, this translates to utilising customer relationship management (CRM) systems and real-time website analytics. Analyse purchase history and browsing behaviour to recommend relevant products or services.
Think of a travel company recommending personalised vacation packages based on previous trips or a music streaming service creating curated playlists based on listening habits.
2. Craft Memorable Moments
Luxury experiences go beyond the product itself. Imagine receiving a handwritten birthday card with a special discount or a surprise upgrade on your flight.
Non-luxury brands can create memorable moments through personalised birthday emails with exclusive offers or loyalty program rewards that unlock unique experiences.
Think about how you can inject a touch of surprise and delight into your customer interactions. For example, a fitness centre could offer a complimentary personal training session for a member’s birthday, or a restaurant could offer a personalised anniversary dessert for the occasion.
3. Leverage User-Generated Content (UGC) and Social Proof
Luxury brands often leverage the power of celebrity endorsements. Take inspiration from this form of social proof marketing by encouraging user-generated content.
Non-luxury brands can leverage UGC by incorporating customer reviews, photos, or testimonials into their website, social media or newsletters.
Run contests encouraging customers to share photos or videos using your products or services. Not only does this create a sense of community, but it also provides valuable insights into how customers perceive your brand.
4. Prioritise a Seamless Customer Journey
Luxury service is all about anticipating and fulfilling customer needs.
For non-luxury brands, this translates to offering a smooth and consistent experience across all channels. Ensure a user-friendly website, responsive customer service, and a streamlined checkout process. Invest in omnichannel marketing, delivering personalised messages across different platforms based on customer behaviour.
5. Transparency, Transparency, Transparency
It is of no matter whether you are a luxury brand or not. Prioritising transparency in data collection is a necessity for all businesses. These principles apply to all:
Be upfront about the data you collect and how it’s used.
Clearly explain the value exchange and how personalisation benefits the customer.
Offer clear opt-out options and prioritise data security.
What Luxury Brands Can Teach Us About Marketing Personalisation
Luxury brands have revolutionised personalisation, weaving it seamlessly into the very fabric of their customer experience. They’ve consistently demonstrated that personalisation isn’t just about offering discounts; it’s about creating meaningful connections and exceeding customer expectations.
While challenges like data privacy and implementation costs exist, transparency and focusing on the customer’s benefit can help navigate them. Embrace personalisation not just as a marketing tool but as a way to build genuine connections and cultivate brand loyalty that endures.
The first impression, the battle cry that cuts through the noise and determines whether your message gets heard or deleted in a ruthless swipe…
While some might find the art of email subject lines elusive and challenging, you should know that you have nothing to be afraid of—as long as you A/B test.
This guide will equip you with 12 powerful A/B testing strategies to optimise your subject lines, along with crucial tips to ensure your tests deliver valuable insights. So buckle up and get ready to craft subject lines that turn email marketing from a guessing game into a guaranteed win!
Why You Need to Run Subject Line Tests
Ever heard the saying, “You never get a second chance to make a first impression”?
The same goes for email subject lines. An email’s subject line is the first impression that convinces subscribers to open your message. In fact, 64% of email recipients open emails based on the subject lines alone.
That’s why A/B testing your subject lines is crucial. A/B testing involves sending two different versions of your email to similar groups of subscribers and seeing which one improves certain email marketing metrics like opens, clicks, or conversions.
Here’s how subject line testing can boost your email marketing:
Higher open rates: Winning subject lines grab attention and entice people to open your email, leading to more clicks and conversions.
Improved click-through rates (CTRs): Strong subject lines set the stage for a compelling email, increasing the chances of users clicking on your call to action.
Better conversions: Ultimately, subject line testing helps you craft emails that drive more sales, signups, or whatever your marketing goals may be.
Here, we explore 12 creative ways to test your subject lines, categorised into three key areas: Personalisation, Content, and Structure. Let’s dive right in!
Image source: Segmentify
Personalisation Testing
Let’s delve into the world of personalisation testing! Here, we’ll explore two methods to see if tailoring your subject line to specific subscribers yields better results:
1. First Name vs. No Name: Personalisation is a powerful tool in email marketing, but is a first name in the subject line always the best approach? Split testing “Hi [Name], Unlock the Secrets of A/B Testing!” vs. “How to Craft Winning Email Subject Lines with A/B Testing” will let you uncover if this type of email personalisation works on your subscribers.
2. Previous Behaviour vs. No Previous Behaviour:Segmentation based on past actions and tailoring subject lines based on this can significantly impact engagement. Subject lines that speak directly to a subscriber’s past behaviour or interests can feel more relevant and, hence, lead to higher open rates. More generic subject lines, on the other hand, might be suitable for initial outreach or reaching a broader audience segment.
Content Testing
Now, let’s shift gears and focus on the content itself within your subject line. Here, we’ll explore several A/B testing ideas to see which elements resonate most with your subscribers:
3. From [Name] vs. From [Company Name]: Who should your emails be “from”? Experiment with the sender name, considering the audience type. In B2B communication, a specific contact name (e.g., Sarah at [Company Name]) can feel more approachable. For B2C audiences, your company name itself (e.g., From [Company Name]) might be more familiar and trustworthy.
4. Benefit vs. Feature: Subject lines highlighting the “why” can be more impactful than simply stating the “what”, but there’s only one way to find out. Benefit-driven subject lines focus on the positive outcome subscribers gain from opening the email (e.g., “Unlock Higher Click Rates with Our New Email Design Tools ”). Feature-focused lines highlight a specific aspect or functionality the email content offers (e.g., “New Email Design Tools Available Now!”).
5. Clever vs. Clear: Clever subject lines can grab attention in crowded inboxes but might not always convey the email’s value. So, should your subject lines be witty and attention-grabbing (“Subject Line A/B Testing: From Bland to Grand”) or clear and informative (“Boost Opens: Master Subject Line A/B Testing”)? You know what to do to find this out!
6. Urgency! vs. No Urgency: Urgency can trigger FOMO (fear of missing out), potentially leading to higher open rates for time-sensitive offers or valuable information. However, you don’t always need urgency (Ever heard of the boy who cried wolf?). Test “Last Chance! A/B Testing Secrets Revealed” vs. “The Ultimate Guide to A/B Testing Email Subject Lines” to see if you need to emphasise urgency.
7. CTA vs. No CTA: Should your subject line explicitly tell subscribers what to do next? A/B testing “CTA vs. No CTA” helps determine if a clear call to action (CTA) influences open rates. No CTA builds intrigue but might not be as action-oriented (e.g., “Download Your Free A/B Testing Guide Now” vs. “A/B Testing: The Secret Weapon for Higher Email Engagement”)
Structure Testing
Beyond personalisation and content, the structure of your subject line also plays a crucial role in grabbing attention. Let’s explore A/B testing ideas that focus on how you present your message:
8. Long Subject Line vs. Short Subject: Long lines offer more context, but short lines ensure mobile visibility. Since mobile dominates as the preferred reading environment with 44.7% and has limited screen space, testing the subject line lengths can make huge differences in email open rates.
9. Question? vs. Statement: Well-crafted questions can pique interest and encourage engagement. A/B testing “How to Split Test Email Subject Lines” vs. “Struggling with Email Marketing? How to Split Test for Success” can reveal if curiosity translates to opens.
10. Emojis 🤪 vs. No Emojis: Emojis can add a touch of personality and fun to your email subject lines, but are they always the right choice? This would depend on your audience’s psyche, devices, and overall context. Since their overuse can appear unprofessional, do split tests to understand your audience’s reaction.
11. Sentence case vs. Title Case: Even a minor detail like subject line capitalisation can affect open rates. Using the sentence case creates a casual, conversational tone, while the title case feels more formal and authoritative. By monitoring “How to A/B test email subject lines” vs. “How to A/B Test Email Subject Lines”, you can determine which capitalisation resonates with your audience.
12. Capitalisation vs. no capitalisation: While it might seem unconventional, ditching capitalisation altogether can yield interesting results. Yes, no caps feels informal but you can’t deny that it does stand out in an inbox. Try A/B testing “Time to Learn How to A/B Test Subject Lines!” vs “time to learn how to a/b test subject lines”, especially if your audience is on the younger side.
Isolate the test variable: Test only one element at a time (e.g., first name vs. no first name) to isolate which change drives better results. This makes it easier to analyse the impact and refine future tests.
Test with purpose: Don’t run A/B tests mindlessly. Always have a clear hypothesis behind each test variation. What are you hoping to learn about your audience? This focused approach helps you understand what resonates with them.
Maintain consistent timing & frequency: Don’t introduce additional variables. Send test emails to similar groups on the same day and time to ensure a fair comparison.
Sample size matters: Ensure sufficient subscribers receive each test variant. This allows for statistically significant results, meaning the winner is truly the better performer, not just a random fluctuation.
Find the optimal test duration: Run your tests long enough to gather enough data but not so long that the content becomes outdated. Aim for a timeframe that reflects your typical email frequency (e.g., a week for a daily email campaign).
Embrace continuous optimisation: Analyse your results, identify the winning subject line, and understand why it performed better. Use these learnings to inform future subject line creation and keep optimising your email marketing efforts.
Subject Line Testing is An Ongoing Process
Don’t feel overwhelmed by the 12 A/B testing ideas presented here.
Start with a few that align with your audience and campaign goals. As you gather data and witness the power of these tests, you can gradually explore additional strategies.
Subject line optimisation is a continuous journey, not a one-time fix. By embracing A/B testing and iterating based on results, you’ll refine your subject lines into captivating first impressions that unlock inbox dominance and propel your email marketing to new heights.
So, buckle up, experiment, and enjoy the ride!
Much like courting, email marketing thrives on the delicate balance between rhythm and tempo.
Send too many love letters, you overwhelm your lover. Send to few, you appear distant and disinterested.
Striking the right balance, finding your ideal email marketing frequency, is crucial for fostering strong customer relationships and driving results. So, this article will explore how to find your ideal email frequency to maximise customer engagement and avoid the pitfalls of both extremes!
Key Takeaways
Sending emails too frequently can overwhelm your audience, like a barrage of love letters, leading to email fatigue and decreased engagement.
On the other hand, sending too infrequently can leave them feeling neglected, potentially causing them to forget about your brand.
Finding the ideal email marketing frequency is an ongoing process that requires continuous testing and refinement. By understanding your audience and utilising data-driven insights, you can strike the perfect balance between staying relevant and avoiding email fatigue.
Avoiding Email Fatigue: The Art of Balance
Sending emails too frequently can lead to email fatigue, a state where subscribers are overwhelmed and less receptive to your messages. Email fatigue can manifest in:
Decreased open and click-through rates: People simply stop paying attention.
Increased unsubscribes: Frustrated subscribers choose to opt out altogether.
Damage to your email sender reputation: Frequent complaints can impact email deliverability.
Here’s how to easily avoid email fatigue:
Focus on quality over quantity: Ensure your emails are relevant, valuable, and engaging.
Personalise your emails: Speak directly to your audience’s needs and interests with personalised emails.
Offer clear unsubscribe options: Make it easy for users to opt out if they no longer wish to receive emails.
Read more about the new email sender requirements by Yahoo and Gmailhere.
Finding the Ideal Email Marketing Frequency: Key Strategies
1. Understand Your Marketing Goals
You’re sending those email campaigns to get your subscribers to take action. Decide what that action is before you begin.
Are you just letting them know their favourite shampoo is back in stock so you can drive sales? Or do you want to drive traffic to your blog? Knowing what you want to achieve will influence your frequency.
2. Understand Your Target Audience and the Customer Lifecycle
Before crafting your email strategy, remember: It’s not about you; it’s about them. Understanding your target audience and their specific needs is crucial for crafting relevant and engaging emails.
Always consider factors like demographics and industry. Age, income, and location can influence how often individuals prefer to receive emails. And different industries have established different norms for email marketing frequency.
But perhaps most importantly, consider tailoring your email frequency based on the customer’s lifecycle stage.
The customer lifecycle is divided into three stages: Awareness, Consideration, and Decision.
And here’s the kicker: You can’t hit folks in all three stages with one-size-fits-all messages using the same frequency. People in the awareness stage might appreciate more frequent updates, while those in the decision stage might prefer targeted, personalised emails.
Welcome emails and purchase confirmations might be more frequent, while post-purchase follow-ups or educational content can be sent at a slower pace.
3. Analyse Industry Benchmarks
While industry averages can offer a starting point, remember that your audience is unique. Don’t let averages dictate your strategy; focus on your specific goals and audience preferences.
4. Leverage Email Analytics
Be vigilant about monitoring email marketing KPIs like open rates, click-through rates, conversion rates, and unsubscribe rates to understand how your audience interacts with your emails at different frequencies. Look for trends over time to identify which frequency generates the highest engagement without causing email fatigue.
5. Conduct A/B Testing
Don’t be afraid to experiment! A/B testing allows you to experiment with different frequencies to smaller email segments. This lets you compare performance metrics and see firsthand which frequency resonates best.
Remember, the best way to learn is often by doing —so don’t hesitate to “shoot your shot” and test different approaches. By analysing the results, you can fine-tune your strategy and find your email marketing frequency that truly hits the mark.
6. Implement Preference Centres
Empower your subscribers by offering them a preference centre where they can choose their desired email frequency. This demonstrates respect for their preferences and fosters a sense of agency, ultimately leading to higher engagement and a more positive relationship with your brand.
The Road to Finding the Ideal Email Marketing Frequency is Neverending
Finding the ideal email marketing frequency is an ongoing process:
Test and refine based on your audience and goals.
Monitor your engagement metrics consistently.
Don’t be afraid to adjust your email marketing strategy as needed.
By implementing these tips and staying true to your audience-centric approach, you can find the sweet spot for your email marketing, fostering strong relationships and driving meaningful results.
Ready to take your email marketing to the next level?
Segmentify can help you create personalised email campaigns that resonate with your audience and achieve your marketing goals. Contact us today!
LEGO, long known for its colourful bricks and playful creations, has made a remarkable strategic shift in recent years. The company, traditionally associated with children’s toys, has successfully expanded its reach to target adults thanks to their new marketing strategy.
This article explores the reasons behind LEGO’s strategic decision to target adults and analyses how this shift has become a winning strategy for the company, contributing to a 27% increase in revenue in 2021 and solidifying LEGO’s position as the world’s largest toy company.
Image source: LEGO
Understanding the Potential of the Adult Market for LEGO
LEGO’s strategic shift towards targeting adults was fueled by a keen understanding of evolving consumer trends and market potential:
Remember the boundless creativity of childhood?
As children, we were unburdened by the constant decision-making and responsibilities that define adulthood. Back then, LEGO symbolised the joy of limitless imagination, and their early ads encouraged letting that creativity run wild with their colourful bricks.
But adulthood brings a different kind of need.
We often crave structure and guidance in a world filled with choices and complexities. LEGO for Adults taps into this by offering not just the familiar joy of building with bricks, but also clear instructions and a sense of accomplishment.
It’s a reminder that the satisfaction of creation and the joy of following a clear path haven’t disappeared entirely.
By understanding and capitalising on these evolving consumer preferences, LEGO has successfully transformed itself from a children’s toy company to a brand that resonates with and engages a whole new generation of builders.
The New LEGO Customer Segmentation Strategy
LEGO’s strategic shift hinged on a new customer segmentation strategy—targeting adults. This approach was driven by innovative product development and a focus on building a dedicated adult fan base.
Product Diversification
LEGO diversified its offerings with “adult-oriented” sets, catering to their unique preferences:
Higher difficulty and complex builds: These sets offer challenging building experiences, providing adults with intellectual stimulation and a sense of accomplishment.
Collectible value and display-worthy aesthetics: Many sets boast collectible value and stunning aesthetics, transforming them into prized possessions and conversation starters.
Licensed themes: Popular licensed themes like Star Wars and Harry Potter tap into adult nostalgia and fandom, creating a connection to cherished memories and beloved characters.
“Adults with high-pressured jobs are telling us they’re using LEGO to disconnect from the mania of the day. They’re looking for a relaxing, calming experience — and they like instructions because that’s what helps them be in the zone.”
Genevieve Capa Cruz
Audience Marketing Strategist at LEGO
Additionally, the company fosters a strong sense of community through:
Online communities: Dedicated online platforms connect adult fans, allowing them to share creations, discuss building techniques, and engage with each other.
AFOL events: LEGO organises events like conventions and workshops specifically for Adult Fans of LEGO, further solidifying the brand’s connection with this growing demographic.
By fostering a sense of belonging, engagement, and brand loyalty within these communities, LEGO has successfully integrated adults into its customer base, solidifying its position as a multi-generational brand.
The Impact of Targeting Adults
The strategic shift in LEGO’s targeting strategy yielded significant benefits:
Sales and Revenue Growth
Targeting adults unlocked a new market segment for LEGO, leading to substantial growth in sales and revenue. This expansion diversified LEGO’s income stream and fostered financial stability.
LEGO reported a revenue of DKK 55.3 billion in 2021, which is a 27% increase from the previous year. The following year, its 90th anniversary, LEGO’s revenue grew by 17%, reaching DKK 64.6 billion. This steady growth was attributed, in part, to the increased popularity of “adult-oriented” LEGO sets.
“The good thing for us is that every year over the last four or five years, we’ve been outgrowing the market by 10 percentage points… That means we’ve been taking market share consistently and that has continued, that’s super important.” told the CEO Niels Christiansen to CNBC in 2023.
Brand Image and Innovation
Catering to adults elevated LEGO’s brand image, positioning it as a sophisticated and multifaceted brand. This shift also spurred innovation, leading to the development of new product lines and marketing strategies. For example, LEGO introduced the “Creator Expert” and “Ideas” lines in response to the adult market, featuring complex sets with display-worthy aesthetics.
Market Share and Brand Loyalty
LEGO expanded its market share by successfully engaging adults and securing long-term brand loyalty. This broader customer base allows them to weather market fluctuations and maintain a strong brand presence.
LEGO’s consumer sales grew 3% in the first half of 2023 in a market that declined by 7%, meaning it outperformed competitors like Hasbro and Mattel.
What the Future Holds for LEGO
LEGO’s customer segmentation strategy serves as a powerful example of adaptability and innovation. By understanding the potential of a new audience and tailoring its approach accordingly, LEGO built a loyal and diverse customer base, solidifying its place as a multi-generational toy company.
However, the future of this market segment also presents potential challenges. Ensuring product variety, addressing evolving consumer preferences, and maintaining a balance between catering to adults and children will be crucial for LEGO’s continued success in this space.
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Are you struggling with reaching your target audience?
You’re spending hefty chunks of your budget on targeted ads but not getting sales in return?
Do you wish for a magic mirror to tell you what you’re doing wrong?
We’re sadly here to tell you that no such magic mirror exists. But we might have something that can solve your problems with reaching your target audience and saving your precious marketing budget.
Let’s start with what you’re doing wrong:
Limitations of Traditional Customer Segmentation
You are saying that generic marketing campaigns are drowning you in lost revenue.
You’re pouring resources into marketing campaigns that fall flat, leaving you with frustrated customers and dwindling budgets.
Here’s the problem: Generic approaches to customer segmentation can’t predict future actions or preferences. This means missed opportunities for personalised experiences and engagement, ultimately leading to lost revenue and brand disconnect.
The harsh reality is that traditional customer segmentation falls short in several key areas:
Limited insights: Demographics and past purchases offer a narrow snapshot, failing to capture evolving needs and desires.
Blind to the future: Predicting future actions and preferences remains a guessing game, making it impossible to engage customers proactively.
Wasted resources: You target the wrong people, wasting precious marketing dollars.
Ready to break free from generic campaigns and unlock the power of true customer understanding?
Then, let us explore predictive segmentation—the key to personalised experiences and supercharged engagement.
What is Predictive Segmentation?
It’s best to start with an official definition.
Predictive segmentation empowers you to truly know your customers, predicting their future actions and preferences. Unlike generic approaches, it analyses vast data to unveil their hidden potential, allowing you to tailor experiences and maximise engagement.
Imagine knowing which customers are likely to make a purchase, who might churn, and even what products or services they’ll be interested in before they even know themselves.
That’s the transformative power of predictive customer segmentation: Seeing the future of your customer relationships and tailoring your approach accordingly.
Now that we’re on the same page about how predictive marketing is not about reading teacups or looking at crystal balls let’s dive into its benefits.
Benefits of Predictive Segmentation
Predictive marketing hurls those archaic generic campaigns out the window and replaces them with laser-focused personalisation that gets you your money’s worth. Here’s how predictive marketing aids your personalisation efforts:
Tailored experiences: If you’ve ever had to use someone else’s Netflix account, you know how good Netflix is at personalisation. Similarly, predictive marketing arms you with tools to recommend products users will love, craft content they crave, and deliver experiences that resonate deeply. Remember those frustrated customers from before? Predictive segmentation turns them into loyal fans!
Personalised homepages increase chances of engagement, and therefore, conversion. | Image source: Segmentify
Proactive marketing: Chasing lost customers is so last year. With predictive segmentation, you get to predict churn before it happens and intervene with personalised retention strategies. On the flip side, you can easily identify high-potential customers and nurture them with targeted campaigns, maximising your return on investment.
Saving time and resources: No more shotgun marketing. Focus your efforts on the right customers, the ones most likely to convert and engage. This translates to saved time, reduced costs, and maximised ROI.
Challenges and Limitations of Predictive Segmentation
Predictive customer segmentation isn’t magic; like any powerful tool, it comes with its own considerations. When it comes to predictive marketing, many marketers keep a wary eye on these points:
Data quality: Remember the saying, “garbage in, garbage out.” Inaccurate or incomplete data can lead to flawed predictions, potentially harming customer trust and ROI. High-quality data is crucial for reliable results from predictive marketing.
Privacy concerns: Tailored experiences require data, but customers also value privacy. Striking the right balance between personalised offerings and respecting their data is crucial.
Model interpretability: Complex algorithms can be difficult to interpret, making understanding the reasoning behind predictions challenging. This raises questions about transparency and fairness by marketers.
Potential for bias: Data can reflect societal biases, and if not addressed, models can perpetuate them. Ensuring fair and unbiased algorithms is critical.
With all that being said, these challenges shouldn’t deter you from exploring the power of predictive marketing. Remember, with the right tools and approach, these concerns can be addressed.
In the next section, we’ll explore how Segmentify tackles these challenges and ensures responsible, effective use of predictive segmentation to benefit both your business and your customers.
Why Choose Segmentify’s Predictive Segmentation?
Predictive segmentation holds immense potential, but as we’ve seen, it’s not without its challenges. So, how can you leverage this power responsibly and effectively?
Enter Segmentify, a solution designed to address these concerns and empower you with truly transformative customer segmentation:
Data integrity and fairness: Segmentify goes beyond just predictions. Advanced data cleansing and preparation ensure the prediction models are built on accurate and unbiased data, leading to fair and reliable results.
Privacy first, personalisation always: Segmentify prioritises responsible AI use with an ethical framework and data governance practices. We balance personalisation with privacy, ensuring your customers’ trust is protected.
Continuous improvement: Segmentify continuously monitors and improves its models, ensuring their ongoing effectiveness and ability to adapt to changing market trends.
Now, let’s dive into the concrete benefits of using Segmentify’s Predictive Segmentation:
Identify high-value customers: Features like “Likelihood to Purchase” and “Lookalike Audiences” pinpoint your most promising customers. Tailor campaigns, cross-sell and upsell with confidence, knowing your efforts are reaching the right people.
Prevent churn before it happens: Segmentify’s “Likelihood to Churn” feature identifies at-risk customers, allowing you to intervene with targeted retention strategies proactively.
The replenishment algorithm helps increase lifetime value (LTV) by reminding customers the time to reorder a previously purchase. | Image source: Segmentify
More than just features, Segmentify offers:
Seamless integration: Getting started is easy. Segmentify offers seamless integration and comprehensive support, ensuring a smooth and successful implementation.
Dedicated support: The Segmentify Success Team provides ongoing support to ensure you maximise the value of your segmentation efforts.
Industry-Specific Examples of How to Use Predictive Segmentation
Now that we’ve explored how Segmentify’s capabilities overcome the general limitations of predictive marketing let’s witness its transformative power across different industries:
FinTech: Identify high-value customers, predict loan defaults, and recommend tailored financial products. You can identify customers ready for specific investments and craft personalised campaigns accordingly.
Marketing: Deliver hyper-personalised content, identify potential brand advocates, and predict campaign effectiveness. You can send relevant offers to each customer segment and identify potential brand champions.
Airlines: Personalise in-flight experiences, identify frequent flyers, and predict future travel preferences. You can offer high-value travellers lounge access and priority boarding while predicting their preferred destinations.
Healthcare: Predict patient risk factors, personalise treatment plans, and identify potential readmissions. You can offer preventative care programs to at-risk patients and reduce unnecessary hospital visits.
Groceries: Predict shopping preferences, recommend personalised recipes, and optimise online and offline store layout. You can send targeted coupons for favourite items and suggest recipes based on past purchases or change point-of-purchase products at your physical store based on the predictive data you have.
Cosmetics: Recommend personalised beauty products, identify trends, and predict customer churn. You can offer skincare specific to each customer’s needs and predict potential churn to implement targeted retention strategies.
Publishing: Recommend personalised reading materials, target marketing campaigns, and predict subscription churn. You can recommend books based on individual reading history and build targeted marketing campaigns to prevent churn.
Final Words on Predictive Segmentation
Predictive marketing isn’t just about predicting the future; it’s about shaping it and creating win-win situations for both you and your customers.
While predictive segmentation comes with its challenges, these should not deter you from exploring its powers. With the right tools and approach, these concerns can be addressed.
What we discussed in this article is just a glimpse into the transformative power of predictive segmentation across diverse industries. With Segmentify, you can unlock deeper customer understanding, personalise experiences, and achieve sustainable growth—All tailored to your specific industry needs.
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