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Make Your Shopify Store STAND OUT This BFCM With Super Segmentation
Shopify Growth Newsletter #144
Owen Mulhern
October 27, 2023
SPONSORED BY:
Want to STAND OUT this BFCM??
Here’s the secret: most sellers will broadcast to their entire list with generic promotions…
It’s going to be like masses of restaurant owners running around the streets fighting over pedestrians to get them into their restaurant!
The question then becomes WWCRD… What Would Chef Ramsey Do?
He’d host a master chef’s private dinner. Invite-only for his highest-spending diners.
You see, in all email and SMS lists are groups of “super buyers” who love your brand and spend more than everybody else…
If you target these active list members, your offers will get seen AND bought this BFCM.
But if you only broadcast to your entire list, you’ll get little bang for your buck.
The first step is to prepare your list of high-spend diners.
Let’s deep dive 👇️
The Pulse
Amazon’s Ohio Facility Goes Plastic-Free! — this is the first no-plastic fulfilment center under Amazon. It works with paper filler instead of plastic air pillows, without compromising on weight, durability, and package size. Amazon plans to make more facilities no-plastic in the future.
Just one negative review can make people 42% less likely to buy — an analysis was done of over 68,000 product page visits of a large online retailer. It found that people were 41.80% less likely to buy a product if the first reviews shown on a product page included a negative review among positive reviews (vs. just positive reviews). Recommendation: show “Most Recent” reviews first to prevent the negatives being the first review a consumer sees.
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Quick and Easy Way to Increase Email Open Rate — it’s unlikely a human can get your open rate up as fast as a robot can. A deliverability tool can connect to your ESP, analyze all of the deliverability factors, and provide easy-to-follow instructions in minutes. If you’re wasting time and energy trying to get more opens, try the tool that increased the open rates of a 100,000+ subscriber list by 10%. Lemme try it.*
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The Deep Dive
Segment Your Lists to Make Your Shopify Store STAND OUT this BFCM
In general, you have two types of subscribers in your email and SMS lists:
Active
Inactive
The active subscribers contain your “super buyers”. They’ll be waiting for your promotions on the 24th!
To avoid disappointing them, take a minute to get them nice and cozy in their exclusive list.
Your Email “Super Buyers”
The following segmentation methods were created by master marketer, Deven Davis. He scaled his Shopify store from $250K to $3.6M using strategies like these.
Please note: We’re using Klaviyo terminologies from here on out. With your Klaviyo account, you can play around with segments until you get your desired results. If you don’t use Klaviyo, still read on as you may be able to set up similar segments.
In Klaviyo, you can create an exclusion list like this:
The system then checks if your intended recipients are part of the exclusion list. If they match the descriptions on the list, they WILL NOT get your emails.
You can decide here which of your subs are worth more time and effort.
Segment according to engagement
Define what’s active and non-active to you, so you know how to manage your audience better.
Basic segmentation like this can almost instantly drive up your email stats and ultimately, your sales.
Below is Deven’s 5-Star Segmentation System you can apply to your store.
The list goes up in value from 1 to 5, with 5-Star subscribers being the most valuable.
If you’ve got an SMS list, follow his segmentation method.
Your SMS “Super Buyers"
You may opt to segment based on subscriber past engagement. For example, people who opened their SMS at least once in 30 days.
You can finetune this depending on your needs. In doing so, you’ll get to zoom in on your more engaged subs.
And of course–you want to reward your loyal subs by giving them the royal treatment. You may create exclusive deals for your VIPs.
The segments you should focus on with your promotions this BFCM:
Segment 1: Engaged subscribers 🏃
Keep them engaged by giving them a unique or exclusive deal.
Segment 2: VIP customers ⭐
If they bought from you recently, frequently, or in high volume they’re VIP. Since SMS is very personal, treat it as an “exclusivity” channel.
Segment 3: Past year’s BFCM buyers 🧔
This group may be inclined to purchase again–maybe they just need a little nudge + peek into your newest offerings!
Segment 4: Window shoppers 🪟
If they’re looking but they’re not buying, that means they’re interested. Tip things to your favor with your big BFCM discounts. It just might be the push they need!
Segment 5: Local customers 📍
If you have a physical store, maximize SMS to share in-store deals (like special discounts) or services (curbside pickup).
Get ready to host your exclusive dinner
The tables are set for a “high-spender” dinner. Your super buyers are waiting for their invite…
Next week, we show you how to get your store in front of your super buyers on BFCM so you can have a sell-out promotion.
🎙️ NEW PODCAST EPISODE
What is Building a Brand?
Matthew Stafford is CEO and managing partner of Build Grow Scale and has been consulting and growing successful, well-known Ecommerce brands for the past ten years. With nearly one billion in ecommerce revenue through our partner stores and student checkouts, I always aim to bring you the best information about what is working now in the ecommerce landscape.
https://buildgrowscale.com/ecom-profit-bootcamp
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