With Black Friday fast approaching (Friday 29th November) if you have not started your preparation, there is no time like the present!

Discounts, Free Shipping, Buy X get Y, Two For One, Double Loyalty points.. and it goes on and on.  

But who are your promotions aimed at and who sees them?

When you target your promotions via email use customer segments to find the right customers.

Segments are simply a collection of customers based upon their past actions or demographic. For example 'Life time spend over x' or 'Customer Since Y'

Email addresses and order and account history should be automatically collected via your EMS (Email Marketing System) so segmenting on the past purchases should be straight forward. 

BRAND PROMOTIONS
Brand work hard on gaining customer loyalty and for many 'Brand' is what make a product suit them. Leverage this conviction. For example.if you are running a promotion on Brand-X then target all past customers of Brand-X

LOYAL(TY) CUSTOMER PROMTIONS 
If you run a rewards scheme and want to promote 'Double Points' target new customers - as they will have recently sign up to your scheme so it will be fresh in their minds - and also customers who redeem points, as they will the ones that will most appreciate and use the promotion.

WIN BACK PROMOTIONS
Don't forget to 'win back' past customers who have not shopped with your for some time, again create a specific promotion aimed at converting them based on past purchase history. 

PROSPECTIVE CUSTOMERS
Finally your catch all promotion should target customer who have signed up with no past purchase history - these might be hardest to convert, but playing on the fact they have not purchased before allows you to create very specific messaging acknowledging the fact, even if you only gain some customer feedback via a feedback form or survey, you have not waisted the chance to gain a new customer.

 

If your EMS is not giving you the features you want, please get in touch with us. We can review your current integration and offer some suggestions on how to improve and utilise it to its fullest, helping your gain the maximum ROI on its cost.