Tip of the month: Shopify segments
A little while ago, Shopify released a new feature that I know a lot of Seguno merchants have been requesting. They have transitioned everyone from “Saved Customer Groups” to “Segments.”
What this means is that you have greater options for segmenting your subscriber list and, ultimately, creating more opportunities for better targeting with your email marketing.
Let’s take a look at how this all works.
First, go to the Customers tab of your Shopify store. When I’m first learning a tool, I like to lean on templates to get me started. So that’s where we’ll begin. Click on the icon for templates, as pointed out below.
You’ll notice there’s six different categories that appear:
- Engage first-time customer
- Engage high-value customer
- Re-engage customers
- Convert abandoned checkouts
- Target purchase behavior
- Target specific location
Within each category are up to three templates for the choosing. Let’s say we want to identify high-spend customers who made a recent purchase. We would go to the “engage high-value customer” option and select the appropriate template.
By using the template, the segment logic is already built for you.
As you can see in the video below — in the top box — it defines this segment as spending $1,000 within the last 90 days.
It’s easy to change this segment logic if a $100 spend amount aligns better with your brand. You can also alter the time period to either shorter or longer, depending on what you sell.
Another great application of this segment logic: finding people who were high purchasers during a certain period of time. For instance, imagine you want to offer a special offer to VIP customers who made Mother’s Day purchases last year. Plug in a range of dates in the weeks leading up to the holiday from a year ago, and you’ve got your segment.
Once you become more comfortable with segmentation logic, you’ll find it easy to create your own. Just navigate to the “All customers” dropdown menu, click on “Create segment,” and you’ll be prompted to fill in your specifications.
Now … what to do with these segments? Gather some email marketing ideas from our blog post on five different ways to harness Shopify’s segment templates.
As always, if you have any questions about segments or the segment templates, reach out to us.
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