How to use popups and customer tags to personalize emails

Wouldn’t it be great to gauge what intrigues your new subscriber so you can better personalize your communications? 

Well, you can. All it takes is asking a product-preference question on your popup or form and connecting Shopify customer tags to each option.   

We’re discussing why building your first-party data can boost segmentation, ideas for collecting information with your popup, and what you can do with the results.    

Why you should use email popups to gather more data

Let’s say your shop celebrates your hometown city with a broad range of products, from clothing and accessories to collectibles.  

If you have an idea of which subscribers care about women’s attire and which are intrigued by home furnishings, you have data that’s key to improving your business. 

For one, data may collectively reveal what shoppers want. Subscriber-identified interests are another data point beyond sales figures to help you evaluate your product mix. 

But more importantly, subscriber preferences are key to email segmentation and improving your bottom line through personalization.  

A McKinsey & Company study found that tailored promotions have the power to:

• Increase conversion rates up to 15%
• Elevate sales by 2%
• Decrease marketing costs up to 20% 

Email popup examples that embrace customer tags

We found a few brands that are using popups to collect more information. The examples align with the three available setups in Seguno’s popup: drop-down list, single-select list (with radio buttons), and multi-select list (with checkboxes).

Lunya's drop-down menu

If you’ve got apparel for everyone, then asking whether your subscriber prefers “women,” “men,” or both is a standard practice. You could even toss in “children” if applicable. 

Lunya does it with a drop-down menu.  

Dormify’s single-select menu

Dormify’s popup represents one way to use the single-selection option. Each subscriber category they’ve identified has distinct interests and spending levels. A college student residing in relatively cramped, temporary quarters sees things differently than an apartment dweller who has more space — and probably more money — to furnish. 

Brilliant Earth's multi-select list

Brilliant Earth’s email capture shows how the jewelry industry can use a checkbox list. Subscribers select as many options as they’d like, enabling multiple Shopify customer tags. 

(They, too, have a sweet signup incentive. Free shipping and returns? That’s hitting the consumer jackpot.)  

How to leverage data in email marketing

Once you’ve deployed a data-collection field on your popup, don’t let the data stagnate. You’re collecting it for a reason.  

We suggest:  

1. Creating tailored welcome messages for each customer tag
2. Sending segmented newsletters when appropriate

1. Customize welcome messages

Let’s return to our make-believe shop, which has an email popup asking whether the subscriber is interested in women’s, men’s, or children’s products. Each option has its own customer tag.   

Instead of sending the same welcome email automation to everyone, you could create a welcome message for each customer tag (with a customer-tagged email automation) and highlight the best-selling products per category.  

2. Send segmented newsletters 

The welcome automation is step one. But it’s important to continue delivering personalized content. 

For example, you run a sale on all children’s clothing. Send a newsletter with a unique discount code to the children’s customer tag segment. 

There are numerous ways and opportunities to target your tagged customers. Our Advanced Shopify Segmentation Playbook contains ideas, inspiration and 13 ready-to-use segments to save to your Shopify account. 

Collect more data with Seguno Popups

Use your email popups to collect information beyond contact details to advance your segmentation.

Seguno’s popup app makes it easy to gather and store data. You define the tag for each choice. Upon signup, the app automatically syncs the subscriber’s data — including the associated tag — to Shopify. 

When you add just one more field to populate, you expand the potential to reach subscribers in a more meaningful way. 
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No need to fumble with accessing Shopify segments when using Seguno Email. Because Seguno runs in Shopify, you get direct access to the segments without any extra tools.