Customer segmentation and personalization may seem daunting, especially for emerging e-commerce brands, but they present valuable opportunities that many can achieve with less effort than they think.
A great starting point for brands is to focus on their email and SMS strategies and redefine their perception of a mailing list, which should live in Klaviyo. Rather than viewing it as a repository for capturing names and emails, brands should treat their mailing list as a robust database with valuable customer information, ranging from birthdates to personal preferences. For instance, beauty and skincare brands can collect data on customers' skincare concerns, while athletic apparel brands can gather information on their favorite ways to stay active.
There are several straightforward ways to begin building customer profiles:
- Import past purchase data from Shopify.
- Implement a quiz with Octane.ai to capture customers' quiz selections.
- Request additional information through pop-ups or follow-up emails when users join the newsletter.
While more advanced techniques exist, these steps serve as an excellent starting point. By leveraging these simple approaches, brands can create more personalized communication that resonates with their customers.
Personalized communication can take various forms depending on the brand. Brands offering a wide range of products can tailor email and SMS to showcase different products and categories. Meanwhile, brands with a smaller product offering can still achieve personalization by adjusting imagery. For example, featuring lifestyle imagery that reflects the customer's familiar environment can foster a sense of closeness and connection.
This post originally appeared in Edition No. 141 of my newsletter. Subscribe here.
Monday, May 22, 2023
