Neuromarketing is a relatively new tool in online sales. It is used to ascertain buyers’ attitude towards a product or a brand and then, influence it. Unlike traditional marketing techniques, this method focuses on a massive collection of data in customers personal preferences.
As far as neuromarketing requires a profound research, questioning, and behavioral tests (such as the Leonhard test, for example), this approach is quite costly and time-consuming. And this will be effective only in its structural complexity. However, if you turn to alternative analysis methods, you will be able to monitor customer preferences much faster, reacting flexibly to their behavior within your online store.
Segmenting subscribers
As a rule, email marketing services capture a fair amount of users data that can be used to work with a customer database. And with appropriate settings in place, this information can be updated each time a new customer interacts with the website.
With customers’ personal data at hand, and based on their purchase history, you can classify your customers by type. Then, you can suggest user behavior scenarios and create email templates for every single type. The information about customer interactions with your online store can be delivered to an email marketing service in two ways:
- by implementing an integration with a CRM system
- by conveyance of data manually into Excel or Google Sheet.
With an automated conveyance of purchase history, you can use your own special scenarios to work with this data. What exact information is needed to group users into separate types, depends only on the type of business you have. Let’s take a closer look:
1. Novelty seekers
Novelty seekers care about being in the spotlight. They are usually the first to react when a new product emerges, thereby boosting their self-esteem. Such customers usually don’t expect discounts or sales.
How to identify:
1. Determine the percentages of novelty products (New), products sold at a discount (Sale), and other purchases (Normal) in the total amount of customer’s purchases.
2. If the percentage of new products purchased is above a certain value (n%), the buyer belongs to the first type (is a novelty seeker).
3.If the percentage of purchases of new products is less than n%, the customer belongs to one of the two other types, and in this case, a separate analysis for each other type is required.
For this type of subscribers, it is best to use bright blocks in the emails, showcasing new products in the online store, and use eye-catching buttons with the call-to-action phrase on them, encouraging users to take a conversion action.
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The email text should attract buyers’ attention to the fact that all new, stylish, and trendy products will undoubtedly emphasise their personality, good taste and sense of style. In this way, you will assure the customers are making the right decision.
2. Bargain hunters
Bargain hunters often keep an eye out for seasonal sales. “Promo”, “sale” and “discount” sounds like a magic spell to them. These customers usually strive to make profits and save money.
How to identify:
1. Determine the percentage of New, Sale and Normal purchases registered in the subscriber’s personal account.
2. If the percentage of Sale purchases is above n%, the customer is identified as the second type.
3. If the percentage of products sold at a discount is below n%, the customer potentially belongs to one of the two other types, and a separate analysis for each other type is required.
When reaching out to such customers, it’s worth focusing on discounts and designing the corresponding blocks in garish colours. Make sure to mention both the old and the new product prices by highlighting the latter with color and enlarged font.
The discount amount and the limited time available – this is what attracts customers. By creating a sense of scarcity, you will make your subscribers feel that they need to buy the product at a discount as soon as possible.
3. Connoisseur of quality and comfort
These customers prefer proven high-quality brands. They tend to buy a product when they need it, and there is a little chance of them buying at a sale.
How to identify:
1. Determine the percentage of New, Sale and Normal purchases in the purchase history.
2. If the percentage of Normal purchases is above n%, the customer is identified as a third type.
3. If the percentage of Normal purchases is below the required value, the customer potentially belongs to one of the two other types, and a separate analysis for each other type is required here.
For such buyers, this is better to send detailed descriptions of the product, emphasizing its functionality, quality, and convenience. By describing the benefits of a particular product over the others, you may get your customers convinced to make a purchase.
Such emails should provide maximum amount of information for you, use discreet colours and avoid aggressive elements. With each email sent, its components must be updated and deleted, depending on the actions the recipients take.
Final thoughts
Segmentation of the email database is a must-do for everyone looking to improve the effectiveness of their email marketing campaigns. However, do not rush to group your potential customers solely on the basis of general, superficial criteria like gender, age, or geolocation. This is better to run your own AB tests and find individual segmentation criteria.
By studying your customers, you will be able to better understand what motivates them when choosing a product, and how they respond to your marketing efforts. This knowledge will enable you to guide subscribers through each stage of the purchase funnel: from expressing their interest and making a purchase to staying loyal to your brand.
About the Authors
Elena Marchenko
Email Marketing Specialist
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