How to use purchase data in email marketing

Attracting new customers, increasing the audience are essential task by all means. However, there is another part of marketer’s job which is as important – working with existing customers. In this article you will find a list of advices which will show you how to use data from email marketing for ecommerce, specifically how to interpret the purchase data to develop a successful targeted campaign.

1.    Last order date

This is probably one of the best foundations for ecommerce email marketing campaign. Well-developed platforms allow automating this process, so you can easily set the messaging depending on the last order date. The first messages of this series may perform only informative function: a customer receives additional information about the product, operating rules (Letter 1), and some advices (Letter 2). In the third letter you can ask for feedback, and in the subsequent ones encourage the customer to buy associated goods, consumables, if it is possible.

Last order date helps to determine customers who have done any new purchases for a long time and get them back.  It is also can be used in writing to subscribers, who have made subscription to receive your store news but have not bought anything so far. You may offer additional discounts or bonuses to such audience.

2.    Number of purchases

Knowing this information helps understand how many customers make repeat purchases at your store and grow their number.  Email campaign for loyal customers and for those who have bought only once, should contain different call to actions and bonuses. In addition, you can create a VIP group for the customers who visit your store very often and offer them special deals. Such group should be actively promoted them.

3. Total customer value/ total sales value

Using this data, you can determine the most beneficial for you customers and develop separate strategy of working with them. Just like in the case with frequent buyers, you can gather customers who like to throw their money around in special VIP group, where they will be able to get special deals on goods, test new products, be the first to know about the new collection and take advantage of seasonal discounts and bonuses. Those buyers who are slightly falling behind the VIP group can be informed about this fact as it may encourage them to shop more actively.

4.    Average bill value

Average bill value helps build a right bonus strategy. For example, to stimulate the group of buyers whose average purchase value is $1500, you can offer free shipping at over $2000 order. Those who add to cart the very minimum will be appreciate a little gift when their order amount exceeds the average value of $100-200. So this data will allow to find the acceptable level of customer stimulation.  

5. Customer favorite product categories/goods

Some clients shop at only 1-2 departments of your online store and are not interested in any other goods. With information about such customer preferences you can create a special message series which will be about certain product categories only and send them in the form of additional bonus. Afterwards, you can draw customer’s attention to associated goods and more expensive ones – cross-sell and up-sell. Besides, having this piece of data, you create separate segments and make your newsletters more targeted.

What purchase data do you use? How do you interpret it? Share your experience with us in the comments, please.

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