How to use customer data to personalize marketing campaigns and customer journeys

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Almost every merchant sends promotional material to its subscriber list, through email, SMS, web push, or even Facebook Messenger. However, not every merchant gets it right. Many merchants see low CTRs and lower conversions. Consumers are responding to generic marketing messages poorly and in fact, are even put off by them. 

The answer to this issue is pretty simple. There’s only one thing you need to do to set up marketing campaigns that convert— personalization. 

Personalization has helped brands increase conversion rates by 51%. In fact, when compared to generic campaigns, personalized ones deliver 6x higher transactional rates

But are the first names and last interaction enough to personalize your marketing campaigns? In times when a typical online shopper has more than ten stores to choose from every time they want to make a purchase, the answer is NO. 

You need to personalize based on their buying journey. You need to personalize your campaigns based on what motivates them to make purchases. 

And all the answers lie with your customer data. 

Let’s look at how you can set up personalized marketing campaigns using your customer data.

How to Use Customer Segments to Tailor your Marketing According to the Customer Journey 

A customer journey is a path taken by a customer through different touchpoints before they end up purchasing from your Shopify store. This defined journey can help you plan your messaging based on how familiar the customer is with you and what their intent is on your Shopify store.

For instance, if a customer has visited your Shopify store once but has never purchased, you could target them with a campaign focused on the benefits of your products. On the other hand, a customer who has visited and shopped from you would respond better to an email providing use cases or care instructions for the product they bought.

Let’s take a look at 3 stages in the customer journey and how you can interact with shoppers within these stages to engage with them and convert them better. 

While we are only focusing on the email campaigns you can send using customer segments to guide the customer journey, this strategy can easily be followed with other marketing channels as well.

1. Awareness Stage

This is the first stage of the customer journey. Shoppers who have just subscribed to your email list but never purchased or shoppers who have visited but never taken any action would ideally fall in this stage.

You can use the “Newly subscribed customers” segment from your RevTap dashboard to start communicating with them. Your goal with these customers would be to convert them and get them to shop from you.

2. Acquisition Stage

A large number of your new visitors need more than a few welcome emails to convince them to shop from you. These shoppers would be people who have subscribed but haven’t shopped yet.

Use the “Never Purchased” segment from your RevTap dashboard to convince these shoppers to buy and acquire them as customers. You can send an email reminding them about their first purchase discount and nudge them with personalized recommendations based on items they looked at during their last site visit. 

3. Retention Stage

You’re sure to find shoppers who stop buying from you a few months after regular purchase. Re-engaging them at the right time is crucial to ensure you can retain them as customers and turn them into loyal shoppers.

You can use the “Shoppers who bought 3 months ago” segment from your RevTap dashboard to start communicating with them. Send an email with a discount and a “Come back and explore our new offerings” to nudge them back successfully. This discount can help you.

You can even show the benefits of your product and brand through your email. Here’s how Blue Apron does it:

Read our extensive blog on how to guide your customer journey through emails using customer analytics.

5-Step Checklist to Using Your Customer Data to Enhance Your Marketing Campaigns

By following these 5 steps, you can set up marketing campaigns that are tailored to different customers and their needs.

1. Tap into customer segments to understand different types of customers

Your subscriber list consists of different types of customers. Sending the same email to a shopper who just subscribed and a shopper who has been buying from you for years just doesn’t make sense. You can instead use your customer data to understand different types of customers and segment them based on their behavior. 

Customer segments let you group your customers based on a common shopping behavior or preference they have. These segments could be based on how they shop, like ‘Loyal Shoppers’, ‘Discount Shoppers’, etc or, a specific behavior they showed like ‘Abandoned Cart’ or ‘Refunded Shoppers’. 

RevTap is a Shopify analytics app built for this need. It automatically identifies customers and segments them by collating data from your store and marketing apps. Merchants can look through the different types of customers they have easily through these segments and understand the preferences of each of these segments, and motivates them to make a purchase. 

2. Understand the preferences and behavior of different customer segments 

Before you use your customer segments for your marketing, you need to understand what makes a purchase appealing to them. What is it that they’re looking for that makes them want to complete checkout. With your customer segments ready on RevTap, you can get a detailed look into the segment you want to target. Using the analytics app, you can look at these details about every customer segment:

  • Average Order Value: This will help you understand how much customers are willing to pay, allowing you to choose products that fit their price preferences.
  • Popular Products: Each segment would share similarities in the products they may be interacting with. For instance, discounted shoppers might be buying a specific product that is on sale, or high-ticket shoppers would be buying products that are from your limited edition collection.
  • Orders: This data can help you understand how often shoppers from a specific customer segment have bought from you. 

3. Set up your goals for each customer segment

Now that you understand your customers, you can set up your marketing goal. Your marketing goal should align with the motivations and preferences that each segment has.

For instance, you could plan to promote your BOGO sale for discounted shoppers. The goal here is to nudge them to make another purchase while products are on sale. However, for shoppers who buy at full price, promoting your newly launched collections or a limited edition collection would be ideal. Because the goal here is to drive a repeat purchase by letting them know you associate exclusivity with them. 

Similarly, a shopper who has used free shipping as a motivation to complete a purchase is less likely to convert on a volume discount that you may be offering to them. So your goal here needs to be to get your offer for free shipping across instead. 

Yes, conversions from marketing campaigns lie in the finer details. That’s why you need to set up different goals for different customer segments, based on what motivates them to move towards a conversion. 

4. Set up and run your marketing campaigns

Now that you’ve selected your customer segments and have set your goal, it’s time to put your plan to action! Use your customer segment within your marketing app to set and send marketing messages targeted to that customer.

RevTap integrates with your favorite marketing apps like Klaviyo, ActiveCampaign, and Facebook, ensuring you can use your customer segments to send highly-personalized messages.

Here are some tips when crafting your marketing message:

  • Use copy tactics like urgency and exclusivity based on the type of customer
  • Add a clear and eye-catching CTA button to drive action
  • Use A/B testing to try out different tactics to understand what works
  • Use personalized elements like first name parameters and personalized recommendations to make it relevant to the shopper

5. Analyze your goal success and other metrics to optimize your strategy

Your work isn’t over after launching your marketing campaigns! You need to analyze your campaign’s performance and optimize it to continuously improve your strategy and increase conversions.

RevTap lets you compare your marketing channels and campaigns in one place. You can see how different campaigns perform, which ones yield higher clicks and conversions, etc. 

So, you may find that an email with words creating urgency, has a higher click rate. Or shoppers who haven’t purchased in a while are responding better to your benefits email rather than the email with a discount. Test different tactics and copy ideas to see which one works better.

Even better, use an eCommerce analytics app like RevTap to do the number crunching and analysis for you.

Now that you know how to use customer segments to set up a targeted marketing campaign, how can you use this to guide your customer journey? We’ll explain. 

Do you really need to tailor a customer’s journey? 

When it comes to options, the new-age consumer has all too many brands to choose from. The only way to grab their attention, keep them engaged, and nudge them to make a purchase from you, is to show that you care. In this case, it’s the level of personalization you offer across their shopping journey even through your marketing campaigns. 

Now considering how the average internet user is exposed to 5000 ads per day, the answer is YES. 

With eCommerce analytics apps like RevTap, it’s possible to turn your data into segments that guide you on how to engage with your customers. 

Ready to drive more ROI out of your marketing campaigns? Time to tap into your customer data with RevTap

About the author

Karthik Ramachandiran

Google Ads Expert From Bengaluru. Share his Expertise Here