How to geow your ecommerce business with email marketing

One of the biggest mistakes many businesses make with their mailing list is sending the same email to
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 everyone, every time. If you think about it, not every subscriber on your mailing list is equally engaged.
On top of that, if you sell items in different categories (for example, women’s clothing, men’s clothing, and kid’s clothing), not every subscriber will be equally interested in every product category.
Do you want to send the same message to every person? Of course not. You want your emails to be relevant to the recipient as often as possible.
While you can’t customize an email to cater specifically to every individual subscriber on your list, you can create emails based on specific criteria using segmentation in order to increase engagement and conversions.
Segmentation essentially sorts your contacts into different lists or “buckets” based on their engagement and the information you have on them.
You can differentiate your contacts in the four following ways: Customer Type, Interest, Location and Behavior.

Segmenting Your List Based on Customer Type

Wouldn’t it be nice if, when people walked into a store, they had a label on them that indicated whether they were new to the store, had visited but never purchased, have purchased once but not again, or have purchased many things on a regular basis?
If people had labels like that, the salesperson that greets them would probably say something different each time.
Luckily, many customer databases do have these labels. If yours does, then you should consider segmenting your list based on:

• Potential customers: those who haven’t made a purchase yet.
• New customers: those who have just made their first purchase. 
• Loyal customers: those who have make purchases on a regular basis.
• Inactive customers: those who haven’t made any purchases in a while.

This way, you can target your emails in a way that will specifically convert potential customers into actual customers, first time customers into loyal customers, and loyal customers into brand advocates.
It can be as simple as offering discounts for new customers or a free gift with purchase to your most loyal customers.

Segmenting Your List Based on Interests

Another way to segment your list, especially when you sell a range of different products, is to target specific interests. The key thing to keep in mind is that a contacts’ interactions with your brand are often indicative of their interests. Let’s say your online store sells pet supplies.
You probably have dog owners, cat owners, hamster owners, new pet owners, elderly pet owners, and so on. Sending them all the same email campaign every time isn’t going to work.
This is when interest-based segmentation comes in handy, which lets you segment subscribers based on:
Products they click on in your email. If the subscriber clicks on a dog leash, then you can segment them as a dog owner and send them emails about new dog products.
Lead magnets they opted in through. If your online store offers free guides for different breeds of dog, and your subscriber chooses the guide to Chihuahuas, then you can segment them as a small dog owner and send mailings about new products for small dogs.
Items they purchased. If your customer tends to buy ferret toys and hamster wheels, then you can segment them as a small animal lover and send mailings about new products pertaining to little critters.
Find out which option works best with your customer database, email marketing platform and strategy, and start sending targeted emails based on specific interests.