Segmentation helps you to categorize your subscribers/customers in the small groups with same interests and preferences. It gives you an idea of sending relevant content. But how to do it? Here are some practical cases of customer segmentation in eCommerce. Let’s dive right in:

1. Customer Segmentation In eCommerce
11 Used Cases

2. Segmentation helps you to categorize your subscribers/customers in the
small groups with same interests and preferences. It gives you an idea of
sending relevant content. But how to do it?
Here are some practical cases of customer segmentation in eCommerce.
Let’s dive right in:
Sarv.com

3. Case- 1
Potential Leads/Subscribers
Howto Identify: They subscribed to your newsletter (ebook/guide) and
browse you frequently. But no orders.
Sarv.com

4. What to send:
● Create informative, engaging and educational content. Send insider
tips.
● Regularly update them about your new product and features.
● Create a product heavy content on your blog and send it in email (link
with your product landing page).
● Offer a special discount for 1st order.
Sarv.com

5. Sarv.com
Sarv.com regularly sends new product/features related updates to subscribers:

6. Case- 2
Based on Location
Sarv.com
How to Identify: Find the customers who made a purchase from a specific
Geolocation.

7. What to send:
● Send season-related offers. You need to understand which season is
approaching in the country.
● Lifestyle and culture connected promotions.
Sarv.com

8. Sarv.com
Amazon sent this email when summer was approaching:

9. Case- 3
Based on Gender
Sarv.com
Howto Identify: Segment your subscribers by gender

10. What to send:
● Do you have different products for men and women? Segment your
subscribers/customers by gender.
● Send different email campaigns (Male and Female) to make it stand
out.
Sarv.com

11. Sarv.com
See how Adidas sent out two different email campaign based on Gender:

12. Case- 4
High Spenders
Sarv.com
Howto Identify: Customers who spend more than average CLV

13. What to send:
● Premium products.
● Sneak Peek to new product or features.
● Special value packs.
● Express free shipping.
● Guarantee and maintenance.
Sarv.com

14. Sarv.com
Check out this email from Sephora:

15. Case- 5
Shopping Cart Abandoners
Sarv.com
How to Identify: Customers who leave their shopping cart without
purchasing

16. What to send:
Send a “Come Back” email with a special discount or related products.
Sarv.com

17. Case- 6
One Time Purchasers
Sarv.com
Howto Identify: Pay attention to transaction history. What product they
purchased in the past

18. What to send:
● Send an upgraded version of your product/service.
● Ask for review on their first purchase and offer discount on 2nd
order.
● Create branded content to educate them.
● Recommend product related to their past purchase.
Sarv.com

19. Sarv.com
See how Grammarly does this:

20. Case- 7
Passive Customers
Sarv.com
Howto Identify: Find the customers who didn’t check your site for last three
months (let’s say).

21. What to send:
● Send a quiz (relevant to your product) to understand their interest.
● Send them a reminder on what they bought with educational content.
● Based on their purchasing ask for feedback.
Sarv.com

22. Sarv.com
Check out this email:

23. Case- 8
Social Birds
Sarv.com
Howto Identify: Find the customers who mention your brand on social
media, Engage with your content or participate in a poll.

24. What to send:
● Run limited time contest on social media for your active followers.
● Thank you email for their social engagement (and can offer a little
perk).
Sarv.com

25. Sarv.com
Take a look at this contest:

26. Case- 9
Loyal Customers
Sarv.com
Howto Identify: Customers who are with you for ‘X’ years and recommend
your product to others as well.

27. What to send:
● Send them a special offer dedicated to only for them.
● Start a point system and a referral program.
● Engage with them in new product creation.
● Write a thank you note.
Sarv.com

28. Sarv.com
Take a look at this ‘Thank You email’ from Michaels:

29. Case- 10
Small Spenders
Sarv.com
Howto Identify: Customers who purchase regularly but don’t spend too
much.

30. What to send:
● Send a bundle of similar products with an offer.
● Ask for feedback.
● Cross-selling and up-selling.
Sarv.com

31. Sarv.com
Take a look at this email:

32. Case- 11
Coupon Lovers
Sarv.com
Howto Identify: Users who completed past purchases using coupons.

33. Sarv.com
Crazy8 regularly provides coupons that you redeem online or in-store

34. What to send:
● Keep sending coupons and discounts.
● If you sell headphones, offer a small free case to them.
Sarv.com

35. Want to know more about Segmentation?
Visit Here:
https://sarv.com/email-marketing/features/segmentation/