The biggest faux-pas I see is when female customers get emails for male clothes or vice-versa. Sometimes they buy for a partner, but more often than not this is a marketing blunder. Here’s a quick guide I wrote on the 5 most important email segmentation strategies. Follow the above strategy and you’ll have a solid start. TIP 2) INTRODUCE YOURSELF PROPERLY AND WARM UP THE LEAD Make sure people are aware of why they are receiving your email. After people subscribe to you, they should receive an instant automated welcome series.
You can easily set this up in your ESP. This whatsapp database welcome series should introduce your brand, give them relevant and engaging information and encourage purchase. On top of that, it serves as a reminder that they now will be receiving emails from you, which will make it less likely for them to have the: “Why am I getting this? Let me spam flag it” moment later on. This is especially important if you are growing your email list through giveaways. More often than not people will enter these giveaways without realizing that they just subscribed to multiple brands. Make sure you have an automated welcome series set up just for these customers, which refers to the giveaway and explains.
Who you are and why they are receiving your emails. Based on my experience, this customer acquisition source receives the most complaints as people don’t really recall or even understand that they signed up to receive emails without a good welcome series. In this email, you also want to make the unsubscribe or preference management buttons as prevalent as possible so people can either unsubscribe if they truly aren’t interested or make sure they get the emails that are relevant to them. TIP 3) DON’T BE CLINGY As stated above with the giveaway welcome series, you generally want to make unsubscribing easy for your customers and changing their preference even easier.