Webshops have many advantages over physical stores. Besides 24/7 opening hours, no location limits and people still shopping on rainy days, they also have knowledge about the customers. That is a huge advantage, but still many e-commerce companies don’t make use of this opportunity.

Customers leave a large digital trail. They find their way to your site after clicking a banner or doing a Baidu search; they read articles in your newsletter; they look for products in your webshop; they read other customers’ reviews; they ask a few questions through webchat, especially in China, and finally, they make a purchase. All of this information can be linked to a person. You can map that person’s entire digital customer journey and get a pretty good idea of their interests and their needs.

Customer data e-commerce

Just try doing the same in a physical store, you’ll find out that it’s very inefficient and expensive to follow each and every offline visitor to find out who they are, how often they buy, at what times and which intentions they have.

Still, webshops generally don’t do a lot with all the information they have. Most webshops have a newsletter, but they hardly ever do a segmentation according to their target groups. They simply send the same newsletter to their entire database, even though they know that some of the messages are completely irrelevant for part of the list. A childless couple has little interest in an offer for a baby products. Big chance they will not read your offer due to irrelevance. Small wonder that most webshops find their newsletters aren’t getting read that much and that their conversion rates are dropping. While, webshops actually have all the information they need to turn the necessary dials to increase their conversion rates.

Research has shown that a segmented campaign generates up to 30 percent more opens and 50 percent more click-through on average, as well as being worth twice as much when it comes to order value.

And if you respect your customers and would like them to read your future newsletters and visit your webshop more often, you have to adjust your message to their individual needs. In the end, if you keep sending people content that isn’t relevant for them, sooner or later they will unsubscribe or even worse mark your newsletter as spam; which will affect your digital reputation and eventually affect your future send outs.

Unfortunately many marketers overestimate the complexity and costs of segmented email marketing. It doesn’t have to be difficult and time consuming as long as you use the right software. Webpower is specialized in Marketing Automation Solutions and with their rich experience in Europe and China they know exactly how to use all digital consumer traces and adjust your marketing strategy fitting to the individual consumer.


Written by Tamara van EijsWebpower