Customers respond to brands who show that they have their interests at heart. Our step-by-step guide will help you to nurture a strong customer base for your e-Commerce store.

In the technological marketplace of today, consumers are bombarded with email content from almost every business that they interact with. The challenge is:

How do you make your message stand out from the crowd?

The answer is simple. You need to personalise your content to each individual customer.


According to a recent survey, 80% of consumers like retailer emails to recommend products based on their previous purchase.

While Marketers are aware of the importance of tailoring content to their audience, a surprisingly low percentage are bringing a personalised approach to their email retargeting campaigns - a huge disadvantage for many online retailers.

5 steps towards a strong email personalisation strategy

1 - Capture and Segment the Data

Before embarking on any email marketing campaign, you need to get your hands on some strong, and accurate, data.


This is arguably the most important step; bulletproof data is an incredibly valuable resource when reaching out to your customer base.

Capturing information around customer shopping habits, browsing styles and purchase journey will make it easy for you to segment this data into relevant target groups to weave into personalised email marketing campaigns.


2 - Build Customer Profiles

Capturing data is a great way for you to build customer profiles over time, mapping out the specific interests of each individual person who comes to site to view your products.

alt Customers respond to email content which is relevant to their tastes and interests, so collating information in a clear and concise manner will allow you to form email content which speaks directly to each customer.

Over time, you will begin to see trends emerge amongst customers and their shopping behaviours, which will allow you to place customers into groups based on their common interests.

For email marketing campaigns, tapping into these pre-made groups of customers allows you to reach a wider audience with similar content on the basis that we already understand their individual interest and similarities.


3 - Identify the Ideal Time

So, you’re ready to go with the segmentation of customer data. You understand which groups of customers are interested in which products, and you’ve developed fantastic content to send out via email.

What next?

According to a 2012 Experian Quarterly Email Benchmark Study, marketers also need to consider the best time of day to send messages to their audience for maximum impact.

alt To optimise results, it is essential to test the best time and day for your individual brand

Email providers can often extract data which will detail the best time to send messages to your specific customer base.

Adding this data to your existing customer profile will strengthen the content that you wish to send, placing a further level of personalisation on your marketing efforts.

4 - Check into Behavioural Triggers

There is much emphasis placed on email marketing after a sale has been completed, but quite often we overlook the huge potential of pre-sale behaviour.


Triggers such as adding an item to a basket but not continuing to purchase, or repeatedly visiting site without buying anything, can be signs of definite interest in your brand.

By segmenting customer data based on such behavioural triggers whilst onsite, you can begin to expand your email marketing campaigns to cover a much wider selection of potential buyers.

Email marketing will allow your customer service to shine, and really stand out from the crowd. Welcome back emails, or friendly reminders that it has been a while since a customer last visited your site, show dedication and commitment to their individual shopping experience.

5 - Consistency Throughout


Personalisation works for more than just email marketing, so remember to maintain consistency throughout the entire shopping experience.

There are a wealth of different options available in terms of tailoring product information to your unique customers’ needs.

Whether a customer is browsing on site, or through email content, always ensure that your brand message is communicated in a consistent manner.

From small efforts, such as using a pseudo staff member’s name to sign off email content rather than ‘noreply@brand’, to larger scale efforts, such as offering personalised product recommendations at strategic points throughout the website, you will be able to showcase your brand in a very desirable way.


By following these 5 steps towards focusing your email marketing strategy you will be in a fantastic position to engage the consumer community within your industry.