跨境电商邮件营销中如何细分客户群体

一般来说客户根据状态可以分为两种，一种是新客户，另一种是老客户。

新客户可能指的是最近的3~6个月，甚至1个月之内第一次与你产生交易的多户。新客户应该被挑选出来并给予特别的关注。与新客户建立联系的这段时间可称之为“恋爱期”，男女之间过了恋爱期感情就会归于平淡，客户关系也是如此，所以一定不要过早地结束“恋爱期”。商家们可以提供给这些新客户更多产品和胞务的折扣活动或优惠信息，从而给他们这样一种感觉，你并没有“爱上之后就离开他们了”，而是持续不断地关怀他们，让他们感觉到自己是受到重视的。

其实老客户的标准也各有不同，还是需要根据商家自身的特点来设置。相对新客户而言，老客户的忠诚度可能较高。新客户可能是第一次与你产生交易的客户，而老客户必定是与你有两次或两次以上的交易活动。并且老客户的回购行为本身就是对商家的一种信赖，因此，维护好这份信赖比重新获得一份信赖要重要得多，也有价值得多。例如可以在邮件中，对于老客户表示感谢和问候，为老客户提供专享打折机会等，这样可以巩固忠诚度，提高回头率和转接速率。

根据客户的活跃程度，我们又可以把客户分为不活跃客户和活跃客户。

任何一位在一段限定时间内没有打开或点击你发送的电子邮件的客户都可以视作不活跃客户。不活跃客户并不是毫无价值的，他们有时候可能会心血来潮看一看你的推送邮件，也有可能本身并不常打开邮件，并不是从不看邮件。所以不要因此而将他们从邮件列表中删除，最好的方法是将他们放入一个单独的小组，并在一定的时间内再次发送邮件给他们，开展一些有针对性的激励活动。比如策划一场折扣力度较大的推广活动，相信总会有客户心动的。

活跃客户则指的是在一段时间内多次打开过和点击过你发送的电子邮件的客户。这些客户的忠诚度一般较高。对于活跃客户，相应的折扣力度可以稍微小点，因为他们是被商品吸引的，大幅的折扣可能会让他们产生“便宜没好货”的感觉。同时可以通过活动鼓励他们介绍朋友来购买商品，比如像北美地区的客户尤其喜爱分享，遇到合自己心意的东西都会迫不及待地传到自己的社交网络。

跨境电商邮件营销中如何细分客户群体 常见问答(FQAS)

**FAQs for Segmenting Customer Groups in Cross-border E-commerce Email Marketing** **Q: What are the benefits of segmenting customer groups in cross-border e-commerce email marketing?** **A:**

Segmenting customer groups allows you to tailor your email content and offers to specific audience preferences and behaviors. This increases the relevance of your emails, leading to higher engagement rates, improved conversion rates, and ultimately, higher revenue.

**Q: How can I effectively segment my customer base?** **A:**

To effectively segment your customer base, you can use various criteria such as demographics (age, gender, location), purchase history, browsing behavior, engagement level with your emails, and preferences indicated through surveys or past interactions.

**Q: What types of customer segments are commonly used in cross-border e-commerce email marketing?** **A:**

Commonly used customer segments include new customers, repeat customers, high-value customers, dormant customers, customers who abandoned their carts, customers who haven't made a purchase in a while, and customers interested in specific product categories.

**Q: How do I create personalized email content for different customer segments?** **A:**

To create personalized email content, analyze the characteristics and behaviors of each customer segment. Then, tailor your email content, product recommendations, and promotional offers to match the interests and needs of each segment. Personalization can include addressing customers by name, recommending products based on past purchases, and offering exclusive discounts or incentives.

**Q: How often should I send emails to different customer segments?** **A:**

The frequency of emails depends on the preferences and behaviors of each customer segment. Monitor engagement metrics such as open rates, click-through rates, and unsubscribe rates to determine the optimal email frequency for each segment. Some segments may prefer weekly updates, while others may prefer monthly newsletters or personalized offers triggered by specific actions.

**Q: How can I measure the effectiveness of segmenting customer groups in my email marketing campaigns?** **A:**

You can measure the effectiveness of segmenting customer groups by tracking key performance indicators (KPIs) such as open rates, click-through rates, conversion rates, revenue generated per email, and overall return on investment (ROI). Compare these metrics across different customer segments to identify which segments are most responsive to your email campaigns.

**Q: What are some best practices for implementing customer segmentation in cross-border e-commerce email marketing?** **A:**

Some best practices include regularly updating customer data to ensure accuracy, using automation tools to streamline the segmentation process, testing different segmentation strategies to optimize results, and continuously monitoring and analyzing performance metrics to make data-driven decisions.

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