Klaviyo受众细分Segmentation的7个关键维度

Hi,你好,我是蕾蕾。

本文聊一聊如何让你的EDM list受众进行细分,从而使EDM营销发挥出更多能量。

受众细分,也就是给你的邮件list列表分分类。从而允许您根据用户的行为、兴趣和个人特征对受众进行分组。给不同的分组发不同的邮件。旨在在正确的时间向正确的人发送正确的消息。

Klaviyo受众细分Segmentation的7个关键维度

一、为什么受众细分如此重要?

1.受众细分可以让不同的客户收到不同的邮件,从而加强了邮件营销的能效。

2.触发电子邮件flow

3.分析电子邮件的数据

与list不同,segemtation受众细分是动态的并且不断的更新。

二、受众细分有2个方面。

1.受众本身的属性标签。当我们用问卷的形式得到有关用户的身份,会给客户打各种维度的标签。比如年龄段,性别,城市,省份等。

2.在和受众互动的过程中获取的他们的信息。这是动态的受众细分。

也称为参与度细分(Engaged Segmentation),是基于订阅者与您的电子邮件的交互方式来进行细分。

参与的细分应始终有 4 个指标:用户打开邮件、点击邮件、网站活跃度和网站创建。但是,创建时间的上限一般为 90 天。

三、具体的细分维度

(1)活跃度细分

1.Engaged 30:(30天活跃受众)

 Opened Email at least once in the last 30 days 

OR

Clicked Email at least once in the last 30 days 

OR

Active on the website at least once in the last 30 days

OR

Created in the last 30 days.

Created refers to when a customer subscribes to your email list or when you manually add them to the list.

AND

The person is not suppressed for Email.

2.Engaged 90:(90天活跃受众)

Opened Email at least once in the last 90 days 

OR

Clicked Email at least once in the last 90 days 

OR

Active on Site at least once in the last 90 days

OR

Created in the last 90 days

AND

The person is not suppressed for Email.

3.Engaged 120:(120天活跃受众) 

Opened Email at least once in the last 120 days 

OR

Clicked Email at least once in the last 120 days 

OR

Active on your website at least once in the last 120 days

OR

Created/Subscribed to your email list in the last 90 days

AND

Person is not suppressed for Email or the person is eligible for email marketing.

(2)活跃并且购买产品的受众(Engaged + Buyer Segments

An Engaged + Buyer segment will only have one extra addition from the above: Placed Order at least once in the last X days. For example:

1.Engaged + Buyers 120(120天活跃并购买的客户): 

Opened Email at least once in the last 120 days

OR

Clicked Email at least once in the last 120 days

OR

Active on your website at least once in the last 120 days

OR

Created/Subscribed to your email list in the last 90 days

OR

Placed an Order at least once in the last 120 days

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

2.Signup engaged(最近加入邮件列表的用户):注意,最近加入邮件列表的用户,是我们重要的用户清单,购买率比较高,特别是订购1个月内并且没有购买的用户。

Signed up in the last 30 days

OR

Opened Email at least once in the last 30 days

OR

Clicked Email at least once in the last 30 days

OR

Active on your website at least once in the last 30 days

AND

Person is not suppressed for Email or the person is eligible for email marketing.

3.Signup Churned(注册邮件列表并流失的客户):

When the customer signed up for your email list but hasn’t engaged in the last 180 days since then.

Signup before 180 days

AND

Opened Email zero times in the last 180 days

AND

Clicked Email zero times in the last 180 days

AND

Active on your website zero times in the last 180 days

AND

Placed Order zero times in the last 180 days

AND

Person is not suppressed for Email or the person is eligible for email marketing.

4. 1-timer engaged Buyers(至少有1次参与的买家): 

When the buyers/subscribers engaged in these actions mentioned (clicked, opened, etc.) one or more times in the last ‘X’ amount of days.

Opened Email at least once in the last ‘X’ amount of days 

OR

Clicked Email at least once in the last ‘X’ amount of days 

OR

Active on your website at least once in the last ‘X’ amount of days

AND

The amount of Orders placed equals once over all time.

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

5.1 timer Churned Buyers(流失的客户):

When the subscriber/customer hasn’t engaged in the last 180 days.

Opened Email zero times in the last 180 days 

AND

Clicked Email zero times in the last 180 days 

AND

Active on Website zero times in the last 180 days

AND

The amount of Orders placed equals once over all time.

AND

Order placed zero times in the last 180 days,

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

6. Repeat engaged Buyers(多次活跃的买家): 

Opened Email at least once in the last 180 days 

OR

Clicked Email at least once in the last 180 days 

OR

Active on your website at least once in the last 180 days

AND

Order placed is twice over all-time.

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

7.Repeat Churned Buyers(多次流失的买家): 

Opened Email at least once in the last 180 days 

OR

Clicked Email at least once in the last 180 days 

OR

Active on Site zero times in the last 180 days

AND

Order placed is twice over all-time.

AND

Order placed zero times in the last 180 days,

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

8.Loyal engaged Buyers(忠诚的买家):

Opened Email at least once in the last 180 days 

OR

Clicked Email at least once in the last 180 days 

OR

Active on Site at least once in the last 180 days

AND

Order placed 3 or more times over all-time.

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile), and therefore email CAN be used as a marketing tool for that person.

9.Loyal Churned Buyers(忠诚的买家流失列表): 

Opened Email zero times in the last 180 days 

OR

Clicked Email zero times in the last 180 days 

AND

Active on Site zero times in the last 180 days

AND

Order placed more than 3 times over all-time.

AND

Order placed zero times in the last 180 days

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile), and therefore email CAN be used as a marketing tool for that person.

10.VIP Engaged(VIP客户):

The customer/email subscriber is considered a VIP customer.

The definition of a VIP customer differs from brand to brand based on the average price of their products (ticket size).

In general, they:

Opened Email at least once in the last 180 days 

OR

Clicked Email at least once in the last 180 days 

OR

Active on your website at least once in the last 180 days

AND

Placed an order more than 4 times over all-time/their lifetime.

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

11.Unengaged(不活跃的用户):

Opened Email zero times in the last 180 days 

OR

Clicked Email zero times in the last 180 days

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile), and therefore email CAN be used as a marketing tool for that person.

12.Win-back(激活的客户):

Placed Order at least once over their lifetime/all-time.

AND

Placed Order zero times in the last 180 days

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

13.Potential Buyers(潜在购买客户清单):

Viewed product at least once in the last 30 days

OR

Clicked Email at least once in the last 30 days

OR

Active on Site at least once in the last 30 days

AND

Placed Order zero times over all time

AND

Person is not suppressed for Email.

This means that the person is eligible for email marketing (an active subscriber/profile); therefore, email CAN be used as a marketing tool for that person.

14.Super engaged(非常活跃的用户): 

Opened email at least ‘X’ times in the last ‘Y’ number of days.

(3)不活跃的用户

1.Low CLV (Customer Lifetime Value)(低价值客户:

A customer lifetime value is the total amount a customer will purchase over their lifetime.

When Klaviyo predicts the CLV, they base it on the customer’s previous orders and other related data.

A low Customer Lifetime Value is, at most ‘X’ value. That amount will depend on each brand.

AND

Person is not suppressed for email or is eligible for email marketing.

通过各种细分受众,我们会发不同的邮件,让你的邮件营销发挥更大更强的作用。

欢迎大家留言探讨更多好用的细分受众。

以上。

来源公众号: 蕾蕾跨境笔记(ID:leileikuajingbiji)跨境电商出海笔记

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