Not all shoppers are equal. Some are ready to buy right away while others might need more convincing. This means they all need different information before they feel comfortable enough to get their wallets out. Instead of bombarding everyone with the same message, segment shoppers into groups based on their intent.
You can figure this out by:
- Looking at your analytics to see what pages they visit
- Digging into your email open rates and engagement rates
- Checking out which customers have interacted the most with you on social media
- Checking out which customers have contacted support the most
- Seeing how many products a customer has bought from you in the past
Someone who has just read a blog post and signed up for your newsletter is likely to be in a different position than someone who has interacted with you for months on social media, visited a product page multiple times, and opened every one of your emails for the past month.
When you understand where a customer is in the buying cycle, you can give them the right information at the right time. Ultimately, this builds trust which is crucial if you want one-off shoppers to return after BFCM is over.