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Email Engagement Exploded
with This Strategy

How we used hyper segmentation to skyrocket open,click, and conversion rates.
Click Rate
Growth
+ 0 %
Conversion Rate
Growth
+ 0 %
Buyers vs
Non-Buyers
0 x More $

Challenge

Increasing Lack of Email Engagement

Your domain reputation is everything.
Bad domain reputation leads to low deliverability (email undelivered or in spam),
which means an ever-decreased amount of opens, engagement, clicks, and
purchases.
Bad domain reputation leads to low deliverability (email undelivered or in spam), which means an ever-decreased amount of opens, engagement, clicks, and purchases.
But can an ecommerce business boost your domain reputation and email
engagement?
But can an ecommerce business boost your domain reputation and email engagement?

Solution

Hyper Segmentation

Our client had a big mailing list but needed to boost the email engagement,
because their audience started growing indifferent with each new email.
Our client had a big mailing list but needed to boost the email engagement, because their audience started growing indifferent with each new email.
We knew what the immediate next steps were: hyper segmentation.

In other words, we had to segment their audience to smaller chunks of
grouped leads, based on their behavior, so each segment could receive the
right email at the right time.

In other words, we had to segment their audience to smaller chunks of grouped leads, based on their behavior, so each segment could receive the right email at the right time.
“If you send the same email to everyone on your list, you’ll likely
grow a disengaged audience. A super-buyer shouldn’t receive
the same communication as a cold audience. That’s why email
marketing hyper-segmentation is crucial for online businesses.”
Sagar Kumar
Senior Success Manager, Zoronto
“If you send the same email to everyone on your list, you’ll likely grow a disengaged audience. A super-buyer shouldn’t receive the same communication as a cold audience. That’s why email marketing hyper-segmentation is crucial for online businesses.”
Sagar Kumar
Senior Success Manager, Zoronto

Strategy

Behavior-Based Segments

We identified 5 big segments the audience could fall into, based on their buying
behavior and email engagement. We then set up triggers and filters to segment
the total audience in these groups.

We identified 5 big segments the audience could fall into, based on their buying behavior and email engagement. We then set up triggers and filters to segment the total audience in these groups.

Hyper Segmentation

Digging deeper, we split the big segments into smaller sub-segments, based on
their spending, opens/clicks, geography, and other relevant bits of information.
Digging deeper, we split the big segments into smaller sub-segments, based on their spending, opens/clicks, geography, and other relevant bits of information.

Now we could send personalized emails to each segment, which, as we expected,
would increase the email engagement of the audience as a whole.

Now we could send personalized emails to each segment, which, as we expected, would increase the email engagement of the audience as a whole.

Life Cycle Automation

Doing this whole process manually is unsustainable.
That’s why we went technical and created triggers that would allow the email
software to automatically move each lead to a different segment, depending
on their behavior.
That’s why we went technical and created triggers that would allow the email software to automatically move each lead to a different segment, depending on their behavior.

In other words, we automated a powerful life-cycle segmentation through
smart triggers!

In other words, we automated a powerful life-cycle segmentation through smart triggers!

Pruning Operations

What about the unresponsive audience?
We identified the consistently unengaged audience & sent out sunset campaigns to
remove the inactive contacts that didn’t want to be a part of the audience anymore.
We identified the consistently unengaged audience & sent out sunset campaigns to remove the inactive contacts that didn’t want to be a part of the audience anymore.
This operation cleaned our list and boosted the overall domain reputation – with
deliverability, engagement, and revenue increasing even more!
This operation cleaned our list and boosted the overall domain reputation – with deliverability, engagement, and revenue increasing even more!

Results

Engagement
Growth
+41.2%
Click Rate
+17.1%
Open Rate
Segmentation
ROI
+28.7%
Conversion Rate
6.5x More $
Buyers vs Non-Buyers

Results

Engagement
Growth
+41.2%
Click Rate
+17.1%
Open Rate
Segmentation
ROI
+28.7%
Conversion Rate
6.5x More $
Buyers vs Non-Buyers

Impact

Because of our powerful and automated hyper segmentation, we managed to
explode this client’s email engagement, identify the best-performing segments,
and double down on what works.
Because of our powerful and automated hyper segmentation, we managed to explode this client’s email engagement, identify the best-performing segments, and double down on what works.
Our client enjoyed superior newfound domain reputation, which
significantly increased the size of their active audience, revenue,
and overall engagement. Email marketing hyper segmentation
built the foundation for a sustainable ecommerce business.
Our client enjoyed superior newfound domain reputation, which significantly increased the size of their active audience, revenue, and overall engagement. Email marketing hyper segmentation built the foundation for a sustainable ecommerce business.
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