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Ecommerce-based segments

Emma has partnered with popular ecommerce platforms (such as Shopify, Volusion, Magento, WooCommerce), allowing marketers to make the most of their subscribers' purchase data to deliver smart, tailored mailings. Segments make it easy to target your audience based on their purchase history or even specific items like a product name or category.

Locating your ecommerce segments

Note: ecommerce segments and fields will be automatically created in your Emma account if you have orders prior to installing an integration; if there are no orders in your ecommerce account at the time of installation, these segments and fields will not be created until your first order takes place.

Our ecommerce integrations automatically add new contact fields to your Emma account during installation:

  • Total number of orders
  • Total Purchased (money spent)
  • Highest purchase
  • Average purchase (in dollars)
  • Last purchase date

These fields will capture critical pieces of information about your customers, such as how many orders they've placed, their total lifetime purchase amount from your store and their last purchase date. These fields are synced to your store, so they'll always stay up to date with your customers' most recent activity.

To help you make the most of this information, our integrations use the data captured in these fields to create several segments on your Audience page:

  • Average purchase greater than $50
  • Cumulative purchases greater than $100
  • Have more than one total order
  • Purchased in last 30 days
  • Purchased in last year
  • Subscribed but not purchased.

These segments can help you identify and target key subsets of your audience, including customers who have purchased in the last 30 days, customers who have more than one total order, and more. You can find these segments in the Segments section on your Audience page.

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You can also create segments based on purchased items & categories. Let's say you're running a promotion for a specific pair of sunglasses. You want to promote this in your mailings but want to make sure you're not contacting customers that already purchased the sunglasses. You'd simply create a segment with the criteria set to find contacts who's purchased items do not include the sunglasses; when you're ready to send your promotional mailing, you'll send to this segment.

Now let's say you're about to launch a new line of men's sunglasses. You can create a segment to find all customers with purchased items that include the Men's category.

When you build these kinds of mailing strategies around segments, it's easy to stay engaged with your audience through content relevant to them. 

Editing your ecommerce segments

The segments automatically created behave like any other segment in your audience, so you can update them to more accurately reflect your priorities. If, for example, every item in your store is over $100, then you may want to update the "Cumulative purchases are greater than $100" segment to more accurately reflect high-value customers. You could do this by changing the dollar value reflected from $100 to, say, $1,000.

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Sending to your ecommerce segments

Sending targeted emails to your segments is a great way to make sure your message is always relevant to the people who receive it. To send an email to one or more of your segments, simply locate the segment(s) that you wish to send to in the Choose Recipients section of the Review & Send page when sending your mailing.

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