Introduction
This series of articles introduces the steps to use ECPower to create customer segments and implement actions for improving Lifetime Value (CLV). If you have just started using ECPower or are considering its usage, please refer to these articles as a reference.
In the previous articles, we explained how to define royal customers based on their needs, create a customer journey, and incorporate RFM methodology into it.
In this article, we will explain the procedure for implementing marketing measures by actually collaborating with email marketing or SMS distribution tools, using customer segments created with ECPower.
For more about ECPower, a customer segmentation tool for e-commerce marketers, please see here.
About List-type Customer Segments
The customer segments that have been explained so far and are refined by conditions are called "Condition-based Customer Segments" in ECPower.
Customers included in Condition-based Customer Segments are not fixed. Based on daily purchasing behavior, new customers may be included in the segment, or conversely, customers may be removed from the segment.
Therefore, "Condition-based Customer Segments" are adept at grasping the real-time state of the store and managing steps like the customer journey effectively.
On the other hand, "List-type Customer Segments" are segments where customers are fixed at the time of creation. For example, by creating a List-type Customer Segment when implementing marketing, you can accurately measure the effect of marketing measures over a certain period.
Creating List-type Customer Segments
List-type Customer Segments can be created in the following four ways:
Create from Conditions
Customers who meet the set conditions at the time of creation are added to the List-type Customer Segment.
For instance, this can be used when you don't need to constantly manage a Condition-based Customer Segment but need to create a list for implementing a measure.
Create from Condition-based Customer Segments
Customers included in the existing Condition-based Customer Segment at the time of creation are added to the List-type Customer Segment. This function is most commonly used when you want to execute marketing measures on a customer segment.
Create from List-type Customer Segments
You can create by combining existing List-type Customer Segments.
Extract customers who are commonly included in both List A and List B, or combine List A and List B, or exclude customers included in List B from List A.
For example, you can use it when you want to exclude customers included in the "opt-out list" from the target customer segment for marketing measures.
Create from CSV Upload
You can create from a CSV format file of email addresses or Shopify customer IDs.
For example, you can upload distribution refusal lists managed by email distribution tools, or VIP customer lists managed by a loyalty program App to ECPower and manage them as customer segments.
Linking List-type Customer Segments with Other Tools
Assign Shopify Tags to Customers of List-type Customer Segments
If your marketing tool can collaborate with Shopify, you can make this linkage by assigning Shopify customer tags from ECPower.
In this way, you can specify and assign customer tags to the customers on the list.
Assigning customer tags takes several minutes to tens of minutes depending on the number of cases. When the tag assignment is completed, a notification will be sent to the email address registered in ECPower.
From the marketing tool, please use the assigned Shopify customer tag as a filter condition and set up the distribution.
If you want to remove the assigned customer tags, you can do so from the detail screen of the List-type Customer Segment.
Download a List of Email Addresses in CSV Format
If your marketing tool cannot collaborate with Shopify, you can make this linkage by downloading the CSV.
Please use the function of each tool to "Create a list from email addresses" and use it for email distribution.
Summary
When utilizing ECPower's customer segments with other marketing tools, create a "List-type Customer Segment" and then collaborate by either assigning Shopify customer tags or downloading CSV.
In the next article, we will explain how to measure and monitor the effectiveness of marketing measures using ECPower.
