After setting up and building your email list you may be asking yourself “So what now? Just wait for people to click on them?” There are SO many things that you can be doing to up your email marketing game starting with segmenting!
Haven’t set up your Email Marketing yet? Check out this guide!
What is Email Segmenting?
Segmenting your email list means dividing your email list by similarities that brides may have in common. This allows you to send a specific email to a group of brides who all share a common characteristic. This characteristic could be a myriad of things but should all have the common goal of highlighting something that is important to the bride.
Check out this list of different Email Marketing software to implement these segments!
Language
Is your bridal shop located in an area where clients may speak different native languages? A great way of showing these clients that your shop welcomes them is by sending them emails in their own language! Showing that you have at least one stylist that speaks their language and will be able to effortlessly communicate with them will not only encourage them to come into your store, but it will also put their mind at ease so they can enjoy their experience with you!
Geographical Location
If your bridal store has expanded to having multiple locations, segmenting your email marketing efforts is PERFECT for you! By segmenting emails based on the bridal shop closest to the client, you are able to showcase location-specific hours, team members, appointment availability, and promotions! By lowering the chance of miscommunication of which shop offers what, your brides will have an easier time finding your shop and focusing on finding their perfect dress!
Purchase History
Have you ever received an email from a company that you have already purchased from so you unsubscribe from their marketing altogether? You can avoid this from your brides by segmenting your list by their purchase history. For example, if a bride buys a dress from you she doesn’t want to hear about a promotion happening next month. This can lead to feelings of regret and unease for your brides. Instead, segment your list and send the bride emails marketing alteration services, veils, bridesmaid dresses, tuxes, or other accessories to continue her excitement for her big day!
Appointment Status
Along with purchase history, you can also segment your email lists based off of the bride’s appointment status. For example, if the bride has joined the email list but has not set an appointment, send her emails highlighting where to sign up for one and where to find open dates! This marketing strategy also works for brides who have already made an appointment as you can send reminder emails and even a “What to bring to your dress appointment” guide to lower nerves and increase excitement! If a bride has already had an appointment, consider sending a thank you for visiting your shop or adding her to the purchased segment!
Wedding Style
Some brides may also have in their mind exactly what look or vibe they want from their dress. If this is the case, you can utilize a Style Quiz or self-identification to add brides to lists based on these preferences! A boho-style bride, for instance, could be segmented so that emails to her highlight dresses in your shop that fit that style and promotional pictures of the dresses placed in this setting. By listening to what your bride wants and showing her that you can cater to those wishes, she is able to feel heard, discover dresses before her appointment, and also get excited to try them on!
Age
Segmenting your email marketing list by age may sound a little rude but trust us it can be very helpful for prom and homecoming season! High School students who come to your shop for prom, formal, or homecoming events also deserve to feel heard and beautiful! To do this, you can send clients in the high school age range updates, promotions, and showcases of these formal dresses. Keeping in mind when your local high schools host their dances could also be useful to send the girls a reminder to check your shop each year!
Price Range
It is important to make sure every type of bride feels welcome in your store. If a bride is looking for a more frugal approach to her dress or has a tight budget, you can help her feel more comfortable by showing her promotions/sales on select styles or more affordable choices in your emails to her.
