Discover New Audience And
Sales Opportunities With Segments

Written by Rob Lane.

1. Overview

While many ecommerce companies recognize the value of their current customers, nurturing them is often secondary because of the importance of continuing to acquire new customers.

Perfectly understandable, but there are advantages to dedicating a little time to customers who have already purchased from you. They represent repeat business, referrals, or both. Plus, they clearly like your products, so it’s important to stay connected! However, if you send the typical “we appreciate your business” email, you will definitely leave money on the table.

Your customers are individuals, with different interests and different reasons for buying. So while doing something is better than nothing, why not go a little further and look at current customers in new ways, unlocking new sales in the process?

2. Unlocking The Hidden Value Of Custom Email Segments

Within your customer purchase history is a wealth of information that can easily be translated into your email marketing activity. Products purchased, order value, location, number of orders, discounts, etc. are just a few of the more obvious attributes, but there is a lot more available!

The question is how do you unlock the value of these attributes? If you’re a Rare customer our intuitive, custom segment builder is the perfect tool for finding new audiences for your targeted messages.

Targeted messages have fewer unsubscribes, which is critical when nurturing your customer base. You can’t communicate with an unsubscribed customer. Customers receiving targeted content are more likely to engage with your message, remain subscribed, and convert.

It couldn’t be easier to get started with segments. When you login to Rare and click on the “Audience” option in the top menu you’ll come to the home screen for building your segments.

Simply click the “+” to begin building your segments. It’s that easy!
For each segment you build we provide information indicating segment value. You can save the segment to send mail at a later date, or click on the mail icon and create a mailout on the spot. Below is an example of a saved segment, courtesy of Boot Cuffs and Socks.

3. Easy-To-Use Email Segmentation

Our very first customer,, uses segmentation very effectively to identify new customer groups of interest. They have segments based on brand and location just to name a couple.

Location based segments, as an example, are a great way to connect with customers. Send personalized email that includes localized images and references. For New York City customers you could send an email with an aerial shot of Central Park in the spring, along with seasonal product recommendations.

There are a world of possibilities with Rare segments – just ask P.J. Worsfold, VP of digital strategy for

"It was overwhelming at first, but it turned me on to a whole new world and way of understanding our customers.  It was hard to know where to start, but that was a good thing."

Yes, we provide you with a lot of data, but we do the data analysis for you. All you need to do is start clicking, add filters, and that’s it – you’re building segments! Both the visual segment builder and the built in automation were designed to save you time. has created and saved over twenty segments for their email marketing. They’ve proven to be extremely valuable when combined with personalized product recommendations:

"The highly personalized email campaigns fit perfectly with what we were trying to achieve with targeting, delivering robust one-to-one or one-to-few marketing to customers via email"

Remember, sending personalized email to your customers is more effective than a generic email campaign with a single, blanket offer. Segments help you really connect with customers because the message becomes more relevant the further you narrow the audience. The more personal the offer, the more likely you’ll get an order.

4. Conclusion

If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now. makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using for FREE.

And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.

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