Two versions of our automated welcome email is sent to two distinct, key audience segments. This is the version that gets sent out to people with dogs; dogs AND cats or whose pet-type is unknown. We combine our in-house assets with gen ai to create beautiful lifestyle images for our audience.
Audience Segmentation During Email Marketing Signup Process- Separating Dog Owners From Cat Owners For Email Marketing
Upon signing up for marketing emails, customers are asked to specify whether they own dogs or cats.
Email marketing had not been used by PetsRPals prior to my starting, so we are building the list from the ground up To incentivize sign-ups, we:
- Put QR signup codes at all 10 locations at the cash registers
- Began creating “customer accounts” and asked store associates to request their email address to join our rewards program
- Offered a 20% discount for first online store purchase, specifying that it only applies to online stores
- Promoted the rewards program socials
Dog Owners or Dog + Cat Owners Email
The graphic in this emails shows what the welcome email looks like for dog owners or dog owners who also own cats. We will be creating a separate email eventually for pet owners with dogs and cats.
Cat Owners
Cat owners receive a similar email in style and design, but they receive cat-related products instead. The catnip-infused oils and pet-safe burner are our top niche product for cat owners, so we change the header image to a cat, and swap the pictures of shampoos with a soothing image of oils (below.)
Contact Collection Process – How It’s Used to Target Segmented Audiences & Personalize Content
When signing up in-store, customers likely don’t want to be bothered with a million questions, so the associate is instructed to JUST ask for their email.
Once the signup is complete, an opt-in email is sent out (called a double opt-in) where they are required to add their name, pet’s name and disclose what kind of pet they have confirm they wish to be added. After confirming, they are sent a thank you email (pictured above.)
Only after that are they sent the 20% coupon.
Automation
They are added to a drip campaign list with a slow stream of emails (about once a week.) HubSpot monitors who is opening the emails and automatically segments our email list based on that information to help us identify who our high value customers are.
We also have an automated system for:
- Abandoned carts
- Suggested products
- Product reminders & cross-sells
- “Birthday” discount automations
- Thank you emails
- Re-engagement emails
- Back-in stock emails
We are also able to do A/B testing easily on these emails to see which emails have the highest open rates based on subject line, day and time of send and pet owner type.
The pet type and names we have collected early on for both pets and their owners help us personalize the messages we send from day one.
Audience Segmentation Strategy in Email Marketing
We have prioritized two segments out of the 3 we have including dog and cat owners. We have a separate plan for customers who own both dogs and cats, or somehow were added without any specifications as to what types of pets they own.
Not only have we segmented our cat and dog owners, we’ve assessed their LTV, online habits and devised a plan for targeting them.
customer persona analysis
Our firm has identified two key audiences that we need to target. They are both animal lovers, but live very different lives. We use HubSpot’s customer persona generator to give us leads on additional research we may want to conduct. We’ve decided to name our customers Elizabeth and Ezra.
Read more..
petsrpals campaign brief- strategic planning for a niche online pet boutique & supply retailer
The PetsRPals campaign is a digital growth strategy built for a modern pet care brand focused on wellness, style, and sustainable shopping habits. This is a campaign that was approved for IBM’s Digital Marketing & Growth Hacking With Gen AI specialization certificate.
petsrpals sample blog post for organic growth with SEO; schema-markup (AEO) and content strategy
Previously, we conducted keyword research for PetsRPals to increase a precisely targeted audience. article was written to entice high-intent online shoppers. We discovered Allergies can cause medical issues, therefore we capitalize on that.
