By adding segmentation and timing features, Shopify Email has undoubtedly stepped up its game. Before, the email marketing software was hampered by the inability to drill down into deep segmentation, so its latest feature additions make it far more helpful, especially to business owners new to e-commerce email marketing.
What’s more, Shopify Email has made segmentation automatic. Any new customer is automatically added to segments like:
- New customers – Customers completing their first purchase
- Repeat customers – Customers who have returned to purchase X number of times
- VIP customers – Customers who have purchased over a certain dollar amount
- Local customers (customers who live within an X-mile radius
Customers are automatically added to any segment whose criteria they fit and automatically dropped from segments if they fall out of sync with the defining criteria. Shopify Email promises next-to-infallible segmentation, so you can send very personalized emails with confidence, knowing that everyone on that list belongs on that list.
Klaviyo has segmentation, too, of course. Shopify Email’s counterpoint is that its solution is automatic, whereas Klaviyo requires approval before customers are added to segments. For some business owners, the automatic answer will be the most attractive, but plenty of users will prefer to watch their list closely and keep tight control of which customers are added to which segments.
Plus, Klaviyo’s segmentation offers almost boundless scope for tailored, personalized email campaigns based on ultra-refined customer traits and behaviors like their interactions with previous campaigns and their behavior on Facebook. We don’t yet know whether Shopify Email will offer the same level of fine detail in their segmentation feature.