On-Demand Seminars

Email Segmentation Strategies for Multichannel Merchants

When marketers segment an email list, they have the opportunity to provide recipients with more relevant content, which may provide better value and could lead to higher conversions and more profit.

In this 30-minute online seminar, which first aired on Jan. 23, 2018, we’ll recommend specific email list segmentation strategies for merchants selling in multiple channels, such as physical stores, ecommerce sites, and through marketplaces like Amazon, Walmart, and Ebay.

Email Segmentation Strategies for Multichannel Merchants

We’ll address the following key points.

  • Mistakes to avoid. Where and how a merchant’s customers buy has a significant effect on which marketing messages will work for them. Sending brick-and-mortar-specific offers to someone who buys only online makes no sense, nor does sending ecommerce flash sale notifications to a shopper who joined your email list at a physical store.  We’ll explain, with examples of what not to do.
  • Segmentation results. Merchants that apply meaningful segments to their email marketing program typically see material increases — 60 percent or more — in opens, clicks, and conversions.  We’ll cite examples, with the results.
  • Identifying segments. Ecommerce merchants have many potential email segments. We’ll explain how to know which segments can produce the most return for your business —  behavior, geography, apparent interest level, or something completely different.
  • Testing and evaluating. Learning to test and evaluate the results from email campaigns is critical, to know which segments are producing and which are not.  We provide a framework for monitoring — and improving.
  • Amazon customers. Amazon sellers can email their Marketplace customers through approved third-party platforms.  Sellers can segment those emails by SKU and then target the customers for related products.  We’ll explain, with examples.


Following his presentation, Roggio will answer questions from attendees.

About the Presenters

Armando RoggioArmando Roggio is (a) contributing editor for Practical Ecommerce, (b) an independent ecommerce merchant, and (c) a seasoned web developer. He has written hundreds of articles at Practical Ecommerce, covering virtually all facets of running a successful online store. He holds a B.A. in English Writing and Journalism from The University of Pittsburgh.


Phil Masiello

Phil Masiello is a columnist for Practical Ecommerce, a long-time Amazon Marketplace seller, and the founder of NuPeptin, a online retailer of skin care products. He is also C.E.O. of Hound Dog Digital, a marketing agency. Phil was previously founder and C.E.O. of: 800razors.com; Raw Beauty, Inc., which developed and marketed skin care products through ecommerce; and Metro Marketing, an agency focused on natural and organic brands.


About the Sponsor

Bronto Software arms high-growth retailers with sophisticated marketing automation to maximize revenue opportunities. The Bronto Marketing Platform powers personalized, multichannel content that generates the higher engagement needed for retail success. Keenly focused on the commerce marketer, Bronto boasts a client roster of leading brands, including Rebecca Minkoff, Timex, Lucky Brand, Theory, Brooks Sports, Ashley HomeStore, and Christopher & Banks.