Automated Customer Segmentation for Email Campaigns in eCommerce

Hugh & Crye is a men's fashion company that aims to bridge the gap between ill-fitted, mass-produced shirts and expensive, custom-tailored shirts. They strive to make dressing well accessible to their customers by offering fitting guides and blog posts about what makes a well-fitted shirt. The company was looking for a way to better understand their customers' purchasing habits in order to tailor their email marketing campaigns accordingly. They needed a solution that could automate the process of segmenting customers based on their purchase history and add them to the appropriate email campaign.

Hugh & Crye, a men's fashion company, was facing a challenge in managing their customer data for email campaigns. They wanted to understand their customers better, specifically whether a customer was making their first purchase or a subsequent one. This information was crucial for their email marketing campaigns, which were designed differently for first-time buyers and returning customers. However, they lacked the bandwidth to manually track a customer's lifecycle, especially in relation to purchases. The process of exporting data, segmenting it, and preparing it for their email marketing in MailChimp was extremely manual and time-consuming.

Hugh & Crye turned to Zapier, an app automator, to streamline their customer data management process. They used Zapier and its filters to automatically segment customers from Shopify and add them to the correct campaign in MailChimp. Whenever Hugh & Crye received a paid order in Shopify, Zapier would take the customer's order information and run it through a filter. This filter would look for specifics such as whether the customer already existed, the total orders from this customer, and any other information that would inform their email campaign. Then, Zapier would add the customer as a subscriber to a specific list in MailChimp. This process was repeated with different Zaps, each one segmenting a different type of customer into their own list.

• By automating their customer segmentation process with Zapier, Hugh & Crye was able to transform the user experience with their brand. The automation allowed them to focus on other important aspects of their business such as creating a better product and offering the best experience for their customers. It also freed up their time to spend away from work, with family and friends. The automation of the customer segmentation process eliminated the need for manual data handling, making their operations more efficient and effective.