To do so, ExpandLab developed technology allowing customers to choose free samples as they completed a purchase. These choices were collected over time, resulting in a vast database of consumer preference.
And that’s where Mailchimp came in.
Using Mailchimp, they followed up with special offers targeted to those specific samples. And instead of sending out a blanket discount, they sent offers on products the customer was interested in.
Mailchimp allowed ExpandLab to segment, target, and personalize emails in a way that created a more satisfying experience for its client’s customers. It also provided valuable — and immediate — feedback.
“Even though the cost of segmentation is a lot lower than a Google ad campaign, you get better feedback, and you get it right away,” Ngin says. “This allows you to build better profiles of your customers, and to refine your methods over time.”
Brands selling directly to consumers may already have some of the most important data they need to segment effectively. One of the most powerful ways to segment your audience is by purchasing history, Ngin says: “General demographic data is great, but if your ultimate goal is conversion, then knowing what customers actually buy is much more useful.”
As the results for the cosmetic company’s campaign rolled in, ExpandLab continued to experiment, using A/B testing to refine subject lines, body copy, images, and more. The result has been a long-lasting success.
“Even after several years, our client is still using the free samples module to create personalized experiences for their customers,” Ngin says. “This program inspired a lot of loyalty.”