Create the right environment to grow customers

I planted quite a bit of garlic in our newest garden beds that have been quite fertile.

I had some leftover so I planted some in our old lawn that was recently covered with cardboard and wood chips.

The garlic in the garden beds is mostly up after two weeks. But the lawn only has 1 of the 8 sprouted.

The main reason is that the garden bed has been filled with compost and some solid cover crops to feed the soil. In lay terms, it’s healthy soil that’s received regular attention.

The lawn bed is still transitioning. It hasn’t received anything added and the grass is still in the process of dying back underneath it all. It’s in the state of purposeful neglect.

If the only garlic I planted was in the lawn, I might conclude that garlic is hard to grow or I’m not able to grow it. But the reality is that the lawn bed isn’t a good environment for anything yet.

When you’re doing email marketing, are you sending your emails to a well-prepared garden bed or an old lawn?

Email marketing is a fantastic marketing channel but it requires regular investments of time and energy to keep your subscribers interested. Just tossing out a sales email every now and then is the same as planting garlic in the lawn, you might get some yield but no where near as much as you could.

Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.

Repeat Customer Insights will automatically segment your entire customer base for you based on the valuable data Shopify has already collected. Ranging from 5 to over 125+ different segments, you can pick how much power you want to harness.

Eric Davis

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