Buyer Groups: Email Marketing Segmentation and Personalisation for eBay Sellers

Even after the big Christmas sales push, the hustle never stops on eBay. Now is the time to put all of your efforts into re-marketing to all those expensively won customers and start generating repeat revenue. But how do you do this on an online marketplace where you don’t own the customer relationship? You cannot use standard email marketing techniques enjoyed by retailers operating their own eCommerce stores. However, you can use eBay’s dedicated email tools to target and engage shoppers with highly personalised messages.

eBay Buyer Groups

Buyer Groups is a new email marketing service available to eBay sellers in the US, UK, Germany, Australia, France, Italy and Spain. It allows them to segment their buyers and send highly personalised messages to specific groups to drive more repeat business.

A buyer group might include:

1. Buyers that bought from a seller’s store in the past month
2. Buyers that purchased in a specific category from a seller’s store (e.g., “golf equipment”)
3. Buyers that are following but have not yet bought from the store

As part of the initial launch of Buyer Groups, sellers can:

• Create segmented groups of…