Your followers don’t all shop on eBay the same way, and their relationship to your Shop varies just as much. Some are browsing casually or thinking about an item, some have bought from you once, while others come back regularly.
We built our Newsletter tool to help you connect with your customers and grow your sales.
Although there isn’t a single way to build strong relationships with buyers, speaking to them directly through newsletters remains one of the most effective ways to drive engagement, encourage repeat purchases, and keep your Shop top of mind.
Why create Buyer groups?
Tailoring your message and content to your unique audience strengthens that connection and supports long-term growth.
To get the most out of your newsletters, use eBay’s Buyer groups feature to segment your buyers based on how they’ve interacted with your Shop. That way, you can tailor what you send and when you send it, so that your newsletter feels relevant to them and valuable for you.
Please note: you’ll need a Shop subscription to send Shop newsletters and create Buyer groups.
Types of buyers you can reach
Broadly speaking, you can reach two main types of buyers through newsletters:
- Past buyers
- Followers
From here, you can get even more specific. As a starting point, most Shops will have past buyers that can be further split into two:
- Repeat buyers
- One-time buyers
There are also numerous additional ways of segmenting your buyers, including:
- Which category they purchased in from your Shop
- How long they’ve been following you
- Buyers who bought in the last 30, 60 and 90 days
How to create a Buyer group
To create a group, select the type of buyers you want to reach, then use the dropdown options to define your audience. Once you’re happy with the filters, save your selection and your first buyer group is ready to go.
From here, in the Manage group section, you can interact with your buyer groups: easily track, edit or delete them.
When sending a newsletter, you can select a Buyer Group as the recipients. This lets you personalise your message, including sending exclusive offers that reward loyalty, to category-specific sales and promoting new stock.
Get started today
Visit Seller Hub to understand your followers in even more depth and create your Buyer groups.
As always, thank you for selling on eBay.
