What is Email Segmentation?
TL;DR
Dividing your Email List into groups based on shared characteristics, location, purchase history, interests, engagement level, or customer type. Segmented emails dramatically outperform one-size-fits-all broadcasts because relevance drives engagement. Segments might include: new subscribers (first 30 days), active customers, lapsed customers, people who clicked specific links, or those interested in particular services. The pizza restaurant that sends vegetarian specials only to subscribers who've never ordered meat is segmenting. Start simple: new vs. existing customers, engaged vs. dormant subscribers. Add complexity as you learn what resonates. Most email platforms (Mailchimp, Klaviyo, ConvertKit) make segmentation straightforward. The effort of segmenting pays off in higher Open Rates, Click-to-Open Rates, and conversions, plus lower Unsubscribe Rates because people get relevant content.
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Frequently Asked Questions About Email Segmentation
What's the benefit of email segmentation?
Relevance. Sending vegetarian specials to meat lovers wastes their attention and your opportunity. Segmented emails get higher opens, more clicks, better conversions, and fewer unsubscribes because people receive content that actually matters to them.
What segments should I create first?
Start simple: customers vs. prospects, new subscribers vs. established, engaged (opened recently) vs. dormant. These three dimensions cover most basic needs. Add interest-based segments and behavioral triggers as you grow.
How granular should segmentation be?
Balance relevance against complexity. Too few segments = generic content. Too many = overwhelming management. Most businesses do well with 5-10 segments. Start broad, add granularity when you have data showing it improves results.
Does segmentation really improve results?
Dramatically. Segmented campaigns average 14% higher open rates and 100% higher click rates than non-segmented. The effort of sending three targeted emails beats one generic blast to everyone.
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