Email marketing sometimes feels like making a call when you have a bad signal.
You know there’s someone on the other end of the line, but no matter how much you yell into your phone (cue the side-eye from strangers), you just can’t seem to get through.
With email, the problem is not poor signal — it’s usually about relevance.
See, not everyone on your email list has the same interests. Some people love pictures of floofy cats but don’t care about pet products. Some subscribers want to hear about travel deals, while others are only there for the wanderlust.
If you send the same messages to everyone, no one will be satisfied.
That’s why email segmentation is so important. By splitting your email campaigns according to preferences, you can deliver the right content to the right subscriber.
Keep reading for the ultimate quick-start guide!
The Challenges of Email Marketing
Here’s an educated guess:
- You own a small business or you’re in charge of marketing.
- You currently run email marketing campaigns, but you’re a little underwhelmed by the results.
- So, you’ve come here looking for answers.
How did we do?
We’re not mentalists. This scenario is just super common at SMBs.
Some of the symptoms include:
- Low open rates: There’s nothing worse than putting effort into an email, and no one even seeing it.
- High unsubscribe rates: You see people subscribe, not open any emails, and then peace out.
- Poor conversions: Even when people do open your emails, they don’t interact with the content or make a purchase.
- Bad ROI: All that time dreaming up your email marketing strategy, and so little in return.
While there’s no catch-all solution to these issues, email marketing segmentation can definitely help.
What Is Email Segmentation?
Put simply, segmentation is about splitting your email list into groups of subscribers who share something in common.
That could be based on:
- Email content preferences
- Interests
- Behaviors
- Purchase history
- Demographics
- Geography
…and anything else you can dream up.
By segmenting your email list, you can send different emails to each group. This allows you to target your content and offers, so every subscriber feels better served.
It’s a bit like cable TV. Instead of forcing everyone to watch one channel, you can serve up multiple channels to suit different audiences.
Here are some examples of possible segments a business owner may use based on their product or services:
What does this look like in the context of email marketing?
Well, it could mean:
- Creating different email messages for new leads and repeat customers
- Sharing offers based on location, so subscribers only receive offers they can use locally
- Dividing your list between kids and adults, so both demographics get suitable content
There are countless ways to segment your list. The key is to find the right balance of efficiency and personalization.
Why Email Segmentation Is Your Secret Weapon
Take a quick look at your inbox.
You can probably see a dozen emails you’re not actually interested in…offers from online stores, newsletters you don’t remember signing up for, and updates from social apps begging you to check your notifications.
You probably won’t ever open these emails. You might even put them straight in the trash.
Now, put your business owner hat on (we’re picturing a Deerstalker for some reason). Your customers are filtering emails in exactly the same way, and yours might be in the “not interested” pile. Ouch.
To avoid this fate, you have to personalize your messages.
The numbers are clear:
- Studies show that 71% of consumers expect personalized communication from brands.
- On the flip side, 76% get frustrated when there’s no personalization.
- Companies that grow faster drive 40% more of their revenue from personalization.
Of course, there’s a limit to how much you can personalize every email. You can’t manually write a different message for every subscriber.
But, by segmenting your audience, you can deliver something suited to each group. Just look at the stats:
You can expect better ROI and fewer lost subscribers, as well.
TL;DR: Email marketing without segments is like eating pizza without toppings. Better than nothing, but deeply underwhelming.
How To Segment Your Email List (4 Easy Steps)
The good news is that segmenting your list isn’t difficult. In fact, you can get it done in four easy steps.
Step 1: Pick Your Tool
Unless you have seven subscribers, there’s no way you can build segments manually. You need a tool.
Most email platforms like Mailchimp have a built-in segmenting feature. This allows you to comb through your email list using filters. You can also integrate these platforms with your website to sort subscribers using customer data.
Don’t use a dedicated email service? Most CRMs have features like this too!
Step 2: Gather Your Data
Before you can segment your audience, you need to figure out who they are.
- Start by identifying what information you already have available: Email? Check. Now see what else you can rustle up.
- Next, work out what data you could be recording: You know, stuff like clicks, website visits, how many times someone opens your emails, and so on.
- Finally, consider what data you could actually ask for: Wild, we know, but surveys and quizzes can really help here.
You’re probably never going to have a comprehensive overview of each subscriber, but every piece of data you collect will make your segmentation more accurate — meaning more relevant email marketing.
Step 3: Segment Like a Pro
With your data in hand, it’s time to start building those segments.
Get creative. Use what you know about your customers to experiment with different email list groupings and strategies.
Your email marketing app might be able to help — Many platforms have automations for segmenting your audience.
For instance, you could set filters to catch subscribers who click offers for specific product categories. Neat way to figure out what they enjoy, right?
Step 4: Send, Measure, Test, and Adjust
Having set up your segments, start sending out messages as you usually would.
Pay attention to the metrics, though. How is each segment reacting to different types of content? Use these insights to personalize future emails for each segment and adjust your groupings.
To really hone your targeted email, try some A/B testing. This should reveal the exact preferences of each group.
Email Segmentation Strategies: 6 Types To Try
So, that’s the process. The question is, how are you going to divide your email list?
As we mentioned earlier, there are many ways to categorize subscribers. Here are some of the most effective strategies we have encountered.
1. Demographic Segmentation: Getting To Know You
Most pro marketers kick off their segmentation strategy with audience demographics.
We’re talking age, gender, job title, income…the whole nine yards. Think of it as creating a detailed customer profile.
The key is to work out which parts of that profile really matter. If you’re promoting design software, occupation is pretty important. If you’re selling luxury cars, you need to find people with cash in the bank.
As a starting point, pick out the three most important data points in this list:
- Age
- Gender
- Family status
- Life status
- Yearly income
- Education
- Job title
Then, segment your audience based on these data points.
For instance, you could put people into different groups based on income so you can send appropriately priced offers.
Pro tip: If you ask too many personal questions during sign-up, you might scare people off. So, lean toward being less nosy. You can always use other data sources for segmentation.
2. Location, Location, Location: This Really Matters
Location is sometimes tied in with demographics, but we think it’s important enough to be given a special mention.
The reasons are obvious when you own a business with physical locations. People shopping in Atlanta won’t be interested in your Chicago store.
But geographic segmentation isn’t only for brick-and-mortar businesses. Where someone lives is often tied to their interests. Try selling snow shovels to subscribers in Brazil and watch your open rate plummet.
And don’t forget time zones. There’s no point sending a “Good Morning ☀️” email at 9 p.m. local time! Similarly, avoid advertising a webinar that starts at 3 a.m.
Pro tip: Drop local references into your subject lines. It provides some personalization, without giving stalker vibes.
3. Email Engagement: Who’s Actually Reading Your Stuff?
Pay attention to how different subscribers react to your emails.
If someone’s ignoring your messages, there’s no point in blowing up their inbox. At the same time, your biggest fans are probably crying out for more.
Separate these two groups, and you can divide people into segments and deliver emails at the right cadence.
Pro tip: If you’re using an email platform like Mailchimp, filter your subscribers and recipients to see who has opened, clicked, and unsubscribed.
4. Personal Interests: Give the People What They Want
Let’s talk about the holy grail of email marketing — knowing what makes your subscribers tick.
Wouldn’t it be great to know that Sarah from Seattle is crazy about sustainable fashion, while Mike in Miami can’t resist tech gadgets? That’s the power of interest-based segmentation.
Of course, people don’t usually volunteer this information. You have to figure it out.
It might require some sleuthing, but these clues should help you to learn more about your subscribers:
- Using wishlist data from your online store.
- Tracking which newsletters each user has opened.
- Seeing which links they click on.
From there, group together people who share similar interests.
Say you run an online pet accessories store. You see that a customer has clicked on an article about looking after dachshunds. Boom! Add them to your “Small Dog Owners” list.
Pro tip: Quizzes and surveys are great ways to learn more about your subscribers without them even realizing it. In fact, they will give up information willingly if you make it fun.
5. Purchase History: New Lead or Returning Customer?
A lot of email marketing is about nurturing blossoming relationships.
No, not your love life. We mean sending sweet nothings to your subscribers until they become your loyal customers.
Except, some of your subscribers might already have purchased with you. This is why it’s a good idea to create segments based on purchase history. Your pitch to new leads is probably different from how you would entice returning customers.
You can also learn a lot about someone if you have access to their shopping habits. (That’s why big brands offer loyalty cards).
If you can link this data with your subscribers, you can find out:
- Which products and services they are likely to purchase.
- What kind of offers get them to buy.
- Which topics might interest them.
This information alone is enough to power some serious list segmentation.
Pro tip: Don’t forget the people who came very close to buying something. The average open rate of abandoned cart emails is over 40%, and half of the users who click these emails make a purchase!
6. Behavioral Segmentation: Learn More From Analytics
Email analytics are great for seeing how people interact directly with your messages. Then what?
That’s where web analytics can really help. By tracking users through their online journey, you can see what’s really keeping them engaged.
Imagine sending out an email with some offers. User A clicks on some tennis shoes that are on sale.
You might assume that this person is interested in buying tennis shoes. But using website data, you may discover they actually clicked the link because they were interested in discounted shoes in general.
They had no intention of buying tennis shoes; it was just an easy entry point to your store. (They were actually looking for clown shoes.)
The most revealing data points to look for include:
- Pages visited: What content are users in each segment engaging with? Which products or blog articles are drawing clicks?
- Time spent on site: Longer visits often indicate strong interest. This suggests you’re doing a great job of matching content to segments.
- Drop-off points: Where do visitors leave your site? Understanding these points can help you adjust your strategy and create follow-up emails addressing potential concerns.
Pro tip: Consider setting up heat mapping. This gives you a detailed breakdown of how people interact with content after they engage with your email.
Key Tips for Better Email Segments
Once you’ve chosen how you want to segment your email subscribers, it’s time to start sending!
To make the best use of your segments, try to avoid sending generic emails to your entire list. At the very least, it’s worth tweaking your template to match each audience.
Here are some additional important pointers for your targeted email campaigns:
- Size doesn’t matter: Seriously. Even if your list is barely bigger than your family tree, you can still make segmentation work. Start with just two segments (like “opened last email” and “didn’t open”) and grow from there.
- Watch for the window shoppers: Those folks who open every email but never buy? Create a special segment for these “lurkers” and hit them with social proof, case studies, or limited-time discounts. Sometimes they just need a gentle nudge!
- Don’t forget your ride-or-dies: Create a segment for customers who’ve bought from you 3+ times. These superfans deserve special treatment — early access to sales, exclusive content, and maybe even a virtual high-five. They’re basically family at this point.
- Get creative with your inactive segments: Someone hasn’t opened your emails in 90 days? Don’t cry, just create a “We miss you!” campaign. Try different subject lines, offer a sweet discount, or just ask if they’re still into you.
- Test, test, and test some more: Try sending the same email at different times to different segments. Morning people and night owls are real categories; respect their natural preferences.
Connect With Your Subscribers Like Never Before
If you’re going to use email marketing, you might as well use segmentation. This digital marketing strategy can take some time to set up, but the potential rewards are huge.
Whether you’re attracting more traffic to your blog, driving conversions, or just growing your newsletter — targeting your messages can help you hit your goals.
Get it right, and you might just see a ton of new traffic on your website. But is your website ready? Can it handle the heat?
If you’re not confident, consider switching to DreamHost. Our shared hosting plans come with unlimited traffic and 100% uptime guaranteed, so your subscribers will always be able to access your content.
Sign up today to feel the difference!
Did you enjoy this article?
