Do you want to learn how to give each of your email subscribers the best experience possible? If so, it's time to think about segmenting your audience.
When marketers send generic, one-size-fits-all emails, they almost always result in low engagement and missed opportunities. People are more interested in personal messages that resonate with their goals, needs, and pain points.
Email segmentation gives you an opportunity to deliver on this by making sure each person gets messages that actually matter to them. As a result, you can expect to see more engagement and a higher conversion rate across your campaigns.
Today, we will show you exactly how you should segment your audience for the biggest impact. You'll find actionable strategies, examples, and much more.
Article Shortcuts:
Why Email Segmentation Matters
Email segmentation is a foundational part of creating personalized messages. It allows you to tap into what your audience needs and connect with them in ways that simply can't be done with generic messages.
The way it works is pretty simple. A business or marketing team gathers information about its audience. They do this broadly with market research and buyer personas.
Then, each subscriber can personalize their emails further by sharing information about their needs through feedback forms, purchase history, and behavior.
When used effectively, this is the best way to improve how people interact with your brand. If you’re wondering what kind of impact this can have, consider that 72% of online shoppers say they prefer to only interact with personalized messages.
All of this also lines up with this quote: “Relevance is a key factor in email marketing. It’s not about the quantity of emails sent, but the quality.” - Jay Baer
With that in mind, let's explore the key benefits.
-
Send Relevant Messages
Segmentation is an excellent way to send the right emails to the right people at the right time. Emails that address specific interests or often stand out and capture attention, which often leads to genuine engagement.
-
Boost Opens
Personalized emails generally lead to higher open rates. When content is tailored to each person, subscribers are more likely to open and click through. This relevance also drives higher click-through rates (CTRs) since the content inside resonates with the recipient.
-
Improve Conversion Rates
Targeted offers to interested segments improve conversion rates.
Sending a relevant promotion to users who have shown interest in similar products or to a demographic group likely to need a specific service can turn prospects into customers. Consistently providing value also reduces unsubscribe rates since subscribers are receiving information they care about.
-
Build Stronger Customer Relationships
When you show people that you understand their needs, it automatically builds trust and loyalty. Subscribers see your brand as a valuable resource that wants them to succeed, which often leads to better long-term customer retention and advocacy.
6 Actionable Types of Email Segmentation
Now that you know why email segmentation is so important, let's look at six core strategies that will help you do this effectively.
1. Demographic Segmentation
First, you'll want to group your audience based on observable traits such as age, gender, location, income level, education, or job title.
I believe this strategy is the best first step because it allows you to get a general understanding of the people visiting your site. You can use what you learn to build buyer personas, like the example below, that help you better understand what people want and need from your brand.
Source: AWeber
You can get started with demographic segmentation by collecting information during the sign-up process, but it's wise to keep forms brief to avoid deterring potential subscribers.
For example, a pet supply company might invite new subscribers to tell them what kind of animals they will be shopping for. If someone says cats, then they automatically know that this person should receive offers and content around cats, as opposed to dogs.
Additional data can be gathered over time through optional survey questions or by allowing users to update their profiles through their preferences.
Always be transparent about how you plan to use this data to enhance their experience, since this builds trust and encourages people to share accurate information.
Demographic data provides a solid starting point; combining it with other segmentation methods will lead to even more effective targeting.
2. Psychographic Segmentation
Psychographic segmentation goes deeper than demographics since it involves grouping people based on their lifestyle, interests, values, personality traits, and opinions.
I've found that this strategy helps you understand the 'why' behind customer choices, which is helpful for crafting messages that resonate on a more personal and emotional level.
Tapping into these core motivations is powerful because people's decisions are heavily influenced by their beliefs and aspirations. For example, if a company has sustainability in its core values, it may want to connect with environmentally conscious consumers by highlighting eco-friendly practices.
Implementing psychographic segmentation often requires more nuanced data collection. Surveys and questionnaires that explore interests and lifestyle choices are effective.
You can also gain key customer insights by observing social media engagement, analyzing website behavior (like blog posts read or products browsed), and reviewing feedback.
3. Behavioral Segmentation
Behavioral segmentation allows you to group subscribers based on how they interact with your brand.
This is a particularly effective strategy because past behavior is often one of the best predictors of future actions. By understanding what your subscribers do, you can send relevant, timely messages that align with what they've been up to.
This strategy will help you create a personalized experience that feels natural and leads to more conversions and engagement.
The first point you'll want to segment is based on purchase history, which includes what products they've bought, how often, and their average spending. For example, an eCommerce clothing store might follow up a shoe purchase with an offer for laces.
Website activity, like pages visited or content downloaded, also provides important segmenting data. If someone repeatedly views a specific service page, a targeted email with more details or a demo invitation could convince them to take the next step.
You'll also want to track how subscribers interact with your emails. In other words, look at things like who opens them, who clicks, or who has become inactive. Even cart abandonment is a critical behavior to track since it allows you to send reminders to those who showed strong purchase intent.
Here's an example of what this could look like:
Source: Really Good Emails
To get started with behavioral segmentation, you'll rely on data from your on-site Google Analytics, CRM, and email marketing service.
Many of these tools come with features for tracking user behavior and creating dynamic segments that automatically update as users interact with your brand.
My advice is to start by identifying a few key behaviors that have the best chance for conversions and build your initial segments around those.
You can then set up automated workflows that trigger specific emails based on these actions, which ensures your messaging remains consistently relevant.
4. Segmentation by Customer Journey Stage
Understanding where a subscriber is in their relationship with your brand is crucial for sending messages that are both relevant and appropriately timed.
Segmentation by customer journey stage allows you to tailor communications based on whether someone is a potential prospect, a lead, an active customer, a loyal advocate, or perhaps even a customer who has drifted away from your brand.
This approach is important because the needs and expectations of a new subscriber are vastly different from those of a long-term, loyal customer. Sending the right information at the right stage can get them to the next step and boost engagement.
For example, new subscribers in the awareness stage might benefit from a welcome email series that introduces your brand and its core values.
As they become leads and move into the consideration stage, you can provide more detailed information, case studies, or demos to help them understand how your product will add value to their lives.
Once they become active customers, your focus should shift to making sure they have a positive experience, since this often leads to repeat purchases.
Here’s a comprehensive visual overview of the buyer journey so you can better understand what’s happening at each stage.
Source: NN/g
To put this email segmentation strategy into motion, you'll need to track key data points like sign-up dates, first and last purchase dates, email engagement metrics, and product usage.
Many CRM and email marketing platforms allow you to create segments based on these lifecycle stages and automate targeted communication flows.
I highly recommend clearly defining what each stage means for your specific business and mapping out the ideal communication sequence for each so you can make sure everyone has a great experience with your brand.
5. Segmentation by Device Usage
Most people use more than one device to browse the internet.
Specifically, people use both personal computers and their smartphones to browse the web every single day. After all, there are over 6.5 billion smartphone users!
If you’re wondering just how much people are using different devices to browse, here’s what you need to know:
Source: DATAREPORTAL
So, it makes sense that you need to understand what type of device each person is using so you can segment appropriately. When done correctly, this can have significant implications for email design, layout, and even the type of content that performs best.
The average user experience can vary dramatically between a large desktop monitor and a small smartphone screen.
Optimizing for different devices ensures your emails are easy to read and interact with, which can significantly impact engagement and conversion rates.
A frustrating viewing experience is a quick way to get your email deleted or, worse, prompt an unsubscribe.
For mobile users, prioritize concise subject lines and preheaders, use a single-column layout for easy scrolling, ensure fonts are legible on smaller screens, and make call-to-action buttons prominent and easy to tap.
Images should also be optimized so they load quickly on mobile networks. For desktop users, you have more flexibility with layout and can incorporate more detailed visuals, but emails should still be well-organized and easy to navigate.
Your best bet here is to use a responsive email design, which automatically adapts the layout to fit any screen size. However, even with this available, segmenting by primary device can allow for further subtle optimizations.
Getting started with device segmentation is often straightforward, as most modern email marketing platforms automatically track and report the devices on which your emails are opened.
You can typically find this data in your campaign reports and create segments for "primarily desktop users" and "primarily mobile users."
Regularly test your emails across different devices and email clients to ensure they render correctly for all segments, preventing frustration and ensuring your messages always connect with readers.
6. Value-Based Segmentation
The reality is that not all customers contribute equally to your bottom line.
Value-based segmentation acknowledges this by grouping subscribers based on their actual or potential economic value. This often involves looking at metrics like Customer Lifetime Value (CLV), average order value (AOV), or purchase frequency.
Identifying your most valuable customer segments allows you to tailor your email strategies to maximize their loyalty and profitability, while also nurturing those with growth potential. This approach is smart because it helps allocate marketing resources more effectively.
You can invest in retaining your most profitable and loyal customers since this often yields a higher return than focusing equally on all segments or constantly acquiring new ones.
For example, you can offer exclusive perks or personalized service to your VIP customers to strengthen their loyalty. And we know this strategy pays off.
A quote from Ben Chestnut, former CEO of MailChimp, explains why: “Email is the most direct, personal communication channel we have.”
For customers with high potential CLV, even if their current spending is moderate, targeted nurturing campaigns can help them realize that potential.
Implementing this usually starts with analyzing sales and customer data to calculate metrics like CLV. Many e-commerce platforms and CRM systems can assist with this.
You can then create segments such as high-value VIPs, mid-value customers with upselling potential, low-value customers for targeted promotions, and high-potential customers needing nurturing.
Remember to consider factors like engagement levels and referral activity alongside monetary value, as these also contribute to a customer's overall worth to your brand. Understanding these different value tiers helps create more strategic and profitable campaigns.
Best Practices for Effective Email Segmentation
The last thing we will look at today is a quick list of best practices so you can start segmenting your emails today.
- Start Simple - Don't overcomplicate things. Pick one or two relevant strategies and build from there. So, you'll want to start with general demographics and branch out from there.
- Collect Data Ethically - Be transparent about data collection and use. Obtain explicit consent, especially for sensitive data, and make it easy for users to manage preferences.
- Use the Right Tools - Choose an email marketing platform with high-quality segmentation features, including workflow automation.
- Test and Refine - Monitor segment performance (opens, clicks, conversions, unsubscribes). A/B test content and adjust criteria as needed. Segmentation is not a set-and-forget strategy.
- Avoid Over-Segmenting - Too many small segments can be unmanageable and may actually be more trouble than they're worth. Your best bet is to find a balance between personalization and practicality.
- Keep Your List Clean - Regularly scrubbing your email list helps you remove people who simply aren't interested. With good data, you can focus on connecting with people who are genuinely interested in what you're offering.
FAQs
1. What is email segmentation, and why is it important?
Email segmentation is the practice of dividing your email subscribers into smaller groups based on specific criteria like demographics, behavior, or interests.
It's important because segmented emails generate higher open rates, click-through rates, and conversions by delivering relevant content to specific audience groups rather than sending the same generic message to everyone.
2. How do I start segmenting my email list if I'm a beginner?
Start with simple demographic information you already have, like location or sign-up date. Then, gradually incorporate behavioral data such as purchase history or email engagement.
Focus on collecting quality data during the sign-up process without making forms too lengthy, and use your email marketing platform's built-in segmentation tools to create your first segments.
3. How many segments should I create for my email list?
There's no one-size-fits-all answer, but it's best to start with 3-5 key segments based on your most important business goals.
Avoid over-segmenting, which can become unmanageable and time-consuming. As you grow more comfortable with segmentation and gather more data, you can refine and expand your segments strategically.
4. Can email segmentation help reduce unsubscribe rates?
Yes, email segmentation typically reduces unsubscribe rates by ensuring subscribers receive content relevant to their interests and needs.
When people consistently get emails they find valuable, they're less likely to disengage from your brand or mark your messages as spam, leading to better list retention and higher overall ROI.
5. What data should I collect to create effective email segments?
Focus on collecting basic demographics (age, location), behavioral data (purchase history, website activity), engagement metrics (email opens, clicks), and preference information (interests, product categories).
The most valuable segmentation comes from combining multiple data points to create highly targeted groups while always respecting privacy regulations.
Final Thoughts
As you can probably tell by now, segmentation is one of the most important things you can do to get more value from your email marketing campaigns.
The strategies I've outlined today will help you build a strong foundation where you can make sure every person who decides to engage with your site has a unique, engaging experience.
Now, it's up to you to get out there and start segmenting your audience. Be patient and persistent, and you'll find that grouping your email subscribers is a surefire way to take your business to the next level.
Author Bio
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.
