Sending everyone the same email is easy but less effective. Segmentation sends more relevant emails to smaller groups.
Useful segments
| Segment | Example use |
|---|---|
| New subscribers | Welcome series |
| Customers vs non-customers | Different offers |
| Product interest | Kitchen vs wardrobe content |
| Location | City-specific events and offers |
| Purchase frequency | VIP rewards, win-back |
| Engagement | Re-engagement for inactive subscribers |
| B2B role or industry | Relevant case studies |
Start simple
Begin with two or three segments, such as customers, leads and inactive subscribers. Add more as you learn.
How to collect segment data
- Ask one question at sign-up: “What are you interested in?”
- Track clicks on topics.
- Sync purchase data from your store.
Define groups with our customer persona generator.
Measure the difference
Compare results of segmented campaigns with whole-list sends, and estimate impact with our email revenue calculator.
Read email personalisation.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
