15 Ways To Segment Emails

Email marketing has become a vital component in the sales funnel of businesses across the globe, whether established or just starting out. However, simply blasting emails to your entire contact list is no longer effective. This is where Email Marketing Segmentation comes in. What is segmentation in email marketing, you ask? Segmentation is dividing your email list into smaller groups based on specific criteria. This allows businesses to create targeted email campaigns and send the right email to the right person at the right time. Segmented emails can include personalized content that resonates with each group's interests, demographics, behaviors, and preferences. In this article, we will dive deeper into Email Marketing Segmentation's importance, benefits, and how to implement it effectively.

Why Email Segmentation Matters

Email marketing can be an incredibly effective tool for businesses, allowing them to connect with their audience and drive sales. However, to truly maximize the potential of email marketing, it is crucial to utilize Email Segmentation. You can create more targeted and effective email campaigns by segmenting your email subscribers into distinct groups based on specific criteria, such as demographics, behaviors, or interests.

Benefits of Email Segmentation:

• Provide Relevant Content to each group of subscribers.
• Personalized emails tailored to unique interests and needs.
• Captures attention and builds deeper relationships.
• Cultivate Loyal Customers.
• Builds stronger connections over time.
• Shows understanding of subscribers' needs and preferences.
• Consistently provides valuable content.
• Increase Customer Loyalty and Lifetime Value.
• Leads to higher customer loyalty.
• Improves the lifetime value of your business.

Implementation of Email Segmentation:

• Identify Key Criteria for Segmentation.
• Age, location, purchase history, engagement level, etc.
• Create Segments based on Identified Criteria.
• Separate segments for men and women, past customers, newsletter subscribers, etc.
• Craft Personalized Emails for Each Segment.
• Dynamic content based on location or past purchases.
• Tailor subject lines and copy to match their interests.
• Utilize Data and Insights.
• Use data to refine and improve segmentation strategies.
• Analyze performance metrics to gauge effectiveness.
• Leverage Personalization to Drive Results.
• Increased likelihood of conversions and sales.
• Improved customer satisfaction and engagement.

Remember, effective email segmentation can significantly enhance your marketing efforts by providing subscribers with content that resonates with their preferences and interests, leading to better customer relationships and increased business success.

15 Ways to Segment Your Emails

1. Demographic Segmentation

Email segmentation by demographics is a powerful approach that email marketers can use to create more effective email messages. By dividing their customer base into groups based on demographic factors such as age, gender, income, and education level, email marketers can target their messages to specific segments of their audience.This approach allows email marketers to send personalized messages more likely to resonate with their target audience. For example, a clothing retailer might use demographic segmentation to create separate email campaigns for men and women, each with messaging and product recommendations tailored to the interests and needs of that group.

• An ecommerce business catering to both men and women segments their email marketing efforts to target both.
• They send distinct, targeted emails to men and women.
• A study by Epsilon found that targeted emails based on demographics had an open rate that was 29% higher than non-targeted emails.

Source: Campaign Monitor

2. Geographic Segmentation

Email marketing segmentation by location, also known as geographic segmentation, is a powerful strategy for businesses looking to target customers based on their site. By segmenting email lists by country, state, city, or zip code, companies can create targeted email campaigns tailored to their customers' needs and interests in each geographic region.

• A global restaurant chain uses geographic segmentation and sends emails promoting local menu items or promotions.
• They Tailors messaging to specific regions for relevance.
• This should Increase engagement, sales, and customer loyalty.

Businesses can also use this segmentation strategy with a physical presence in multiple locations, such as retail stores or service providers. For example, a hair salon with multiple locations could use geographic segmentation to send emails promoting location-specific deals or services.

A Geotrargeted Email from Crate & Barrel.

3. Segmentation By Interests

Email segmentation by interests is an effective way to deliver personalized experiences and relevant messages to subscribers. By segmenting email lists based on subscribers' interests, hobbies, or favorite topics, businesses can create targeted campaigns more likely to engage their audience.

• A home decor retailer creates buyer personas: modern, rustic, vintage.
• Email segmentation is used to send personalized messages to each group.
• They tailor messaging and product recommendations for each group's interests.
• This creates a more customized experience for subscribers.

Businesses in other industries like health and wellness, entertainment, or sports can also use this segmentation strategy. By understanding their audience's interests and segmenting their email lists accordingly, businesses can create targeted campaigns that are more likely to resonate with their subscribers.

An email by West Elm targeting people interested in Bathroom decor.

4. Segmentation By Engagement Level

Email segmentation by engagement level, also known as behavioral segmentation, is a valuable strategy for businesses looking to target subscribers who are more likely to engage with their emails. By segmenting email lists based on how frequently subscribers open or click through promotional emails, businesses can create targeted campaigns that are more likely to drive engagement and conversions.

• A Clothing retailer uses email segmentation and targets inactive subscribers with a special offer to re-engage them.
• They create a separate campaign for highly engaged subscribers.
• They offer exclusive early access to new collections or special deals for said users.

This segmentation strategy can also help businesses improve their email engagement metrics, such as open rates and click-through rates. By targeting engaged subscribers with more relevant and personalized content, businesses can increase their chances of getting them to take the desired action.

5. By Purchase History

Email segmentation by purchase history is a valuable strategy for businesses looking to create targeted campaigns more likely to resonate with their audience. Businesses can create more personalized and relevant campaigns that drive customer engagement and revenue by segmenting email lists based on subscribers' purchase history.

• A Beauty retailer segments their email list based on purchase history.
• They run separate campaigns for one-time customers and repeat customers.
• Past customers receive a follow-up email with a discount for next purchase.
• Repeat customers are offered exclusive access to new products or a loyalty program.

This segmentation strategy can also help businesses increase their customer lifetime value (CLV) by targeting customers with personalized campaigns that are more likely to drive repeat purchases. By understanding their customers' purchase history and preferences, businesses can create more effective marketing emails that drive revenue and build stronger relationships with their audience.

A targeted ad email from Target based on purchase history.

6. Cart Abandonment Emails

Email segmentation for cart abandoners is ideal for businesses looking to recover lost revenue and engage potential customers who have shown an interest in their products. By segmenting email lists based on subscribers who have abandoned their carts without making a purchase, businesses can create targeted cart abandonment email campaigns that are more likely to drive customer engagement and revenue.

• Target uses email segmentation for cart abandonment emails, targeting subscribers who added items to their cart but didn't purchase.
• They include personalized recommendations based on their cart items.
• Target also offers a discount or special incentive to encourage completing the purchase.

This segmentation strategy can also help businesses better understand why customers are abandoning their carts and improve their checkout process accordingly. By analyzing data from their cart abandonment email campaigns, businesses can identify common pain points or obstacles preventing customers from completing their purchases and improve their website or checkout process.

An example of Target’s aforementioned cart abandonment emails. (Source: https://www.tailwindapp.com/)

7. New subscribers

Segmentation for new subscribers is an effective strategy for businesses looking to create a personalized and relevant experience for their newest subscribers. By segmenting their subscriber list based on those who have recently signed up for their emails, businesses can create campaigns tailored to this group's unique needs and interests.

• A clothing retailer sends a welcome email to new subscribers.
• This email includes a discount code for the first purchase.
• They provide personalized recommendations based on browsing history or preferences.
• This increases engagement and creates a positive first impression.

List segmentation for new subscribers can also help businesses build stronger relationships with their audience by creating a more personalized and relevant experience. By understanding their new subscribers' unique needs and preferences, businesses can create more effective campaigns that drive engagement and build brand loyalty.

A welcome email segmented to new subscribers from the clothing brand UnderArmour.

8. Inactive Subscribers

Segmenting email lists based on inactive subscribers is crucial for maintaining list health and ensuring that email campaigns reach the most engaged and interested subscribers. By segmenting a list based on subscribers who haven't engaged with emails in a certain period of time, businesses can target this segment of subscribers with relevant emails that are more likely to drive engagement and re-activate their interest.

• A retailer segments their email list based on recent email activity (opens/clicks in the past 90 days).
• They send re-engagement emails to this segment.
• The retailer offers a discount or special promotion to incentivize re-engagement.

This type of list segmentation strategy not only helps businesses re-engage inactive subscribers but also helps maintain list health by removing subscribers who are no longer interested in receiving emails. By regularly segmenting their list based on inactive subscribers and sending targeted and relevant emails to this segment, businesses can ensure that their email campaigns reach the most engaged and interested subscribers, leading to better campaign performance and increased ROI.

Grammarly sends out emails to inactive subscribers regularly to help drive re-engagement.

9. VIP Customer List

Segmenting email lists based on VIP customers is an effective strategy for businesses looking to reward their most loyal and valuable customers with special offers and promotions. By segmenting a list based on customers who have spent a certain amount of money with the business, businesses can create targeted campaigns that speak directly to this segment of high-value customers.

• A luxury hotel chain segments their list based on customer stay nights or spending.
• Sends personalized offers to VIP customers in this segment.
• These offers may include complimentary room upgrades, spa treatments, and exclusive perks.

This type of segmentation strategy helps businesses reward their most loyal and valuable customers but also helps increase customer retention and loyalty. By creating a personalized and exclusive experience for their VIP customers, businesses can foster stronger relationships with this segment and increase the likelihood that they will become repeat customers.

A recent email from Marriot Bonvoy sent to VIP guests who frequently stay at the hotel.

10. Email Subscriber Segmentation

Segmenting email lists based on newsletter subscribers is a common marketing strategy for businesses that send regular newsletters to their audience. By creating a segmented list specifically for newsletter subscribers, businesses can send targeted content that speaks directly to this audience segment.

• A food blogger segments their list based on weekly recipe newsletter subscribers.
• The blogger sends targeted emails with exclusive recipes and cooking tips.
• This provides content specifically designed for the audience segment.

Segmenting by newsletter subscribers can also help businesses better understand the interests and needs of their audience. Companies can fine-tune their newsletter content to better serve their audience's interests and preferences by analyzing the engagement levels and feedback from this segment of subscribers.

An email from Minimalist Baker sent out to Blog subscribers. (source: emailoctopus.com/)

11. Website Visitors

Segmenting email lists based on website visitors is a strategy for businesses looking to turn website visitors into loyal customers. By creating a segmented list specifically for website visitors, businesses can send targeted content that speaks directly to this audience segment.

• A home decor website segments their email list based on website visitors who haven't purchased.
• The website sends targeted emails with special promotions and discounts on popular items.
• They provide recommendations for related products based on browsing history.

Segmenting by website visitors can also help businesses identify potential customers who may still need to make a purchase but are interested in their products or services. By tracking website visitors' behavior, businesses can gain valuable insights into their interests and preferences, allowing them to create personalized email campaigns that resonate with their audience.

A re-targeting email sent from Columbia to site visitors. (Source: MailModo.com)

12. Segmentation for Mobile Users

Segmenting email lists based on mobile users is an increasingly important strategy for businesses as more and more people access their email on mobile devices. By creating a segmented list specifically for mobile users, businesses can send targeted content optimized for mobile devices that resonate with this segment of their audience.

• A clothing retailer segments their list based on mobile device users.
• The retailer sends targeted emails with mobile-friendly designs highlighting the latest collections, promotions, and discounts.
• This increases the chances of grabbing mobile users' attention and driving purchases.

Segmenting by mobile users can also help businesses improve their email open rates and click-through rates. By tailoring their email campaigns to mobile devices, businesses can ensure their emails are easily read and navigated, leading to a more positive user experience and higher engagement.

An email designed specifically for mobile users. (source: CampaignMonitor.com)

13. Segmentation By Email Clients

Segmenting email lists based on email clients is important, as different email clients may display emails differently. By segmenting subscribers based on their email client preferences, businesses can ensure that their emails look great and function properly for each client.

• A software company segments their email list based on Gmail or Outlook users.
• They send targeted emails optimized for each email client.
• The company highlights relevant features and updates for each user group.
• This increases chances of grabbing subscribers' attention and encouraging engagement.

Email marketing platforms like Mailchimp and Campaign Monitor offer powerful segmentation tools, allowing businesses to segment their email lists based on client preferences. These tools allow businesses to create highly targeted email campaigns that resonate with specific audience segments.

14. Lead Magnets

Lead magnets help with building email lists and attracting subscribers. By offering valuable content or incentives in exchange for email addresses, businesses can attract highly engaged subscribers who are interested in their products or services.

• Neiman Marcus offers a style guide for women as a lead magnet.
• Targeted emails showcase the latest women's fashion offerings.
• This helps collect valuable data on subscribers' interests and preferences.
• It also helps refine email marketing efforts for better results.

Segmenting email lists based on lead magnets allows businesses to send subscribers more relevant and personalized emails, improving engagement and driving more conversions. By tailoring their email campaigns to each segment's specific interests and preferences, businesses can build stronger relationships with subscribers and create a more effective email marketing strategy overall.

An Example of Neiman Marcus’ Style Guide lead magnet.

15. Behavioral Segmentation

Behavioral segmentation involves dividing a customer base into groups based on how they interact with a business. One way to segment email lists based on behavior is by using behavior triggers. Behavior triggers are actions a subscriber takes, such as filling out a form or attending an event, that can signal a specific interest or need.

• A fitness company uses behavior trigger segmentation based on attendees of specific classes or expressed interest.
• They send targeted and personalized messages to interested subscribers.
• This will increase relevance and engagement with targeted workout content.

For instance, if a subscriber attends a yoga class, the fitness company can email them a promotion for an upcoming yoga retreat or a new yoga mat. By sending relevant content and promotions, the company can increase customer engagement and build a stronger relationship with its subscribers.

Now That You Know How Email Segmentation Works, Contact The Pros.

By dividing your subscriber list into smaller segments based on demographics, interests, engagement levels, purchase history, and other factors, you can send personalized messages that address each subscriber's unique needs and preferences.Not only does email segmentation help improve the effectiveness of your email campaigns, but it can also help you build stronger relationships with your subscribers. By sending them relevant messages, you demonstrate that you understand their needs and value their time, which can lead to increased loyalty and engagement.At Pacific54, we understand the importance of email marketing segmentation and can help you implement a segmentation strategy that works for your business. Our team of experts can help you identify the right segments to target, create relevant messages that speak to each segment, and track your results to measure the success of your campaigns.If you want to take your email marketing to the next level or you’re just starting out, don't hesitate to get in touch with Pacific54 today. With our expertise and dedication to client success, we can help you achieve your marketing goals and drive growth for your business. Let's work together to create personalized email campaigns that engage your audience and drive results.