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A Comprehensive Guide On Email Segmentation Strategies

A Comprehensive Guide On Email Segmentation Strategies

Abinaya Vaishnavi | 10 Min Read

There are 4.48 billion email users globally and about 361.6 billion emails are sent daily. From this fact, it is evident that email plays a significant role in any winning marketing strategy. A recent study by Forbes reveals that 50% of marketers have stated email marketing to be their most impactful channel. With these statistics and inboxes overflowing with messages, making your brand stand out and grab your audience’s attention is a crucial feat.


Ignoring segmentation might make you send generic and irrelevant content to your entire database. And when they feel that your content does not provide any value to them, they might become unengaged. This is where email segmentation acts as your strategic weapon.


What Is Email Segmentation?


Email marketing segmentation is a way of breaking down your recipient list into smaller and more targeted groups based on shared characteristics. By segmenting email lists, you can transform your email campaigns from generic blasts to personalized and high-converting messages.


Think of it like this:


You would send a funny meme to your friend but stick to a formal talk with a faint acquaintance.


Similarly, categorizing into email marketing segments creates these distinctions within your audience segments and allows sending messages specific to each audience group.


Why Is Segmentation Important in Email Marketing?


Unlike other mediums for widespread communications, email facilitates curating content for a narrowed audience rather than sending bulk irrelevant mails. There are several benefits of email marketing audience segmention which allows to customize the message content to the needs and interests of each group. This ensures that your audience receives messages that are relevant and provide value to them.


By leveraging well-structured email marketing segmentation techniques, your email better resonates with your audience fostering engagement and ultimately persuading them to take actions such as conversions or brand loyalty.


why do you need email segmentation


What Is the Difference Between Email Segmentation and Personalization?


While email segmentation and personalization may often be used interchangeably, both of them serve distinct purposes.


  • Segmentation: Divides your email subscriber list into groups based on shared characteristics.

  • Personalization: Customizes messages to individual needs based on specific data points about each recipient.

  • The Impact of Segmented Email Lists


    A recent study throws light on the impacts of email marketing.


    The data shown below illustrates that 71% of marketers who have frequently carried out segmenting email lists have seen improved results.


    email maketing survey results


    Specifically, it can be seen that there are 39% increase in open rates, while 34% of marketers noted greater email relevance. Furthermore, 28% observed lower unsubscribe rates, underscoring how segmentation not only enhances engagement but also improves overall email campaign performance, contributing to increased ROI, customer retention, and better deliverability.


    List segmentation survey results


    Source:Lyris Inc


    Ways to Segmenting Email Lists for Targeted Campaigns


    There are several ways in which you can segment email lists for targeted campaigns on the basis of shared attributes of your audience.


    Personalized emails are more than just mentioning your audience’s name in the email, it’s about tailoring messages to their needs and preferences. A well-prepared segmentation list paves the way for a successful email marketing strategy. Segmenting email lists are of various types.


    Now, let’s take a quick look at each of those types!


    S.NoSegmentation TypeOverviewExample CriteriaIdeal For
    1DemographicBased on personal attributesAge, Gender, Income, Education LevelPersonalizing content and offers
    2GeographicBased on locationCountry, City, RegionLocal promotions and event notifications
    3PsychographicBased on lifestyle and valuesInterests, ValuesAligning messages with recipient’s lifestyle
    4FirmographicB2B segmentation by company characteristicsIndustry, Company Size, Revenue, EmployeesTailoring solutions for different business types
    5BehavioralBased on user actionsPurchase History, Website ActivityTargeting based on past behavior
    6Engagement DataBased on email interactionsOpen Rates, Click Rates, InactivityEnhancing engagement with tailored content
    7PreferenceBased on user preferencesPreferred Products, Content TopicsCustomizing offers and content
    8Lifecycle StageBased on customer journey stageNew Leads, Active Customers, Former CustomersTargeting at different stages of the customer journey
    9Persona-BasedCombining various data for detailed personasDemographics, Psychographics, Behavioral DataCrafting messages for specific customer personas

    14 Proven Email Segmentation Strategies to Elevate Your Campaigns


    Now you have gained sufficient knowledge on various types of email segmentation, let’s take a look at 15 creative email segmentation techniques for targeting the aforementioned groups to improve various email marketing metrics and ultimately enhance customer loyalty and purchases.


    1. Welcome New Subscribers with Personalized Onboarding


    Build segmentation lists with those who have recently subscribed. Lay the foundation for a positive relationship by implementing an onboarding email series.


    By this way, you can introduce your audience to your brand, highlight features, and stimulate interaction with your content.


  • Personalized welcome messages

  • Step-by-step guides or tutorials

  • Exclusive offers to engage early

  • Tailored content based on initial interests

  • 2. Reward Your Most Loyal Customers


    Appreciate your loyal customers with exclusive offers and special deals.


    Segment email list to identify customers that possess high value by way of frequently engaging or making purchases. Provide them with special rewards to enhance their loyalty.


  • Special discounts and reward codes

  • Early access to new products or sales

  • Invitations to exclusive events or previews

  • Personalized thank-you messages

  • 3. Divide Your B2B and B2C Audiences


    Create distinct segments for B2B and B2C audiences to provide personalized messages.


    B2B audiences tend to prefer content that is relevant to their business such as pricing information in bulk or industry insights.


    On the other hand, B2C audiences are the ones who are more interested in promotions and new product updates.


  • Business-focused content for B2B

  • Consumer-oriented promotions for B2C

  • Custom offers based on business or personal needs

  • Relevant updates and calls-to-action for each segment

  • 4. Target High Open Rate Subscribers


    Develop a list segmentation by identifying subscribers who open your emails regularly and cater to their interests.


    These are the kinds of engaged readers who are ideal for receiving exclusive content, special promotions, and opportunities for feedback.


  • Early updates and exclusive offers

  • Invitations to participate in surveys or beta tests

  • Personalized content based on previous interactions

  • Special promotions or sneak peeks

  • 5. Re-engage Inactive Subscribers


    Some subscribers might show low or minimal engagement. Establish a customer email list segment to re-engage them.


    Employ different email marketing segmentation testing practices such as altering the frequency of emails or offering special incentives to rekindle their interest without annoying them.


  • Re-engagement offers or discounts

  • Personalized follow-ups to rekindle interest

  • Reduced email frequency to avoid spam

  • Clear and compelling calls to action

  • 6. Appreciate Regular Buyers With Targeted Offers


    This can be done by segmenting frequent buyers to provide them with exclusive promotions and updates.


    Using purchase history, you can personalize to offer deals or new product promotions and updates that align with your customers’ buying patterns.


  • Custom recommendations based on past purchases

  • Exclusive offers and early access to new products

  • Invitations to loyalty programs or special events

  • Personalized messaging reflecting purchase habits

  • 7. Remind Abandoned Cart Shoppers


    Form a mailing list segmentation targeting users who have abandoned their carts.


    Construct campaigns for these customers by sending follow-ups to encourage them to complete purchases by offering discounts or free shipping.


  • Abandoned cart reminders with product details

  • Incentives to encourage purchase completion

  • Personalized messages based on cart content

  • Clear calls-to-action to finalize the transaction

  • 8. Notify Customers About Restocks


    This is the segment where you take your database of customers who have expressed interest in the products that were once out of stock.


    So, when this previously out-of-stock item becomes available again alert those who come under this segment.


  • Automated notifications for restocked items

  • Updates on product availability

  • Special discounts or offers on restocked items

  • Personalized messages acknowledging their interest

  • 9. Nurture Leads Through the Sales Funnel


    Organize audience segments based on their stage in the sales funnel.


    Captivate the attention of warm sales leads with product benefits and calls to action. You can also nurture other segments with relevant email content based on their history of interactions with the brand.


  • Targeted content based on lead stage

  • Detailed product benefits and case studies

  • Calls-to-action for further engagement or sales

  • Personalized follow-ups based on lead interactions

  • 10. Address Changes in Customer Behavior


    Based on changes in customer behavior, create a segmented audience list for those who have reduced their purchase frequency.


    Execute strategies for re-engagement by conducting surveys to analyze what might have caused their behavioral change and understand their evolving needs.


  • Targeted re-engagement offers or incentives

  • Surveys to gather insights on changing behavior

  • Personalized content based on past interactions

  • Special promotions to rekindle interest

  • 11. Segment by Job Roles in B2B


    Set up B2B audience segments based on specific job roles or departments to customize mails addressing their unique roles and responsibilities


    This can be for procurement managers, IT professionals, C-level executives, and more


  • Role-specific content and updates

  • Tailored offers and information relevant to each role

  • Personalized messaging based on departmental needs

  • Exclusive content for key decision-makers

  • 12. Customize Messaging Based on Devices


    Device-based email marketing segments are created based on the device subscribers use to open the emails.


    The needs of those who predominantly interact with your content on mobile devices are different compared to desktop users specifically when it comes to user experience, purchase patterns, and even email design.


  • Mobile-first email design for smartphone users

  • Device-specific promotions or app download incentives

  • Personalized content for mobile, tablet, or desktop users

  • Responsive design testing to ensure optimal user experience

  • 13. Tailor Content Based on Website Activity


    This is one of the customer segmentation ideas for segmenting email contact lists based on their activity and behavior on your website.


    It can be about the pages they’ve visited, products they’ve browsed, or the frequency of interaction with your site.


  • Personalized product recommendations based on browsing history

  • Follow-up emails for users who have visited specific pages (e.g., pricing or demo pages)

  • Special offers for frequent visitors or engaged users

  • Abandoned browse emails to re-engage customers who viewed products without purchasing

  • 14. Differentiate Between Budget and Luxury Shoppers


    Launch segmented email campaigns based on spending patterns such as budget-conscious customers vs those seeking luxury.


    For each of these groups, present specific promotions, offers and product suggestions that align with their spending behaviors and interests


  • Promotions and offers based on spending patterns

  • Custom recommendations for budget or luxury items

  • Gradual upselling from affordable to high-end products

  • Personalized content reflecting spending preferences

  • As you implement the above-mentioned strategies you must also be prepared to continuously monitor the performance of segmented campaigns, analyze results, and adapt strategies to your audience’s ever-changing needs.


    Start small, experiment with different segments, and adapt your strategy over time.!


    Email Segments vs. Cohorts


    Both cohorts and segments play a significant role in refining your email marketing strategy for targeted campaigns. But how do they differ, and why should you care? Let’s break it down!


    Email segments vs cohorts


    Email segments are the starting point of personalization. They are like buckets where you place your subscribers based on shared characteristics.


    Now, cohorts are the ones elevating segmentation. If segments are your starting buckets, cohorts are more similar to focussed containers within those buckets. It groups your recipients based on a shared experience or behavior over a period of time.


    While segmentation is great for immediate, targeted communication, cohorts offer deeper insights by examining trends and patterns over time. By analyzing cohorts, you can dig deeper into long-term patterns, evaluate the impact of changes in your strategy, and refine your approach based on historical data.


    Wrapping Up


    Email marketing does not simply work on a one-size-fits-all approach.Each subscriber is unique. Generic email blasts do not necessarily work with today’s crowded inboxes.With effective email campaign segmentation, you can personalize messaging ensuring that your audience receives relevant content tailored to their needs and preferences and that provides value to them.


    This strategic email segmentation not only improves engagement and conversions but also cultivates long-term customer loyalty and helps build meaningful connections.


    With a focus on providing relevant and personalized content that provides value to your audience, you can ensure that your email marketing efforts yield improved deliverability, stronger engagement, higher open and click-through rates, reduced spam and unsubscribers and maximized ROI.


    Make every email count. Don’t let them get lost in crowded inboxes.


    Send the right message to the right people!


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    Author Bio

    Abinaya Vaishnavi
    Abinaya Vaishnavi

    An impact-driven Content Strategist and Marketer with around two years of experience specializing in content writing for SaaS products and other enterprise software. With a solid foundation in market research and a passion for technology, she excels in aligning content with the product functionalities.


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