If you want to improve your email game, the magic word you need is segmentation. Gone are the days of sending the same email to everyone on your list and hoping someone, anyone, actually reads it.
Email marketing segmentation (essentially dividing your email list into specific, targeted groups) is the MVP of any high-impact email strategy.
Why?
Because it allows you to deliver the right message to the right person at the right time every time.
Ready to get your emails noticed, clicked, and liked? Let’s take a deeper look at what email segmentation actually is, how it works, and the best strategies to get started.
Email segmentation means dividing your email list into smaller, more defined groups based on profiles and behaviors. Target? Provide each group with more relevant content.
Imagine you are running a fitness brand. From yoga mats to pre-workout powder, you’ve got it all. Do subscribers who buy yoga gear care about your new line of protein shakes? perhaps. But people who show interest in nutritional products are definitely more likely to click.
Through segmentation, you can send messages tailored to meet the unique interests and needs of each subscriber. The statistics prove it, too: Segmented email marketing campaigns are incredibly effective Click-through rate increased by 100.95% Than not segmented.
Let’s break down some of the best segmentation strategies to boost your email marketing.
- Demographic segmentation: Most people start with this classic method. Use data points like age, gender, location and job title to customize your messaging.
- example: Let’s say you’re an online beauty retailer. While both 20-somethings and older consumers value skin care, their needs and desires are completely different. Segmenting by age allows you to tailor your emails to recommend highly relevant products and skincare advice.
- Pro tip: transcends age and gender. Think about lifestyle and social responsibility. For example, Gen Z values transparency, ethics and brands that align with their personal values. Tailor these messages accordingly.
- Behavioral segmentation: Behavioral segmentation is the ultimate way to meet your customers where they are. This means looking at things like browsing behavior, purchase history, and engagement with past emails.
- example: For those who clicked on a blog post about winter fashion but haven’t purchased anything yet, the fashion brand can send a curated selection of winter essentials along with a first-time purchase discount bonus. For loyal buyers, you can skip the discounts and push the exclusivity angle.
- Pro tip: Leverage artificial intelligence tools to automate and refine these segments. Tools like HubSpot can save you time and guesswork by predicting the types of products or content your subscribers might be interested in based on past behavior.
- Engagement-based segmentation: Segmenting based on engagement is a way to customize content for fans, followers, and MIA staff alike. Divide your list into “active”, “inactive” and “inactive” subscribers.
- example: Send VIP-only sales communications and sneak peeks to highly engaged users who click the majority of emails. For those who have “lost their duty”? A re-engagement campaign featuring a bold subject line, personalized offers, and a little FOMO can help lure them back.
- Pro tip: Pay attention to “list hygiene”. After a few attempts, delete or reduce the messages you send to those who are completely unengaged. This is good for your sender reputation and can increase your open rates.
- Life cycle stage division: The customer’s place in the buyer’s journey is more important than ever. Are they a first-time subscriber? Loyal customer? Ready to buy lead? Personalize accordingly.
- example: For new subscribers, a welcome series that introduces your brand and its values is key. For loyal customers, consider hosting an appreciation series that includes behind-the-scenes stories or early access to new products.
- Pro tip: The buyer’s journey isn’t always linear, and lifecycle segmentation can feel a bit like a moving target. Use real-time data to track changes in customer engagement and adjust your messaging accordingly using dynamic content.
- Psychological segmentation: Psychology delves into the “why” behind a purchase—such as values, interests, and lifestyle.
- example: If your clothing brand focuses on sustainability, segment your subscribers who have shown interest in eco-friendly content and products. Express their values through content about your ethical production processes or sustainable materials.
- Pro tip: Collect psychographic data directly from your customers using surveys, quizzes, and even zero-party profiles on social platforms. Then, customize your messaging based on these deeper, more meaningful connections.
Email segmentation is evolving rapidly, and if you really want to stay competitive, it’s time to move beyond basic demographic segmentation. Email MVPs will be those brands that experiment with creative, highly personal segmentation strategies that respect their subscribers’ interests, values, and behaviors.
So here’s your homework: Dig deep into your email data and start breaking it down based on what’s really important to your audience. By understanding your subscribers and delivering content that resonates, you can hopefully make this your best email marketing year yet.
