Segmentation is the backbone of high-performing email marketing. It simply means dividing your subscribers into groups based on the interests, characteristics or behaviors you can track—such as how they interact with your emails or website—and then sending each group tailored offers and communications that match their interests.
When you first start with email marketing, every subscriber usually gets tossed into one big bucket. Everyone receives the same message—and in the beginning, that’s fine. But as your list grows, you’ll start to notice something important: not all subscribers are the same. Some are brand-new and just getting to know you, while others are further down the funnel and closer to buying. Some want quick tips and advice, while others are more interested in learning your brand story.
That’s where segmentation comes in.
Instead of blasting every email to your entire list, segmentation allows you to send tailored, relevant messages to specific individuals based on shared characteristics, activity or behaviors. Segments help you become more targeted, personalized, and relevant. By tailoring your offers to match each group’s specific needs and interests, you send smarter emails and significantly increase the chances of engagement, conversions, and ultimately, more sales.
Create customer persona segments to group your customers by various characteristics, such as:
- Their interests
- How much they spend
- How frequently they purchase
Then, send personalized content based on these personas. For example, if you sell pet products, you may send a cat food product launch campaign to a segment of cat owners.
The Benefits of Segmentation in Email Marketing
Segmentation is one of the most powerful strategies in email marketing. It allows you to talk to the right people at the right time. In fact, according to Klaviyo’s yearly benchmark report, highly segmented emails result in:
- Lower unsubscribe rates (unsegmented campaigns lead to 2x the amount of unsubscribes in comparison).
- 2x the average open and click rates compared to emails sent to unsegmented lists.
- 3x the revenue per recipient ($0.19 vs. $0.06).
Segmentation goes far beyond just improving campaign performance. It forces you to think strategically about your customers, which creates a foundation for many of your broader business and marketing processes.
By breaking your audience into subsets, you’re not just organizing your email list—you’re gathering valuable business intelligence. You’ll see which groups drive the most revenue, which ones engage the most with your campaigns, and where to focus your marketing resources for maximum impact.
Here are the key benefits of segmentation:
1. Increased Engagement
When you send messages that align with a customer’s interests or behavior, they’re far more likely to open, click, and respond. Segmentation ensures your campaigns are highly relevant, which naturally drives higher engagement rates compared to generic, one-size-fits-all emails.
2. Higher Sales and Revenue
Relevance drives conversions. By tailoring your offers to specific groups—such as past purchasers, repeat buyers, or customers who browsed a particular category—you’re sending promotions they’re more likely to act on. This targeted approach directly translates into higher sales.
3. Improved Customer Lifetime Value
Segmentation helps you nurture customers at every stage of their journey. From personalized upsell campaigns to win-back flows for inactive customers, segmentation allows you to keep customers engaged longer. The result: a measurable increase in lifetime customer value (LTV).
4. Lower Unsubscribe Rates
When subscribers consistently receive emails that matter to them, they’re far less likely to hit “unsubscribe.” Segmentation minimizes list fatigue, extends the lifespan of your subscriber base, and saves you money by keeping your audience engaged rather than forcing you to constantly chase new leads.
5. Smarter Resource Allocation
By analyzing segmented data, you can see which groups of customers are most valuable. This intelligence allows you to prioritize your marketing budget and energy where it will deliver the highest return, instead of spreading your efforts too thin.
6. Automation Potential
One of the most powerful aspects of segmentation is how well it pairs with automation. Modern platforms like Klaviyo let you design automated flows that target specific users based on characteristics (such as age, location, or gender) or event triggers (such as browsing certain products, purchasing a specific item, or reaching a VIP spend threshold). These automated, behavior-driven campaigns run in the background, saving you time while continually delivering relevant, high-performing emails.
Essential Email Segments
Below, we’ll break down 9 essential email segments, how to handle them, and provide example email ideas for each.
1. 30-Day Engaged Email Members (3+ Campaigns per Week)
Why It Matters:
This is your base engaged audience — people who have opened or clicked an email in the last 30 days. Sending regularly to this group keeps engagement high and prevents fake or dead profiles from hurting your deliverability.
Strategy:
- Start with 30-day engaged
- When open rates climb to 50%+, expand to 60-day engaged
- Cycle back as needed to maintain engagement above 45%
Example Email Types:
- Product spotlights
- Educational tips
- Founder’s story emails
- Seasonal promotions
2. 60-Day Engaged Segment
Definition:
- Subscribed
- Opened or clicked in an email in the last 60 days
- Never bounced
Why It Matters:
Used when your engagement is strong and you want to broaden reach without tanking deliverability.
Tip: Always monitor open rate dips when expanding beyond 30 days.
3. Unengaged Email Members (Re-Engagement)
Why It Matters:
These are people who haven’t opened or clicked in the last 90 days. Re-engaging them gives you a last chance before suppression.
Strategy:
- Send 1 re-engagement email per month
- Offer a compelling discount
- If they don’t respond, suppress to protect sender reputation
Example Re-Engagement Email:
Subject: We miss you! Here’s 20% off to come back ❤️
Body:
“Hey [First Name],
It’s been a while since we last saw you — and we’d love to welcome you back. Here’s an exclusive 20% OFF code just for you: COME20.
Hurry — it’s valid for the next 72 hours only.
[Shop Now Button]”
4. High Potential Purchasers
Definition:
Viewed, added to cart, or started checkout in the last 30 days but hasn’t purchased.
Strategy:
- Send targeted sales with urgency
- Can be sent in addition to automated browse/cart flows
- Test exclusive offers or bundles
Example Email:
Subject: Your cart called. It misses you.
Body:
“Your [Product Name] is still waiting! Grab it now and enjoy 15% OFF — just for you.
[Complete My Order Button]”
5. VIP Customers
Definition:
Made 5 purchases or more.
Strategy:
- Reward with loyalty perks, early access, and exclusives
- Send appreciation emails to deepen relationship
Example VIP Email:
Subject: VIP Status Unlocked 🎉
Body:
“Congrats, [First Name]! You’re officially a VIP.
That means early access to new drops, secret sales, and an exclusive 25% OFF code: VIP25.
Thank you for being one of our best customers.
[Shop Exclusive VIP Sale Button]”
Pre-VIP Email: For customers with 4 purchases:
“One more order and you’ll unlock VIP status — plus exclusive perks forever!”
6. Winback Potential Customers
Definition:
Past customers who haven’t purchased in 90+ days (or relevant time frame for product).
Strategy:
- Send 1 email per month
- Offer a discount or bundle to trigger return purchase
Example Email:
Subject: It’s been too long — let’s catch up!
Body:
“We’ve missed you, [First Name]! Here’s 20% OFF your next order to welcome you back.
Don’t wait — offer ends in 48 hours.
[Shop Now Button]”
7. Interested in X Product/Category
Why It Matters:
Laser-targeted promotions for people who have shown interest in specific products.
Example Email:
Subject: Back in stock: [Product Name]
Body:
“Great news — the [Product Name] you loved is back. Stock is limited, so grab it now!
[Get It Now Button]”
8. X Cross-Sell Segment
Definition:
People who purchased one item that naturally pairs with another.
Example Email:
Subject: Boost your results with this game-changer
Body:
“You’ve got the protein — now complete your workout with our premium pre-workout formula.
Order now and get 15% OFF — just for existing customers.
[Upgrade My Workout Button]”
9. Suppression List (DO NOT SEND)
Definition:
People who haven’t opened in 180+ days, bounced, or marked as spam.
Why It Matters:
Keeps sender reputation high and saves ESP costs.
