Use Segmentation & These Best Practices to Step Up Your Email Marketing Game

Email marketing continues to be one of the strongest online marketing channels and if you’re like most email marketers, you spend hours trying to get subscribers and customers to read and act on your emails. After all, no one wants to see their emails dwindle away in their subscribers’ inboxes. It’s a waste of money, and it doesn’t offer a return on the time—or money—you invested in them.

Starting from welcome campaigns to abandoned cart and post-purchase email drips, there’s much more to email marketing than simply crafting up a friendly message and clicking the “send” button. Instead, email marketing needs to be personalized, helpful and data-driven.

With digital marketing opportunities growing at a relentless speed, how do you know what’s working to your advantage and what’s not? If this sounds like the current situation of your eCommerce business, don’t fret! 

Segmenting your audience in a funnel and sending targeted email campaigns accordingly is one of the most effective ways to increase engagement and drive more sales.

Let Us Dive Right in and Check Out How

When it comes to growing your subscriber list, think quality over quantity. You’ve worked hard to attract visitors to your site, so now it’s time to turn these first-time site visitors into loyal customers. Along with keeping your list clean, one of the  most effective ways to achieve this goal is by using segmented and highly targeted triggered campaigns

A recent study from Mailchimp found segmented email campaigns have a 14.31% higher open rate and a 100.95% higher click-rate than non-segmented email campaigns.

email marketing


Get smart with Email segmentation. With today’s spirited digital setting, keeping tabs on the customer journey is becoming far more complex. Use your customer’s behavior and demographic information. Using site analytics tools will help paint a better picture of your customer acquisition and behavior flows. Regardless of where your customer is maneuvering through your site, you can effectively reach consumers across devices and at various stages of their path to purchase. 

Segmenting your emails is one of the best ways to personalize your marketing. If you aren’t an expert in email segmentation yet, fear not!

When users opt-in to receive your newsletter, they’ve already taken the first step towards becoming a customer. You won’t convert all new subscribers into customers, but you will convert a considerable amount with the right email segmentation strategy.

Segmenting your audience doesn’t necessarily mean long and complex surveys. Rather, it involves asking a simple question such as: What is your occupation? How old are you? What are your interests?

Now, there are many ways through which you can segment customers to drive more clicks based on:


Demographic examples include characteristics such as age, gender, location, and more. E-commerce businesses that sell clothes would benefit from knowing the gender of their subscribers so they know if they should send offers on dresses or suits for instance.

Demographic segmentation is perfect for developing buyer profiles that will help you send highly targeted email campaigns.

Sign up Source

Segmenting subscribers based on how they were added to your list, is an uncommon but effective strategy. 

For example, if a user signs up for a coupon code, it’s fair to say that they’ve got high purchase intent. You can then use your email campaigns as a way to keep these subscribers engaged and drive them to make that final purchase.


This is perhaps one of the most effective ways of segmenting your list. Looking at how subscribers’ have engaged with your brand previously will indicate how to approach them in the future. This way, they’ll receive emails that are aligned with their past actions.

You should always look at engagement across channels and not just focus on how they engage with your emails. How subscribers behave on your website can tell you a lot about their purchase intent as well.

For example, if a subscriber visits the same product page more than three times within two weeks, you can assume they’re interested in that specific product. This person should get a higher lead score than people who only visited a product page once.

These 3 segments were for the Top of the Funnel users (TO-FU) – To-Fu subscribers are users that opt in to join your email list but haven’t taken any steps towards making a purchase yet.

The next is for the Middle-of-funnel (MO-FU)prospects, for those that have taken certain actions that indicate they might be interested in buying but haven’t bought anything yet.

The 3 segmentation strategies for MoFu are

Segment by Interests and Preferences

This is one of the highest impacting segmentation strategies. Because subscribers won’t engage with emails that don’t interest them. But the great news is, segmentation by interests is simple to implement.

If you get your subscribers to define their interests within your area of expertise, you can send highly targeted email campaigns to those segments. You can also use surveys to ask subscribers about their preferences. Ask your subscribers what types of emails they prefer.

Don’t forget that preference also includes email frequency. It is a good practice to ask your list when they’d like to hear from you if you send out lots of emails.

Segment by Engagement with Recommended Products

Another great way to segment your subscribers is by how they engage with recommended products. If you haven’t implemented recommending products in your emails, you should.

Research shows that 37% of shoppers who click a recommendation during their first visit return to the site, compared to just 19% for shoppers that don’t click a recommendation during their first visit. And the per-visit spend of a shopper who clicks a recommendation is five times higher than those who don’t click a recommendation.

Segment by Cart Abandonment


An abandoned cart triggered email is all about timing and good copy. With cart abandonment rates hovering around, it’s crucial businesses segment customers who abandon their carts.

People who are in your bottom-funnel are your existing customers. The ones who have already bought from you. The goal here is to get them to buy again and turn them into brand advocates.

Here are the 3 segmentation strategies for BoFu

Segment by Purchase History

The one thing every repeat customer has in common is they’ve already made a purchase with you before. That previous purchase gives you exactly what you need, to send an email encouraging another purchase. Look at your customers’ purchase history to see what type of products they’re interested in, and promote related products in your emails.

Another way to segment by purchase history is to offer refills on previously bought items such as shampoo, dog food, diapers, and more. 

Calculate the approximate time it takes for a customer to use the product, and send them a friendly reminder to restock when they’re about to run out.

Segment by Purchase Amount and Basket Size

Use customer purchase history to determine which customers are most interested in buying higher-priced items, and which are more likely to buy lower priced items. If you have customers who only buy items on sale, it won’t make any sense to send emails promoting your newest and more expensive items. 

Also, if customers typically buy your newest items, it might be effective to send them an email every time you launch a new product or product line 

Segment Inactive Customers

It’s important you don’t forget about inactive customers. If your repeat customers haven’t made a purchase in a long time, you need to try and re-engage them. First, try to figure out why they’ve been inactive. Have they opened your emails but not clicked any of them?

This could mean that they were interested in the content, but your CTA wasn’t convincing enough. In this instance, you could try the same type of content but with different CTA’s. If they haven’t opened any of your emails in a long time, you should remove them from your list and add them to an email retention flow instead.

Tips, Tricks, and Tools to Amp Up Your Email Marketing Game

In this robust eCommerce environment, marketers are stepping up their email marketing efforts to take advantage of any opportunity that comes their way to scale up. They’re sending emails perfectly tailored to individuals, and building quality lists full of subscribers who love their brands.

Build The Quality of Your Emails

To build the quality of your lists, you can remove those who haven’t opened your emails in several months, send segmented, automated and personalized messages to brand loyalists and work to segment your lists in a way so that your messages are delivered to the right audience.

Automate & Personalize Your Emails

It’s no longer effective to send the same email to thousands of subscribers. Today, brands are automating their email messages and personalizing them to ensure they’re relevant to the recipient. 

With the help of integrations with databases, eCommerce platforms, and CRMs, many marketers are finding ways to automate and personalize their messaging.




Segmentation spells out big wins for marketers. Segments are created based on data that you have on your subscribers. Once you create a segment, you can send targeted messages to a particular group. Marketers segment their lists by geographic location, gender, interest, purchase history, and a host of other factors.

Leverage Dynamic Content

dynamic content


Dynamic content makes it easy to swap in different copy or imagery based on the subscriber. You don’t have to know how to code to send these messages.

A/B Testing

AB Testing

Email marketing requires a lot of creativity. You want to come up with compelling copy and beautiful imagery. But successful marketing also requires analysis, and A/B testing offers you the opportunity to figure out what resonates it the most.

Redefine Your Metrics


Now that you’re sold on the power of email, you’ll need to know which metrics to measure before you kick off your next campaign. If you want to amp up your email marketing efforts, you should explore and redefine what metrics are most meaningful to your brand. You should focus on metrics that show high engagement, as opposed to just vanity metrics.

Here are some of the metrics that will reveal exciting new insights, helping you stay ahead of the competition – Conversion rates & ROI, open & click-through rates and unsubscribed bounce rates

Meet Your Subscribers Where They Are

Your business needs to meet subscribers where they are– and that means ensuring that your emails are optimized across devices. That means using responsive templates or designing custom responsive layouts.


After taking the time to build up a list of quality subscribers, the last thing you want to do is throw away your efforts by sending content to their inbox at the wrong time. Because your subscribers have opted into your email list (whether through an email capture form or by making a purchase), don’t worry about annoying your customers with too many emails. If your email content is valuable, they’ll want to hear from you as much as possible.


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