Common ways to segment
- Demographics and location: country, city, language or company size.
- Interests: the topics or products people chose when they signed up.
- Purchase behavior: first-time buyers, repeat customers, big spenders or people who haven’t bought yet.
- Engagement: active readers versus subscribers who haven’t opened or clicked for months.
- Stage in the journey: new subscribers, leads, customers and former customers.
- Website behavior: pages visited, abandoned carts and downloads.
Why segmentation works
Relevant emails get more clicks and conversions, and fewer unsubscribes and spam complaints. That protects your sender reputation, so more of your emails reach the inbox.
Getting started
Start with two or three simple segments, such as customers versus non-customers and engaged versus inactive subscribers. Collect interests at sign-up with a checkbox or two, and let your email tool’s automation update segments as people act.