Strategies for segmentation in email marketing

According to several specialists, segmented emails generate 58% more revenue than non-segmented campaigns. This highlights a truth that we have observed time and time again in our campaigns: targeting everyone the same way is a sure path to irrelevance.

We recently worked with a company in the SaaS sector that was struggling to improve the effectiveness of its email marketing. Their generic emails, while aesthetically pleasing, had open and click-through rates below the industry average. After implementing a segmentation strategy, aligned with the interests and behaviors of their users, click-through rates increased by 30%. This reaffirms something fundamental: email marketing segmentation is a necessary-advanced technique in any marketing strategy.

In this article, we will explore how to segment audiences effectively, how to apply this segmentation in email marketing, along with practical examples that will guide us towards good practices in B2B.

How to perform segmentation in email marketing

Dividing our subscribers into well-defined groups will improve open and click-through rates, while reinforcing the perception of our brand as one that understands and meets the specific needs of its audience. Let’s look at how to segment your mailing lists in depth, from the first steps to implementing advanced strategies.

1. Evaluate your current database

Before segmenting, you need to understand what information you already have available about your subscribers. This includes data collected during the subscription process, previous interactions with your emails, and any additional data obtained through CRM tools or web analytics.

Steps to evaluate your database:

1. Review the data collected at registration: Do you have basic information such as name, email, and location? Did you include optional fields for interests or preferences?
2. Analyze past behavior: Examine metrics such as open rates, clicks, purchases made and frequency of interaction.
3. Identify information gaps: detect what data is missing for more effective segmentation. For example, if you want to personalize mailings by specific interests, but you don’t have that information, it will be necessary to collect it.

2. Define email marketing segmentation criteria

Once you understand your database, it is time to establish clear criteria to divide subscribers into meaningful segments. The criteria should align with the objectives of your campaigns and the characteristics of your audience.

Common segmentation criteria:

• Demographic: age, gender, geographic location, occupation, or income.
• Behavioral: frequency of purchase, browsing history, abandoned carts or clicks on previous emails.
• Interests: topics or categories selected at registration or inferred from interactions.
• Stage in customer lifecycle: new subscribers, returning customers, inactive users.
• Subscription source: how they came to your list (downloading a resource, registering for a webinar, purchasing from your store).

3. Use segmentation tools

Modern email marketing tools simplify the process of segmenting mailing lists. These platforms allow you to create dynamic segments, which are automatically updated according to user behavior, or static segments, useful for specific campaigns.

Popular tools and their features:

• Mailchimp: offers basic and advanced segmentation based on demographics and behavior. It is ideal for small and medium-sized companies.
• HubSpot: integrates segmentation with CRM, allowing a high level of personalization and automation.
• Klaviyo: specializing in e-commerce, allows segmentation based on purchase behavior and specific events.
• ActiveCampaign: stands out for its dynamic segmentation and ability to combine complex criteria.

Tip: Use tags or categories in your email marketing platform to organize subscribers into manageable groups. For example, create tags for “Interested in product X” or “Frequent customers”.

4. Implement surveys and forms

If your database lacks key information, surveys, and forms are effective tools for obtaining additional data. This approach will help you segment better and shows subscribers that you value their opinion.

How to use them:

1. Quick surveys in mailings: sends a mailing with simple questions, such as “What content are you most interested in receiving?”, or “What challenges do you face in your business?”
2. Preference update forms: offers subscribers the ability to update their profile, choosing topics of interest, mailing frequency, etc.
3. Incentives to participate: increase response rate by offering discounts, access to exclusive content or participation in sweepstakes.

5. Create specific and relevant segments

Effective email marketing segmentation does not mean creating too many segments that are difficult to manage. Instead, focus on building well-defined groups that make sense for your business.

Examples of specific segments:

• Frequent customers: send them loyalty mailings or previews of new products.
• Inactive subscribers: design reactivation campaigns with exclusive offers.
• New subscribers: welcome them with a series of educational or promotional mailings.
• Specific geography: send promotions based on local locations or regional events.

Tip: Prioritize segments that offer a clear return. For example, focus on users who have shown recent interest in your products, as they are more likely to convert.

6. Automate and keep your segments updated.

Subscribers’ needs and interests change over time, so it is essential to keep your lists updated. That is why automation becomes an indispensable tool.

Benefits of automation:

• Dynamic segments: subscribers automatically change segments based on their behavior. For example, a customer who makes a purchase moves from the “Prospects” segment to the “Returning Customers” segment.
• Real-time personalization: send relevant messages at the right time, such as follow-up emails after a purchase.
• Time savings: automating segmentation processes frees up resources to focus on optimizing content and strategy.

7. Continually test and adjust

Segmentation is an iterative process where what works today may not be as effective in six months, especially if subscriber interests or market conditions change.

How to test and optimize:

• A/B testing: experiment with different segments, messages, and calls to action to identify which approach generates better results.
• Metrics analysis: monitor open, click-through, and conversion rates to evaluate the performance of each segment.
• Direct feedback: ask subscribers how you can improve the relevance of the emails they receive.

Examples of segmentation in email marketing

Segmentation in email marketing not only allows sending more relevant messages, but also significantly increases return on investment (ROI) and engagement. According to a report by DMA, segmented campaigns generate 760% more revenue than non-segmented campaigns. To illustrate how this strategy can be applied in different industries and situations, we will explore practical examples with their arguments and results.

1. B2B role segmentation

In B2B marketing, subscribers play varied roles within their companies, and their interests are directly related to their responsibilities. Personalizing emails based on the recipient’s job title is an effective way to generate interest and increase the relevance of the content.

Example: A technology company that offers management software segmented its audience into:

• IT managers: they sent mailings about technical features and integration guides.
• CFOs: sent reports on software ROI.
• Operations managers: shared case studies on efficiency and productivity.

Rationale: each segment received content that addressed their specific needs, increasing open rates by 42% and conversions by 25%.

Segmentation by stage in the customer lifecycle.

The customer lifecycle includes several stages: acquisition, consideration, purchase, retention, and reactivation. Each stage requires different messages to maintain the subscriber’s interest and guide them towards conversion.

Example: an e-commerce company segmented its list into:

• New subscribers: received a series of welcome emails with information about the brand and a 10% discount on their first purchase.
• Recurring customers: sent loyalty mailings with exclusive promotions.
• Inactive customers: designed reactivation campaigns with “We miss you” mailings and limited-time discounts.

Rationale: tailoring the message to the customer’s stage helps maintain a strong relationship and increase the likelihood of conversion. This approach increased inactive customer purchases by 20% and repeat purchases by 15%.

3. Interest-based targeting (online education)

Subscriber interest is a solid basis for segmentation, especially in industries such as online education, where topics of interest can be diverse and specific.

Example: a course platform segmented its subscribers into:

• Interested in digital marketing: they sent emails promoting SEO, Google Ads and social media courses.
• Interested in web development: shared resources on programming in JavaScript, Python and popular frameworks.
• Interested in personal skills: offered content on productivity, leadership and time management.

Argument: targeting specific interests increases message relevance. The platform observed a 30% increase in click-through rate and a 25% increase in course enrollment.

4. Behavioral segmentation (E-commerce)

User behavior, such as previous purchases, pages visited or abandoned carts, is one of the most effective criteria to segment audiences.

Example: A fashion retailer segmented its customers according to:

• Customers with purchase history: They offered personalized recommendations based on previously purchased products.
• Users who abandoned carts: Sent reminders with messages such as “Your cart is waiting for you!”, and a 15% discount if they completed the purchase.
• Users who visited specific products: Shared emails with exclusive promotions for the products they had viewed.

Rationale: this behavioral-based segmentation generated a 20% increase in conversion rates and reduced the number of abandoned carts.

5. Targeting by geography (Local events and promotions)

The geographic location of subscribers can be key to personalizing messages, especially in campaigns that rely on regional events or promotions.

Example: An automotive company segmented its list by location and shipment:

• Specific promotions for local dealers: “Visit us this weekend and receive an exclusive €1,000 bonus.”
• Invitations to regional events: such as model launches or auto shows.
• Weather-based messaging: “Prepare your car for winter” in cold regions, and “Protect your vehicle from the heat” in hot areas.

Rationale: targeting messages based on location maximizes relevance. This strategy increased attendance at local events by 40% and improved conversion rates for regional promotions by 25%.

6. Segmentation by interaction frequency (active vs. inactive subscribers)

Previous interaction with emails can be a powerful criterion for segmenting audiences into active and inactive subscribers. This helps to tailor the message according to the user’s level of engagement.

Example: a SaaS company segmented its subscribers into:

• Recent actives: they sent advanced feature recommendations and tutorials.
• Recently inactive: offered reactivation emails with discounts or extended trial periods.
• Completely inactive: implemented a last campaign to confirm if they wanted to continue receiving mailings before removing them from the list.

Rationale: this approach allows maintaining relevance and optimize the contact list. Recent inactive mailings reactivated 15% of users.

7. Segmentation by source of acquisition (lead nurturing)

Understanding how a subscriber came to our list can help us to personalize content from the beginning. This is especially useful in lead nurturing strategies.

Example: A marketing agency segmented their subscribers according to the source of acquisition:

• Downloading an e-book: they designed educational emails with content related to the e-book topic.
• Webinar attendance: shared summaries of the event and promotions related to the service.
• Web form: sent welcome emails with general information about the agency.

Rationale: personalizing the message from the start increases conversion rate and perceived relevance. Segmented emails achieved 20% more clicks than generic emails.

Segmentation in email marketing for reactivation campaigns

Segmentation is a key element to maximize the effectiveness of reactivation campaigns for inactive subscribers. These campaigns seek to reconnect with users who have stopped interacting with your emails, and dividing them into specific segments allows you to design more relevant, personalized and persuasive messages. Next, we will explore how to implement strategic segmentation in reactivation campaigns, step by step.

1. Identify and classify inactive

The first step in any reactivation campaign is to define what “inactivity”means to your business and classify subscribers based on their level of disconnection. Not all inactive are the same, and treating them the same can dilute the impact of your efforts.

Common types of inactive subscribers:

• Recent inactive: users who have not interacted in the last 2-3 months.
• Moderate inactive: users who have not opened emails in 4-6 months.
• Prolonged inactive: users who have been inactive for more than 6 months.

Why segment this way: recent inactive are more likely to be reactivated with small incentives, while prolonged inactive might require more emphatic messages or even a last call before being removed from the list.

Recommended strategy:

• Recent inactive: send a gentle reminder, such as “We haven’t heard from you in a while”.
• Moderate inactive: offer relevant content or exclusive promotions.
• Prolonged inactive: send a last chance to reactivate, with a clear message such as “Is this goodbye?”, before deleting them.

2. Segment by previous behavior.

Subscribers’ historical behavior can reveal a lot about what might motivate them to interact again. Analyzing past actions and segmenting based on them allows you to design mailings that align with their original interests.

Criteria to segment by behavior:

• Last interaction: sort by the last time they opened or clicked on an email.
• Products or services purchased: for e-commerce campaigns, segment by categories of products purchased.
• Content downloaded or consumed: identify specific resources that interested the user, such as e-books, webinars, or reports.

Example: an online store detected that some inactive subscribers had shown interest in a product category (e.g., sports shoes). They sent a personalized campaign with new releases and an exclusive discount for that category, achieving a 20% reactivation rate.

3. Segmentation by original subscription reason

Why did they subscribe in the first place? If you have data on why they signed up, such as having attended a webinar, downloaded a free resource or made a purchase, you can use this information to personalize your reactivation emails.

Strategies based on reason for subscription:

• Users who subscribed for educational content: send them new resources, such as updated guides or tutorials.
• Users who subscribed after a purchase: offer discounts or promotions on related products.
• Users who subscribed at events: remind them of upcoming events or share content related to the previous one.

Why it works: this approach appeals directly to the interests that initially motivated the subscriber, increasing the relevance of the message.

4. Geographic and demographic segmentation

For global or diverse audiences, factors such as location or demographic characteristics can be useful for customizing messages. This is relevant if you offer services or products that vary by region.

Example application:

• Geographic location: offer local promotions, such as “Free shipping to [region name]” or “Exclusive events near you”.
• Demographic targeting: send messages that resonate with different age ranges, gender or specific interests.

Tip: use geolocation tools in your email marketing platform to automatically segment based on detected location.

5. Segmentation based on preferences or interests

If your subscribers indicated specific interests when they signed up or interacted with certain topics in your emails, you can segment based on these preferences. This is very effective for audiences looking for personalized content.

How to implement it:

• Collect data on interests through surveys, forms, or email clicks.
• Create tags or categories in your list for each main interest.
• Customize reactivation messages to highlight topics of interest.

Example: A business consulting firm segmented its inactive people into three categories: leadership, productivity and digital transformation. They sent targeted mailings with related content, achieving a 30% increase in click-through rates.

6. Automation and dynamic reactivation

Modern email marketing tools allow you to automate segmentation and send emails based on user actions. This ensures that each message is relevant and timely.

Automation example:

• Set up a rule that automatically moves inactive subscribers to a reactivation flow after 3 months of inactivity.
• Design personalized emails based on the user’s history, with subject lines such as “You missed these news”.

Advantage: automation saves time, ensures message consistency and increases the likelihood of reactivation by sending emails at the right time.

7. Segmentation by level of engagement

Not all inactive subscribers have the same level of engagement. Some may be close to reactivating, while others may be completely disengaged.

How to identify engagement levels:

• Nearly active: subscribers who have opened mailings sporadically.
• Moderately inactive: users who have stopped interacting, but continue to receive emails.
• Highly inactive: users who neither open nor interact at all.

Strategy:

• For the almost active, send reminder emails with a friendly message.
• For the moderately inactive, offer clear incentives, such as discounts or exclusive content.
• For the highly inactive, consider a “last chance” campaign before removing them from the list.

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Focus on building well-defined groups for your business instead of creating too many segments that are difficult to manage.

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Conclusions

Segmentation in email marketing allows us to build meaningful relationships and maximize the impact of our campaigns. From demographic segmentation to advanced automation, each approach has the power to transform the way we connect with our subscribers.

As we have seen, segmentation improves open and click-through rates, and reinforces the perception of our brand as relevant and focused on the needs of our audience. This is why it is important to deeply understand our users, use data intelligently and apply strategies adapted to our objectives.

The future of email marketing belongs to those who can speak directly to the heart of their audiences, and segmentation is the language that makes that conversation possible.