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The Essential Guide to Email Segmentation

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07 Jan 2021

The Essential Guide to Email Segmentation

The digital era has triggered the rise of many online businesses. With the millions of people with internet access around the globe, many business ventures penetrated the online world. However, due to the growing number of existing online enterprises, owners need to make their marketing strategies more sufficient and efficient than others.

Online business owners often have their websites and make different advertising tactics to make people visit it. In most cases, prospects would naturally go to your site if it contains something that they are looking for a product or service. With this, you get the chance to have more subscribers following you and your business.

As new prospects visit your page, one way to lengthen and strengthen your relationships with them is to make them sign-up on your site with their emails. Through sign-ups, you will be able to send them notifications regarding updates and other happenings to your online website. It could be about the product you are offering or transactions they have made with you. Nonetheless, emails are useful to build continuous communication with your followers.

Emails, in business, is one of the prime factors that could lead your venture success. Through emails, you can reach people who can either be a prospect or a customer. With this, the computer and online programmers also took this opportunity to invent different systems that will make online marketers do better at their job (i.e. Automated Email Marketing).

One of the tactics that many online marketers are using is Email Segmentation. It gives your email content the ease of information organized so that sending personalized emails to the right people will be a lot easier.

What is Email Segmentation

Email segmentation is the process of segmenting your email list according to basic demographics and preferences. This strategy will help you develop a more personalized email for your customers that could gain you more engagement from them.

How to do email segmentation

You can do email segmentation by grouping the emails on your list according to the following categories:

1. AGE

Grouping people based on their age can make you think what best interests them. Preferences can be influenced by a person’s age. For example, teenagers are more inclined to purchase trendy clothes online, while adults might be looking for corporate attires for their work clothes. Knowing their age will give you the advantage to determine what might entice them to buy.


Grouping them by gender would also be helpful for you. Since there are products that only men or women are using, it is vital to segregate them by their sex. It is helpful, specifically for products that have gender roles like undergarments (bras and underwear).

However, gender is not quite a strict requirement for sign-ups. With this, you also need to consider gender-neutral emails for those who decided not to fill up that part. Aside from this, having gender-neutral emails will give you more chances for engagement since you will be sending it to both genders.


Knowing your subscribers' geographical location can give you ideas on how to communicate with them and what to offer. For instance, people from different countries might need different types of approach to email. Aside from this, you could also identify what they need to have just by knowing where and what kind of environment they live in. For example, people from urban and rural places might have different email notification since the two can have different needs.


Taste can be segmented using different information. For example, you can group your subscribers depending on their last order. Knowing what people orders from you can be a reference to what you will offer to them to make them buy again.

Aside from past purchases, you can also look up to their carts and see what products they are into buying. With this available information, you can send a personalized email that offers them products similar to their carts.


If your online store offers a variety of products that range from cheap to expensive prices, you may consider the amount spent by your previous customers. Knowing this will help you know their budget that will help you decide what products should you offer to them.


Some marketers only ask for email during sign-ups. They are avoiding asking personal information to prevent suspicions from the audience. It is not a problem. You can send out quizzes and surveys so you can know more about your subscribers.

When you offer them surveys, make sure that you compliment it with a respective incentive as your subscribers finish them. If you are going to use the quiz tactic, consider having results that would interest them generally.


If a user has been inactive for months, you might want to nudge them and ask for their next steps. With this, it helps you rebuild connections for those who have lost in touch with your website.


Knowing your customers' level of satisfaction can be a great way to segment your emails. It is easily doable, especially by using a rating system to describe how to satisfy they are with your products and services.


You can also segment your customers based on the change in their purchase behavior. For example, they are usually purchasing a monthly subscription of your service, you might want to send an email to ask them why.


Greeting your customers on their special day is one of the most personalized emails you could ever send. It is also a great segmentation because it gives you the chance to offer them products that are seasonal to their birthday, or maybe offer discounts that will make them purchase on their birthday.

Email segmentation is one of the best tactics that many online marketers are using right now. With the right amount of information on your prospects and customers, you can deliver better emails that might trigger engagement from them.

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