Segmentation
What is Segmentation?
Segmentation is the practice of dividing your audience into smaller groups based on shared characteristics, behaviors, or interests. This allows creators to send more relevant, targeted messages that resonate with each specific group rather than sending the same message to everyone.
Why Segmentation Matters
- Higher Engagement: Relevant emails get more opens and clicks
- Better Conversion Rates: Targeted offers convert better
- Lower Unsubscribes: People stay when content is relevant
- Improved Deliverability: Engagement signals help inbox placement
- Personalized Experience: Subscribers feel understood
Common Segmentation Criteria
Demographic
- Location or timezone
- Language preference
- Industry or profession
- Experience level
Behavioral
- Products purchased
- Email engagement (opens, clicks)
- Website activity
- Content consumed
Interest-Based
- Topics they've shown interest in
- Lead magnets downloaded
- Pages visited
- Survey responses
Customer Status
- Leads vs. customers
- One-time buyers vs. repeat customers
- Active vs. inactive subscribers
- VIP/high-value customers
Funnel Stage
- New subscribers
- Engaged but not purchased
- Recent purchasers
- Long-time customers
Segmentation Strategies for Creators
Product-Based Segments
If you sell multiple digital products, segment by what people have purchased to avoid promoting products they already own.
Engagement Segments
- Highly engaged: Opens most emails, clicks frequently
- Moderate: Opens sometimes
- Cold: Hasn't opened in 90+ days
Interest Tagging
Tag subscribers based on links clicked or content downloaded to understand their specific interests.
Customer Journey Segments
- Awareness: Just discovered you
- Consideration: Evaluating your offers
- Decision: Ready to buy
- Post-purchase: Already a customer
Best Practices
- Start simple with 2-3 key segments
- Clean your list regularly—remove truly inactive subscribers
- Use automation to tag and segment based on behavior
- Respect segment boundaries—don't over-email any group
- Test segment-specific messaging
- Combine segments for highly targeted campaigns
- Review and refine segments periodically
Segmentation in Action
Instead of sending one email to your entire list:
| Segment | Message |
|---|---|
| Never purchased | Introduce low-ticket offer |
| Purchased Course A | Promote complementary Course B |
| Inactive 60+ days | Re-engagement campaign |
| VIP customers | Exclusive early access to new product |
Tools for Segmentation
Most email marketing platforms offer segmentation features:
- Tags and custom fields
- Behavioral triggers
- Purchase history tracking
- Engagement scoring
- Dynamic segment updates