SegmentationRelevant emails earn more opens and clicks. Segmentation cuts unsubscribes because subscribers get content aligned with their interests.
Why Segmentation Beats Batch-and-Blast
Relevant emails earn more opens and clicks. Segmentation cuts unsubscribes because subscribers get content aligned with their interests.
Even basic splits — customers vs prospects — can lift CTR 20% or more.
Behavioral Segments
Tag by pages visited, product views, email clicks, and purchase history. Trigger follow-ups based on actions, not guesses.
Example: clicked pricing but did not buy → send comparison guide in 48 hours.
RFM for E-commerce
Recency, frequency, monetary value scores identify VIPs, at-risk buyers, and churned customers. VIPs get early access; at-risk get loyalty offers.
Refresh RFM monthly as behavior shifts.
Geographic and Vertical Splits
Localize send times, currency, and compliance (GDPR regions). B2B verticals need different case studies — finance vs health vs SaaS.
Never send a generic "one offer" if segments have distinct regulations.
Frequently Asked Questions
What is the easiest segment to start with?
Engaged vs unengaged based on 30-day opens and clicks — improves deliverability fast.
How many segments are too many?
Start with 4–6 core segments; expand when you have unique content for each.
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