Get More Opens with 13 Simple Segmentation Ideas

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13 Email Segmentation Ideas for Your Marketing Campaign

1. Welcome New Subscribers with Onboarding Emails

When someone signs up, they’re showing interest, so why not engage them while their attention is fresh? Create a segment for people who’ve signed up within the last 30 days and send them a series of onboarding emails.

These emails can highlight your best features, offer tutorials, or introduce them to your brand in a fun, engaging way. You can even get creative with follow-ups. For example, if someone loves your tutorials, send them more of that content.

If they’re browsing your “upgrade” page, why not send them a special offer to seal the deal?

2. Reward Loyal Customers with Special Offers

Loyal customers are your bread and butter, so why not make them feel special? Create a segment for your most loyal customers and offer them something extra—like exclusive deals, early access to new products, or a special discount for a milestone (like a business anniversary).

After all, retaining existing customers is way cheaper than acquiring new ones, and your loyal fans will appreciate the extra attention.

3. B2B vs. B2C: Keep Them Separate

If you're serving both B2B and B2C customers, it’s important to create separate segments for each group. The content that resonates with business clients (like bulk discounts or exclusive webinars) is very different from what your individual consumers would want (like influencer events or small-batch sales).

By segmenting these two audiences, you can make sure you’re sending the most relevant content to each.

4. Engage Readers Who Open Your Emails Regularly

Some customers just love your emails—and you should reward them for it! Create a segment for people who open 50% or more of your emails. These folks are your brand champions, and you can engage them with hot-off-the-press updates, promotions, and content they’ll enjoy.

They’re also the perfect group to target for market research surveys—they’re more likely to open and respond.

5. Bring Back Inactive Subscribers

It happens. Sometimes subscribers drift away. If you’ve noticed certain customers aren’t opening your emails, try creating a segment for those who open less than 10% of your emails.

You can test different strategies here—maybe send more emails to get them back in the groove, or cut back to avoid spamming them. It’s all about finding what works without pushing them too hard.

6. Appreciate Regular Buyers

If you have customers who buy from you regularly, show them you value their loyalty. There’s no specific timeframe needed here—whether they’re frequent shoppers or they make occasional purchases, send them special offers, exclusive deals, or invite them to VIP events.

You can even target them based on what they’ve bought before—like offering them the latest version of a product they regularly buy.

7. Send Gentle Reminders to “Almost Buyers”

You know those customers who click through to your site but don’t buy anything? Don’t worry, there’s a segmentation strategy for that!

Create a segment for people who clicked on your site but didn’t complete a purchase and send them gentle reminders or even offer them a small incentive to buy. Sometimes all it takes is a little nudge to push them over the finish line.

8. Let Customers Know When Items Are Back in Stock

A lot of customers don’t buy because their desired product is out of stock. But here's a little secret: segment customers who clicked "Email me when back in stock", and automatically notify them when the product becomes available.

You can even include a small discount code to thank them for their patience!

9. Nurture Leads in the Sales Funnel

Not all customers are at the same stage in their buying journey. For those “warm leads” who are considering a purchase, nurture them with product benefits, customer testimonials, and content that builds trust.

For those who are closer to making a decision, try sending them more tailored offers to help them seal the deal.

10. Re-Engage Those Who’ve Stopped Buying

If a regular customer suddenly stops purchasing, don’t let them slip away! Create a segment for those whose buying habits have changed and try sending them a personalized offer or even ask them to complete a short survey to learn why they’ve stopped buying.

Maybe they just need a little reminder, or perhaps it’s time to offer them a bigger incentive to return.

11. Segment by Roles and Responsibilities (For B2B)

In B2B marketing, you can get super-specific with your segments by targeting different roles within a company. For example, procurement teams will care about pricing, while C-level decision-makers are more likely to be interested in high-level product overviews.

Tailor your content to fit each role’s needs and responsibilities for a more personalized approach.

12. Tap Into Your Customer Personas

If you’ve done the work of creating customer personas, now’s the time to put them to use! Whether you’re targeting dog owners for a pet product or iPhone users for an app, you can use personas to create relevant email segments that speak directly to their interests.

If you're unsure, don’t be afraid to ask your audience what they'd like to receive in future emails. It’s a great way to gather insights and keep your content on point.

13. Separate Budget Shoppers from Luxury Buyers

Everyone has a different spending style. Some are all about deals and discounts, while others prefer the luxury, exclusive items. Segment your list based on spending habits—then send budget-conscious shoppers discounts and sales, while your high-end buyers can enjoy exclusive releases and premium products.

By personalizing your content, you make sure each segment gets exactly what they want.

Final Thoughts

There you have it—13 simple but effective ways to segment your email list and make your campaigns more personal. The best part? It’s all about connecting with your audience in a way that feels natural and genuine.

So take a deep breath, try out a few of these ideas, and have fun with it! Your email list will thank you.

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