The Importance of Segmentation in Email Marketing

Email marketing has evolved significantly from the days of generic mass emails that lacked relevance to the recipients’ specific interests. Today, successful brands recognise the value of delivering targeted and meaningful messages to their customers. Now there are a bunch of different segments that you can create within Klaviyo and you can learn a bit more about their importance here. But below are some pretty classic segments that you can create beyond the classic 90 day engaged.

In this article, we will explore the essential segments that every brand should consider. Additionally, I will introduce some of my favorite segments to help you gain a better understanding of your customer base dynamics.

Why Use Segmentation In Your Email Marketing?

Segmentation is the holy grail of email marketing as it enables brands to customise their messages for different customer groups with precision. To maximize the impact of segmentation, you need to identify the segments that yield the best results and this all comes for testing. While there are various “best practice” recommendations available, what matters most is finding what works best for your customers and consistently leveraging those segments. No one audience is the same, which is why I split test so many variables such as send time amongst other things including segments.

Instead of striving for the absolute best scenario, focus on implementing a segmentation strategy that you can consistently maintain. In the long run, this approach will deliver better results compared to hyper-targeted segments used infrequently, such as every three months or less.

Here are some pretty useful places to start:

1.0 Demographic Segments

This classic segmentation approach is based on characteristics such as age, gender, or location. Understanding these demographics helps you create targeted campaigns that resonate with different groups.

For example, a company that sells glasses can send different email content to male and female customers, showcasing the latest trends tailored to each gender. However, if your gender-specific segments have fewer than 500 people, consider focusing on other segmentation approaches until you can gather a larger dataset to effectively target your customers.

A jewelry or accessories brand with physical retail or a presence at recurring events can benefit from asking subscribers if they are interested in receiving alerts about local events. You can collect this information by creating a custom profile property and then creating a segment for each area. To encourage responses, consider adding this question as a “PS” at the end of an email in your Welcome Series flow.

2.0 Behavioral Segments

By analyzing customer behavior, such as past purchases, browsing history, and engagement levels, you can create segments that reflect specific actions. This approach is particularly helpful when running a sale or promotion and sending reminder emails after the initial announcement.

For instance, if someone places an order after receiving the sale announcement campaign, they should ideally start receiving your post-purchase flow. At this point, they don’t need additional reminders about the sale, so it’s beneficial to segment them out of the recipient list for reminder emails.

To create a segment like this, consider the following criteria:

IF someone has Received an Email where the Campaign Name is [your sale announcement]
AND has Opened or Clicked an Email where the Campaign Name is [your sale announcement]
AND has Placed an Order at least once in the last 3-7 days.


The timeframe may vary depending on the number of days between your announcement email and your reminder email. Typically, 3-5 days is a good range.

3.0 Lifecycle Segments

Recognizing where customers are in their journey with your brand is crucial for effective email marketing. Segments that identify new subscribers, loyal customers, and inactive subscribers enable you to nurture relationships, re-engage customers, and drive conversions. For example, sending a special discount to new subscribers or implementing a “Sunset flow” to inactive ones can work wonders in maintaining customer loyalty.

In conclusion, segmentation is the secret sauce that can transform your email marketing from ordinary to extraordinary. By dividing your audience into targeted segments and consistently leveraging them, you can achieve high levels of personalization and relevance in your email campaigns, resulting in improved subscriber and customer retention.

Remember, the key to successful segmentation lies in understanding your customers, harnessing the power of first-party data, and continuously testing and optimizing your email marketing strategies. Don’t forget to add segmentation to your sale reminder emails.

Even simple actions like excluding recent purchasers, which many brands overlook, can significantly improve your email marketing efforts. Utilize the order data available in Klaviyo and deliver a better experience to your subscribers, who are likely already inundated with numerous emails. They will appreciate the extra effort.