[FAQ]

Hey everyone,

Right now, I have a single, main email list and I pretty much send the same email to everyone. I know I could get much better engagement if I sent more relevant content, and I understand that “segmentation” is the key to doing that.

I’m looking for some practical, actionable ways to start segmenting my list in 2025. What kind of data should I be looking at? For example, should I segment based on how people signed up, what links they’ve clicked on in the past, or something else?

Looking for some real-world examples to get started. Thanks!

[Jeff Bullas]

Segmenting your email list is one of the most powerful strategies you can employ in email marketing. It involves dividing your large list into smaller, more targeted groups based on specific criteria. This allows you to send much more relevant and personalised content, which almost always leads to better engagement rates.

There are several practical ways you can begin to segment your list. First, a simple but effective method is to segment subscribers based on how they initially signed up. For instance, you can create different segments for people who subscribed after downloading a specific lead magnet about ‘Topic A’ versus those who signed up after downloading a resource about ‘Topic B’. This gives you immediate insight into their primary interest.

Second, you can segment based on explicitly stated preferences. This is a very direct method. You can ask people what topics they are interested in on your sign-up form, or you can send an email directing existing subscribers to a “preference centre” where they can select the types of content they wish to receive from you.

Third, a very common and useful approach is segmentation based on subscriber engagement. You can create a dynamic segment of your most active subscribers, for example, those who have opened or clicked an email in the last 90 days, and perhaps reward them with special offers. Conversely, you can create a segment of inactive subscribers to target with a specific re-engagement campaign before you consider cleaning them from your list.

Fourth, for any business that sells products or services, segmenting by purchase history is essential. You can create different segments for first-time customers, repeat customers, high-spending customers, or people who have purchased a specific category of product. This allows you to send highly relevant recommendations, product-specific tips, or loyalty offers.

Fifth, you can segment based on website behaviour, provided your email platform is integrated with your website analytics. This allows you to create segments of people who have visited certain key pages, viewed specific product categories, or abandoned a shopping cart, enabling you to send very timely and targeted follow-up emails.

Sixth, if you collect this information, you can use basic geographic or demographic data. This is particularly useful for sending location-specific announcements for events or promotions, or for tailoring content based on data points like industry or job title in a business-to-business context.

You do not need to implement all of these methods at once. A good way to start is by choosing one or two simple segments, such as creating a dedicated segment for new subscribers to receive a welcome series, and another for your most engaged subscribers. The goal is to move away from sending one generic message to everyone. By using data to create smaller, more focused groups, you can send far more relevant content, which will lead to higher open rates, better click-through rates, and a stronger relationship with your audience.

Cheers,

Jeff

[Author]

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