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Why email marketing list segmentation matters

Updated: Jun 21, 2023


Segments of a citrus fruit representing email segmentation

You're always told to segment your email database, right?


Have you ever stopped to ask 𝘸𝘩𝘺?


Email marketing list segmentation is essentially the process of dividing an email list into smaller, targeted groups based on specific characteristics or behaviours.


The trick to "𝘥𝘪𝘷𝘪𝘥𝘪𝘯𝘨" is often hidden in the reasons why we segment an audience.


Let's look at a few ways you can use the "𝘸𝘩𝘺" to segment your email database better:



👥 𝗬𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗶𝘀 𝗻𝗼𝘁 𝗮𝗹𝗹 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 👥


Yep, this is obvious, but 𝘸𝘩𝘺? 𝗦𝗶𝗺𝗽𝗹𝗲. We all have unique preferences, interests, and needs.


This means that sending the same communication to folks with different expectations leads to an audience whose attention you don't fully have.


By creating content tailored to these varying expectations, you'll be able to keep readers more engaged and coming back to read future emails you send. 𝗧𝗵𝗮𝘁'𝘀 𝘄𝗵𝘆.



♻️ 𝗬𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗶𝘀 𝗮𝘁 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘀𝘁𝗮𝗴𝗲𝘀 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗹𝗶𝗳𝗲𝗰𝘆𝗰𝗹𝗲 ♻️


When engaging with an email audience, some people will have interacted with your business or content at various points in time.


Ask yourself this: Have they all taken the exact same actions? 𝗩𝗲𝗿𝘆 𝗹𝗶𝗸𝗲𝗹𝘆 𝗻𝗼𝘁. So 𝘸𝘩𝘺 segment for this?


By identifying where they are in this lifecycle, you can tailor content to people who are just learning about you, have become fans, have spent money, or have even stopped spending money and are ghosting you.


You can use segmentation to send them content to get them to the stage you want them at. 𝗧𝗵𝗮𝘁'𝘀 𝘄𝗵𝘆.



🤑 𝗬𝗼𝘂'𝗹𝗹 𝗺𝗮𝗸𝗲 𝗺𝗼𝗿𝗲 𝗺𝗼𝗻𝗲𝘆 𝗳𝗿𝗼𝗺 𝘆𝗼𝘂𝗿 𝗲𝗺𝗮𝗶𝗹𝘀 🤑


This is the most important one, right?


𝘞𝘩𝘺? Well, 𝘸𝘩𝘺 𝘦𝘭𝘴𝘦 are you sending email campaigns? If your emails are simply to be nice with no end goal in mind then you're either naive or are way too nice.


By serving the right audience, with the right content, at the right time, you'll make money happen. 𝗧𝗵𝗮𝘁'𝘀 𝘄𝗵𝘆.



candy segmented in a store

Don't take my word for it. Here are a few quick stats I got from our friends at Moosend:


• Segmented email campaigns caused a 760% increase in revenue. (Campaign Monitor)

• Proper targeting can drive 3 times the revenue per email. (ClickZ.com)

• Personalising messages is the top tactic used by email marketers to improve performance. (HubSpot)

• Segmented email campaigns generate 50% higher click-through rates than generic ones (Help Scout)



𝗕𝗼𝗻𝘂𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁: So, you now know why to segment your email database. Now 𝘸𝘩𝘦𝘳𝘦 to begin?


Read this blog by TouchBasePro blog about using segmentation in the Customer Value Lifecycle. This should help you find a starting point for segmentation.



Before you go! Email design means nothing if you don't have a database! Learn the fastest ways to grow your email list today by clicking here or on the image below 👇


Free email database growth playbook


Want more tips like these? Get our expert email guide today! Click here to find out more

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