Segmentation

Segmentation is the practice of dividing your audience into smaller, more focused groups so you can send them messages that are actually relevant to their situation. Instead of blasting the same email to your entire list, segmentation lets you send different messages to different groups based on criteria like purchase history, location, interests, or how they found your business. A one-size-fits-all approach to email marketing almost always underperforms compared to a segmented strategy.

The impact of segmentation on email marketing results is significant. Segmented email campaigns consistently achieve higher open rates, higher click-through rates, and lower unsubscribe rates than non-segmented campaigns. This makes sense — a new customer who signed up last week has different needs and interests than a loyal client who’s been with you for three years. Treating them identically wastes an opportunity to be relevant.

For small businesses, segmentation doesn’t need to be complicated. Start with simple segments that make sense for your business. A home services company might segment by service type (HVAC customers vs. plumbing customers). A retail business might segment by purchase frequency (active buyers vs. lapsed customers). A B2B company might segment by industry or company size. Even basic geographic segmentation can be powerful if you serve multiple areas.

Most email marketing platforms make segmentation straightforward. You can typically segment based on sign-up source, purchase history, email engagement (who opens vs. who doesn’t), and custom fields you collect. Start with two or three segments and expand as you learn more about what resonates with each group. The goal isn’t to create dozens of micro-segments — it’s to ensure your messages feel relevant rather than generic.