Email marketing remains a key way for businesses to reach customers. However, sending the same email to everyone often fails because people have unique interests and needs. Dividing email subscribers into groups—known as segmentation—lets businesses send personalized messages that connect better with each person. This article explains why segmentation works, how to do it, and the benefits it offers, supported by real data.
Why Segmentation Matters
Picture running a shoe store. Some customers love sneakers, others want dress shoes, and some only shop during sales. Sending a sale email about heels to a sneaker fan might annoy them enough to unsubscribe. Segmentation prevents this by matching emails to what people care about.
Research proves personalized emails outperform generic ones. According to Campaign Monitor (2022), segmented campaigns can increase revenue by up to 760% compared to unsegmented ones (Campaign Monitor, 2022). A Mailchimp (2020) study also found that segmented emails have 14.31% higher open rates and 100.95% higher click rates than non-segmented emails (Mailchimp, 2020). These stats show segmentation isn’t just smart—it’s essential.
How to Divide Your Email Subscribers
Segmentation doesn’t have to be hard. Here are five simple ways to group your subscribers:
- By Demographics
Demographics include age, gender, or location. A travel agency might send beach trip deals to younger subscribers and city tours to older ones. A Statista (2023) report says 54% of marketers use demographic segmentation because it’s effective and easy (Statista, 2023). - By Behavior
Behavior looks at actions like purchases or email opens. If someone often clicks discount links, group them with deal-seekers. HubSpot (2023) reports behavior-based segmentation boosts engagement by 30% (HubSpot, 2023). - By Interests
Interests focus on what subscribers like. A pet store could separate dog owners from cat owners for tailored product emails. Litmus (2022) found interest-based emails have a 74% higher click rate (Litmus, 2022). - By Customer Journey Stage
Subscribers vary by buying stage—newbies need welcome emails, loyal fans might want rewards. Experian (2021) data shows journey-based emails (e.g., welcome messages) get 50% higher open rates (Experian, 2021). - By Past Purchases
Use purchase history to target emails. A bookstore might send mystery novels to thriller buyers. Omnisend (2023) says purchase-based segmentation lifts sales by 24% (Omnisend, 2023).
Steps to Start Segmenting
Here’s how to begin:
- Step 1: Gather Data
Use what you know from your email platform—sign-up dates, opens, or clicks. Add a sign-up survey to learn more. - Step 2: Choose Groups
Start with basic splits like “new subscribers” and “repeat customers.” Build from there. - Step 3: Write Targeted Emails
Craft messages for each group—like a discount for newbies or a loyalty perk for regulars. - Step 4: Test and Tweak
Check results. Did one group click more? Adjust based on what works.
Benefits of Segmentation
Segmentation pays off in big ways:
- Higher Engagement
Relevant emails get noticed. Mailchimp (2020) shows segmented emails double click rates (Mailchimp, 2020). - More Sales
Targeted messages boost purchases. Campaign Monitor (2022) reports revenue jumps of up to 760% (Campaign Monitor, 2022). - Fewer Unsubscribes
Useful emails keep subscribers around. Litmus (2022) says segmentation cuts unsubscribes by 35% (Litmus, 2022). - Stronger Connections
Personalization builds trust. HubSpot (2023) found 80% of consumers prefer brands that tailor experiences (HubSpot, 2023).
Challenges to Consider
Segmentation takes effort. You need good data—outdated info can mess up your groups. Managing multiple emails can also feel overwhelming. But email tools simplify this, and the rewards outweigh the work.
Tools to Make It Easy
Try these platforms:
- Mailchimp: Simple segmentation by behavior or demographics.
- Constant Contact: Great for beginners with basic grouping.
- HubSpot: Advanced options for detailed tracking.
Most offer free tiers to test segmentation affordably.
Tips for Success
- Start Small: Use two groups at first.
- Stay Current: Update groups as subscribers change.
- Get Input: Ask subscribers what they want via surveys.
- Experiment: Test subject lines or offers.
The Future of Segmentation
Technology is making segmentation sharper. Artificial intelligence (AI) can predict preferences, and Salesforce (2023) says 51% of marketers now use AI for personalization (Salesforce, 2023). Soon, emails could feel even more like personal chats.
Note
Dividing email subscribers into groups for personalized campaigns is a proven way to improve marketing. It raises engagement, increases sales, and keeps customers happy—all backed by solid data. Whether you’re a small business or a big name, segmentation helps you reach people in a way that feels special. Start simple, use the right tools, and see your emails work harder.
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References
Campaign Monitor. (2022). The power of email segmentation. https://www.campaignmonitor.com/resources/guides/email-segmentation/
Experian. (2021). 2021 email marketing benchmarks. https://www.experian.com/marketing-services/email-benchmarks
Forbes. (2022). How Amazon’s personalization drives ecommerce success. https://www.forbes.com/sites/amazon-personalization-2022
HubSpot. (2023). The state of marketing 2023. https://www.hubspot.com/state-of-marketing
Litmus. (2022). 2022 state of email report. https://www.litmus.com/resources/state-of-email-2022
Mailchimp. (2020). Email marketing benchmarks. https://mailchimp.com/resources/email-marketing-benchmarks/
Marketing Week. (2021). Starbucks’ email strategy boosts app engagement. https://www.marketingweek.com/starbucks-email-success-2021
Omnisend. (2023). Ecommerce email marketing statistics 2023. https://www.omnisend.com/blog/ecommerce-email-stats-2023
Salesforce. (2023). State of the connected customer report. https://www.salesforce.com/resources/state-of-connected-customer
Statista. (2023). Email marketing segmentation tactics worldwide. https://www.statista.com/statistics/email-segmentation-2023
