🎯 Subscriber Segmentation
Send targeted campaigns to specific audience groups
⏱️ 16 min read
What is Segmentation?
Segmentation divides your subscriber list into smaller, targeted groups based on shared characteristics. This allows you to send more relevant, personalized campaigns.
💡 Pro Tip: Segmented campaigns can have 2-3x higher open rates and click-through rates compared to non-segmented campaigns.
Types of Segmentation
Demographic
Age, gender, location, occupation, income
Behavioral
Purchase history, email engagement, website activity
Engagement Level
Highly active, moderately active, inactive, cold
Customer Journey Stage
Awareness, consideration, purchase, retention, advocacy
Creating a Segment
- Go to Subscribers → Segments
- Click "Create New Segment"
- Name your segment descriptively
- Add filter conditions
- Preview the results
- Save the segment
Segmentation Filters
Available filter types:
- Subscriber info: Email, name, signup date, location
- Campaign activity: Opened, clicked, did not open
- List membership: Is/is not on specific lists
- Tags: Has/doesn't have specific tags
- Custom fields: Any custom data you've collected
- Engagement score: Overall activity level
Advanced Segmentation
Combine multiple conditions:
Example 1: Engaged Local Customers
- Location is "New York"
- AND Opened any campaign in last 30 days
- AND Has tag "Customer"
Example 2: Re-engagement Targets
- Has not opened any email in 90 days
- AND Was active before that
- AND Is not tagged "Unengaged"
Dynamic vs. Static Segments
Dynamic Segments
Automatically update as subscribers meet/don't meet criteria. Best for ongoing campaigns.
Static Segments
Fixed list of subscribers at a point in time. Best for one-time campaigns.
Common Segment Ideas
- VIP customers: High purchase value + frequent buyer
- New subscribers: Joined in last 30 days
- At-risk customers: No purchase in 6 months but was active
- Product interested: Clicked Product X link
- Cart abandoners: Started checkout but didn't complete
- Winback targets: Inactive for 90+ days
⚠️ Important: Test your segments with small campaigns before sending to large groups. Verify the segment contains the right subscribers.
Using Segments in Campaigns
- Create your campaign as usual
- In the Recipients step, select "Segment"
- Choose your saved segment
- Review the recipient count
- Send or schedule your campaign
Best Practices
- Start with simple segments and gradually add complexity
- Name segments clearly to indicate their purpose
- Review segment size before sending (too small or too large?)
- Test different messaging for different segments
- Use segments to personalize beyond just names
- Track which segments perform best
- Update segment criteria based on results