Segmentation divides a list into groups based on behavior, lifecycle stage, demographics, or purchase history so each group receives relevant content.
What good looks like#
- Done: Define 3 to 5 core segments: new subscribers, engaged, at-risk, customers, and lapsed.
- Done: Capture the data needed at signup and through behavior tracking.
- Done: Build dynamic segments that update automatically as behavior changes.
- Done: Tailor cadence and content per segment; engaged contacts tolerate more frequency.
- Done: Measure revenue per recipient per segment, not just open rate.
What bad looks like#
- Seen in audits: Over-segmenting into groups too small to learn from.
- Seen in audits: Relying on open rates after Apple Mail Privacy Protection inflated them.
How to move from bad to good#
Work through the good list in order and re-verify after each change. Most teams find one or two items from the bad list already present; fixing those usually produces the largest improvement.
Frequently asked questions#
What is the simplest segmentation to start with?
Engagement recency: opened or clicked in the last 30, 90, or 180 days. It drives both relevance and deliverability.