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List Management

Segmentation

Dividing your email list into smaller groups based on shared characteristics or behaviors.

Definition

Email segmentation is the practice of dividing your subscriber list into smaller groups (segments) based on specific criteria like demographics, behavior, preferences, or engagement level. This allows you to send more targeted, relevant emails to each group instead of sending the same message to everyone.

Why It Matters

Segmented email campaigns consistently outperform non-segmented ones. Studies show segmentation can increase revenue by 760% because subscribers receive content relevant to their interests and stage in the customer journey. One-size-fits-all emails perform poorly in comparison.

How It Works

Segments are created using filters based on subscriber data and behavior. Common segmentation criteria include: demographics, purchase history, engagement level, signup source, interests, and lifecycle stage. Subscribers can belong to multiple segments and move between them as their data changes.

Best Practices

  • 1Start with simple segments and add complexity as you learn
  • 2Segment by engagement level to protect deliverability
  • 3Use behavior-based segments for highest relevance
  • 4Keep segments updated dynamically based on current data
  • 5Test segment-specific content and measure the impact

Advanced Segmentation

Sequenzy offers powerful segmentation based on behavior, attributes, tags, and engagement for targeted campaigns.

Learn More

Frequently Asked Questions

Effective segments include: engagement level (active vs inactive), purchase behavior (buyers vs non-buyers), preferences/interests, lifecycle stage (new vs loyal), demographics, and source of signup.

Start with 3-5 core segments that make sense for your business. You can add more as you collect data and identify patterns. Too many segments become unmanageable; too few reduce relevance.

Yes, subscribers typically belong to multiple segments simultaneously. Someone could be in segments for 'high spenders', 'interested in product X', and 'engaged in last 30 days' at the same time.