What is Email Segmentation & How Does It Work?

Email Marketing

Before jumping on email segmentation, tell me Is email dead?

No, it will remain as an immortal medium of communication. 

Nowadays, marketers are emphasizing digital marketing. But contemporary communication mediums cannot replace the oldest one – EMAIL. 

According to Glassdoor, the average email marketing specialist can make about $50,000 a year. 

These experts bring a level of creativity and passion that transforms a dull email campaign into one that drives results by just performing Email Verification to their list. For email verification, experts use Email Checker tools for accurate results.

Now, let us talk about email segmentation.

Email segmentation is used as a personalization tactic by email marketers to reach their target audience. 

According to statistics, 89% of marketers use email as the primary channel for generating leads. Most importantly, there are 4.1 billion email users globally, more than Facebook users (2.80 billion).


Email Sending

Here are the following rules based on which Email Segmentation works:

Email Segmentation by demographics 

Demographics is like email marketers’ stepping stone while they segment emails. The marketers use demographic data to store information about the people based on – 

  • Age 
  • Gender 
  • Education 
  • Occupation
  • Interests 
  • Income 

Getting people’s information in the sign-up process will help you to align demographic statistics. 

Be careful to determine which metrics will suit your business, as asking the audience too much sign-up information might scare them.

According to Campaign Monitor, demographic details are used as advanced tactics to know about the people. 

The easiest way to segment the demographic details is by using plugins to simplify the sign-up process. 


Surveys, quiz or contest

Taking surveys, quizzes, or contests is another effective method to segment emails and get the information you want. The risk of losing your potential subscribers will fade away by doing this. 

You may have also encountered quiz, contest, or poll-bound surveys on various social media platforms or your email. These tactics always work as people enjoy taking up surveys. 

To make the quiz, or surveys more interactive, you can add some freebies with it. For instance, you can offer free coupons or promo codes for taking quizzes/surveys/contests. However, keep in mind that the quiz must be short and simple. 

By doing this, you can draw more engagement rates and attention. 


Segmentation Based on geographical area

Geographical locations greatly influence the purchasing decisions of people. As a result, many digital marketers use geographic locations to send targeted emails to audiences. 

Creating email content based on the geolocations will be a dynamic way to reach out to people wherever they live. For example, you can send out promotional emails based on the locations. 

You can also promote your advertisements region-wise. Using location-based content will draw potential customers globally. 

You can get more clarity about people and their choices based on geographical locations. Accordingly, you can serve them the required content.

Segmentation by email engagement 

Email engagement is a powerful tool that tells you how your audiences’ interact with the email campaigns. For instance, you get to know how much you need to polish your content or if your content has enough potential to snag the reader’s attention. 

You can have conversations with people to know more about their interests and implement them in your content. Engagement rates make your site look attractive overall. 

Email engagement assists you in knowing about subscriber behavior. While you provide email marketing services, open rates and click-through rates are two important email metrics that you rely on.  

Through email engagement metrics like open rates, click-through rates, unsubscribe rates, website traffic from email, you can do email segmentation. 


Monitor user activity 

User’s activity is important through which you can get an idea whether they are interested or what they are looking for?

Tailor email content based on the activity of users. For instance, which article is liked and shared the most. You can create variations in the type of content and serve them. 

Moreover, it profits the marketers business as monitoring users’ activity will allow them to open the scope of ideas broad and test whether people like it.   

So, email segmentation also works on the careful observation of user activity. 


Email segmentation based on buying persona

There goes a lot to build a strong strategy. You need to hammer good ideas out of the blue to create a masterpiece. 

You can segment emails based on buying personas to divide buyers based on the twin pillar: one-time purchaser and frequent buyers. 

Frequent buyers are those types of purchasers who buy your brand at least once a month. But, again, this is because of their fondness for your brand. 

One-time buyers are those who usually buy the product once in a while. 

You can offer promotional deals to these frequent buyers. Send one-time buyers reminders to renew/purchase and send emails showing your company’s positive attributes. 


Email Segmentation

Based on subscription

As a digital marketer, do you know how important a subscriber is?

A subscriber is at the top of the conversion funnel. Every time you get a new subscriber,  your product’s brand value increases. 

However, you should be aware that your competitors might be in the crowd. Though the majority of potential customers still stand atop. 

Your competitors subscribe to your email newsletter to see what type of content you are providing or details in the content you go about. 

You have to keep updating your content and present it to the best at your customer’s table.


Based on purchasing history

Based on customers’ purchasing history, you can send them emails and newsletters related to products they might need. 

For instance, if you purchased any electronic gadget from any eCommerce store, you will get emails related to electronic items after a few days. 

You have to be a bit creative. Sending your customers the same products will not reap your benefits in the long run. Instead, you can send products relevant to upsells and cross-sells based on past purchases. 

With upselling, you can upgrade your product, and with cross-selling, you can give options to people to buy more for a better experience. 



 The curtain is raised from how email segmentation works. There isn’t any applied science behind its very functioning but simple tactics that drag audiences’ attention swiftly. 

Email segmentation is an effective email marketing metric that increases engagement rates. Not only that, but email segmentation also drives dollars to your pocket.

Get yourself up from jet-lagged or zen mode and get going if you haven’t achieved any of the above targets on email segmentation.


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