Guide
The Essential Guide to Email Segmentation
By Flavia Malvatani
What is Email Segmentation?
Breaking your email list into smaller, targeted groups based on defined conditions (location, click behavior, etc.) to deliver more personalized experiences. The era of uniform email blasts is over.
Why It Matters
Audience members have differing interests and preferences. Klaviyo data suggests segmentation can boost email revenue up to 820% for some brands. Even lower-performing brands see roughly 60% revenue increases. Benefits include stronger sender reputation, better engagement, and more relevant content.
Four Segmentation Types
Demographic: age, gender. Psychographic: lifestyle, values. Geographic: country, region, timezone. Behavioral: past interactions — the most effective type.
Behavioral Segments
Engagement-based: X-day engaged (opened/clicked at least once recently) vs. unengaged (never opened or clicked). Purchase history: new vs. frequent buyers, product type interest, average order value.
Best Practices
Start simple — focus on key factors first. Avoid overwhelming subscribers with excessive form questions. Combine multiple criteria for precision targeting. Small adjustments can have a big impact.