The Secret to Better Engagement? Personalised Email Campaigns - Issue 270

How to Use Email Segmentation to Supercharge Your Campaigns

Hey there,

Imagine sending an email that’s so tailored to your audience’s needs that they can’t help but click.

That’s the magic of email segmentation. Rather than sending a generic email blast to your entire list, segmentation allows you to send hyper-targeted messages that speak directly to the right people at the right time.

When you personalise your emails based on behaviour, demographics, or engagement level, your results will skyrocket. In 2025, this isn’t just a good practice, it’s essential for driving conversions.

Let’s dive in and unlock the true power of segmentation.

🚀 Growth Fix: From One-Size-Fits-All to Tailored Campaigns

The Problem: You’re sending out mass emails hoping for results, but instead you’re seeing:

❌ Low open rates

❌ Minimal conversions

❌ A growing list of unsubscribes

Why This Hurts Your Business:

Generic emails waste your audience’s time, and your brand’s. Without segmentation, you’re not reaching the right people with the right message. Your subscribers may even tune out completely, resulting in a lost opportunity for conversion.

The Fix:

• Segment by engagement: Start by separating active subscribers from those who haven’t engaged. The messaging should be different.

• Segment by purchase behaviour: Send offers based on past behaviour - whether someone is a first-time buyer or a frequent purchaser.

• Segment by demographics: Age, location, and interests matter! Use this information to create more targeted campaigns.

A retail brand segmented their email list by customer lifecycle:

• New subscribers received a welcome offer.

• Cart abandoners received reminder emails and incentives.

• Repeat customers received loyalty discounts. The result? 25% increase in open rates and 30% increase in conversion rates.

⚡ 5 Wins for Supercharging Your Email Segmentation

1️⃣ Segment by Behaviour, Not Just Demographics 

💡 The Win: Tailored emails based on recent actions (like viewing a product or abandoning a cart) lead to higher engagement and better conversions.

🛠 How & Why:

Behavioural segmentation ensures you're sending the right message to the right person at the right time. For example, if a user has added an item to their cart but didn’t complete the purchase, send a targeted email with a reminder and an incentive to finish the purchase.

🎯 Action Tip:

Segment your list into:

• Cart abandoners

• Recent visitors

• Previous buyers

Then, send personalised messages that match their journey.

2️⃣ Send Different Emails to First-Timers vs. Loyal Customers 

💡 The Win: First-time buyers and loyal customers have different needs, your emails should reflect that.

🛠 How & Why:

First-time buyers need reassurance and education about your product, while repeat customers appreciate rewards and loyalty incentives. Customising your approach increases the chances of conversion for both groups.

🎯 Action Tip:

• Send welcome emails with an introductory offer to new subscribers.

• Send loyalty offers to repeat buyers or exclusive content to engaged users.

3️⃣ Leverage Dynamic Content for Ultra-Personalisation 

💡 The Win: Dynamic content allows you to automatically personalise emails based on a subscriber’s previous interactions with your brand.

🛠 How & Why:

Dynamic content ensures that each recipient sees content that’s relevant to them, without you having to manually create dozens of different emails. It’s an easy way to increase relevance and engagement.

🎯 Action Tip:

Set up your email platform to show different content blocks based on customer behaviour, like:

• Product recommendations

• Personalised discounts

• Relevant blog content

4️⃣ Re-Engage Inactive Subscribers 

💡 The Win: Don’t give up on subscribers who haven’t opened your emails in a while. Re-engagement campaigns can bring them back.

🛠 How & Why:

Re-engagement emails are designed to rekindle interest in your brand. Offering a special discount, asking for feedback, or reminding them of your value can win back subscribers who are on the edge of disengaging.

🎯 Action Tip:

Send an “We Miss You” email with an exclusive offer to those who haven’t opened your emails in 30+ days.

5️⃣ Use Segmentation for Your Paid Ads, Too 

💡 The Win: Personalisation doesn’t end with emails. Use the same segmentation principles to target your ads more effectively.

🛠 How & Why:

If you’re using PPC ads alongside your email campaigns, segment your audience to show the right ad to the right person. For instance, retarget visitors who abandoned their cart with product-specific ads.

🎯 Action Tip:

Create custom audiences for your ads based on:

• Email subscribers who haven’t converted

• Visitors who viewed specific pages

• Customers who bought certain products

✅ Take Action This Week:

• Audit your list: Are you segmenting by behaviour, demographics, and engagement? Start now!

• Set up dynamic content in your email platform to tailor messages based on previous customer interactions.

• Run a re-engagement campaign to win back inactive subscribers.

• Review your paid ad segments: Are you targeting the right audience based on their journey?

It’s time to take your email campaigns from “okay” to “conversion machine.”

When you send tailored, personalised emails that speak directly to each segment, you’ll see improved engagement, increased conversions, and a stronger bottom line.

Ready to segment smarter and grow your business?

Talk soon,