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Email segmentation strategies that doubled our revenue per email

segmentation_samSegmentation Pro

Most email marketers have three segments: active, inactive, and new. We went from 3 to 12 and the results were dramatic.

Our 12 segments

  1. New subscribers (0-7 days)
  2. Onboarding (7-30 days, not converted)
  3. New customers (purchased in last 30 days)
  4. Active browsers (clicked in last 14 days)
  5. Regular buyers (2+ purchases)
  6. High-value (top 10% by LTV)
  7. Win-back candidates (no open in 60 days)
  8. Cart abandoners (active cart, no purchase)
  9. Product-specific interests (based on browsing)
  10. Seasonal buyers (purchase pattern analysis)
  11. Referral sources (different messaging per channel)
  12. Geographic (timezone-based send optimization)

Revenue per email went from $0.12 to $0.28. The key insight: more relevant emails to smaller segments outperform generic blasts to large ones every time.

#segmentation#revenue#strategy
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7 Comments

ecommerce_elena

The cart abandoner segment alone drives 30% of our email revenue. Segmentation is the highest-ROI activity in email marketing.

18
sequence_queenAutomation Guru

12 segments is a great sweet spot. We tried 20+ and the management overhead was not worth the marginal improvement.

14
retention_rachelRetention Strategist

We segment by engagement score now instead of static attributes. Dynamic segments based on recent behavior outperform demographic segments every time.

13
segmentation_samSegmentation Pro

Geographic/timezone segmentation is underrated. Sending at 9am local time vs 9am EST for everyone improved our open rates by 8%.

12
conversion_cathyCRO Expert

Behavioral segmentation (segments 4 and 9) drive the most revenue for e-commerce. Static segments are the starting point but behavioral is where the magic happens.

12
data_diego

How do you handle subscribers who fit multiple segments? Priority rules or send frequency caps?

6
retention_rachelRetention Strategist

Send frequency caps. Each subscriber has a weekly maximum based on their engagement score. High engagement gets up to 4/week, low engagement gets max 1/week.

10