You are ever spending hours elaborating the perfect Email, just for the majority or your list to ignore it?
You are not alone.
With the input trays more busy than ever and the client waiting for personalized content, the old email strategy of “sprinkle and pray” no longer cuts it. That is where the segmentation of the audience enters, possibly the The most underestimated Tool in your email Marketing Arsenal.
The importance of audience segmentation cannot be underestimated. In essence, the segmentation of the audience means that divides its email list into narrower and more specific groups based on traits such as behavior, interest or purchase stage.
The result? His messages really feel relevant, and that is what opens, clicks and conversions.
In this guide, we will unpack why segmentation is more important than ever, how to start (even if it is not a data geek) and how smart founders are using it for builder relationships and Increase income, an email at the same time.
Short time? Here are the key conclusions
- The audience segmentation means grouping its email list by shared features or behaviors, so that you can send more relevant and more conversion messages.
- The generic emails, unique size, are ignored. Segmentation increases commitment, generates trust and increases conversions.
- Start with five simple segments: new subscribers, previous buyers, car abandoners, inactive subscribers and VIP customers.
- Use the trigger based on behavior (such as views or clicks of the product) to automatically place subscribers in the correct segments.
What is the segmentation of the audience (and why is a game change)?
At a glance, the segmentation of the audience sounds technical. But it is really just an elegant way to say: Send the correct message to the right people at the right time.
Instead of exploiting an email to your entire list, segmentation allows you to group subscribers based on things such as:
- What they have bought (or have not yet bought)
- How often open their emails
- Where they live or what they are interested in
Imagine entering a store where the employee You already know Your favorite products and what you looked last. That is the experience that the segmentation of the audience creates in the entrance tray, and why it leads better results.
And the results speak a lot. According to OMNSENDE 2025 ReportAutomated emails (which use segmentation) reached an impression of 40.55% opening rate, significantly higher than the average opening rate or 26.6% in all industries.
Why the emails are costing you (and your brand)
It is tempting to think that more emails = more sales.
However, if you continuously send the same message to each subscriber, it may be doing more damage than good.
Today’s consumers expect customization. They want emails that feel like they are written For the subjectNot for your entire list.
When their emails are lost that brand, people disconnect.
Or worse, cancel the subscription.
This is what happens when you ignore segmentation:
- Its opening rates decrease because the content does not coincide with the interests of your audience.
- His click-through flat rate because the CTA feels irrelevant.
- The reputation of their brand suffers, especially if people feel they don’t “get them.”
In a nutshell, sending the wrong message to the wrong person costs him conversions. For the founders of early stages, each sale counts.
The 5 types of audience segments that you should use
So now he knows that sending the same email to everyone is costing, opens, clicks and real income.
The good news?
You do not need complex data or advanced tools to start segmenting. Only some intelligent and simple groups can dramatically improve the performance of your email.
Here are five audience segments that each founder can (and must) start using today:
New subscribers
These people are new to your world. Do not hit them with an argument of sale immediately; Use this window to generate trust and make a strong first impression.
Imagine that you run an online tea brand. When some record, you can easily configure a three -part welcome series that shares the story of its founder, how to prepare the perfect cup and offer a discount on your first order.
Adapts to buyers
They have already bought you once. Now is the time to turn that unique buyer into a repeated client showing them what follows.
We will pretend that a customer bought a yoga mat in his store. A week later, it owes a monitoring email with resistance bands, foam rollers and a series of videos about recovery routines, adding validation and value after purchase, while revealing the products it sells.
Car abandoners
These users were close to making a purchase, but they didn’t. They are clearly interested, and a well -intermittent reminder could be all they need. For example, someone added a handmade leather wallet to his cart, but did not complete the payment process.
A day later, you say an email that says: “Are you still thinking about it?” With a photo of the wallet and a free shipping sacrifice.
Inactive subscribers
These are people who housed or click on their emails in a time. Instead of ignoring or eliminating them directly, try to recover them with a re -enhancement campaign.
For example, if I executed a skin care brand, and some subscribers have cooled, could send a message with the subject line: “Do you still like self -care?” and highlight the falls of new products or a limited time promotion only for them.
VIP customers
These are their most compromised and valuable customs, also known as those that open each email, make frequent purchases or spend a significant amount. Treat them as experts.
Let’s say you sell digital courses. For VIP who have multiple training tasks, consider sending early access to their next release or inviting them to a private session of questions and answers with the instructor.
Tools and tactics to start segmenting today
Know who is your audience does not help much unless you can act accordingly. That’s where the right tools and a little strategy enter.
You do not need to be an expert in technology or have a team of data analysts to create effective segments. Most email platforms already provide thesis characteristics. It is just a matter of using them with intention.
Step 1: Choose the appropriate platform for your business model
If you are executing an electronic commerce brand or a product -based business, Vertically It is one of the most effective tools available to segment your email audience without excessive complexity.
It is specifically designed for high growth businesses that want to make more than send newsletters. With Omnisend, you can create detailed segments of customers based on real -time behavior, without code, without friction.
This is what you can do with the platform:
- Segments prior to construction For new subscribers, repeated buyers, cars abandoners, inactive and more users, ready to launch from the first day.
- Event -based automation That responds to customer actions in place, such as navigating a product or abandoning payment.
- Multichannel integrationSo their segments are kept synchronized by email, SMS and Push notifications.
- Integration of Shopify and Woocommerce, Facilitating that users are urinated depending on the purchase history, the value of the order or frequency.
Step 2: Simple begins and behavior -based segment
You do not need categories of boxes to obtain results. The most powerful (and processable) segments are based on what their subscribers do, not who they are.
- Click: If some clicks on a product category (for example, “coffee beans” vs. “Gear Brew Gear”), etk them agreeing and tailoring the follow -ups for that interest.
- Hurrañas: Segment for specific products bought, total orders or time from the last purchase.
- Commitment level: Frequent operators/clicks separated from the inactive subscriber. You will write differently to each group.
- Origin of lead magnet: Did you register for your web seminar, your PDF guide or your launch waiting list? His entrance point reveals what matters to them.
Step 3: Automatic flows that react in real time
Segmentation does not mean constantly creating new campaigns. When it is done well, it promotes the automation that are executed in silence in the background, delivering personalized content based on the behavior of the subscriber.
- Welcome flow: When some register, automatically send a series of emails that present their brand, product benefits and what they can expect next.
- Car abandonment flow: Activate an email from 1 to 2 hours after some leave the items in your cart. Include a product image, a benefit reminder and a soft push (not always a discount).
- Flower after purchase: Based on what they bought, sending attention tips, tutorials or selling them crossed a few days later.
- Reengalization flow: IFYE has not clicks more than 30 days, automatically activating an email “we miss” with updated content or a small incentive to return.
Step 4: Measure, iere and refine
Segmentation is not a unique configuration. It is a system that evolves as your audience grows and its product offers change. What worked when he had 500 subscribers may not work so well at 10,000.
The key is to treat its segments as experiments. Hypothesis set, track the results and make adjustments.
This is what you should see regularly:
- Opening rate per segment: Are certain groups more receptive than others? If their VIP are clicking as Crazy, but the new subscribers do not open at all, their welcome sequence may need to work.
- Click Rate (CTR): CTR at the segment level helps you detect which content or sacrifice resonates with each group. If the cart leaves do not click, try the matter lines or change your cta.
- Conversion rate: This is the metric that pays the invoices. Not only track if people open, track if they buy (or take the next step).
- Health list: Are some segments full of dead weight? Prune inactive periodic contacts to maintain high delivery capacity.
Begins intelligence, small segment and guard
You do not need huge equipment or complicated data systems. You only need the right strategy and the right tools behind you.
That’s where Omnishing enters.
Specifically built for electronic commerce brands, the cover gives you everything you need to segment your audience, automatically the right messages and generate real income, all from an easy -to -use platform.
Whether they welcome the new subscribers, to recover abandoned cars or a gratifying VIP client, omnizar helps you make each email count.
Foundr readers can get a 50% discount in their first three months of Omernisend when we use code Fundr50 At the end of the purchase.
Activate your discount and begin to grow today.
No more generic emails. The fair message, for the right people, at the right time.
