{"id":64640,"date":"2025-02-28T07:00:00","date_gmt":"2025-02-28T15:00:00","guid":{"rendered":"https:\/\/dhblog.dream.press\/blog\/?p=64640"},"modified":"2025-05-26T11:11:43","modified_gmt":"2025-05-26T18:11:43","slug":"email-segmentation","status":"publish","type":"post","link":"https:\/\/www-dev.dreamhost.com\/blog\/email-segmentation\/","title":{"rendered":"Why Email Segmentation Is the Secret Weapon Your Campaigns Need"},"content":{"rendered":"\n<p><a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/email-marketing-guide\/\" rel=\"noopener\">Email marketing<\/a> sometimes feels like making a call when you have a bad signal.<\/p>\n\n\n\n<p>You know there&#8217;s someone on the other end of the line, but no matter how much you yell into your phone (cue the side-eye from strangers), you just can&#8217;t seem to get through.<\/p>\n\n\n\n<p>With email, the problem is not poor signal \u2014 it&#8217;s usually about <strong>relevance<\/strong>.<\/p>\n\n\n\n<p>See, not everyone on your <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/grow-your-email-list\/\" rel=\"noopener\">email list<\/a> has the same interests. Some people love pictures of floofy cats but don&#8217;t care about pet products. Some subscribers want to hear about travel deals, while others are only there for the wanderlust.<\/p>\n\n\n\n<p>If you send the same messages to <em>everyone<\/em>, <em>no one<\/em> will be satisfied.<\/p>\n\n\n\n<p>That&#8217;s why email segmentation is so important. By splitting your email campaigns according to preferences, you can deliver the right content to the right subscriber.<\/p>\n\n\n\n<p>Keep reading for the ultimate quick-start guide!<\/p>\n\n\n\n<h2 id=\"h-the-challenges-of-email-marketing\" class=\"wp-block-heading\">The Challenges of Email Marketing<\/h2>\n\n\n\n<p>Here&#8217;s an educated guess:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You own a small business or you&#8217;re in charge of marketing.&nbsp;<\/li>\n\n\n\n<li>You currently run email marketing campaigns, but you&#8217;re a little underwhelmed by the results.<\/li>\n\n\n\n<li>So, you\u2019ve come here looking for answers.<\/li>\n<\/ul>\n\n\n\n<p>How did we do?<\/p>\n\n\n\n<p>We&#8217;re not mentalists. This scenario is just <em>super<\/em> common at SMBs.<\/p>\n\n\n\n<p>Some of the symptoms include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Low open rates:<\/strong> There&#8217;s nothing worse than putting effort into an email, and no one even seeing it.<\/li>\n\n\n\n<li><strong>High unsubscribe rates: <\/strong>You see people subscribe, not open any emails, and then peace out.<\/li>\n\n\n\n<li><strong>Poor conversions: <\/strong>Even when people do open your emails, they don&#8217;t interact with the content or make a purchase.<\/li>\n\n\n\n<li><strong>Bad ROI:<\/strong> All that time dreaming up your email marketing strategy, and so little in return.<\/li>\n<\/ul>\n\n\n\n<p>While there&#8217;s no catch-all solution to these issues, email marketing segmentation can definitely help.<\/p>\n\n\n\n<h2 id=\"h-what-is-email-segmentation\" class=\"wp-block-heading\">What Is Email Segmentation?<\/h2>\n\n\n\n<p>Put simply, segmentation is about splitting your email list into groups of subscribers who share something in common.<\/p>\n\n\n\n<p>That could be based on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Email content preferences<\/li>\n\n\n\n<li>Interests<\/li>\n\n\n\n<li>Behaviors<\/li>\n\n\n\n<li>Purchase history<\/li>\n\n\n\n<li>Demographics<\/li>\n\n\n\n<li>Geography<\/li>\n<\/ul>\n\n\n\n<p>\u2026and anything else you can dream up.<\/p>\n\n\n\n<p>By segmenting your email list, you can send different emails to each group. This allows you to target your content and offers, so every subscriber feels better served.<\/p>\n\n\n\n<p>It&#8217;s a bit like cable TV. Instead of forcing everyone to watch one channel, you can serve up multiple channels to suit different audiences.<\/p>\n\n\n\n<p>Here are some examples of possible segments a business owner may use based on their product or services:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1200\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation.webp\" alt=\"Email list segmentation diagram showing 7 audience types: new subscribers, seasonal buyers, local shoppers, skincare interests, engaged veterans, cart abandoners, and re-engagement targets\" class=\"wp-image-64643 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-300x225.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-1024x768.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-768x576.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-1536x1152.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-600x450.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-1200x900.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-730x548.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-1460x1095.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-784x588.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-1568x1176.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_you_email_segmentation-877x658.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1200;\" \/><\/figure>\n\n\n\n<p>What does this look like in the context of email marketing?<\/p>\n\n\n\n<p>Well, it could mean:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creating different email messages for new leads and repeat customers<\/li>\n\n\n\n<li>Sharing offers based on location, so subscribers only receive offers they can use locally<\/li>\n\n\n\n<li>Dividing your list between kids and adults, so both demographics get suitable content<\/li>\n<\/ul>\n\n\n\n<p>There are countless ways to segment your list. <strong>The key is to find the right balance of efficiency and personalization.<\/strong><\/p>\n\n\n\n<h2 id=\"h2_why-email-segmentation-is-your-secret-weapon\" class=\"wp-block-heading\">Why Email Segmentation Is Your Secret Weapon<\/h2>\n\n\n\n<p>Take a quick look at your inbox.<\/p>\n\n\n\n<p>You can probably see a dozen emails you&#8217;re not actually interested in\u2026offers from <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-build-online-store-become-boss\/\" rel=\"noopener\">online stores<\/a>, newsletters you don&#8217;t remember signing up for, and updates from social apps begging you to check your notifications.<\/p>\n\n\n\n<p>You probably won&#8217;t ever open these emails. You might even put them straight in the trash.<\/p>\n\n\n\n<p>Now, put your business owner hat on (we&#8217;re picturing a Deerstalker for some reason). Your customers are filtering emails in<em> exactly <\/em>the same way, and yours might be in the &#8220;not interested&#8221; pile. Ouch.<\/p>\n\n\n\n<p>To avoid this fate, <strong>you <\/strong><strong><em>have<\/em><\/strong><strong> to personalize your messages.<\/strong><\/p>\n\n\n\n<p>The numbers are clear:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a target=\"_blank\" href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" rel=\"noopener\">Studies show<\/a> that 71% of consumers expect personalized communication from brands.<\/li>\n\n\n\n<li>On the flip side, 76% get frustrated when there&#8217;s no personalization.<\/li>\n\n\n\n<li>Companies that grow faster drive 40% more of their revenue from personalization.<\/li>\n<\/ul>\n\n\n\n<p>Of course, there&#8217;s a limit to how much you can personalize every email. You can&#8217;t manually write a different message for every subscriber.<\/p>\n\n\n\n<p>But, by segmenting your audience, you can deliver something suited to each group. Just look at the stats:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a target=\"_blank\" href=\"https:\/\/blog.hubspot.com\/marketing\/2022-email-marketing-benchmarks-hubspot-data\" rel=\"noopener\">52.9% of marketers<\/a> report that segmented emails have a better <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/website-metrics\/\" rel=\"noopener\">CTR (click-through rate)<\/a>.<\/li>\n\n\n\n<li>65% of marketers say segmented emails have a better open rate.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1100\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving.webp\" alt=\"Statistics on email personalization showing 71% of consumers expect personalized content and 52.9% of marketers report better open rates with segmented emails\" class=\"wp-image-64644 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-300x206.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-1024x704.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-768x528.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-1536x1056.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-600x413.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-1200x825.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-730x502.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-1460x1004.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-784x539.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-1568x1078.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/02_deliver_the_personalization_consumers_are_craving-877x603.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1100;\" \/><\/figure>\n\n\n\n<p>You can expect better ROI and fewer lost subscribers, as well.<\/p>\n\n\n\n<p><strong>TL;DR:<\/strong> Email marketing without segments is like eating pizza without toppings. Better than nothing, but <em>deeply<\/em> underwhelming.<\/p>\n\n\n\n<h2 id=\"h2_how-to-segment-your-email-list-4-easy-steps\" class=\"wp-block-heading\">How To Segment Your Email List (4 Easy Steps)<\/h2>\n\n\n\n<p>The good news is that segmenting your list isn&#8217;t difficult. In fact, you can get it done in four easy steps.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Pick Your Tool<\/h3>\n\n\n\n<p>Unless you have seven subscribers, there&#8217;s no way you can build segments manually. You need a tool.<\/p>\n\n\n\n<p>Most email platforms like <a target=\"_blank\" href=\"https:\/\/www.g2.com\/products\/mailchimp-all-in-one-marketing-platform\/reviews\" rel=\"noopener\">Mailchimp<\/a> have a built-in segmenting feature. This allows you to comb through your email list using filters. You can also integrate these platforms with your <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/beginners-website-guide\/\" rel=\"noopener\">website<\/a> to sort subscribers using customer data.<\/p>\n\n\n\n<p>Don&#8217;t use a dedicated email service? Most CRMs have features like this too!<\/p>\n\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>\n\n\n<h3 class=\"wp-block-heading\">Step 2: Gather Your Data<\/h3>\n\n\n\n<p>Before you can segment your audience, you need to figure out <em>who<\/em> they are.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Start by identifying what information you already have available:<\/strong> Email? Check. Now see what else you can rustle up.<\/li>\n\n\n\n<li><strong>Next, work out what data you could be recording:<\/strong> You know, stuff like clicks, website visits, <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/email-open-rate\/\" rel=\"noopener\">how many times someone opens your emails<\/a>, and so on.<\/li>\n\n\n\n<li><strong>Finally, consider what data you could actually ask for:<\/strong>&nbsp; Wild, we know, but surveys and quizzes can really help here.<\/li>\n<\/ul>\n\n\n\n<p>You&#8217;re probably never going to have a comprehensive overview of each subscriber, but every piece of data you collect will make your segmentation more accurate \u2014 meaning more relevant email marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3: Segment Like a Pro<\/h3>\n\n\n\n<p>With your data in hand, it&#8217;s time to start building those segments.<\/p>\n\n\n\n<p>Get creative. Use what you know about your customers to experiment with different email list groupings and strategies.<\/p>\n\n\n\n<p>Your email marketing app might be able to help \u2014 Many platforms have automations for segmenting your audience.<\/p>\n\n\n\n<p>For instance, you could set filters to catch subscribers who click offers for specific product categories. Neat way to figure out what they enjoy, right?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4: Send, Measure, Test, and Adjust<\/h3>\n\n\n\n<p>Having set up your segments, start sending out messages as you usually would.<\/p>\n\n\n\n<p>Pay attention to the metrics, though. How is each segment reacting to different types of content? Use these insights to personalize future emails for each segment and adjust your groupings.<\/p>\n\n\n\n<p><strong>To really hone your targeted email, try some <\/strong><a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/a-b-testing\/\" rel=\"noopener\"><strong>A\/B testing<\/strong><\/a>. This should reveal the exact preferences of each group.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1208\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25.webp\" alt=\"A\/B test results comparing email send times for ages 18-25: 8am sends achieve 24.3% open rate vs 37.8% for 2pm sends\" class=\"wp-image-64645 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-300x227.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-1024x773.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-768x580.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-1536x1160.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-600x453.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-1200x906.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-730x551.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-1460x1102.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-784x592.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-1568x1184.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_a_b_testing_email_send_times_for_segment_ages_18_25-877x662.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1208;\" \/><\/figure>\n\n\n\n<h2 id=\"h2_email-segmentation-strategies-6-types-to-try\" class=\"wp-block-heading\">Email Segmentation Strategies: 6 Types To Try<\/h2>\n\n\n\n<p>So, that&#8217;s the process. The question is, how are you going to divide your email list?<\/p>\n\n\n\n<p>As we mentioned earlier, there are many ways to categorize subscribers. Here are some of the most effective strategies we have encountered.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Demographic Segmentation: Getting To Know You<\/h3>\n\n\n\n<p>Most <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/pro-services\/marketing\/\" rel=\"noopener\">pro marketers<\/a> kick off their segmentation strategy with audience demographics.<\/p>\n\n\n\n<p>We&#8217;re talking age, gender, job title, income\u2026the whole nine yards. Think of it as creating a detailed customer profile.<\/p>\n\n\n\n<p>The key is to work out <em>which<\/em> parts of that profile really matter. If you&#8217;re promoting design software, occupation is pretty important. If you&#8217;re selling luxury cars, you need to find people with cash in the bank.<\/p>\n\n\n\n<p><strong>As a starting point, pick out the three most important data points in this list:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Age<\/li>\n\n\n\n<li>Gender<\/li>\n\n\n\n<li>Family status<\/li>\n\n\n\n<li>Life status<\/li>\n\n\n\n<li>Yearly income<\/li>\n\n\n\n<li>Education<\/li>\n\n\n\n<li>Job title<\/li>\n<\/ul>\n\n\n\n<p>Then, segment your audience based on these data points.<\/p>\n\n\n\n<p>For instance, you could put people into different groups based on income so you can send appropriately priced offers.<\/p>\n\n\n\n<p><strong>Pro tip:<\/strong> If you ask too many personal questions during sign-up, you might scare people off. So, lean toward being less nosy. You can always use other data sources for segmentation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Location, Location, Location: This <em>Really<\/em> Matters<\/h3>\n\n\n\n<p>Location is sometimes tied in with demographics, but we think it&#8217;s important enough to be given a special mention.<\/p>\n\n\n\n<p>The reasons are obvious when you own a business with physical locations. People shopping in Atlanta won&#8217;t be interested in your Chicago store.<\/p>\n\n\n\n<p>But geographic segmentation isn&#8217;t only for brick-and-mortar businesses. Where someone lives is often tied to their interests. Try selling snow shovels to subscribers in Brazil and watch your open rate plummet.<\/p>\n\n\n\n<p>And don&#8217;t forget time zones. There&#8217;s no point sending a &#8220;Good Morning \u2600\ufe0f&#8221; email at 9 p.m. local time! Similarly, avoid advertising a webinar that starts at 3 a.m.<\/p>\n\n\n\n<p><strong>Pro tip:<\/strong> Drop local references into your subject lines. It provides some personalization, without giving stalker vibes.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"633\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans.webp\" alt=\"Email header template showing geographically targeted message from Tiny Beans coffee about a seasonal autumn blend for Seattle customers\" class=\"wp-image-64646 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-300x119.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-1024x405.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-768x304.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-1536x608.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-600x237.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-1200x475.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-730x289.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-1460x578.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-784x310.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-1568x620.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_from_tiny_beans-877x347.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/633;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Email Engagement: Who&#8217;s Actually Reading Your Stuff?<\/h3>\n\n\n\n<p>Pay attention to how different subscribers react to your emails.<\/p>\n\n\n\n<p>If someone\u2019s ignoring your messages, there&#8217;s no point in blowing up their inbox. At the same time, your biggest fans are probably crying out for more.<\/p>\n\n\n\n<p>Separate these two groups, and you can divide people into segments and deliver emails at the right cadence.<\/p>\n\n\n\n<p><strong>Pro tip:<\/strong> If you&#8217;re using an email platform like Mailchimp, filter your subscribers and recipients to see who has opened, clicked, and unsubscribed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Personal Interests: Give the People What They Want<\/h3>\n\n\n\n<p><strong>Let&#8217;s talk about the holy grail of email marketing \u2014 knowing what makes your subscribers tick.<\/strong><\/p>\n\n\n\n<p>Wouldn&#8217;t it be great to know that Sarah from Seattle is crazy about sustainable fashion, while Mike in Miami can&#8217;t resist tech gadgets? That&#8217;s the power of interest-based segmentation.<\/p>\n\n\n\n<p>Of course, people don&#8217;t usually volunteer this information. You have to figure it out.<\/p>\n\n\n\n<p>It might require some sleuthing, but these clues should help you to learn more about your subscribers:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Using wishlist data from your online store.<\/li>\n\n\n\n<li>Tracking which newsletters each user has opened.<\/li>\n\n\n\n<li>Seeing which links they click on.<\/li>\n<\/ul>\n\n\n\n<p>From there, group together people who share similar interests.<\/p>\n\n\n\n<p>Say you run an online pet accessories store. You see that a customer has clicked on an article about looking after dachshunds. Boom! Add them to your &#8220;Small Dog Owners&#8221; list.<\/p>\n\n\n\n<p><strong>Pro tip:<\/strong> Quizzes and surveys are great ways to learn more about your subscribers without them even realizing it. In fact, they will give up information willingly if you make it fun.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1177\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1.webp\" alt=\"Marketing email highlighting &quot;Dogs Rule&quot; quiz CTA button in a purple frame, promoting International Dog Day campaign for Paperform\" class=\"wp-image-64647 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-300x221.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-1024x753.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-768x565.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-1536x1130.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-600x441.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-1200x883.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-730x537.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-1460x1074.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-784x577.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-1568x1153.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_optimize_for_featured_snippets-1-877x645.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1177;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">5. Purchase History: New Lead or Returning Customer?<\/h3>\n\n\n\n<p>A lot of email marketing is about nurturing blossoming relationships.<\/p>\n\n\n\n<p>No, not your love life. We mean sending sweet nothings to your subscribers until they become your loyal customers.<\/p>\n\n\n\n<p>Except, some of your subscribers might already have purchased with you. This is why it&#8217;s a good idea to create segments based on purchase history. Your pitch to new leads is probably different from how you would entice returning customers.<\/p>\n\n\n\n<p>You can also learn a lot about someone if you have access to their shopping habits. (That&#8217;s why big brands offer loyalty cards).<\/p>\n\n\n\n<p>If you can link this data with your subscribers, you can find out:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which products and services they are likely to purchase.<\/li>\n\n\n\n<li>What kind of offers get them to buy.<\/li>\n\n\n\n<li>Which topics might interest them.<\/li>\n<\/ul>\n\n\n\n<p>This information alone is enough to power some serious list segmentation.<\/p>\n\n\n\n<p><strong>Pro tip:<\/strong> Don&#8217;t forget the people who came very close to buying something.<a target=\"_blank\" href=\"https:\/\/moosend.com\/blog\/cart-abandonment-stats\/\" rel=\"noopener\"> The average open rate of abandoned cart emails<\/a> is over 40%, and half of the users who click these emails make a purchase!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Behavioral Segmentation: Learn More From Analytics<\/h3>\n\n\n\n<p>Email analytics are great for seeing how people interact directly with your messages. Then what?<\/p>\n\n\n\n<p>That&#8217;s where web <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/analytics-intelligence-ga4\/\" rel=\"noopener\">analytics<\/a> can really help. By tracking users through their online journey, you can see what&#8217;s really keeping them engaged.<\/p>\n\n\n\n<p>Imagine sending out an email with some offers. User A clicks on some tennis shoes that are on sale.<\/p>\n\n\n\n<p>You might assume that this person is interested in buying tennis shoes. But using website data, you may discover they actually clicked the link because they were interested in discounted shoes <em>in general<\/em>.<\/p>\n\n\n\n<p>They had no intention of buying tennis shoes; it was just an easy entry point to your store. (They were actually looking for clown shoes.)<\/p>\n\n\n\n<p>The most revealing data points to look for include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Pages visited:<\/strong> What content are users in each segment engaging with? Which products or <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-start-a-blog\/\" rel=\"noopener\">blog<\/a> articles are drawing clicks?<\/li>\n\n\n\n<li><strong>Time spent on site:<\/strong> Longer visits often indicate strong interest. This suggests you&#8217;re doing a great job of matching content to segments.<\/li>\n\n\n\n<li><strong>Drop-off points:<\/strong> Where do visitors leave your site? Understanding these points can help you adjust your strategy and create follow-up emails addressing potential concerns.<\/li>\n<\/ul>\n\n\n\n<p><strong>Pro tip: <\/strong>Consider setting up heat mapping. This gives you a detailed breakdown of how people interact with content after they engage with your email.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1252\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap.webp\" alt=\"Heatmap visualization overlay on marketing email showing areas of highest user attention, concentrated on the header, CTA button, and key message areas\" class=\"wp-image-64648 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-300x235.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-1024x801.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-768x601.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-1536x1202.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-600x470.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-1200x939.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-730x571.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-1460x1142.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-784x613.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-1568x1227.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_heatmap-877x686.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1252;\" \/><\/figure>\n\n\n\n<h2 id=\"h2_key-tips-for-better-email-segments\" class=\"wp-block-heading\">Key Tips for Better Email Segments<\/h2>\n\n\n\n<p>Once you&#8217;ve chosen how you want to segment your email subscribers, it&#8217;s time to start sending!<\/p>\n\n\n\n<p>To make the best use of your segments, try to avoid sending generic emails to your entire list. At the very least, it&#8217;s worth tweaking your template to match each audience.<\/p>\n\n\n\n<p>Here are some additional important pointers for your targeted email campaigns:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Size doesn&#8217;t matter:<\/strong> Seriously. Even if your list is barely bigger than your family tree, you can still make segmentation work. Start with just two segments (like &#8220;opened last email&#8221; and &#8220;didn&#8217;t open&#8221;) and grow from there.&nbsp;<\/li>\n\n\n\n<li><strong>Watch for the window shoppers:<\/strong> Those folks who open every email but never buy? Create a special segment for these &#8220;lurkers&#8221; and hit them with <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/social-proof\/\" rel=\"noopener\">social proof<\/a>, case studies, or limited-time discounts. Sometimes they just need a gentle nudge!<\/li>\n\n\n\n<li><strong>Don&#8217;t forget your ride-or-dies:<\/strong> Create a segment for customers who&#8217;ve bought from you 3+ times. These superfans deserve special treatment \u2014 early access to sales, exclusive content, and maybe even a virtual high-five. They&#8217;re basically family at this point.<\/li>\n\n\n\n<li><strong>Get creative with your inactive segments:<\/strong> Someone hasn&#8217;t opened your emails in 90 days? Don&#8217;t cry, just create a &#8220;We miss you!&#8221; campaign. Try different subject lines, offer a sweet discount, or just ask if they&#8217;re still into you.&nbsp;<\/li>\n\n\n\n<li><strong>Test, test, and test some more:<\/strong> Try sending the same email at different times to different segments. Morning people and night owls are real categories; respect their natural preferences.<\/li>\n<\/ul>\n\n\n\n<h2 id=\"h2_connect-with-your-subscribers-like-never-before\" class=\"wp-block-heading\">Connect With Your Subscribers Like Never Before<\/h2>\n\n\n\n<p>If you&#8217;re going to use email marketing, you might as well use segmentation. This <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/social-media-strategy-guide\/\" rel=\"noopener\">digital marketing strategy<\/a> can take some time to set up, but the potential rewards are huge.<\/p>\n\n\n\n<p>Whether you\u2019re attracting more traffic to your blog, driving conversions, or just growing your newsletter \u2014 targeting your messages can help you hit your goals.<\/p>\n\n\n\n<p>Get it right, and you might just see a <em>ton <\/em>of new traffic on your website. But is your website ready? Can it handle the heat?<\/p>\n\n\n\n<p>If you&#8217;re not confident, consider switching to DreamHost. Our shared hosting plans come with unlimited traffic and <strong>100% uptime<\/strong> guaranteed, so your subscribers will always be able to access your content.<\/p>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/hosting\/\" rel=\"noopener\">Sign up today<\/a> to feel the difference!<\/p>\n\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>","protected":false},"excerpt":{"rendered":"<p>Generic emails mean bored, disengaged customers. See how email segmentation drives more clicks, bigger sales, and loyal customers for your small business.<\/p>\n","protected":false},"author":1061,"featured_media":64642,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_metadesc":"Generic emails mean bored, disengaged customers. 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See how email segmentation drives more clicks, bigger sales, and loyal customers for your small business.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www-dev.dreamhost.com\/blog\/email-segmentation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Email Segmentation Is the Secret Weapon Your Campaigns Need\" \/>\n<meta property=\"og:description\" content=\"Learn how email segmentation can boost engagement, drive sales, and build customer loyalty by sending targeted, relevant messages to your audience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www-dev.dreamhost.com\/blog\/email-segmentation\/\" \/>\n<meta property=\"og:site_name\" content=\"DreamHost Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DreamHost\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-28T15:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-26T18:11:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/1220x628_ogimage_smart_email_segmentation.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Justin Lorenc\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Why Email Segmentation Is the Secret Weapon Your Campaigns Need\" \/>\n<meta name=\"twitter:description\" content=\"Learn how email segmentation can boost engagement, drive sales, and build customer loyalty by sending targeted, relevant messages to your audience.\" \/>\n<meta name=\"twitter:creator\" content=\"@dreamhost\" \/>\n<meta name=\"twitter:site\" content=\"@dreamhost\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Justin Lorenc\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Email Segmentation: Boost Engagement and Sales - DreamHost","description":"Generic emails mean bored, disengaged customers. 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