Email segmentation categorizes your email subscribers based on criteria like demographics, behaviors, purchase history, and engagement levels. You can then send personalized content to each group rather than sending the same message to everyone.
This targeted email marketing approach ensures each message is relevant to the recipient, naturally leading to better engagement and higher conversion rates.
For this guide, we’ve consulted highly experienced segmentation specialists who’ve shared their professional insights and best practices. These experts have developed email segmentation strategies based on extensive industry experience and customer success stories.
You can segment subscribers using various data points, including purchase behavior, website activity, engagement metrics, demographics, and more. Even basic email list segmentation by age and location significantly improves message targeting.
In this comprehensive guide, we’ll explore 15 expert-approved email segmentation strategies that can help improve your campaign performance and drive meaningful results.
Benefits of email segmentation
Why is segmentation important in email marketing? Well, email segmentation elevates how you connect with your subscribers. Instead of sending your subscribers the same messages, you deliver targeted messages to specific groups of subscribers that share a common characteristic.
Email segmentation helps increase the likelihood of clicks turning into purchases. According to the aforementioned 2025 report, email click-to-conversion rates increased by 27.6% in 2024 because buyers are seeking greater value and consolidating their purchases. With more relevant emails, subscribers are more likely to act.
2. More revenue from fewer emails
Small but strategic segments drive impressive results. Automated emails, which rely heavily on segmentation, made up just 2% of total email volume but generated 37% of all email-driven sales. It’s therefore worth using segmentation to improve the return on your automation efforts.
3. Stronger engagement
Segmentation leads to personalized emails. This captures more subscriber attention, resulting in stronger engagement metrics. Segmented campaigns show a 23% higher average open rate than non-segmented ones. Recipients are more likely to engage with content that addresses their specific interests.
4. Better customer experience and loyalty
Segmentation personalizes the customer journey and builds trust. It helps deliver content based on behavior, purchase intent, or preferences. This improves customer satisfaction and encourages repeat buying.
“Segmentation takes email from a promotional broadcast into a targeted conversation. Every customer gets messages that genuinely matter to them, driving a better ROI for your business.”
— Evaldas Mockus, VP of Growth at Omnisend
Email segmentation strategies: 15 ways to segment for effective campaigns
Once you’ve created yoursegments, you can build targeted campaigns that match your goals. Here are 15 proven email segmentation strategies to help you get started:
Let’s look at each email segmentation strategy in detail, along with real-world email segmentation examples.
1. Welcome new subscribers
Goal:Create a positive first impression that introduces your brand and guides new subscribers toward making their first purchase
Steps:
Design an automated welcome series consisting of three to five well-timed emails that build a connection gradually
Send your first message immediately after signup
Include a welcome discount to encourage first-time purchases
Add preference options to personalize future communications
Professional advice:
Welcome emails typically see the highest engagement rates among all marketing email. Make them count by balancing a friendly introduction with clear value. Your first email should arrive within minutes of signup, with follow-ups spaced a few days apart.
Begin with brand storytelling before moving toward promotions. Including a modest discount in your first message can get you instant conversions. However, you should focus primarily on building trust and showing what makes your brand unique.
“A well-structured onboarding series is critical in transforming new subscribers into engaged customers. According to Omnisend’s best practices, this series should be strategically automated and personalized, delivering brand education and value through incentives and guided next steps.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Vape Superstore’s welcome email kicks off with a bold “Welcome!” headline and instantly delivers value by featuring a 15% discount code for first-time buyers. The offer is repeated in both text and a dedicated promo code box, reinforcing clarity and motivation to purchase.
Visuals of popular products make the email feel vibrant and relevant. This is a great example of email segmentation done right — targeting new subscribers with a high-value, conversion-driven offer. The call to action — “Redeem Your 15% Now!” — is clear and urgent, supported by an expiration date to encourage quick conversion.
Additional product bundles and shipping info are highlighted to boost average order value and set delivery expectations.
Image via Vape Superstore (Omnisend user)
Your Omnisend dashboard includes various segmentation tools you can use to customize your email campaigns. Open your free account today — no credit card needed.
2. Win back cart abandoners
Goal: Recover potentially lost sales by reconnecting shoppers with products they showed interest in but didn’t purchase
Steps:
Create segments for shoppers who abandoned checkout
Send reminder emails within 24 hours of abandonment
Consider offering limited-time incentives for higher-value carts
Add clear buttons to make it effortless to return to cart
Professional advice:
People abandon carts for many reasons, whether it’s comparison shopping, unexpected costs, or simple distraction. Your recovery emails should acknowledge this without creating pressure.
Timing matters enormously here. Recovery rates drop significantly after the first day. Aim for that sweet spot of three to 12 hours after abandonment. While showing the abandoned items is crucial, also consider addressing common purchase barriers like shipping concerns or return policies.
Consider including social proof elements that reassure customers they’re making a good choice rather than just reminding them what they left behind.
“Abandoned cart emails are a critical component of ecommerce marketing, effectively recapturing lost revenue. By promptly addressing cart abandonment with personalized reminders and incentives, businesses can significantly improve their conversion rates.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Bowy Made’s cart abandonment email re-engages shoppers with a playful, personal touch. The headline — “Yes, it’s only been an hour” — adds a sense of immediacy and humor. The message feels like a warm nudge, reminding users that their items are still waiting in the cart.
This kind of email segmentation lets brands reach cart abandoners quickly and with purpose, improving the chances of a successful recovery. A bold call-to-action button — “Take Me To My Cart” — encourages a quick return. Featuring the product left behind (a floral baby turban) adds visual appeal and reminds customers what caught their eye.
Overall, the tone is light, caring, and effective for quick re-engagement.
Image via Bowy Made (Omnisend user)
3. Cross-sell to existing customers
Goal: Increase customer lifetime value by recommending complementary products based on purchase history
Steps:
Identify natural product add-ons from purchase data
Create segments based on specific product purchases
Design emails highlighting items that enrich their recent purchase
Time recommendations around typical product use cycles
Professional advice:
Effective cross-selling feels helpful rather than pushy. When a customer buys a product, they’re revealing valuable information about their interests and needs.
Focus on recommending items that genuinely improve their original purchase. Avoid simply promoting random bestsellers. For consumable products, calculate average usage timeframes to time your replenishment suggestions perfectly.
Position recommendations as ways to “get more from your purchase” or “complete your collection,” rather than using purely promotional language.
“Cross-selling is most effective when grounded in precise customer behavior data. By segmenting customers based on specific product purchases, marketers can deliver highly relevant recommendations that feel curated rather than promotional.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Minga London’s cross-sell email uses the headline “Curated just for you!” to deliver a personalized shopping experience. Thanks to smart email segmentation, the brand can suggest products based on past purchases or browsing behavior.
The bold, image-first layout showcases a handpicked selection of edgy apparel and accessories, aimed at boosting post-purchase or browse-based engagement. Each product includes a clear “Shop now” button to drive clicks. The overall design is clean and fashion-forward, aligning with their brand aesthetic.
This email works as a follow-up to past interest or purchases, nudging subscribers toward similar items they’re likely to love.
Image via Minga London (Omnisend user)
4. Re-engage inactive users
Goal: Win back dormant subscribers and maintain list health by re-engaging people showing declining interest
Steps:
Define inactivity parameters specific to your business (e.g., no opens or clicks in the past 90–180 days)
Create targeted segments based on previous engagement levels
Try different re-engagement approaches, from casual check-ins to special offers
Remove persistently unresponsive subscribers to maintain deliverability
Professional advice:
Subscriber disengagement usually happens gradually rather than suddenly. Your re-engagement should match this pattern. Start with a gentle “We miss you” message before moving to more direct approaches.
Consider creating different messages based on previous behavior. Existing customers should be given different treatment from subscribers who never converted. For valuable inactive customers, highlighting what’s new since their last engagement often works better than discounts alone.
“Segmenting and targeting inactive contacts with a tailored re-engagement flow is essential for preserving sender reputation and improving overall email performance. Automation tools allow marketers to identify disengaged users and deliver compelling win-back messaging while also signaling to inbox providers that your list is clean and active.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Billebeino’s re-engagement email is a thoughtful way to reconnect with inactive subscribers. It opens with a warm “We’ve missed you” message, signaling appreciation and inviting customers back into the brand experience.
The email offers a 15% discount as an incentive to return and shop, reinforcing customer value. Clear CTAs like “Shop now” and “Redeem discount” guide users toward action, while a visible expiration date adds urgency. The message stays on-brand with minimalist design and tone, making the reactivation feel both simple and genuine.
Using email segmentation to target inactive users helps brands re-engage the right audience with timely, relevant offers.
Image via Billebeino (Omnisend user)
5. Engage VIP customers
Goal: Strengthen relationships with your most valuable customers through recognition and exclusive benefits
Steps:
Identify top customers based on spending, frequency, and engagement
Create special communications only available to this group
Acknowledge their status explicitly in subject lines and content
Offer early access, exclusives, or elevated service opportunities
Professional advice:
Your highest-value customers typically represent a small percentage of your audience. However, they drive a significant portion of revenue. These relationships deserve special attention and customized communication.
Make your VIP customers feel genuinely appreciated, not just targeted for more spending. Personal touches like anniversary rewards or birthday offers strengthen these valuable relationships and drive repeat purchases.
“Recognizing and rewarding your most loyal customers cultivates continued engagement and encourages word-of-mouth promotion. By segmenting VIP customers and tailoring exclusive offers to them, brands can improve customer satisfaction and drive repeat business.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Rachel Riley’s VIP engagement email rewards top customers with exclusive early access to a Memorial Day sale. Email segmentation helps identify VIPs and deliver exclusive experiences just for them. The bold headline — “VIP ACCESS TODAY ONLY” — creates urgency, while the 40% discount offer feels generous and exclusive.
The message is clear and upbeat, with a single, strong CTA (“Shop Now”) that invites immediate action. Featuring patriotic imagery and children in branded outfits reinforces the theme and product focus.
By offering first dibs on limited inventory, the email drives loyalty and creates a sense of privilege for VIP subscribers.
Image via Rachel Riley (Omnisend user)
6. Celebrate customer birthdays
Goal: Build stronger emotional connections with customers by acknowledging their birthdays with personalized messages and special offers
Steps:
Collect birth date information during signup or through preference centers
Create a segment for customers with birthdays in the current month
Include a special birthday-exclusive discount or gift with purchase
Monitor redemption rates to assess campaign effectiveness
Professional advice:
Birthday emails create a personal touchpoint in a relationship that might otherwise feel transactional. They stand out because they’re about the customer, not about your products or promotions.
Send your message a few days before their birthday to give them time to use the promos. Keep the focus on the celebration rather than selling. Genuine well-wishes should take center stage before any promotional content.
“Personalized birthday emails delight customers and, in turn, drive sales. By automating these messages, brands can ensure timely delivery and build a personal connection with their audience.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Starbucks’ birthday email creates a warm, celebratory moment for the customer. With a friendly headline — “Treating you is our favorite thing” — the message offers a free drink or food item to redeem on the recipient’s birthday.
It clearly states how to claim the reward, adds a reminder that it’s automatically loaded to the account, and keeps the tone joyful but simple.
Clean visuals, including illustrations of treats, reinforce the celebration without crowding the message. The date is prominently highlighted, creating a timely and personal call to action.
These segmentation options — and many more — are ready to use in the Omnisend platform. Open your free account today, and start sending personalized birthday messages right away, with no credit card required.
7. Promote seasonal offers
Goal: Increase relevance by aligning promotions with regional seasons, weather patterns, and local holidays
Steps:
Segment customers by geographic location and climate zones
Schedule promotions around regional holidays and events
Adjust messaging to match seasonal context and needs
Professional advice:
Seasonal campaigns work because they connect your products to customers’ immediate environment and experiences. Rather than generic promotions, seasonal targeting feels timely and relevant.
Use data from previous years to identify seasonal buying patterns in different regions. Start campaigns early enough to capture planning phases. However, maintain urgency through limited-time offers.
But don’t just mention the season. Connect products to specific seasonal activities or challenges. For example, instead of “Summer Sale,” try “Beach Day Essentials” or “Beat the Heat with These Summer Favorites.”
Email segmentation example:
This Mother’s Day seasonal email from Don’t Buy Her Flowers focuses on early gifting with a warm, practical tone. The headline — “Mother’s Day Pre-Orders Open” — creates a sense of urgency and convenience. The message outlines a simple action: choose pre-order at checkout to guarantee timely delivery.
It highlights thoughtful product curation for different recipients — mum, mother-in-law, nanny, or a special loved one — emphasizing personalization with tissue wrap and handwritten tags. A personal sign-off from “Steph” adds a human touch, while the “Pre-Order Here” button keeps the CTA clear and action-oriented.
Image via Don’t Buy Her Flowers (Omnisend user)
8. Target audiences with location-based promotions
Goal: Drive engagement by delivering promotions tailored to subscribers’ geographic locations, regional events, and local shopping patterns
Steps:
Segment customers based on location data from signup or purchase history
Create campaigns featuring regional events, seasons, or cultural references
Promote local store events or inventory to nearby customers
Adjust content to reflect local currencies, languages, and preferences
Professional advice:
Location-based campaigns create immediate relevance by connecting with customers’ real-world environment. For businesses with physical locations, these campaigns can drive foot traffic while strengthening online engagement.
Consider both macro factors (country, region) and micro elements (proximity to specific locations) in your targeting. Weather-triggered campaigns can be particularly effective, as they address immediate needs created by the customer’s environment.
“Location-based segmentation allows marketers to deliver highly contextual messages, increasing campaign resonance and effectiveness. Staying aligned with customers’ climate, cultural norms, or time zones improves customer experience while driving timely purchases.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Voisins’ location-based email targets local shoppers with timely, relevant info about their store’s Bank Holiday hours. The headline — “We’re OPEN This Bank Holiday Monday!” — immediately answers a key question while highlighting urgency. A bright design and large discount (up to 40% off) grab attention fast.
The email reassures readers they can shop fashion, beauty, and home items all in one stop. Clear store hours and a friendly tone invite locals to make the most of their long weekend. Perfect for driving in-store foot traffic through regional targeting.
This is a strong example of geo-targeted email segmentation, ensuring that only local subscribers receive relevant info.
Image via Voisins (Omnisend user)
9. Offer exclusive early access to new products
Goal: Reward engaged customers and generate excitement by giving select groups pre-sale access to new products
Steps:
Identify loyal, engaged, or high-value customers
Create special early access communications with exclusive preview links
Add urgency elements like time-limited availability or quantity limits
Request feedback to gather initial product reactions before wider release
Professional advice:
Early access taps into powerful psychological motivators: exclusivity and privileged information. When customers feel specially selected for preview access, they’re more likely to purchase as well as share their insider status.
Frame early access as a reward for loyalty rather than just another promotional tactic. Personal language like “Reserved for our best customers” or “Because you’ve been with us since the beginning” strengthens the emotional connection.
“Offering early access is a powerful way to drive urgency and reward your most engaged customers. It taps into exclusivity and strengthens the emotional connection to the brand — two key drivers of loyalty.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Amundsen Sports’ early access launch email gives subscribers a VIP preview of their upcoming SS25 Cloudburst Anorak. The message emphasizes exclusivity by inviting customers to join a waiting list before the product officially drops.
Highlighting key features — like ultra-lightweight build, waterproof protection, and breathable fabric — helps build product desirability. By segmenting the waiting list by gender (M/W), the brand personalizes the experience while capturing valuable audience data.
This email sets the tone for a premium product drop while driving urgency and sign-ups ahead of launch.
Image via Amundsen Sports (Omnisend user)
10. Educate users with how-to content based on product use
Goal: Improve customer satisfaction by providing timely product education based on purchase history
Steps:
Create customer segments based on recent product purchases
Develop an educational content series specific to different product categories
Schedule content delivery to align with the typical product exploration timeline
Include links to additional resources and complementary products
Post-purchase education benefits everyone. Customers get more value from their purchase while you reduce support costs and create opportunities for relevant cross-selling.
Time your educational content to match the customer journey. An initial “Getting started” email works right after purchase, followed by more advanced tips as they become comfortable with the product. Focus on helping customers achieve the outcomes that motivated their purchase rather than just explaining features.
“Post-purchase education builds confidence and long-term satisfaction. By aligning content with product ownership, you position your brand as supportive and expert-driven — increasing the likelihood of repeat purchases and referrals.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Lizzard’s educational email delivers practical value by showing customers how to care for their flasks. The step-by-step guide on cleaning and maintaining flasks — including O-ring removal and care — empowers users to get more out of their purchase.
Visuals break down each part of the process, while the tone stays friendly and helpful. By offering this proactive support, the brand builds trust and extends product life.
The email ends with a subtle cross-sell CTA — “Shop Silicone Seals” — that ties education to a relevant accessory.
Image via Lizzard (Omnisend user)
11. Target high spenders with premium offers
Goal: Maximize revenue from your highest-value customers by providing exclusive access to premium products or limited editions
Steps:
Create segments based on total spend thresholds or average order value
Develop campaigns featuring premium, limited-edition, or exclusive products
Personalize communications to acknowledge their special customer status
Offer concierge-style service, like personal shopping or priority support
Professional advice:
High-value customers often have different expectations and shopping patterns from your average buyer. They often respond better to exclusivity and quality messaging than to discounts or promotions.
When targeting this segment, focus on unique value propositions rather than price. Limited availability, craftsmanship, special features, or upgraded experiences generally resonate more than cost savings.
“High-value customers should be treated with premium care. Offering elevated experiences sustains their loyalty and encourages larger basket sizes. Use spend-based segmentation to reveal deeper personalization.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Stokke’s premium product email targets high-value customers with an exclusive Limited Edition Xplory® X Gold stroller. This high-end example of email segmentation lets the brand focus on top-tier customers likely to appreciate luxury offers.
The headline — “We have Xciting news for you!” — creates curiosity, while personalized touches like the recipient’s name elevate the VIP feel. Limited to just 2,000 units globally, the product’s exclusivity is front and center, positioning it as a luxury must-have.
Elegant visuals, gold detailing, and lifestyle imagery reinforce its premium value. Clear CTAs — “Learn more” and “Get yours” — make it easy to act, appealing to loyal customers ready to invest in quality and status.
Image via Really Good Emails
12. Reactivate one-time buyers
Goal: Convert single-purchase customers into repeat buyers by reconnecting them with your brand
Steps:
Create segments of customers who made one purchase but haven’t returned
Design personalized follow-ups referencing their specific purchase
Offer incentives calibrated to the time since purchase and order value
Include product recommendations related to their initial purchase
Professional advice:
The first repeat purchase is critical. Customers who buy twice are significantly more likely to become long-term customers. One-time buyers often need a gentle reminder rather than aggressive promotion.
However, keep in mind that timing matters here. Analyze your sales data to identify the average time between first and second purchases for customers who do return. Then, target your one-time buyers just before that window.
Rather than generic “We miss you” messaging, reference their specific purchase and build on that connection.
“The window after a customer’s first purchase is critical. With targeted messaging and timely offers, brands can convert one-time buyers into loyal, repeat purchasers — often doubling their lifetime value.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Minga London’s reactivation email warmly follows up on a first purchase with a bold message of appreciation — “Thanks for the love!” The email reinforces brand connection while inviting the shopper to keep exploring.
By showcasing trending products right below the thank-you note, it subtly encourages a second purchase without being pushy. The tone stays fun and energetic, matching the visual style of the brand.
This is a smart, post-purchase follow-up that turns one-time buyers into repeat customers through timely product suggestions and brand excitement.
Image via Minga London (Omnisend user)
13. Promote content based on browsing history
Goal: Re-engage customers with products they’ve shown interest in but haven’t purchased, using their browsing behavior
Steps:
Track website browsing patterns to identify product interest
Create segments based on category or product page views
Add urgency elements when appropriate (e.g., “Only a few left in stock” or “Grab it before it’s gone”)
Professional advice:
Browsing-based campaigns are among the highest-converting emails because they target demonstrated interest. Someone who views a product multiple times is likely to have a genuine interest, but might have encountered some barriers to purchase.
Once again, timing is crucial here. Send these emails relatively soon after browsing (within 24 to 48 hours) while interest is still fresh. Consider addressing common purchase barriers in your messaging, such as “Still thinking about this? Free shipping on orders over $50.”
“Browsing behavior is a leading indicator of interest. When marketers follow up based on real-time activity, they demonstrate attentiveness and increase the odds of conversion without resorting to guesswork.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
OluKai’s personalized product reminder email uses browsing behavior to bring shoppers back. With the headline “One Step Away From Aloha,” it lightly nudges users who viewed a product but didn’t purchase.
The featured shoe is front and center, paired with a friendly message that reinforces urgency (“this one is going fast”). Below, a row of related styles — labeled as “Other ‘Ohana Favorites” — offers alternatives to boost re-engagement and conversion. Added reassurances like free shipping and easy returns help overcome purchase hesitation.
This is a textbook use of behavior-based email segmentation, keeping products top-of-mind while offering alternatives and support.
Image via Really Good Emails
14. Send targeted campaigns based on quiz/survey results
Goal: Deliver hyper-personalized content based on customer preferences and needs they explicitly shared through interactive experiences
Steps:
Create engaging quizzes or surveys that collect meaningful preference data
Map responses to customer profile attributes in your email platform
Develop targeted segments based on specific response patterns
Create tailored content streams that reflect self-reported preferences
Professional advice:
Quiz-based segmentation is powerful because it uses zero-party data — information customers willingly share rather than behavior you’ve tracked. This creates both better targeting and a more transparent relationship.
Focus your quizzes on gathering actionable insights rather than random preferences. Ask questions that can help you meaningfully categorize customers or understand specific needs you can address with your products.
“Interactive content like quizzes drives engagement and serves as a rich data source for personalization. When responses are integrated into segmentation, marketers can build campaigns that speak directly to customer needs — significantly improving conversion potential.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
Verso’s targeted skin quiz email addresses subscribers who reported hyperpigmentation issues. The headline directly references its survey response. The follow-up feels personalized, offering a specific solution designed for the customer’s particular concern:
Image via Really Good Emails
15. Email segmentation by device for UX optimization
Goal: Improve user experience by tailoring email design to match the devices your subscribers actually use
Steps:
Analyze device usage patterns across your subscriber base
Create segments based on primary device type (mobile, tablet, or desktop)
Design device-optimized email templates for each segment
Test content length, button size, and layout variations by device type
Professional advice:
Device optimization goes beyond responsive design. While all emails should display correctly across devices, knowing someone predominantly uses mobile allows you to further optimize the experience.
For mobile-primary users, prioritize single-column layouts, larger tap targets, and concise content blocks that don’t require horizontal scrolling. For desktop users, you might include more detailed content or sidebar elements that take advantage of a larger screen.
“Tailoring emails to a user’s device improves and increases conversions. With device segmentation, marketers can ensure each subscriber sees content designed for their preferred format — whether that’s a tap or a click.”
— Lukas Mačėnas, Product Manager (Audience) at Omnisend
Email segmentation example:
The email below from Semrush shows why responsiveness is important. Check how its emails show up differently on both iPhone and Android. The color of icons, the text placement, and the CTA placement here are dependent on the device being used:
Image via Android phone
Image via iPhone
Types of email segmentation
Email segmentation best practices emphasize the importance of understanding the different types of segmentation to choose the most effective approach for your business goals. There are five main types of email segmentation:
Lifecycle: WHERE they are in the journey (new, loyal, at-risk)
Engagement: WHAT they do with communications (opens, clicks)
Here’s a more thorough explanation for each:
Demographic email segmentation
Demographic segmentation separates subscribers based on personal characteristics, creating natural groupings that share common traits and likely similar interests.
For instance, you could segment by:
Location
Age
Gender
Income
Education
This could help you create personalized campaigns targeting college students with campus dining promotions or targeting new parents with baby care products.
Here’s an example of the location segment filter in Omnisend:
Demographic insights also reveal cultural and societal factors influencing decisions, letting you craft campaigns that respect customers’ backgrounds and lifestyles.
Behavioral email segmentation
Behavioral segmentation helps you understand how customers shop and interact with your store and emails, rather than their purchase patterns (transactional) or relationship stages (lifecycle). It can group customers by several filters, including:
Website browsing habits (product views, time spent)
Research behavior (comparison shopping, review reading)
Those pre-built ecommerce email segmentation examples are just a snapshot of Omnisend’s behavioral segments. Clicking Create from scratch lets you build unique workflows.
Behavioral footprints show clear patterns, from thorough researchers comparing multiple products to quick-decision shoppers responding to promotions.
That information helps create strategic promotional campaigns. It allows you to send cart abandoners timely discounts, recommend complementary items to recent purchasers, and offer comparison guides to detailed researchers.
Transactional email segmentation
Transactional segmentation groups customers by purchasing patterns. It helps reveal spending behaviors, such as:
How much they spend (order value)
What they buy (product types)
When they buy (timing patterns)
How they buy (full price vs. discounts)
These groups can include consistent high-value purchasers, occasional browsers, those who only buy with discount codes, and seasonal shoppers.
Sending personalized content to these segments can significantly increase sales. Bundles, bulk purchase incentives, tiered loyalty rewards, and seasonal reactivation campaigns are on the cards to encourage additional spending.
Lifecycle stage segmentation
Lifecycle segmentation uses purchase history and time between orders to reveal which customers will likely purchase again and which are at risk of churning. It can reveal:
New customers making first purchases
Growing customers increasing purchase frequency
Mature, loyal customers with steady buying patterns
At-risk customers showing declining engagement
Lapsed customers who haven’t purchased in a while
You can then create separate campaigns to target recent buyers, those who haven’t bought anything for several months, and those showing signs of engagement, such as adding items to their wish list or abandoning checkout.
Here’s an Omnisend segment workflow showing a filter for all contacts who have placed an order at least once not in the last two weeks:
You can then personalize your messaging for different customers. For example, regular customers can receive VIP offers based on their high order value. New customers who haven’t made a purchase but have items in their basket could receive a one-time discount code.
“The lifecycle stages map has been critical for our success. We have set up automations for our “can’t lose” and “at-risk” segments, and it’s been wonderful in generating sales and has been a great way for us to reach customers that we normally wouldn’t be able to reach.”
Angèl Foster, the owner of Island Olive Oil Co
The “at-risk” automation nets a 27% conversion rate The “can’t lose” automation has produced an RPE of $11.24
These interactions separate highly engaged readers who open every notification from occasional scanners and completely inactive subscribers.
The value in these groups comes from matching marketing intensity to engagement levels — highly engaged subscribers receive more frequent, premium communications, while inactive subscribers receive carefully timed re-engagement efforts.
You could also get granular, sending exclusive “early access” product launches to subscribers with 80%+ open rates and testing new subject lines with your moderate engagers (40-60% open rates) to get customer interaction.
Below is a table organizing our 15 email segmentation ideas by segmentation type, helping you quickly find the right approach for your specific marketing needs:
Omnisend makes it incredibly intuitive to navigate email marketing segmentation. You can use pre-built and custom segments to create targeted groups based on their behavior, engagement, purchase patterns, and more.
For example, you can segment your subscribers by tracking their shopping history, website activity, and email engagement to create personalized marketing campaigns that drive results.
How to segment email lists:
These steps outline how to segment email lists effectively:
Step 1: Set a clear campaign goal
Step 2: Use customer data collected in your email platform
Step 3: Create a segment using the segmentation builder
Getting started with segments
Access the segment builder through Audience > Segments and click Create segment:
Choose demographic filters like location, engagement metrics such as email opens, or shopping behavior filters that track purchase history.
You can also segment by anniversary dates, web activity, and custom events. Each filter adds another layer of precision to your email marketing segmentation.
Automatic list updates
Your segments automatically update as customers act, ensuring your campaigns reach the right audience without manual list maintenance. Set rules once and let Omnisend track customer behavior, keeping your targeting fresh and relevant.
You can fine-tune your segment settings anytime to match your campaign needs, whether expanding a purchase window from 30 to 90 days or adding new engagement filters.
Each adjustment helps you target more precisely, while creating multiple segments lets you test different approaches with your audience.
This video explains in detail how straightforward it is to create segments with Omnisend:
Email segmentation: FAQs
1. What is email segmentation?
Email segmentation divides your subscriber list into smaller groups based on specific criteria like behavior, demographics, or purchase history. This allows you to send more relevant, targeted messages to each group instead of sending the same content to everyone.
Segmented email campaigns consistently outperform generic mass emails, resulting in higher engagement and conversion rates.
2. How to segment an email list?
Start by defining your campaign goals. Then, choose criteria relevant to those goals (demographics, behavior, and so on). Lastly, use your email platform’s segmentation tool to create rules for each segment, combining multiple conditions for precision.
3. What are the best email segmentation tools?
Email marketing platforms like Omnisend offer advanced segmentation capabilities with filters for demographics, behaviors, purchase history, engagement metrics, and custom events to create targeted marketing campaigns.
4. How often should I update my email segments?
Review and update segments regularly as customer behaviors evolve. Automatic tracking helps, but quarterly assessments ensure your segmentation remains relevant and captures changing customer interactions and preferences.
5. Can I use email segmentation without advanced data?
Absolutely! Even basic segmentation, such as age, location, and simple engagement metrics, can significantly improve email targeting. Start with fundamental criteria and gradually refine your approach as you collect more data.
6. What’s the difference between segmentation and personalization?
Segmentation groups subscribers with similar characteristics, while personalization tailors content within those groups. Segmentation creates broad categories for targeting, and personalization adds specific, individualized touches to make each message feel uniquely relevant.
Richard is a Content Marketing Manager at Omnisend. An avid writer, he's said to have been born holding a pencil. Fascinated by all things handmade, if he's not reading or writing he can often be found practicing leathercraft.
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