How to segment your customers for email marketing

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Think about it this way: you’re an events company that has 10,000 customers on your email list who are based across the UK. There’s last-minute availability at one of your event download free usa email database spaces in Newcastle, and you want to offer a discount so you don’t miss out on revenue. You wouldn’t email your entire email list, because customers in Cornwall are unlikely to engage with your email and could see it as spam, which sometimes a blast email can be. Instead, you’d want to email customers in the northeast, who have perhaps browsed your site or engaged with your brand within the last couple of months. That way, you’re far more likely to have higher engagement and fewer frustrated customers.

Now that you know a little more about what it is, we want to explore how to create a customer segmentation strategy so you can efficiently and effectively communicate with your customers and increase engagement.

Establish your goals
Rather than diving in and splitting your entire email list into segments, the first thing you need to do is establish what your goals are. Because unless you know the goals, you won’t be able to create email campaigns and segments that will achieve them.



These goals will link back to the overall goals of your business, but consider what they should be for email marketing and how they feed into that. Would you like to increase the ROI of your email marketing, decrease unsubscribe rates or increase average order value? Based on the fact that you’re reading this guide, it’s likely that one of these goals will be to drive conversions. Once you know the goals you can then craft your segments with these in mind.