How to Boost Email Marketing Engagement with List Segmentation

Posted by Philip Storey on 07/06/18 17:41
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Philip Storey

Email marketing list segmentation tactics

In a post-GDPR marketing landscape, ensuring that your email campaigns are relevant and targeted is more important than ever. List segmentation plays an important role in boosting engagement and conversions with email marketing. 

There are roughly 3.7 billion email users around the globe and that's expected to grow to 4.1 billion by 2021. 66% of marketers enjoy excellent or good ROI from email marketing campaigns and email list segmentation and individualised messaging yields the best results. 

This blog shows you how to use list segmentation to boost your open rate and conversions. Enjoy!

Segmentation by location

If you're collecting the location of each subscriber, then you can easily use this method. Segmenting your email lists by location will enable you to promote sales sales and events going on at your physical stores and locations to subscribers living close to these areas.

There are several ways you can track subscriber locations, including billing and mailing addresses or from location data fields on your sign up forms. Locality is an effective factor for driving conversions and a positive omnichannel experience.

Segmenting by interests

Want to tailor your emails to the interests of your subscribers? You can do this via surveys and customer feedback requests, but there's also a more unique way to collect and segment data about subscriber interests.

Here's an example from Chairish, which uses a pop-up to asks users to select items to add to their saved items list. Then based on their lists, they'll receive customised emails when there's a deal. You can also use this information to send triggered emails regarding low inventory or restocking of certain products.

Email list segmentation from Chairish

Segmenting by engagement levels

Another way to divide up your email list is according to engagement levels. Obviously, the way you communicate with each of engagement-based segment will need be different. 

For inactive subscribers, you'll need to employ reengagement tactics to really get their attention and incentivise them to return to your website. For more engaged subscribers, who frequently open your emails and click through to your website, you should focus on tailoring emails with personalised campaigns and product recommendations, based on their behaviours.

Dynamic email tools, like Moveable Ink, help retailers deliver hyper-personalised emails, with live content that's relevant to individuals and even open time.

You should implement a reactivation strategy framework, using automated triggers, to send out reengagement emails to subscribers when they meet a pre-set inactivity threshold.

At the end of reengagement campaigns, you may need to send ultimatum-style emails to invite subscribers to stay or go. See an example below from GoPro:

Reengagement email from Go Pro

Consider removing inactive subscribers who've not responded to your reengagement attempts, as they are essentially dead weight and will only distort your email metrics. They'll even have a negative effect on deliverability. 

Deep dive: download our dedicated Email Marketing Reactivation Guide for Retailers to learn more about reengaging your lapsed subscribers.

Segmentation based on purchase history

Here's a cunning method to turn one-time customers into repeat customers. By designing emails based on your subscribers' purchase history, you can send out emails with offers related to the categories or products they've purchased from.

An effective tactic for retailers is giving subscribers recommendations based on products frequently bought together, like Amazon have been doing for years. 

Product recommendations frequently bought together example from Amazon

But remember, not all of your emails have to be sales-related. Try offering valuable content based on the items people have purchased. For example, if they purchased a smoothie product, you can send them an email with related content and lifestyle recommendations, like "5 Tips for Losing Weight Fast" or "7 Exercises to Get Fit Quick."

Show subscribers you care about their needs, interests and activity.

Segmentation based on purchase recency

Welcoming and delighting customers post-conversion is crucial for keeping them engaged and encouraging them return to your website in the near future.

You can to this with a handy welcome series, with tips and advice about getting the most our of their purchase, or you can send recent buyers related product recommendations.

For instance, if one customer consistently buys a specific product each month and then skips a month – you can send a reminder about buying another one. For subscribers who haven't purchased anything in a while, you can send an email with a limited-time offer to incentivise them.


If you're not already segmenting your email campaigns, then it's time to start. With the tactics outlined in this blog, you can really take your segmentation and campaign performance to a whole new level.

Utilise your customer insights and send more targeted email marketing campaigns. If you need help implementing the most effective email automation techniques, why not speak to the experts at Enchant? Get in touch with our experienced email marketing specialists today.

Take a leap with email this year and get a free email audit and roadmap and we'll help you supercharge your strategy!

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Enchant is a leading UK digital marketing agency, based in London. We specialise in email marketing, paid social advertising and marketing automation, helping brands to reach their full potential with cutting-edge lifecycle marketing strategies. Book a free email marketing consultation with Enchant's experts and we'll pinpoint your opportunities to improve.

Topics: Automated marketing, automation, behavioural triggers, customer journey, customer lifecycle, Customer win-back, Dynamic content, ecommerce, Email automation, Email Marketing, Email marketing automation, Email marketing campaigns, Email marketing strategy, email unsubscribes, Marketing Automation, Personalisation, reengagement, Reengagement strategy, relevance, Relevant content, Retail, retailers, Segmentation, Subscriber list, targeted content, Targeting, unsubscribers, email marketing tools, email tools, relevancy, live content, email campaigns, Welcome Emails, lifecycle marketing

Philip Storey

Written by Philip Storey

Philip Storey is the Founder and CEO at Enchant Agency. Philip is an email marketing specialist in London, UK. He has enabled hundreds of brands to improve their email marketing. Beyond marketing, Philip is a business coach, personal and professional development coach and mentor to business leaders and senior marketers.

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