1 Learn the concept
When sending emails to subscribers, you need to tailor the message to their needs and wants. Segmentation means dividing your list into groups based on things like interests, behavior or purchase history. Relevant messages get better results and fewer unsubscribes. This lesson explains how to segment a list and what to send each group.
2 See it in action
- Segment by interest, purchase history, location or engagement.
- Send different content to each group.
- Start simple, with two or three segments.
- Review results by segment.
Worked example
A bookstore's segments
Segment by genre: mystery, history and children's books.
Send each segment recommendations in its genre.
Result in the example: click rates are higher than for the all-list newsletter.
Check: collect the genre preference at signup so you do not have to guess.
3 Study an example
Example scenario
A bookstore segments its list by favorite genre and sends each group recommendations in that genre. Click rates rise because every email feels personal.
4 Apply it and download
- Choose three ways to segment your list.
- Describe a message for each.
- Plan how to collect the data you need.
Worksheet Segment plannerOpen, print or save as PDF