Automate Email Marketing and Boost Sales.

Automate email marketing and boost sales

Email Segmentation: How to Create Targeted Campaigns?

Email Segmentation is a technique to send targeted emails to increase ROI. The key to running a successful online business is using Email list segmentation to ensure that the right people receive the right message at the right time. 

Sending generic emails to your entire subscriber list just won’t give you the desired result. You have to get more specific and personalize your emails to run a targeted email campaign to drive more conversions. But how do you do that? Email marketing segmentation is the answer.

It lets you tailor your messages for higher engagement. A higher engagement rate means higher open rates, click-through rates, and, ultimately, better conversions. According to MarketingSherpa, segmented email campaigns have double the click-through rates compared to unsegmented emails.

Read further to learn how to create email segmentation and explore its benefits, best practices, and effective techniques. 

Automate personalized emails for segmented email lists. Increase open rate and engagement rate with Retainful.

What is Email Segmentation?

Email segmentation is the practice of dividing your audience into smaller and more specific groups based on criteria that align with your brand. This approach lets marketers personalize emails and deliver relevant emails that are highly relevant to each segment. For E.g., you can segment your customers based on geographic location, interests, purchase history, and more. 

segmenting emails

If you don’t want to bombard everyone with a one-size fits all message and be focused on delivering highly relevant content, creating email list segmentation is the only way. It is also a powerful strategy that boosts the effectiveness of email marketing campaigns. 

What is email marketing segmentation?

Email marketing segmentation is dividing the customers based on factors like demographics, interests, or purchase behavior. You cannot treat all your customers the same, and this is where email marketing segmentation comes into play. 

It’s the practice businesses use to break down their subscriber list into different segments, allowing for a more targeted and personalized experience. This approach ensures that your subscribers receive emails that highly resonate with them, leading to higher engagement and better results for your email marketing campaigns.

Benefits of Email List Segmentation

benefits of email list segmentation

More relevant content

Your customers will engage with your email only if they find your emails highly relevant. If you want to increase the relevancy of the content, then splitting up your email list is the only way. 

Create an email segmentation for customers who abandoned their carts, create a segment for customers who have engaged with certain content, or create a segment for customers who viewed products from a certain category. The options are endless to get more specific and creative. 

Ensures timely emails

You have to be careful of how many emails you send and when you send them. Striking a balance here is crucial. You don’t want to scare your customers away by sending too many emails, and if you don’t send enough emails, you might be missing out on engaging your subscribers. This won’t be a problem when you implement email segmentation and campaign because it sends timely emails. 

Increases ROI

Email list segmentation based on engagement rate ensures you have customized the message based on the customer’s interest and that it reaches them at the right them. This automatically increases engagement and conversion rates. 

Location-based email segmentation lets you deliver location-specific offers or promotions, increasing the relevance and appeal of their campaigns. This personalized approach can lead to higher conversion rates and improved ROI.

Email segmentation based on onsite activity enables marketers to target subscribers who have shown interest in specific products or services. By sending relevant offers or promotions to these engaged subscribers, marketers can boost the likelihood of making a purchase.

When you consider purchase history in email list segmentation, you can identify loyal customers. When you provide these customers with exclusive rewards or incentives, you can easily foster customer loyalty and encourage repeat purchases which further boosts ROI. 

Increases email reputation

When the content is more relevant to the segmented email list, your customers will find it more engaging. When you make a consistent effort with every segment and every email, you will reap the benefits of your compelling copies. 

Highly engaging content always easily improves your email reputation. Customers will always open your emails because they know you never fail to deliver perfect content. 

What is a targeted email campaign? 

Targeted email campaign

A targeted email campaign means sending highly customized emails to subscribers based on email list segmentation. The segmentation can be based on any criteria that match the brand’s goals. The more specific segments you have, the higher will be the engagement rate and conversions. 

Now you might have the question, why not send mass emails? Mass emails with generic content will fail to engage customers. The trick to a higher open rate is to segment customers based on their interests, demographics, or behavior to create content that highly resonate with them.

Segment your email list using pre-built rules or create your own rule with Retainful. Reach the right segment of customers at the right time.

How to segment your email list?

Understanding your target audience

Have an email list and segment your target audience for better email marketing segmentation. Conduct research on their preferences and behaviors. You can also include survey data, website analytics, and social media interactions. The more you know about your subscribers, the better you can personalize your email content to their needs and interests.

Collecting relevant data

The easiest way to collect relevant data for your email marketing segmentation would be to make use of sign-up forms and tracking purchase history. You can go a step further and encourage them to provide their interests during the subscription process. Also, keep your data collection methods up-to-date to ensure accuracy and better-segmented email lists. 

Segmenting criteria and variables

Consider demographics, psychographics, purchase behavior, and engagement levels. Choose the variables that align with your business and marketing goals. By creating meaningful segments, you’ll be able to send highly targeted and personalized email campaigns that truly resonate with your audience.

What are the types of segmentation?

Demographic Segmentation

Email segmentation based on demographic factors such as age, gender, income, or occupation is called demographic segmentation. When you know what each demographic criterion would want, consider your job half done. 

For example, you may send skincare tips and product recommendations specifically designed for younger customers in their 20s while offering anti-aging solutions and makeup tips for those in their 40s and 50s.

Behavioral Segmentation

Behavioral email marketing segmentation focuses on how subscribers interact with your brand. When you analyze their actions, you can identify their preferences, interests, and buying behavior. 

For example, if you run an online bookstore, you can segment the email list based on the genre of the books customers have purchased. This would allow you to send targeted recommendations and exclusive offers based on individual reading preferences. 

Geographic Segmentation

When you consider Geographic email segmentation, you divide your audience based on their location. If your online store has customers from different geographical locations, this email marketing segmentation would be a great choice. This helps you deliver relevant content specific to their geographic area, such as location-based promotions or local event announcements.

For example, a restaurant chain might segment its list by city or region to send targeted offers for nearby locations or inform subscribers about new menu items available in their area.

Psychographic Segmentation

If you want to dig deeper to improve your email marketing segmentation, you can always choose Psychographic email segmentation. This focuses on understanding the lifestyle, attitudes, and values of your subscribers. It helps you create personalized content that resonates with your interests and motivations.

For example, if you own a fitness brand, you may segment their list based on different fitness goals, such as weight loss, muscle building, or stress reduction. This allows you to send tailored workout plans, nutrition tips, and product recommendations based on each subscriber’s specific health and wellness objectives.

What makes a good email marketing campaign?

List and Segments

Make sure your email segmentation tool has a Static List feature and a Dynamic Segment feature. 

In case you are in a situation where you need your email list to have only the recipients that match your segmentation rule at the time, you need the List feature. 

If you want your email list to update every time a customer matches the rule, you need Dynamic Segmentation. 

Retainful email segmentation has got both List and Segment features. 

Choose List and Segment from the Retainful dashboard. Click on Create List or Create Segment based on whether or not you want your email list to stay static. 

Creating a Static list

If you choose Create List, enter a name and a description. You can use the available filters from customers, purchase history, abandoned cart, campaign, and automation properties for your email list segmentation. If you want your email list to be highly specific, you can combine the filters using AND OR conditions. 

And Or conditions for creating segmentation rule

If you don’t want to use the available filters and create a list manually, the List feature makes that possible too. 

Filter or import manually using List segmentation

If you want Dynamic Segmentation, enter a name and a description. You can choose the available pre-built rules, or you can create your own rule from scratch using different filters available. 


When you have finished email list segmentation, the next natural step would be to start your email campaign. The question is, do you want to send your email campaign right away or schedule it for later? Do you want your emails sent to just a single or multiple List or Segments? Can you customize your email templates for each List or Segment?

Retainful has got you covered in all of these aspects. You can send emails instantly or schedule them for later. You can also choose multiple Lists or Segments for your segmented email campaign. 

Just enter your email campaign name, from and reply to email addresses, a subject line, and the name of your store. 

campaign creation

Pick a template from the template library or your saved templates and edit it to your liking and the brand’s aesthetic. 

template selection

Select the number of Lists or Segments you want this segmented email campaign to reach. You can even choose all contacts in case you change your mind. 

who should we send to?

You can now start your email campaign right away, or you can schedule for later. 

Scheduling the email campaign

Email list segmentation best practices

Using the right tool for segmentation

When you have the right email segmentation tool like Retainful, you can easily divide your subscribers into specific groups, streamline your segmented email campaign and track the effectiveness of your segmentation efforts. 

Keeping your email list clean and organized

Check your email list occasionally to remove inactive or unengaged subscribers to maintain deliverability rates. It ensures that your segmented campaigns reach the right audience, optimizing open and click-through rates. 

Embrace simplicity

When you segment your email list, keep your segmentation criteria simple and concise, focusing on the key attributes that directly impact your campaign goals. Try not to overcomplicate the process with excessive email marketing segmentation factors.

Personalization and Customization

Just segmenting your email list won’t give you a successful segmented email campaign. You have to make sure you have customized emails for each segment based on their unique interests, preferences, or purchase history. This would give your audience a more personalized email experience and drives more engagement.

Campaign automation

You can implement campaigns based on specific triggers or customer actions, such as welcome emails, abandoned cart reminders, or birthday offers. This enhances your email marketing segmentation strategy as it is more relevant and timely. 

Testing and iteration

Test and refine your email marketing segmentation strategy often to optimize its effectiveness. Experiment with different segmentation criteria to ensure that your segmented email campaigns consistently deliver the desired results and drive conversions.

Segment email list based on different variables for deeper email segmentation. Run targeted email campaigns to increase ROI with Retainful.


If your online business still doesn’t have an email segmentation feature, you are missing out on significant revenue. The crucial aspect of successful email segmentation marketing lies in personalizing your emails for your specific target audience.

When you divide your audience into smaller, specific groups, you can deliver personalized, targeted emails that resonate with each segment. This approach leads to higher engagement, increased open and click-through rates, improved conversions, and a significant boost to your ROI. 

But the concept of a perfect email list is subjective and varies based on your product and your customer’s preferences. What you can do to make the most out of email segmentation is use the right strategy and the right email marketing segmentation tool. 

With a better understanding of your target audience and utilizing effective segmentation criteria, you can easily achieve the goals of your segmented email campaign. 

How do you segment email data?

Segmenting email data involves categorizing your email subscribers based on specific criteria or attributes such as demographics, purchasing behavior, engagement level, or interests.

Why is email segmentation important?

Email segmentation is important because it allows you to deliver personalized and targeted content to different segments of your audience, resulting in higher open rates, click-through rates, and overall engagement. It helps you deliver more relevant messages and improve the effectiveness of your email marketing campaigns.

What is segmentation in email marketing?

Segmentation in email marketing refers to dividing your subscriber base into distinct groups or segments based on specific characteristics. It enables you to tailor your email campaigns to match the preferences and needs of each segment, resulting in better engagement and conversion rates.

How do you segment email marketing users?

To segment email marketing users, you can utilize various criteria such as demographics, geographic location, purchase history, engagement levels, preferences, or customer lifecycle stage. These criteria help you create targeted segments and deliver personalized content.

What are some email list segmentation ideas?

Some email list segmentation ideas include segmenting based on customer preferences, past purchases, geographic location, engagement with your emails (such as opens or clicks), customer demographics (age, gender, income), behavior on your website (pages visited, products viewed), or even by customer loyalty levels.