How do I segment my email list by purchase history?
Build segments from placed-order events: group people by number of orders, time since last order, total spend or product bought. Start with first-time buyers, repeat buyers and lapsed customers, then refine only when each group needs different messaging.
Most email platforms record each order as an event. You can then define segments such as people who ordered once, people who ordered more than once, and people whose last order was a long time ago.
Pick segments that change what you would actually send. A repeat buyer can see loyalty or new-arrival content, while a first-time buyer benefits from education and a nudge toward a second order.
Keep definitions simple at first and review them each quarter, since segments that nobody uses add maintenance without adding revenue.
In practice.
A coffee roaster creates three segments: customers with one order, customers with several orders, and customers whose last order was long ago. The campaign for the first group highlights a subscription, the second gets a limited release, and the third receives a gentle reminder.
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