What is Email segmentation?
Email segmentation is dividing your list into groups based on behaviour, purchase history or engagement so each group gets a relevant message.
The most useful segments for ecommerce are engagement (active, lapsing, inactive), purchase history (new, repeat, high-value) and interest (what they browsed or bought).
Segmenting lifts relevance and protects deliverability, because inactive contacts stop dragging your engagement down.
A worked example.
A bakery splits its list into people who clicked in the last sixty days, people who bought once, and people who have not engaged for six months. The Mother's Day campaign goes to the first two groups, and the third gets a short re-engagement email instead.
Common mistakes.
- Sending every campaign to the whole list
- Building segments you never use
- Treating a first-time and a ten-time buyer the same
Want this handled for your store? See our klaviyo email marketing service or book a free audit.
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