Understanding The Strategic Value Of Email Segmentation
When done right, email segmentation helps you send the perfect message to each subscriber at just the right moment. Rather than blasting the same generic email to everyone, segmenting your list lets you personalize the customer journey in meaningful ways. The numbers speak for themselves - segmented campaigns see 46% higher open rates and drive 58% of email revenue. By thoughtfully grouping your subscribers based on their behaviors and preferences, you can create messages that truly connect.
Dispatch's Unique Advanced Klaviyo Segmentation Strategy
We've developed our segmentation approach around two key goals: maximizing revenue and understanding what resonates with different audience groups. For brands that don't offer subscriptions, we keep it simple with two main segments - Prospects who haven't purchased yet, and Existing Customers. This lets us craft distinct messaging for each group.
For subscription-based brands, we add a third critical segment: Active Subscription Customers. This three-part structure helps us send relevant content while avoiding message fatigue that could push subscribers away.
Segmenting For Maximum Impact
Our prospect segment focuses on people who have shown recent interest - whether by opening emails, joining the list, or browsing the site (typically within 14 days). We adjust this window based on each brand's specific needs and email performance. For longer-term campaigns, we might look at engagement over 30-180 days, while always aiming to maintain open rates above 50%.
For one-time purchase customers, we look at both purchase history and recent engagement, similar to prospects. We're careful to exclude active subscribers to avoid sending redundant messages about products they already receive regularly.
The Active Subscription segment gets special treatment with content specifically related to their subscriptions, plus complementary products that enhance their experience. For example, a meal kit service subscriber might receive recipe tips and serving suggestions.
Ensuring Deliverability and Maximizing Revenue
To keep our email delivery rates strong, we use clear naming conventions that specify engagement windows, like "DA | Prospects - Engaged 180D". This system makes it easy to manage different segments and track performance.
We carefully choose engagement windows for each campaign based on the message type and the brand's current email deliverability health. Standard evergreen campaigns aim for 50%+ open rates, with windows ranging from 30-180 days. For major promotions or product launches, we might extend this to 365+ days. Importantly, we never email the entire list at once - instead, we target specific segments to ensure each message reaches the most receptive audience. This focused approach helps maintain strong engagement while protecting sender reputation.
Building Your Core Segmentation Framework
Effective email segmentation is key for sending relevant messages that connect with subscribers and drive sales. At Dispatch, we organize our email lists into three main segments: Prospects, Existing One-Time Purchase (OTP) Customers, and Active Subscription Customers. This simple but powerful framework helps us send the right content to the right people at the right time.
Defining Your Core Email Segments
Let's look at how each segment works and the specific criteria we use to build them at Dispatch:
Prospects (Potential Purchasers): These are people who haven't bought yet but have shown interest in your brand recently. We look for engagement like opening emails, joining your list, or browsing your website within the last 14 days (though you can adjust this timeframe based on what works for your business). To be in this segment, someone needs zero lifetime orders AND recent engagement through one of these channels. We make sure to filter out automated opens and bot clicks to keep the data clean. This segment lets you nurture leads toward making their first purchase.
Existing OTP Customers: This group includes people who have made at least one purchase but aren't current subscribers. Like prospects, we look for recent engagement. The requirements are: at least one lifetime order AND recent engagement AND no active subscription status. These customers are great candidates for repurchase campaigns and subscription offers since they already know and trust your brand.
Active Subscription Customers: This segment needs its own special approach. It includes current subscribers who have engaged recently. Instead of focusing on new sales, we send content that adds value to their subscription - things like exclusive content, product tips, or complementary item recommendations. The criteria are simple: recent engagement AND an active subscription status.
Maintaining Segment Health and Maximizing Revenue
Setting up these segments is just the beginning. To keep them working well, you need regular maintenance and updates. At Dispatch, we use clear naming rules to track our segments. For example, "DA | Prospects - Engaged 180D" tells us this segment contains prospects who engaged in the last 180 days. This makes it easy to monitor results and adjust our approach over time. Good segment maintenance helps keep engagement high while protecting your sender reputation and email deliverability.
Mastering Time-Based Engagement Strategies
Creating good email segments is just the start - timing is what makes them truly effective. Understanding when subscribers last engaged with your emails plays a huge role in getting better open rates and deliverability. This is why we at Dispatch focus heavily on time-based engagement when planning email campaigns.
Choosing The Right Time Horizon
Think about your email list like tending a garden - different plants need different amounts of water and care. The same goes for your subscribers. Some respond best to frequent emails while others need more space between messages. We've found that sending the same number of emails to everyone just doesn't work. That's why we track how recently each person has engaged.
For regular emails without special promotions, we aim to reach as many people as possible while keeping open rates above 50%. This usually means focusing on subscribers who've engaged in the last 30-180 days. The exact timeframe depends on your email deliverability health though. A brand with great deliverability might do well sending to the 180-day group, while one having issues may need to stick to 30 or 60 days. We never send regular content to people who haven't engaged in over 180 days, even if open rates look good, since it can hurt your sender reputation.
This careful balance helps us reach more subscribers while avoiding the spam folder.
Tailoring Time Horizons for Different Campaign Types
Beyond regular emails, we adjust timing based on the campaign goal. A typical promotion might go to people who engaged within the last 180-365 days. If regular emails already target the 180-day group, promotional ones expand to 365 days. This lets us reach more people with promotions without overwhelming recent subscribers.
For major promotions or new product launches, we often go back even further - up to 730 days sometimes. These important campaigns justify casting a wider net to include less active subscribers who might be drawn in by an exciting offer. This targeted approach helps these key campaigns have maximum impact.
Dispatch's Segment Naming Conventions
To keep track of these different time periods, we use clear naming rules. For example, "DA | Prospects - Engaged 90D" shows this segment includes prospects who interacted in the last 90 days. This makes it easy to tell segments apart, monitor results, and ensure messages reach the right people at the right time. Our systematic approach also makes it simple to test different time periods and see what works best for each group. By consistently checking the data and making adjustments, we keep improving our targeting to make email marketing more effective.
Converting Behavior Into Revenue-Driving Segments
Customer behavior tells us far more than basic demographic data ever could. By looking at how customers actually interact with your brand - not just who they are on paper - we can create email segments that connect with real buying patterns and needs. This deeper understanding helps us send the right messages at moments when they'll have the most impact.
Analyzing Purchase History and Product Usage
What customers buy reveals their true preferences and habits. At Dispatch, we use purchase data to spot natural opportunities for related products and services. For instance, if someone regularly buys coffee beans, they might be interested in a new grinder or a subscription plan. By focusing on actual product interactions rather than just demographics, we can make genuinely helpful recommendations. We also look at how customers use products - like which software features they rely on most. This shows us where targeted training or support emails could improve their experience and keep them coming back.
Leveraging Website Behavior for Targeted Messaging
The way customers browse your website shows their buying intent. By tracking which pages they visit, how long they stay, and what catches their eye, we can create segments based on real interest. Take someone who spends time looking at running shoes but doesn't make a purchase - they might appreciate an email featuring popular models in that category or a special offer. This helps turn window shopping into sales. We also watch for abandoned carts and analyze which products get left behind most often. Then we can send friendly reminders or incentives to complete those purchases.
Dispatch's Campaign-Specific Segmentation Approach
At Dispatch, we adapt our email segments to fit each campaign's goals. For everyday messages, we focus on customers who've engaged within the past 30-180 days, as mentioned earlier. But for special promotions, we might reach out to less active subscribers who could be drawn back by an exciting offer. We're also careful about timing - for example, we don't send promotional emails to people who just made a purchase. This flexible, thoughtful approach helps each campaign succeed on its own terms.
Driving Revenue Through Re-Engagement Programs
Bringing back inactive customers is key to long-term growth. We create segments based on how long customers have been away and craft messages that address common reasons for losing interest. Someone who hasn't bought anything in months might respond well to a personal discount or a reminder about products they used to love. These targeted efforts to reconnect often turn former customers into active buyers again. By carefully watching how these behavioral segments perform and making improvements over time, we keep finding better ways to grow revenue through email marketing while building stronger customer relationships.
Campaign-Specific Segmentation That Delivers Results
Generic segmentation strategies rarely produce optimal results. At Dispatch, we match our Klaviyo Advanced Segmentation methods to the specific goals of each campaign. This focused approach helps us reach the right subscribers with relevant messages, leading to better engagement while protecting email deliverability.
Evergreen Campaign Segmentation
Evergreen campaigns form the foundation of effective email marketing - these are your regular, ongoing messages that keep subscribers engaged between promotions. For these campaigns, we focus on subscribers who have opened or clicked emails within the last 30-180 days. By targeting these engaged readers, we consistently achieve open rates above 50%, which helps maintain strong deliverability. We also remove subscribers with 4+ soft bounces from these campaigns to keep our sender reputation healthy.
Promotional Campaign Segmentation
The size of your promotional offer determines how we segment the audience. For standard promotions with smaller discounts, we target both prospects and existing customers who've engaged in the past 180-365 days. Major promotions that happen just a few times per year may extend to subscribers beyond the 365-day window, since bigger discounts can re-engage occasional buyers. We typically exclude active subscribers unless the promotion fits their interests. We also consider removing recent purchasers of promoted items to avoid redundant messaging.
New Product Launch Segmentation
Product launches give us a chance to reach a wider audience. Our segmentation includes prospects, existing customers, and active subscribers when the new product complements their current purchases. Like promotional campaigns, we adjust engagement windows between 180-365 days based on the product's expected appeal. As with all campaigns, we exclude subscribers with multiple soft bounces to protect deliverability.
Adapting Your Segmentation Strategy
While this framework provides a strong starting point, you should adjust the specific timeframes and criteria based on your brand's unique performance data. Regular analysis of your campaign metrics will show you what works best for your audience. Keep testing and refining your approach for each campaign type. When you match the right message to the right segment, your email program can consistently drive more revenue through improved engagement and conversions.
Implementing A Sustainable Segmentation System
Creating effective email segments is just the beginning. Success comes from having a strong system to manage, monitor, and improve your segments over time. This requires establishing clear processes, tracking the right metrics, and making smart adjustments when needed. At Dispatch, our segmentation system focuses on maximizing revenue while maintaining strong email deliverability.
Dispatch's Revenue-Focused Segmentation Framework
We organize our segments based on where each customer is in their journey with a brand. This helps us send the right messages at the right time to drive more sales and build lasting customer relationships:
Prospects (Potential Purchasers): For new contacts who haven't bought yet, we focus on building trust and showing value. Our campaigns introduce the brand, explain key benefits, and offer incentives for that crucial first purchase.
Existing One-Time Purchase (OTP) Customers: These customers present great opportunities for repeat sales and loyalty building. We re-engage them with personalized product suggestions, special offers, and content that keeps them connected. A key goal is converting these one-time buyers into subscribers.
Active Subscription Customers: This group needs a different approach. Instead of pushing sales, we focus on delivering ongoing value that validates their subscription choice. We share exclusive tips, product updates, and personalized recommendations to strengthen relationships and prevent cancellations.
Monitoring Segment Health and Performance
Regular performance monitoring is essential for long-term success. Keep track of key metrics like open rates, click-through rates, conversions, and unsubscribes. For example, if a segment's open rates drop below 50%, you may need to update your criteria or adjust engagement windows.
Watch your deliverability metrics closely too, especially bounce rates and spam complaints. A sudden increase could signal problems with your segmentation or list quality. Address these issues quickly to protect your sender reputation.
Regularly Refreshing Your Segmentation Criteria
Customer behavior changes over time, and your segmentation should evolve with it. Review and update your segment criteria regularly to keep them relevant and effective. This might mean adjusting engagement periods, adding new data points, or creating new segments as customer needs shift. Like tending a garden, removing what's not working lets the successful elements thrive.
Building a sustainable segmentation system takes ongoing attention. By using clear naming rules, tracking important metrics, and fine-tuning your approach, you can create email marketing that stays focused, effective, and profitable.
Ready to improve your email marketing and grow your business? Learn how Dispatch's expertise can help you build segments that drive real results. Visit us at https://www.thedispatch.agency/ to learn more.
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