Simple segmentation strategies for better email marketing

Big email blasts aren’t the only way to drive results

Mike Holden
4 min readOct 23


Photo by Melanie Deziel on Unsplash

Even as the world has moved to texting and social media as major forms of communication, email marketing remains a powerful tool for businesses to engage with their audience, nurture relationships, and drive conversions.

But, email marketing has evolved. Sending mass emails to your entire subscriber list isn’t always an effective approach. To truly maximize the impact of your email campaigns, segmentation plays a crucial role.

By dividing your audience into distinct segments based on their behavior, preferences, and engagement levels, you can tailor your messages to deliver greater relevance, engagement, and ultimately, achieve better results. This approach takes more time, but the return you get is often worthwhile, especially as you study the stats and evolve your strategy.

Let’s get into some specifics.

Segmentation: A Game-Changer in Email Marketing

Segmentation involves dividing your email subscribers into smaller, more targeted groups based on specific criteria. This allows you to send tailored content that resonates with each segment, improving open rates, click-through rates, and overall campaign performance. The segmentation process can be as simple or complex as desired, depending on the available data and desired outcomes.

Segmenting by Open Rates

The first level of segmentation is to divide your audience based on whether they opened your emails or not. By separating your subscribers into “openers” and “non-openers,” you can refine your messaging to better cater to each group’s behavior.

For openers, you can leverage their engagement by providing them with more in-depth content, exclusive offers, or personalized recommendations.

For non-openers, you can experiment with subject lines, timing, and content to re-engage them and improve future open rates.

Segmenting by Click-Through Rates

Building upon open rates, segmenting based on click-through rates allows you to identify subscribers…



Mike Holden

Marketing leader with 20 years of experience. Dad of 6. Get ideas in the No Budget Marketing newsletter.