Silvestras from MailerLite

Silvestras4 min readTips and resourcesIntegrationsJanuary 29, 2018

5 ways to use email segmentation

5 ways to use email segmentation

Smart marketers know that segmenting subscribers will improve your open rates, click-throughs and conversions.

With our new powerful Subscribers Management tool, you are now able to create and target more specific subscriber segments and leverage the full potential of smart email marketing.

In this blog post, we will review several ways you can use segmentation to improve email marketing results and build customer loyalty.

Segment by Signup Source

If you are using multiple channels to collect subscribers, it’s a good idea to use different subscription forms for each signup source.

When you separate subscribers who signed up through a video webinar from those who signed up from a recent blog post, you can target webinar subscribers with relevant material and not mix them up with blog post subscribers.

You can filter subscribers based on the different channels that were used to add them to your account – added manually, imported from file, added using form, added using API. When creating a segment, add another condition “Groups > belong to > your group” and you can find your subscribers that were added through a specific form.

Note that in MailerLite, you can create a different group for each form. Subscribers signing up through a form will be assigned (tagged) with their corresponding group.

Segment by Geographic Data

If you have a subscriber’s location data, there are many ways you can use this to your advantage.

For example, you can send campaigns specifically to the physical store where your subscriber likes to shop.

Moreover, you can use location-specific content to draw attention to relevant subscribers.

Another way to take advantage of geographic segmentation is to divide your subscribers by language. While you send an English campaign to English speaking subscribers, you can target Spanish speakers with a separate campaign in Spanish.

Segment by Email Engagement

Your main engagement metrics are open and click rates. You can filter subscribers based on how active or inactive they are and target accordingly.

Our powerful subscriber filter has a built-in Time inactive setting. Simply enter the number of days a subscriber hasn’t opened or clicked an email and it will find all inactive subscribers for you.

Armed with this information, you can send a dedicated campaign designed to re-engage your inactive subscribers and maintain your list quality.

Alternatively, you can target your active subscribers. For example, send a campaign and automatically funnel those who clicked to a new engaged group.

Segment by Customer Journey

One of the most valuable ways to target your list is by segmenting subscribers based on where they are in their customer journey or sales funnel.

Your loyal customers should receive different promotional emails from those who just joined your list.

If subscribers interacted with your campaigns, you can use this information to determine their interests and send more relevant content. For example, you can create a Welcome campaign for new subscribers with several buttons to click and create Automation Workflows based on which button was clicked.

Furthermore, you can automatically assign specific custom field values for those who clicked or didn’t click to inform your segmentation.

Combine Various Segments

Don’t forget that you can combine various segments with our Subscriber Management tool. This way you can create a campaign targeting a very specific segment.

For example, assuming you have the data, you can find subscribers from a particular region, who are interested in a specific product, have spent more than $100, but have been inactive for the past 3 months.

You can then send this new group a targeted re-engagement campaign, maybe offering a discount to win them back.

Final Thoughts on Segmentation

Segmentation is not only a great way to increase your open rates, it’s a way to show your subscribers that you care about them by sending relevant content that they can use.

The more they feel like the content was tailored just for them, the more trust and loyalty you and your brand will gain.

With our simple, yet powerful subscriber filters and a bit of creativity, you can start targeting your audience and building stronger customer relationships right now!

Already using segments? Know of other useful ways to filter subscribers? Share your thoughts in the comments below.

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Our free plan includes full access to most important features including Advanced Segmentation, Email Automation, Landing Pages and more.


Silvestras Armonaitis

Hi, it’s Silvestras, a member of MailerLite’s customer support team. As the first remote employee to join MailerLite in 2014, I was the guinea pig to test if remote work was a good idea. Today, MailerLite is a remote-first company so the experiment was a success! To all the other remote workers who have joined since—you’re welcome.