Segmentation

Segmentation splits your list by attributes or behavior so you send different content to different people. Relevance drives engagement.

Common segments

• By signup source
• By engagement level
• By past purchase
• By geographic
• By product category interest

Behavioral segments

Users who clicked X topic, bought Y product, visited Z page, more relevant than demographic segments.

Start simple

3-5 segments is enough. Don't build 20 and get lost in management.

What to do with this

• Limit segments to 5-7 meaningful ones, 20+ segments sound sophisticated but fragment your content capacity
• Segment on behavior over demographics, "clicked last 30 days" beats "female, age 25-34" for email performance
• Build segments you can actually act on differently, if two segments get the same email, merge them
• Review segment performance monthly, retire segments that don't show meaningful lift over the baseline broadcast
• Scale segments gradually, start with 2-3 and add only when content capacity supports it