Do you really need more segments? Here’s the truth
One of the most common things I hear during audit calls with small business owners is:
“I think I need more segments.”
Let me be honest with you. No, you probably don’t need more segments. Creating dozens (or even hundreds) of micro-segments won’t magically increase your sales.
What will help? Focusing on a few high-impact segments that allow you to send more personalized, targeted emails to the right people at the right time.
Ready to simplify and supercharge your email strategy? Here are 5 tried-and-true segmentation strategies I use with my clients to drive more sales.
1. Customers vs. Non-Customers
Start with the basics: divide your subscribers into two core groups:
Customers: Subscribers who’ve purchased at least once.
Non-Customers: Subscribers who haven’t made a purchase yet.
Why this works:
Customers respond well to recommendations, updates on new arrivals, and complementary product suggestions.
Non-Customers need convincing. Think glowing reviews, bestsellers, or user-generated content (UGC) to help them take the leap.
This segmentation ensures you’re meeting each group where they are in their buying journey.
2. Active Shoppers
Active Shoppers are your high-intent subscribers, people who are on the verge of buying but haven’t quite converted. Here’s how to identify them:
Viewed 2+ products.
Visited your site 2+ times in the past 7 days.
Clicked on at least 2 emails recently.
Why this works:
These subscribers are already engaged and just need a little nudge. Send them:
Reminders about items they viewed.
Exclusive offers to sweeten the deal.
Low-stock alerts to create urgency.
This segment often converts faster than broad, untargeted campaigns.
3. VIPs
Your VIPs are your most valuable customers, the ones who buy frequently, spend more, and love your brand. Treat them like royalty with exclusive perks, such as:
Early access to sales or product launches.
VIP-only flash sales or discounts.
Bonus gifts with their orders.
Why this works:
Rewarding VIPs increases loyalty, encourages repeat purchases, and strengthens their connection to your brand.
4. Predictive analytics
Klaviyo’s predictive analytics is a game-changer for segmentation. Use it to identify:
Likely-to-buy customers: Subscribers most likely to purchase within the next 30 days.
At-risk customers: Those who haven’t purchased in a while but could be re-engaged.
Why this works:
Focusing your efforts on likely-to-buy customers improves your conversion rates with minimal extra effort. It’s all about working smarter, not harder.
5. Tap into unique segments monthly
You don’t need hundreds of segments to see big results. Using 5–8 well-thought-out segments each month can make a massive impact.
Here are a few ideas:
Customer interests: Segment by preferences like eco-friendly products or specific categories.
Browsing history: Target based on the products they’ve viewed.
Time since last purchase: Re-engage dormant customers with a “We miss you!” campaign.
Previous purchases: Suggest complementary items to past orders.
Rotating your focus each month keeps your email strategy fresh without overcomplicating things.
Simplify your segmentation for better results
The truth is, you don’t need more segments, you just need the right ones. A few high-impact groups can help you send smarter, more targeted campaigns that drive conversions and build loyalty.
Feeling stuck on what to send and to whom?
If planning your email strategy feels overwhelming, my 1-hour 90 Days of Email Masterclass is here to help. Learn how to create email campaigns that convert—without overthinking it.
