Email & SMS

11 Email Segments To Build Today

By Tinuiti Team

Are you currently sending to every subscriber in your database at the same frequency?

Segmenting your list can be a successful way to target your audience and ensure your contacts remain interested. This can help direct your marketing sends to be more thoughtful and less aggressive, preventing opt-outs and resulting in a lift in overall engagement and revenue.

Create a better subscriber experience by sending contacts engaging emails that are relevant based on their browse behavior, purchase activity, demographics, and/or acquisition source. Here are our top 10 segments to consider building today.

Based on Overall Account Status


  1. Master Segment: Narrow down your list from all subscribers to all active users. In most cases, best practice is to send to at maximum, contacts that have engaged within the last 12 months. Avoid sending to contacts who haven’t heard from you in a while as this will lead to a spike in complaints and unsubscribes. Filter out addresses that are suppressed due to previously unsubscribing, marking as spam, or bouncing repeatedly. 

Tip: Contacts on the segments listed below should also meet the master segment logic to maintain the overall health of your deliverability.

Based on Purchase Activity/Frequency


  1. Non-Purchasers: Educate this segment about your brand and promote key differentiators from competitors. In addition to offering them a small incentive in your Welcome Series, consider providing steeper discounts in promotional campaigns to motivate their first purchase. 

  3. One-Time Purchasers: Begin to build a relationship with new customers by keeping them informed from the moment of their first conversion through a simple post-purchase series, thanking them and building their knowledge of your brand. Encourage a repeat purchase by providing recommendations on how they can expand their collection. If they don’t convert a second time within your standard repurchase period, consider a triggered winback campaign to drive a repeat purchase.

  5. 2+ Purchasers: These customers are loyal to your brand. Now is the time to capture additional information on their interests through surveys, click tracking, purchase history, and browse behavior to support a more tailored experience through personalization.

  7. Product/Product Category: Create segments for your top level product categories, or for key hero products that are commonly purchased. Target these audiences with cross-sell messages to promote additional accessories coordinating with their past purchase or other specific products within their category of interest.

  9. AOV: Knowing average order value is especially helpful if your brand offers a wide range of products at various price points. Segmenting based off of this data point can help determine upsell opportunities by allowing you to send details on products within slightly higher price ranges.

  11. VIP: Tie together a combination of the above purchase data to determine an “above average” customer (contacts who’ve purchased 2+ times or spent above a particular threshold) and reward them with sweet treats like early access to promotions or new product launches. This often equates to around 15% of your total active list.

  13. Lapsed Customers: Factor in time since last purchase to determine winback opportunities for customers who haven’t purchased in a while as a nudge to convert again based on average re-order timing for your customer base.


Based on Engagement Level


  1. Non-Openers: This can be over time period or for a dedicated campaign. Minimize level of effort and maximize reach by simply updating Subject Line and PreHeader from a previously sent creative. Keep in mind that this audience often generates lower revenue.

  3. Unengaged: Before categorizing a contact unengaged, implement a ReEngagement Series to give them one last opportunity to engage by highlighting what they’re missing out on, such as new product releases. If they remain dormant on your email list, consider retargeting these contacts on other channels.

Tip: Send to highly engaged contacts more to help drive revenue without fatigue. Send to low engaged contacts less to cut costs and help overall engagement and deliverability. Approach both methods wisely! 

Based on Demographic 


  1. Demographics: Consider a contact’s location for a few key reasons:

Segmentation creates a higher level of sophistication in your email program, helping tailor both the messaging in your emails, and the frequency with which you communicate. Get started today by creating some of the segments above, and use the size and intent of the audiences to prioritize which to address first. 

Don’t know where to begin? Tinuiti can help. Get in touch to learn more about the strategic services offered by our CRM & Email team.

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