The past few blog posts covered growing your mailing list, sending top-notch email marketing text to your clients, and optimizing your landing pages for maximum client acquisition. If you’ve followed the tips contained in these digital codices, you should be sitting on a mountain of information!

But what do you do with all that information? How do you use the fact that your client base consists of a certain demographic, nationality or gender? The answer is effective use of email segmentation – and this blog post will show you how!

What is Email Segmentation?

Segmentation is the act of categorising subscribers due to a shared demographic or other attribute (i.e. mutual interest), and is done in order to increase the relevancy of messages sent to a particular group.

What this means is that you’re able to target specific customers and demographics. For Example, all recipients who have opened your email previously, or to all the females in your contact list.

This allows you to target and customise your email marketing efforts effectively, which means more relevance, more relatability and more revenue!

Starting to Segment

According to a Lyris Email Optimizer Report from emarketer, 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates and 24% experienced greater revenue.

Stats like this shouldn’t be ignored – if you’re not segmenting your mailing list, you’re missing out on increased client interaction and personalization.

The kind of information you should be looking for include

  • Location
  • Nationality
  • Age
  • Gender
  • Past purchases
  • Profession

The vital tip to remember here is to gather information that will allow you to segment your email mailing list according to the offers you intend to send out.

Have a fantastic promotional offer for a female brand of surfboards? Send your marketing email only to females located along the coast for the best results and save your sending resources for the emails that count!

Combining Segmentation

What’s also great about this is that email segmentation is that it is compatible with all the other tools of the email marketing trade.


Segmentation is an integral tool for personalization, one of the most powerful advantages of email marketing. With segmentation, not only can you use a person’s name and location in the mail, you can address a specific demographic’s concerns, interests and general personality, making your marketing more effective, relevant and flexible.  


If your reports are indicating that a certain type of email is enjoying success from a specific demographic, but isn’t doing so well with the rest of your contacts – no problem! Simply segment your list and send different types of mail to different types of contacts.


A powerful way to use segmentation is combining it with your autoresponder tool. Set up your autoresponder to send different emails depending on the information they entered into a signup form. For example, if the user entered in their location, you could have an email outlining all the nearest promotions and stores in that region. The possibilities are endless.

  • Author: maryka.burger

  • Maryka has worked across multiple industries ranging from hard news journalism to digital tech companies and advertising. She is an expert at building online presence, and offers a wealth of knowledge on digital marketing, social media and automation trends to agencies and digital start-ups.