Email Segmentation Strategies That Double Open Rates

Glen Pfaucht
Jul 7
4 min read

Let’s start with something a little controversial: email isn’t dead. And I don't see a future where it dies any time soon. But bland, broadcast emails? The kind you send to everyone on your list like it’s 2012 and you’re hoping for a miracle? Yeah, those are very much dying.

What’s working right now is segmentation. When it’s done well your open rates will improve and shoot up so fast your “last email campaign” might start to feel a little embarrassing.

Let's talk about some email segmentation strategies that can help your marketing grow!

Why Segmentation Is Your Lifeline

People don’t open emails anymore just because they like your brand. They open emails that feel like they were meant for them. Think about your inbox right now. You’ve probably got dozens of unread emails. But if one subject line mentions your city, your favorite product, or that thing you were browsing last night at 2 a.m.? You’re probably clicking with little to no hesitation. That’s why segmented email campaigns average 14% more opens and 100%+ more clicks than non-segmented ones, according to Mailchimp. That’s behavioral psychology wrapped in marketing automation.

Not All Segments Are Created Equal

You can slice up your list by geography and call it segmentation, but it’s like putting whipped cream on broccoli and calling it dessert. Technically true, but emotionally wrong.

Great segmentation means you’re thinking like a consumer. Here are a few dimensions that matter most:

Behavior – Are they opening your emails? Clicking through? Ghosting you?
Intent – Did they just browse pricing? Or read your “About” page three times?
Customer Lifecycle – Are they brand new? Loyal buyer? Someone who dropped off six months ago?
Purchase Patterns – Do they splurge? Shop during sales? Ghost your cart like it’s haunted?

The key is to match the message to the moment.

Real-World Segmentation That Works For You

1. Cart Abandonment with Personality

We’ve all seen the generic “You left something behind!” email. Yawn...

Try this instead: segment users by product category abandoned + time on site. Then tailor the tone:

Spent 30 mins on that luxury candle? Give them a moody, atmospheric email.
Clicked fast and bailed? Be funny. Self-aware. “Was it us?”

2. Loyalty-Driven Love Letters

Create a segment of customers who’ve bought 3+ times. Treat them like insiders because they kinda are. Send them early access invites, name-drop them (“you’re in our top 5%”), or just surprise them with a gift. No CTAs in these emails, they get enough of that from you already, just appreciation.

3. Binge Readers Club

Do you have people who open every blog email? Segment and send them more content-heavy, long-form updates. Think of it like a VIP book club. Feed their habit instead of trying to sell. You can build more trust than you would trying to oversell.

4. “It’s Been a While” Reconnect Series

Don’t send the usual “we miss you” email. Segment your inactive users by the last thing they engaged with and reference it. For example: “Still wondering how to master cold emails? We just added a new template…”

5. Emotional Timing

This one’s less talked about, but powerful.If someone tends to open emails late at night? Send them thoughtful, quiet-toned messages with calming copy.Morning openers? Hit them with energy. Headlines that pop.Match the email vibe to their emotional rhythm.

Tools That Actually Help

You don’t have to go full mad scientist. Most modern email platforms want you to segment.

Try:

Klaviyo – eCommerce power tool, excellent for behavior-based triggers
ActiveCampaign – Great automation + deep segmentation combos
MailerLite – Lightweight, solid for tagging and basics
ConvertKit – Creators’ favorite, especially for audience journeys

What People Get Wrong (and How Not to Be Them)

A few common traps I’ve seen (and maybe fallen into myself):

Creating segments… and sending the same exact email to all of them - You’re doing the work but not cashing in. Tweak copy and CTAs to make it feel different.
Too many segments, too little story - If your message gets watered down by trying to cater to everyone, you lose the spark.
Overthinking it until nothing gets sent - Seriously, it’s better to segment roughly and send something than to wait for a perfect campaign that never leaves draft mode.

FAQs

What is email segmentation and why is it important?

Email segmentation is the practice of dividing your email list into smaller groups based on behaviors, interests, or demographics. It helps you send more relevant emails which means better open rates, more clicks, and fewer unsubscribes.

How do I start segmenting my email list effectively?

Start with simple categories: new vs. returning customers, purchase history, or email engagement. Use your email platform’s built-in tools to tag and automate those groups.

What types of segments improve email open rates the most?

Behavior-based segments like cart abandoners, frequent readers, VIP customers, and inactive subscribers tend to perform best because the messaging feels timely and personal.

Can I segment emails without expensive software?

Yes! Tools like Mailchimp, MailerLite, and ConvertKit offer free or low-cost segmentation features. You don’t need fancy AI, just thoughtful audience tags.

Final Thoughts: Email Segmentation Strategies

Respect for your audience’s time, inbox, attention span, and interests. You wouldn’t walk into a party and say the same thing to every person in the room. You’d read the room, tailor your tone, and drop references that only one person would get because you know them.

That’s segmentation, but with email. So test a few angles, put yourself in the shoes of your customers, get specific, and please, for everyone’s sake, stop sending one-size-fits-all newsletters.

And if you need any help with your email marketing campaigns we can provide you with top quality service that will get your emails more opens!