When it comes to email segmentation, small senders often get it wrong. They either skip it entirely, thinking it's only for bigger lists, or go too far too fast and build ten segments before a single one has actually worked.
The best solution is to find the right balance by taking things slow. Start with just two or three segments and get them right. Once that's done, you can slowly build more segments based on your needs.
Now let's look at why segmentation is so important, and how you can get started even with a small list.
Why segmentation matters for a small list
Segmentation helps you deliver a personalised experience to your newsletter subscribers. That matters because your subscribers can be at very different stages in terms of brand relationship and customer journey.
For example, talking to a brand-new subscriber the same way you talk to a loyal customer is not going to get you the same results. Each group needs a different set of emails to get the best experience and drive the conversions you're looking to generate.
How to get started
The answer to “how do I start with segmentation?” depends on whether you're just getting started or already have an existing list of subscribers.
Segmenting your existing subscribers
Here are a couple of ways to get started.
- Use existing data: You may already have what you need to get started. Details such as purchase history and sign-up date are great starting points. For example, if you run an online store, you can create two segments and send different emails to customers and non-customers. Similarly, if someone has recently subscribed and has not purchased anything, then they can be a part of a segment where you explain the brand first and send promotional (sales-focused) emails later.
- Use the EmailOctopus subscriber profile page: If you don't have much subscriber data yet, you can collect it with EmailOctopus's subscriber profile page feature. Simply create a form with a few inputs, such as location or preferences, and share it as an email campaign to your existing list with a request to update their information/preferences. Once you have their answers, you can use them to build the segments you need.
Segmentation for new subscribers
For new subscribers, things are even simpler.
All you need to do is update your existing sign-up form, and you're set. Just remember not to overdo it. One or two questions are fine, but adding too many fields creates unnecessary friction and can lower your conversion rate.
A good rule of thumb: only ask for information you'll actually use to send a better email. If you think the input field would not be useful to build any relevant segment, then it’s better to leave it out for now.
Additionally, EmailOctopus now also has an automated segment builder that can create ready-to go segments for you to start using instantly.
How to use your segments
Once you have the segments ready, it’s time to use them, and there are different ways to do so.
Automations
Automations let you send the right email to the right segment without any extra effort. Once the workflow is set up, it runs on its own whenever someone meets your set conditions.
For example, you can have a welcome series for new subscribers where new sign-ups enter one automated flow, while customers can enter another that's built around their purchase.
With our automation feature, you can trigger these journeys based on the segment or tag a subscriber belongs to.
Direct campaigns
Direct campaigns are the regular one-off sends, like a newsletter or a product announcement. Instead of sending the same email to the whole list, you choose the segment that the message is most relevant to.
For example, you might send a re-engagement email only to subscribers who haven't opened anything recently, or a loyalty offer only to existing customers. The same content, sent to a smaller and more relevant group, will almost always perform better.
Improving your segmentation with tags
Once you're comfortable with a few segments, tags are the easiest way to add more detail without complicating your setup.
Tags are labels that help you organise your contacts and send them relevant content. For example, you can automatically add a “customer” tag to anyone who makes a purchase, then use that tag to move them into a segment for existing customers.
You can have multiple tags per subscriber, and with time you’ll have enough to mix and match them to create custom segments which can help your email campaigns perform better.
Segmentation examples to begin with
Now that you know what segmentation is and why it matters, let's look at some examples of how you can start using your segments.
New subscribers
Your newest subscribers are among your most engaged, so it's a great chance to make a strong first impression.
Having a “new subscriber” segment will help you with automating the process of onboarding them and setting expectations for future emails. During this email automation flow, you can also encourage key actions, like adding your address to their safe senders list. Additionally, it's highly recommended that your new subscribers who go through onboarding are excluded from any other campaigns sent while they're onboarding.
Engaged vs cold subscribers
Another great use of segmentation is splitting your subscribers into two groups: engaged and cold. You can then send each group a different email and have different schedules too.
For example, you can choose to only send your regular newsletters to your engaged subscribers and only send reactivation emails to your cold subscribers. Do keep in mind that the “re-engagement” flow should send a max of 1–2 emails and if the subscriber still hasn't engaged, then it's better to unsubscribe them and remove them from the list. This way you can get the best results, have a clean list and also protect your sender reputation.
Customers vs non-customers
If you run an ecommerce business, it's a great idea to send different emails to customers and non-customers. They are at different stages, so they need different messages.
For existing customers, you can stick to content around upsells, tips, and loyalty perks. While for new customers, it's better to send email campaigns which have a first-purchase offer or social proof that will motivate them to make a purchase.
Sign-up source
Sign-up source is a great way to group your newsletter subscribers. Someone who signed up from a specific landing page, lead magnet, or event has different interests from someone who found your homepage.
Based on this knowledge, you can send personalised emails that match your subscribers’ interests. For example, if you sell cookies online and someone signed up through your sugar-free cookie page, they probably prefer healthier options. You can then send them emails that focus on exactly that.
Tagging by sign-up source lets you follow up with content that matches the reason they subscribed in the first place.
Things to keep in mind
Now that you know why segmentation matters, even for small senders, here are a few things to keep in mind.
- Start small: Begin with one or two segments. Get comfortable with them before adding more. The goal isn't to make things complicated, it's to send people content they actually want to read.
- Follow email rules: Segments are often built using personal data. Make sure you have user consent and follow the relevant laws, such as GDPR and CCPA.
Frequently asked questions
Is segmentation worth it for a small email list?
Yes. On a small list, every subscriber matters more, so relevance has an outsized effect. Even two or three segments can lift your engagement and reduce unsubscribes.
How many segments should a small sender start with?
Start with just two or three. It's better to get a couple of segments working well than to build ten that you never use. You can always add more as your list grows.
What's the difference between a segment and a tag?
A segment is usually built from data you already hold, such as sign-up date or purchase history. A tag is a label you attach to a subscriber to record behaviour or interests, like clicking a link or choosing a topic. Tags often feed into future segments.
Do I need a lot of data to segment my list?
No. You can start with what you already have, such as sign-up date or customer status. If you'd like more, you can ask subscribers directly through a sign-up form field or a subscriber profile page.
