Email marketing segmentation strategies for subscription-based e-commerce campaigns



Let’s dive into the exciting world of email marketing, specifically tailored for subscription-based e-commerce brands. If you’re familiar with Klaviyo (or even if you’re not), you’re in for a treat. We’re going to explore the game-changing strategy of segmentation and how it can take your email campaigns to the next level. 



Why segmentation matters in email marketing


Before we jump into the nitty-gritty of segmentation, let’s talk about why it’s such a big deal in email marketing, especially for subscription-based e-commerce brands. 


Think about your inbox for a moment. How many emails do you receive daily? If you’re like most people, it’s a lot. And what do you do with those emails? You probably delete many of them without even opening them.


Now, imagine your subscribers doing the same thing with your well-crafted emails. Ouch, right? That’s where segmentation comes to the rescue. It’s the art of dividing your email list into smaller, more targeted groups based on various criteria. This helps you send emails that are tailored to each group’s preferences, behaviour and needs. Here’s why it matters:


Relevance: Segmentation allows you to send highly relevant content to specific segments of your audience. This means your subscribers receive emails that speak directly to their interests, increasing the chances of engagement.


Improved open and click-through rates: When your emails are more relevant, people are more likely to open them and click through to your website. This boosts your email marketing metrics, which is music to an email marketer’s ears.


Better customer experience: Personalized emails make your subscribers feel like you understand them. It fosters a sense of connection and loyalty, which is invaluable for subscription-based e-commerce brands.


Higher conversions: Ultimately, relevant emails lead to higher conversion rates. Whether you want subscribers to make a purchase, renew a subscription or refer a friend, segmentation can help you achieve those goals more effectively.


Now that we’re all on the same page about why segmentation rocks, let’s roll up our sleeves and get into the juicy details.


Hungry for more email segmentation information? Give this a read >> How segmenting audiences in email marketing can boost your brand’s revenue


A digital illustration in white and navy blue shows a small person standing next to a large laptop that has various website windows and chart showing segmented email marketing audiences and customer profiles popping off of the screen.

How to segment your email list for subscription-based e-commerce brands


Segmentation is all about slicing and dicing your email list into meaningful categories. Here are some practical strategies to make it happen: 


1. Preferences-based segmentation


Product preferences: Do you know what your subscribers love? Segment them based on their favourite product categories or items. For example, if you sell clothing, categorize subscribers into “Shoe Lovers,” “Fashionistas,” or “Athletic Wear Enthusiasts.”


Content preferences: Some subscribers might adore your how-to guides, while others crave your product launches. Try segmenting your audiences based on content preferences to send the right type of content to the right people.



2. Purchase history segmentation


Frequency of purchases: Identify your frequent buyers and occasional shoppers. Tailor your emails to encourage more purchases from the occasional buyers and offer loyalty rewards to your frequent buyers.


Abandoned carts: Create a segment for subscribers who abandoned their carts. Send them gentle reminders and incentives to complete their purchase.



3. Engagement level segmentation


Active vs. inactive subscribers: Segment your list based on engagement. Send re-engagement campaigns to those who haven’t interacted with your emails in a while. For active subscribers, reward them with exclusive offers or sneak peeks.


Social media engagement: If your brand is active on social media, segment subscribers who engage with your social posts differently. Share user-generated content and exclusive social promotions with them.



4. Lifecycle stages segmentation


New subscribers vs. long-time customers: New subscribers have different needs than your loyal customers. Welcome newbies with onboarding emails and nurture long-time customers with VIP perks.


Subscription renewal: For subscription-based brands, create segments for subscribers whose subscriptions are about to expire. Send timely reminders and incentives to encourage renewals.



5. Location-based segmentation


Geographic location: Tailor your emails based on the subscriber’s location. Promote region-specific products, events or shipping options to make your subscribers feel right at home.



6. Behavioural Segmentation


Email engagement: Segment based on how subscribers engage with your emails. Are they more likely to open but not click? Or are they click-happy? Customize your messaging accordingly.


Website behaviour: Analyze how subscribers interact with your website. Did they browse specific product categories? Send follow-up emails related to their site behaviour.


Looking for more ideas? Check out Klaviyo’s guide to email segmentation.



Elevate your email game with segmentation


So, there you have it – segmentation strategies for subscription-based e-commerce email marketing campaigns. Remember, the goal is to send the right message to the right people at the right time. Klaviyo and other email marketing platforms make it easier than ever to create and manage these segments.


By putting in the effort to understand your subscribers and cater to their preferences, you’ll not only see improved email marketing metrics but also build a loyal community of subscribers who eagerly anticipate your next email. So, go ahead, give segmentation a try and watch your brand soar to new heights. Happy emailing!


Related articles:

Why deliverability score and email list health matter in email marketing

The 7 reasons we only use Klaviyo for our clients’ email marketing

How to measure whether your digital marketing campaigns are ACTUALLY profitable


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