What is segmentation?

Segmentation

Segmentation divides your contacts into smaller groups based on shared characteristics. Instead of sending identical messages to everyone, you tailor content to what each group actually cares about.

Those characteristics can be almost anything: demographics, purchase history, email engagement, location, or how someone found you. The goal is relevance. When a message matches what someone needs right now, they pay attention.

Why segmentation matters for email marketing

Sending the same email to your entire list feels efficient, but it's not. Generic messages get ignored, and ignored messages train inbox providers to deprioritize your emails.

Segmentation fixes this by matching content to context. A first-time subscriber needs different information than a repeat customer. Someone who clicked your pricing page last week has different questions than someone who hasn't opened an email in months.

The payoff shows up everywhere: higher open rates, more clicks, better conversions, and fewer unsubscribes. Ducks Unlimited Canada doubled their email click-through rates within the first three months of using segmentation (Ducks Unlimited Canada case study). Your subscribers get emails worth reading, and you get results worth measuring.

Ready to see what targeted messaging can do? Start your free ActiveCampaign trial and build your first segment in minutes.

Types of segmentation

Demographic segmentation

Group contacts by observable traits: age, gender, income, job title, or company size. This works well for broad personalization, like showing different product lines to different income brackets or tailoring messaging by industry.

Behavioral segmentation

Focus on actions: what people click, buy, download, or ignore. Someone who abandoned a cart needs a different nudge than someone who just made their third purchase. Behavioral segmentation often drives the highest ROI because it reflects real intent.

Geographic segmentation

Location data lets you personalize by region, timezone, or local relevance. Promote in-store events to nearby subscribers, adjust send times so emails arrive during business hours, or reference local weather and holidays.

Psychographic segmentation

This digs into values, interests, and lifestyle. It's harder to collect but powerful when you have it. A sustainability-focused brand might segment by environmental values, while a fitness company might separate casual exercisers from competitive athletes.

Engagement-based segmentation

Separate active subscribers from dormant ones. Your most engaged contacts can handle more frequent sends and exclusive offers. Inactive subscribers need re-engagement campaigns or, eventually, removal from your list.

How to segment your list in ActiveCampaign

Start with data you already have. Most accounts contain enough information to build useful segments immediately.

1. Identify your goal. What do you want this segment to accomplish? A welcome sequence for new subscribers? A win-back campaign for lapsed customers? A VIP offer for high spenders?
2. Choose your conditions. In ActiveCampaign, navigate to Contacts → Segments and click "Create a segment." Select conditions that match your goal. You can combine multiple conditions using AND/OR logic.
3. Test before sending. Preview the contacts in your segment. Do they match your expectations? If the count seems off, adjust your conditions.
4. Save and name clearly. Use descriptive names like "Purchased in last 90 days" or "Newsletter subscribers - engaged." Your future self will thank you.

ActiveCampaign segments are dynamic, updating automatically as contacts meet or no longer meet your conditions. Someone who becomes a customer today will appear in your "customer" segment tomorrow without manual work.

Segmentation examples that work

Welcome sequences by source. Someone who signed up through a webinar expects different content than someone who downloaded a pricing guide. Segment by signup source and tailor your first few emails accordingly.

Re-engagement by activity window. Create a segment for contacts who haven't opened an email in 90 days. Send them a "still interested?" campaign before they go completely cold.

Post-purchase by product. Segment customers by what they bought, then cross-sell related products or share usage tips specific to their purchase.

VIP treatment for high-value customers. Use customer lifetime value or purchase frequency to identify your best customers. Give them early access, exclusive discounts, or simply more personal attention.

Common segmentation mistakes

The biggest mistake isn't under-segmenting; it's creating segments you never use. Ten segments gathering dust helps no one.

Start with two or three segments that map to real differences in what you'd send. A "new subscriber" segment and a "repeat buyer" segment already let you personalize meaningfully. Add complexity only when you have content tailored to the new group.

Another trap: over-complicating conditions. If your segment requires six nested AND/OR statements, step back. Can you achieve the same result more simply? Complex segments are harder to maintain and easier to break.

Finally, don't forget to clean up. Review your saved segments quarterly, delete ones you no longer use, and rename unclear ones. Your segment library should be a tool, not a graveyard.

FAQs

How many segments should I have?

Start with 3-5 based on clear behavioral or demographic differences. Add more only when you have distinct content for each group.

Does segmentation hurt deliverability?

No, it typically improves it. Sending relevant content increases engagement, which signals to inbox providers that your emails are wanted.

Can I segment by email engagement alone?

Yes, and it's one of the most effective approaches. Separating active subscribers from dormant ones lets you adjust frequency and messaging for each.

What's the difference between a segment and a list?

Lists are broad containers for contacts, often based on subscription status. Segments are dynamic filters within those lists based on specific conditions. You can have one list and many segments.

How often do segments update?

In ActiveCampaign, segments update in real time. When a contact meets your conditions, they're included. When they no longer meet them, they're excluded. No manual refresh needed.

Want to put segmentation to work for your business? Try ActiveCampaign free and see how targeted messaging changes your results.