Segmentation isn't a luxury in email marketing – it's the backbone of relevance, personalisation, and ultimately, results. Yes, we've covered the basics – location, age, gender, etc. – but if you want email campaigns that actually perform, you'll need to go deeper.

This is where the word "could" earns its place in the title. There's one one-size-fits-all approach. Your segmentation strategy depends on your brand, your goals, and  – most importantly – your audience. 

So… let's get specific.

Start Where You Can: Behaviour Beats Demographics

Demographic data gives you a starting point, but it rarely closes a sale. Real value lies in behavioural segmentation – what your subscribers do, not just who they are.

Here's where to look – 

• Past purchases: Repeat buyers? High-ticker vs low-ticket?
• Browsing habits: Which products do they view most often?
• Engagement levels: Who opens, clicks, or ignores?
• Device usage: Mobile users vs desktop can guide formatting and timing.

These actions are more reliable than profile data and help you serve up content that lands with precision.

Use The Welcome Email to Gather Insights

The welcome email isn't just a formality – it's your best shot at gathering first-party data. Subscribers are most engaged at the start of the journey, so ask them what they're into.

Pro tip: Position it as a benefit – "Tell us what you like and we'll only send you the good stuff."

Use checkboxes or quick surveys, but don't overwhelm them. Keep it short and useful. Instead of broad categories like "sports" or "tech", be more specific – 

• "Football gear" vs "Gym wear"
• "Home printers" vs "Gaming laptops"

This not only helps with immediate segmentation but also futureproofs your campaigns as your inventory grows.

Let Clicks Define Preferences

People say one thing and do another. That's human. And that's why click behaviour can be more accurate than surveys.

Use teaser campaigns to segment silently – 

• Tease an upcoming launch with value hints
• Track who clicks to "learn more"
• Follow up with targeted emails as the product reveal progresses

The result? Hyper-targeted lists based on real interest, not just declared intent.

Plan for Future Expansion

Your product range may grow – so should your segmentation. Anticipate future needs – 

• Include emerging product categories in your preference forms
• Start building interest segments early with newsletter mentions
• Use lead magnets aligned to future offers (e.g. laptop buying guide if you're planning to sell them soon)

This creates a warm list long before the product drop.

Say Thank You – Properly

If sometime takes time to give you data – whether through a questionnaire, click, or feedback – acknowledge it. A heartfelt thank-you, bonus content, or even a small incentive can reinforce the relationship.

No budget? No problem. A genuine message often works better than a token discount. Gratitude humanises your brand – and reminds subscribers they're more than data points.

Segmentation isn't about ticking boxes – it's about building a smarter, more agile email marketing machine. The more you observe, test, and refine, the more accurate your targeting becomes.

In short: Stop guessing. Let data lead the way. Your audience will reward you with engagement, loyalty, and conversions.