The fastest way to improve email performance isn't better copy - it's sending the right message to the right group. Segmentation turns a single campaign into several targeted ones.
Segments worth building first
- Engagement level: Active openers/clickers vs. lapsed subscribers, so you can protect deliverability and re-engage separately.
- Purchase history: First-time buyers, repeat customers, and high-value customers each respond to different messaging.
- Browse behavior: Subscribers who viewed a category but didn't buy are prime candidates for targeted follow-up.
- Lifecycle stage: New subscribers, active customers, and at-risk churners each need a different cadence.
Klaviyo segmentation
Klaviyo's segment builder supports layered conditions across events, properties, and predictive analytics like estimated lifetime value, which makes it strong for granular, revenue-driven segments.
Mailchimp segmentation
Mailchimp offers tag-based and behavioral segments that are quick to set up, with pre-built segments for common cases like 'recent customers' - a solid option if you want speed over granularity.
Getting started
Start with two or three segments tied directly to revenue - like recent purchasers vs. non-purchasers - then expand as you see engagement differences emerge.