8 Smart Ways of Segmenting Your Customers for Ecommerce

segmenting your customers

Segmenting your customers before emailing them will yield amazing results for your brand and is perhaps the best way to increase your ecommerce revenue. While email marketing already works 40 times better than social media at getting customers to convert, it does even better when your list is divided up into strategic categories.

Using this personalized approach gives your consumers a sense that you’re talking directly to them. This builds trust, fosters relationships, and increases engagement. Email segmentation positions you to send the right message, at the right time, which in turn boosts your ROI (77% of email ROI comes from targeted, triggered, and segmented campaigns!). It’s an effective practice to your ecommerce email marketing and should be implemented often to improve conversion results.

segmenting your customers

Here are eight ideas on how your business can begin incorporating email segmentation into your online marketing to improve engagement and increase your sales.

8 Ways to Segmenting Your Customers & Boost Business Revenue

#1 Location

Using geography to segment your email list is a powerful tool for targeting local or regional customers. You can divide your market into different zones based on city, state, region, etc. depending on your campaigns. This works well for brick-and-mortar locations where you can easily, for example, email a limited-time offer to improve immediate sales.

#2 Gender

If you have a wide product offering that extends across genders, consider segmenting your customers in this manner to adjust your messaging that resonates with these each audience.

#3 Purchasing Habits

This category is killer and presents strategic opportunities for upselling and repeat business. When you list buys from you, use this information to send emails catered to that which interests them. Then offer additional services or complimentary products they would enjoy based on their past purchases.

Also, give incentives to your long-time customers who have been buying from you for years. Segment them into your “preferred customers” group where they receive exclusive rewards for being loyal to your brand.

#4 Abandoned Shopping Carts

According to Statista, a whopping 73.1% of online retail orders in the U.S. were abandoned during the first quarter of 2016! If you have an eCommerce website, it’s imperative that you include an abandoned shopping cart email program into your email segmentation by following up to convert these behaviors into closing opportunities.

#5 Age

Just as you would speak to a senior citizen differently than you’d a college student, the same communication style should be expressed in your email content. Knowing the general age range of the people on your list offers several benefits including helping you to focus more on those that are in your target audience and creating email headlines and content that may resonate more with one group based on times in history.

#6 Engagement

Which content topics and formats are your customers and prospects more responsive to? Whereas one segment may be interested in one key area of your business, others may be interested in another facet. Segment your list based on content topics (what gets people to click) so you can feed these audiences more of what they want. This will greatly improve your open rates and engagement with your list!

#7 Stages in Your Sales Cycle

In segmenting your customers based on where they are in your sales funnel, lead nurturing tactics helps to move your leads closer to the buying decision (as a first time customer) and builds relationships for return business. You see, there should be email content that speaks to each stage of the sales cycle including the top of your sales funnel, the middle, and the bottom. This significantly improves revenue, making your ecommerce email marketing more effective.

#8 Birthdays

Different from the age category, offering your customers a free birthday gift or special offer during their birth month not only increases sales, but it enhances your customers’ experience with your company, improving loyalty and engagement. Celebrate with your customers on their special day by leveraging email segmentation!


Hopefully this concept of segmenting your customers has sparked some innovation into creating more personalized email campaigns that improves your overall email marketing. The key is being in tuned with your target audience and knowing who you have in your leads list so you can begin crafting messages that resonate with their interests and solves problems!

Have you thought of other ways to segmenting your list for improved conversion rates? We’d love to hear them…please share your thoughts below and how you plan to use it to enhance your online marketing goals.

For more ways on how to improve your email marketing to increase responsiveness and conversions, contact us here for a scheduled consultation. We’re equipped to help!

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