A Complete Guide to Segmentation in Email Marketing

Email marketing is the simplest and fastest way to reach your customers nowadays, if done correctly. One of the most important features of email marketing platforms is segmentation, which will help you be more efficient in your marketing and achieve your goals. Segmentation is the process of breaking down a large consumer or business market, usually made up of existing and potential customers, into smaller groups based on shared characteristics. In this article, you’ll learn almost everything there is to know about segments and how to use them in MailBluster.

Video tutorial on the segmentation tools available in MailBluster.

Table of contents
Why should you use segmentation?
How to effectively segment your mailing list?
Segments in MailBluster
Answers to some of the most frequently asked questions about segments in MailBluster

Why should you use Segmentation?



Segmentation allows you to target your audience. Every customer is different, and you can reach the right people easily with segmentation. It enables you to send more personalized emails and tailored content to your audience. Rather than sending the same email to everyone on your mailing list, create variations of that email to speak to different customer groups individually, and you’ll see improved campaign performance and stronger customer relationships.
Here are a few of the primary benefits of segmentation:

  1. Higher open rates
    If you personalize your email content to speak to customers on a more personal level, your subject lines will naturally reflect that, making subscribers more likely to open the email. On average, segmentation can increase the open rate of your emails by 15%.
  1. Increased click-through rates
    When you get more people to open your segmented emails, you’ll notice that they’re clicking on the links inside them more. Because what they find inside becomes more interesting to them than what would be inside an email sent to everyone on your mailing list.
  1. Increased conversions
    Increasing the number of people who visit your website will increase your chances of making a conversion. You’re effectively sending a highly qualified audience to your website when you use a segmented mailing list. Your audience will be nicely warmed up by the time they arrive at your website if you know what they want and promote it in your email.
  1. Reduced the number of people who unsubscribe
    Customers unsubscribe from mailing lists for a variety of reasons, one of which is that the emails are irrelevant. Subscribers are less likely to unsubscribe if you provide them with relevant offers and content. Segmentation may be the key to lowering unsubscribe rates and keeping more people on your mailing list.
  1. Develop stronger customer relationships
    Customers will trust your brand more if you provide them with content that is relevant to them. This will help you develop long-term relationships.

How to effectively segment your mailing list?

You can use various variables to segment your mailing list, including demographics, subscribers’ location data or interests, purchase history, and engagement with your company. Let’s examine each of these points in a precise manner.

  1. Demographics
    You should broaden the knowledge of your subscribers to include their age, sex, occupation, and other relevant details if you want to set the right tone for your emails. For example, you can create two separate emails specifically for men and women and the response will be considerably more acceptable than only one email sent to both customers.
  1. Location
    The regional segmentation helps to customize the lines of subjects and e-mail pre-headers, making e-mail more relevant. It is more likely that users will notice your email when it comes to their locations.
  1. Subscribers’ activity
    Monitoring website behavior and email answers is yet another easy way to obtain more information about the interests of subscribers. For instance, the specific pages you visited can be used to send targeted emails. That’s not the only option, you can segment your leads based on-
  • Opens and clicks of campaigns
  • Browsed pages
  • Purchase history

Segments in MailBluster

You can create segments in MailBluster, from your existing leads using some conditions or upload as a CSV file prepared beforehand. Navigate to the left side of your MailBluster dashboard to find the Segments tool under the Leads. Three types of segments are available in MailBluster, each of which serves a specific purpose.

Standard Segment
Whenever you need to create a segment based on conditions like campaign response or subscribers’ activities, you can use the standard segment. All you need to do is provide the right conditions and create the segment.

A/B testing Segment
A/B testing segment will allow you to create small lists of leads. Slices are small lists. The A/B testing slices create small listings of all of the leads you have uploaded in MailBluster based on the slice number you provide.

Static Segment
Static segments are used to upload a previously prepared list of your leads as another segment. You can upload a CSV file as a static segment.

Answers to some of the most frequently asked questions about segments in MailBluster

How to upload separate lists of leads in MailBluster?

To upload separate lists of leads you need to convert your list to a CSV file and upload it as a static segment in MailBluster.

How do I send emails in small lists of leads?

You can divide your list into small lists with an equal number of subscribers and then send emails to one small list at a time. Simply go to MailBluster’s A/B testing segment section and enter the slice number to determine how many small segments will be created from your lead list.

How do I send emails to the leads that didn’t open my last campaign?

Using the standard segment of MailBluster, you can create a segment containing only the leads that didn’t open a certain campaign. Simply choose the right conditions and the campaign to create the segment and select this segment while sending the new campaign.

How do I create segments based on tags?

Go to the standard segment section and put ‘Tags’ as the activity type. Choose the tag based on which you want to create the segment.

How to merge two segments? 

Under the standard segment section, choose segments as the activity type and select the match as ‘Any of the selected segments’. Now choose the segments you want to merge and create a new segment.

The most important thing about segmentation and personalization of emails is to always experiment. Experiment with email marketing tools, ideas for segments, email flows in each segment, in-email customization, various offers, etc.

Got any queries about segmentation? Reach out to us via email or give us a knock on the live chat at mailbluster.com.
Happy Sending!

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