Segmentation sounds like a big-company activity. For a small team it’s simpler: a handful of automatic segments, so the right people get the right emails without anyone building lists by hand each week.
The six segments
| Segment | Rule (adapt the days to your business) | Use it for |
|---|---|---|
| 1. Engaged | Clicked in last 90 days, OR visited site in last 90 days, OR purchased/enquired in last 180 days, OR subscribed in last 30 days | Default audience for campaigns |
| 2. Unengaged | Subscribed over 180 days ago AND no clicks, visits or purchases in 180 days | Win-back, then suppress |
| 3. Customers vs prospects | Has placed an order / is a won deal vs never | Different offers and content |
| 4. Recent and lapsed customers | Last order within your typical reorder time vs well beyond it | Cross-sell vs win-back |
| 5. Interest / category | Bought or browsed a category; chose interests at sign-up | Relevant products and content |
| 6. Language | Preferred language field (English / Arabic) | Send the right version |
Opens are a weak signal now (privacy features inflate them), so the engaged definition uses clicks, visits and purchases. See email metrics that still mean something.
Build them once, automatically
In most email platforms (Klaviyo, Mailchimp, Brevo, HubSpot), segments are rules that update themselves as people act. Build them once, name them clearly, and reuse them.
Make sure the data is there:
- Store orders and site activity synced from your store
- CRM stages synced for service businesses
- A language field set at sign-up (from the form language or a choice)
- Interests captured at sign-up or inferred from purchases
How to use them
- Campaigns: send to Engaged by default. Send to everyone only occasionally (major announcements).
- Customers vs prospects: prospects get proof and first-order reasons; customers get new products, care tips, loyalty.
- Unengaged: run a win-back campaign, then stop emailing those who don’t respond. Sending to people who never engage hurts deliverability; Gmail requires bulk senders to keep spam complaints low.
- Language: one email per language, rather than bilingual emails that are long on a phone.
Keep it maintainable
- Six segments you use beat thirty you don’t.
- Check segment sizes monthly. A shrinking engaged segment is an early warning.
- Document the rules in one place (the segment sheet).
- Keep data clean: see CRM data hygiene.
Frequently asked questions
How big should our engaged segment be?
It depends on list age and sources. Track the trend rather than chasing a number.
Should we delete unengaged contacts?
Suppress them from regular sending after a win-back attempt. Delete if your retention policy says so, or if they cost money on a contact-priced plan.
What about WhatsApp segments?
Use the same logic, more strictly: only people who opted in to WhatsApp marketing, and smaller, more relevant groups.
If you’d like your segments set up and connected to your store or CRM, that’s part of our growth funnel service.
Free download · Excel template
Segment definitions sheet
The six core segments with suggested rules, what to send each, and a sheet to record segment sizes monthly so you can see list health change.
Download itNo sign-up. Opens in Excel, Google Sheets or Numbers.
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