Email Segmentation is the practice of dividing your email subscribers into smaller groups based on shared characteristics, preferences, or behaviors. It enables you to send more relevant, targeted emails instead of one-size-fits-all broadcasts.
Why Email Segmentation Matters
Segmented email campaigns dramatically outperform generic sends:
- 14% higher open rates than non-segmented campaigns
- 100% higher click-through rates on average
- 760% increase in revenue from segmented campaigns
- Lower unsubscribe rates because content is relevant
Common Segmentation Criteria
E-commerce brands typically segment by:
- Demographics: Age, gender, location
- Purchase history: What they've bought, AOV, frequency
- Engagement: Open rates, click rates, recency
- Lifecycle stage: New subscriber, first-time buyer, VIP
- Quiz answers: Preferences, goals, concerns (zero-party data)
Quiz-Based Segmentation
Quiz funnels enable the most powerful segmentation because you get explicit data:
- Skincare: Segment by skin type, concerns, routine complexity
- Supplements: Segment by health goals, dietary restrictions, age
- Fashion: Segment by style preference, size, occasion
- Fitness: Segment by workout type, goals, experience level
Segmentation in Practice
Here's how quiz-based segmentation works in email marketing:
- Welcome flow: Customize based on quiz results
- Product launches: Only email customers who'd be interested
- Promotions: Target based on preferences and past behavior
- Re-engagement: Remind customers about products that match their profile
Segmentation with Klaviyo
Quiz data syncs directly to Klaviyo as profile properties, enabling:
- Dynamic segments: Auto-update as quiz data comes in
- Flow triggers: Start flows based on quiz completion
- Conditional content: Show different products based on quiz answers
- Smart sending: Optimize send times per segment