Guide
Segment your list without a data team
5 dead-simple segments that dramatically improve open and click rates.
Segment 1: New subscribers (under 30 days)
They just joined, high enthusiasm. Send welcome sequence, brand story, top products. Don't hit them with a 20% off email yet, they haven't decided if they like you.
Segment 2: Engaged (opened 3+ recent emails)
Your best customers-in-waiting. Send exclusive offers, early access, feedback surveys. This 20% of your list drives 80% of revenue.
Segment 3: Buyers
Anyone who's purchased. Send post-purchase care, reviews requests, cross-sells. Do NOT keep sending them 'first-time buyer' promos, you'll insult them.
Segment 4: Cold (no opens in 60 days)
Send ONE 're-engagement' email: 'Still want to hear from us?' If they don't open, remove them. Dead subscribers hurt deliverability, prune ruthlessly.
Segment 5: By location (if relevant)
For local businesses: segment by ZIP or city. Send in-store events only to nearby subscribers. Global sends to local segments waste attention.
Set up in Mailchimp/Klaviyo Segments panel
All the tools call this 'Segments' or 'Audiences'. Rules-based, not tags. Once set, they update automatically as subscribers change behaviour.
That’s the whole thing.
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Set up a welcome email sequence
Turn brand-new subscribers into customers with a 3-email automated welcome flow.
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