Lifecycle8 min read
How to segment email subscribers without overcomplicating your ESP
Email segmentation should make messages, offers, timing, reporting, and suppression clearer. If a segment does not change a decision, it is clutter.
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Segment email subscribers by lifecycle stage, engagement, purchase behavior, product interest, customer value, and risk. Most ecommerce stores should start with new subscribers, first-time buyers, repeat buyers, recent engagers, product or category interest, VIP customers, at-risk customers, and unengaged or sunset contacts.