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Digital Marketing Academy · Lesson

Segmentation and Triggers

Send the right message.

What Segmentation Is

Segmentation divides your list into groups that share traits or behaviors so each group gets more relevant messages.

The opposite, sending everyone the same email, ignores that subscribers differ in interests, lifecycle stage, and purchase history. Relevance is what lifts engagement.

Whole list: 50,000 subscribers
 -> New (joined < 30 days)
 -> Active buyers
 -> Lapsed (no open 90 days)
 -> VIP (3+ purchases)

Types of Segments

Segments fall into a few families: demographic (age, location), behavioral (opens, clicks, purchases), and lifecycle (new, active, churned).

Behavioral segments are usually the most powerful because actions predict future behavior better than static attributes.

Demographic: country = Germany
Behavioral:  clicked "shoes" in last 30d
Lifecycle:   no purchase in 120 days
Value:       lifetime spend > 500

All lessons in this course

  1. Why Automation
  2. Welcome Sequences
  3. Segmentation and Triggers
  4. Measuring Email Performance
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