Segment Email Lists by Behavior and Spending

If you’re segmenting based on engagement, you’re already behind. Everyone does 30/60/90 day engagement windows. It’s not advanced. It’s basic hygiene. Here’s the real segmentation play most marketers miss: Segment by intent signals, not just opens/clicks. Examples: • Viewed shipping/returns policy? ➝ Hit with reassurance focused CTA • Time on product page > 30 seconds? ➝ Trigger a cart based reminder • Opened 5+ product emails but never clicked? ➝ Try plain text emails with a customer story • AOV based segments - low priced vs high priced ➝ show them the right products • FAQ viewers ➝ Give them more trust • Recent abandon carts/checkouts ➝ Leverage their interests • Time since they opted in for a coupon ➝ Remind them about it • Time since last purchase ➝ Show them complimentary products The list goes on and on... THEN add your engagement for best deliverability Engagement ≠ intent. Intent = actual buying behavior. Stop treating every click the same. Treat the reason behind the click differently.

We think customers buy in straight lines, but they don’t. Here’s the messy reality: How people actually shop: → See your ad on social → Visit your site → Browse around, don't buy → Get retargeted, visit again → View a product 7 times over 3 days → Finally add to cart when they're certain → Then complete purchase Your email flows need to match this behavior. Most brands have a gap between "browsed some products" and "added to cart." That's where the Potential Purchaser flow comes in. The setup: - Target people who viewed products multiple times - Exclude anyone in other flows (welcome, browse abandoned, etc.) - Keep it to a small, specific segment The emails: - Acknowledge they've been browsing thoughtfully - "Haven't found your piece yet?" messaging - More reviews and social proof - Longer copy that builds confidence The result: High conversion rates because you're hitting people at peak intent. You're not being pushy - you're being helpful at the exact moment they need it. The takeaway? Stop treating all website visitors the same. Someone who viewed a product 5 times in 3 days is fundamentally different from someone who bounced after 10 seconds. Your flows should reflect that difference. How are you segmenting high-intent vs low-intent visitors? #ecommerce #emailflows #dtc

From 27 % click loss to revenue increase: the First-Party Profit Plan The verdict is in: • Impressions up 47 % • Organic clicks down 27 % • Average CPC on high-intent terms ≈ $5 Google’s AI Overview keeps searchers on the results page and auctions their attention back to you. Rented traffic now costs more and converts less. Audits, 200-point SEO checklists, and coping threads won’t fix that math. The sustainable counter-move: own first-party data • Permission: no platform can throttle email you are allowed to send • Compounding: lists grow, impressions evaporate • Predictable cost: $0.01 per send vs. $5 per click • Transparency: UTM links plus server logs give clean attribution Think of it as moving from leased land to owned property. The four-step Traffic Exit Program Step 1: Data Resurrection • Export dormant contacts from CRM, ESP, and support logs • Pull first-party events from Meta, TikTok, and Google before privacy locks them • Add on-site zero-party capture (quizzes, SMS, surveys) Step 2: Precision Segmentation • Spend tier (VIP, core, promo-only) • Buying stage (lead, active, inactive) • Product interest (browse and cart data) Each segment gets copy that reads like a personal note, not a billboard. Step 3: Monetization Loops • Cash-flow sprints: three-email revivals wake stale leads within 72 hours • Evergreen automations: behavior flows turn first buys into thirds • Cost-controlled re-activation: hashed emails for penny-priced retargeting Results to expect: repeat-purchase rate up 20-30 %; list revenue funds 50 %+ of ad spend; LTV rises within one quarter. Step 4: Resilient Growth • Quarterly list scrub lifts deliverability 25-35% • Funnel VIPs into Text messages, Slack, Circle, or Discord for deeper engagement • Content loop: podcast → short clips → email mini-series → gated guide, all tied to the same master database Choose your path A) Keep paying more for traffic you once had for free. B) Turn the data you already own into a self-funding growth engine. Reply "Cash Flow Sprint" with your subscriber count to start the conversation. Google keeps evolving its revenue. An owned list ensures yours evolves too.

Using "Hey {first name}" in your marketing emails and calling it personalization is like picking up a rock and calling it a hammer. Technically, it works. But we have better tools now, and failing to take advantage of them is going to leave you choking on the dust of your competitors. Here's how to catch up with the times and use TRUE personalization to boost engagement, loyalty, and conversions: 1. Use dynamic content fields to customize emails based on customer attributes, behaviors, and preferences. Go beyond just {first name} – incorporate product views, past purchases, and customer lifecycle stage. Don't be creepy! Be conversational. You want the reader to feel like you understand their needs, not like you've been peeking through their blinds. 2. Set up behavior-triggered automations like browse abandonment and cart recovery flows. Make these highly relevant by including viewed products, social proof, and timely offers. Marketing is all about getting the right offer in front of the right person at the right time, and behavior-based emails are one of the best ways to do that on a consistent basis. 3. Implement Recency, Frequency, and Monetary Value (RFM) segmentation to deliver personalized messaging to different customer groups. Target VIPs, at-risk customers, and prospectives customers with specific messages to convert or retain them. 4. Create personalized journeys that adjust the user's experience based on customer data or actions. For example, if you're sending the exact same post purchase sequence to a repeat purchaser as you are for a first-time buyer, you're missing a huge opportunity. 5. Use replenishment flows for consumable products, reminding customers when it's time to reorder. Or, capture email addresses on PDPs for sold out products and notify them when the item in back in stock. Easy sales. Be careful to avoid these common personalization mistakes: 🙅🏼 Over-personalizing in a way that feels intrusive or creepy 🙅🏼 Sending irrelevant recommendations due to inaccurate or outdated data 🙅🏼 Over-segmenting to the point where segments are too small to be effective 🙅🏼 Using templated, robotic language that sounds unnatural The key is finding the right balance ––  personalized enough to be relevant and engaging, but not so specific that it becomes cringey or off-putting. When done well, personalization makes customers feel heard, understood and valued. This builds loyalty, increases engagement, and ultimately drives more conversions and revenue. Level up your personalization with one (or more!) of these strategies, and your KPIs are going to shoot up and to the right.

Still blasting the same email to everyone on your list? That’s exactly why your eCommerce UX and email performance are stuck. 𝗠𝗼𝘀𝘁 𝗯𝗿𝗮𝗻𝗱𝘀 𝘁𝗿𝗲𝗮𝘁 𝗲𝘃𝗲𝗿𝘆 𝘀𝗵𝗼𝗽𝗽𝗲𝗿 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲. That’s the "spray and pray" tactic. It feels safe, but it leaves massive revenue untapped. Here’s why 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 transforms your strategy: ✅ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗨𝗫:   → Segment by purchase history, geography, or behavior.   → Serve up product recommendations that 𝘮𝘢𝘵𝘵𝘦𝘳—not just what’s convenient for you. ✅ 𝗧𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝗘𝗺𝗮𝗶𝗹𝘀:   → Stop sending 20% off to people who just bought (and annoy them).   → Instead, message first-time buyers with a “Welcome” flow, and reward VIPs with early access. 𝗪𝗵𝘆 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀:   People expect relevance.   When your offer lands 𝘫𝘶𝘴𝘵 𝘳𝘪𝘨𝘩𝘵, open rates and AOV jump. 💡Pro tip: Even basic segmentation (like splitting by LTV or product interest) will outperform generic blasts every single time. Ready to ditch the generic?   Drop a "Yes" if you’re segmenting—or ask for a starter framework. https://lnkd.in/gfJvWZUx #eCommerce #EmailMarketing #CustomerExperience #CRO

Most brands segment their list by demographics… Smart brands segment by behavior Want to send emails that actually convert? Stop guessing what people want. Start watching what they do. Behavior-based segmentation > demographic segmentation every single time. Here’s what that looks like in practice: 👀 Viewed but didn’t buy → Trigger a reminder email with the exact product they browsed. Bonus points if it includes social proof. 🛒 Abandoned checkout twice in one week → Send urgency-driven emails, but keep it human: “Need help with anything?” often works better than pushing discounts. 📦 Repeat customer, 3+ orders → Treat them like VIPs. Early access, surprise gifts, or personal thank-yous go a long way. 🧊 Cold subscribers → Don’t just remove them. Run a re-engagement campaign with a bold subject line and a reason to care again. 🧪 Clicked on "X" category, never purchased → Create a mini-segment and drip out focused content/offers just for that product line. The point is: Don’t treat everyone the same. Because they’re not. Your email strategy is only as smart as your segmentation. Get sharper, go deeper, and watch the revenue follow. 📈 #emailmarketing #ecommerce #ecom

I sat down with Lea Algazy, Head of Partnerships at Rep AI, to break down how combining Rep AI and Mailability.io is unlocking 50%+ of total store revenue through email with Klaviyo. The secret? Using Conversational AI data + real-time intent scoring to move beyond static email journeys. Here’s the 3-step strategy powering it: Step 1: Turn live conversations into data-backed email journeys - Rep AI’s chatbot collects emails through natural, high-intent on-site interactions. - Those subscribers are synced directly to Klaviyo, enriched with context and preferences. - Mailability.io applies a real-time Intent Score to each profile the moment they enter your system. Step 2: Score and segment based on real behavior - Every profile is scored individually, not just tagged - That allows brands to: • Re-engage shoppers who chatted in the past but didn’t convert • Identify moderate-intent profiles and warm them up • Pinpoint hyper-engaged users who just need one more nudge to buy - Profiles move in and out of Mailability’s AI segments and AI flows automatically, based on real-time behavior. Step 3: Personalize flows and campaigns at scale - Use the combination of Rep AI’s 500+ chat data points and Mailability’s Intent Scores and smart actions to send the right message, to the right message, at the right time, on autopilot. - Brands are using this to: • Warm up cold profiles and bring them into high-performing AI campaign lists and flows • Increase site activity by 71.5% by sending the right message at the right time • Trigger on-site engagement when high-intent users return, without missing the moment to increase email revenue by 32% It’s not about blasting more emails. It’s about aligning signals across your tech stack and letting real-time behavior guide every send. The full breakdown is in the slides. Curious how this might look inside your Klaviyo account? Let’s connect? https://lnkd.in/dCdwyQ2d

Are you really getting the most out of your email lists? Email marketing is one of the most powerful tools for driving revenue, but I’ve seen many businesses that don’t use it effectively. Here’s my advice: 𝟭. 𝗦𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: Sending the same email to everyone doesn’t work. Tailor your messaging to different audience segments based on behavior, preferences, or purchase history. Some common segments we create: - 30/60/90/180 Day Engaged Customers - 30/60/90/180 Day Engaged Non-Customers - VIP purchasers - Customers who bought X within the last X days 𝟮. 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 Sporadic emails lead to disengaged audiences. Show up regularly with valuable content. Depending on your niche and product, find a consistent cadence for your email campaigns and make sure to test different send times to find the bread and butter for your audience. 𝟯. 𝗩𝗮𝗹𝘂𝗲 If every email is a sales pitch, people will stop opening them. Share tips, stories, or insights that genuinely help your audience. Here are some ideas: - Showcase UGC of how other people are using your product - Share some educational tips or advice - Do a product deep dive with BTS of how it’s made or the benefit of each ingredient - Show customers how your product/service will benefit them, instead of just pushing features. - Engage with your customers through a survey Your email list is a goldmine, if you treat it with care.