Importance of Segmented Email Flows

POST-4/7👉 Email used to be a megaphone. In 2025, it’s a whisper in a very specific ear. Gone are the days when “blast to all” could pass as a strategy. In fact, that approach in 2025 is actively hurting your deliverability. Email Service Providers (ESPs) like Gmail, Yahoo, and Outlook are no longer just evaluating your IP health—they’re scoring your sender behavior at the recipient level. That means if 40% of your list is cold or disengaged, Gmail sees you as the problem—not just the user. ⚠️ Real Consequence: 1. We audited an ecommerce fashion brand with 220K contacts. Over 92K of them hadn’t clicked a single email in 90+ days. Gmail flagged them for bulk spam behavior, and inboxing fell from 78% to 46% overnight. 2. They were running promos weekly. Nothing was technically broken—but nothing was relevant. That’s what got them crushed. What Micro-Segmentation Solves in 2025: ✅ Reduces spam complaints ✅ Increases engagement velocity ✅ Signals positive intent to inbox providers ✅ Unlocks higher revenue per send with smaller cohorts Micro-Segmentation Tactics That Work Now: 1. Behavior-Based Journeys: Forget static tags. If someone viewed winter boots but didn’t buy, your next 3 emails better talk about warmth, snow, or style—not your general spring lookbook. ✅ Klaviyo + Shopify data lets you trigger flow branches based on: Last viewed product category Cart abandonment by SKU group Pages viewed in session (via UTMs or on-site behavior) Pro Tip: Use dynamic content blocks inside campaigns to adjust hero sections based on browse activity without cloning entire flows. 2. Lifecycle Automation by Spend Velocity This isn’t “new vs returning” logic anymore. In 2025, flows shift based on: Time since last order AOV trends SKU replenishment cycles Example: First-time customer who hasn’t returned in 30 days → “2nd purchase incentive” High-value buyer within 7 days → “VIP early access” Customer inactive 60+ days → Winback + dynamic offer block + channel sync suppression 3. AI-Supported Clustering Tools like RetentionX, Lexer, and even Klaviyo’s predictive analytics are now building multi-dimensional customer clusters using: Purchase frequency Channel source Time to second order Category loyalty It’s loyal mid-value buyers who shop monthly but only when free shipping is offered. ✅ What to do: Export these clusters to your ESP Build messaging that maps exactly to their past actions Suppress low responders from paid channels and warm email instead. Ready to Execute? Create 5 foundational micro-segments: 1. High spenders 2. First-time buyers 3. VIPs (CLV > 2.5x avg) 4. Dormant >90 days 5. Active clickers, no conversion Test 2 cadences per segment: VIPs: 4x/month + early access Dormant: 1x/month reactivation with content—not promos Use Recency, Frequency, and Monetary score buckets to tag customers and let your automations react to movement between them. #EmailMarketing #email

𝐒𝐮𝐛 𝟏𝟎% 𝐨𝐩𝐞𝐧 𝐫𝐚𝐭𝐞𝐬 𝐚𝐧𝐝 𝐮𝐧𝐝𝐞𝐫 𝟎.𝟓% 𝐂𝐓𝐑. 𝐀 𝐧𝐢𝐠𝐡𝐭𝐦𝐚𝐫𝐞 𝐟𝐨𝐫 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐭𝐫𝐲𝐢𝐧𝐠 𝐭𝐨 𝐝𝐞𝐩𝐥𝐨𝐲 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐚𝐧𝐝 𝐨𝐟𝐟𝐞𝐫𝐬 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐞𝐦𝐚𝐢𝐥. Something had to change! Here’s what we did 🌟  ↴ Community Insights: ↳I reached out to operators in ClubPF ⚓︎, Pavilion, and other communities, and LinkedIn to learn from their email campaign strategies. Focused Segmentation: ↳ We noticed that the top marketers and ops professionals were creating highly engaged audience segments. We reduced our audience size by 90%, focusing on: → Last email opened from sales/marketing → Recent website visits → Event registration/attendance → Asset downloads or form submissions Building Engagement: ↳ We enriched contact details and evaluated titles, companies, goals, challenges, and content engagement across emails and our website. Gathering Feedback: ↳ We contacted 20+ engaged contacts to understand their email preferences, knowledge gaps, and content consumption habits. Strategic Expansion: ↳ We expanded our list by 5-10% weekly, monitoring performance closely. Within 3 weeks, we saw: 20%+ open rates 1.5%+ CTRs By the end of the quarter, our segmented email campaigns achieved a 30%+ open rate! Key Takeaways 💡: 👉 People-First Approach: Engage internally with the best team and externally with your audience. 👉 Data-Driven Decisions: Use engagement signals to create focused segments. 👉 Continuous Improvement: Regularly gather feedback and adjust strategies. ✨ This journey was about putting people first, aligning our team, and delivering value to our audience. The results speak for themselves! S/o to Ritakshi J. Sagar Mishra and Soumyajit Chakladar - we worked week after week to make this happen! Picture Context - Winter in Boston in 2010. Sometimes this is what being a GTM Operator feels like 🤣 #EmailMarketing #GTM #datadriven

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.

Checked my spam folder yesterday and found SO MANY DTC brands that used to be in my promotions tab. Even found double opt-in messages in there. Seems like Google/Yahoo updates are working hard to protect consumers from receiving unwanted messages 👏 For us, email marketers that means taking time to update our sending strategies and tighten the engaged segments. If segmentation was not your top priority before, it definitely should be now! Segmentation allows you to target people based on their intent, their interests, the stage of their customer journey, demographics, location and more. Some basic tips: 1. Check your flow filters. Make sure that people are not receiving your Browse, Cart and Checkout Abandonment flows all at the same time. Think about whether people in your Welcome or Thank You flows need to receive your email campaigns. 2. Make sure to send to your Engaged Segment only. And remember, Open Rates are not the true indication of engagement. 3. Send relevant content. Engaged segment is great, but imagine how many different customer personas are there! You have VIPs, prospects, one-time buyers, low AOV, high AOV, and discount shoppers - they all resonate with a different message. So take the time to really look at your audience and craft compelling offers for them. 4. Send more text-based emails. It is not a secret that text-based emails tend to land in the inboxes more frequently than the image based. So utilize that knowledge, especially if you need to fix your reputation among inbox providers. Plain text emails have the power to stand out among the other promotions tab messages and feel much more personal than the image-based sent-to-everyone flashy email. 5. Clean your list and set up proper exclusion segments. Remove spam trap accounts, unengaged, chronic bouncers, and those who have long story of not opening. What else will you add here?

I made one brand $55,570 in 1 month with segmented email campaigns. A consumer CPG brand was struggling with low email conversion rates, sending generic promotions to their entire list. Engagement was dropping and they weren’t seeing the sales they expected. The Problem: No segmentation. One-size-fits-all emails. Minimal personalization. Here’s What I Did: 1. Segmented the Email List: Divided their audience into groups based on behavior—new subscribers, frequent buyers, and dormant customers. 2. Tailored Messaging for Each Group: New subscribers got educational content. Frequent buyers received loyalty-driving emails. Dormant customers were re-engaged with value-focused offers instead of just discounts. 3. Personalized Content: Added dynamic content to make emails feel personal and relevant. The Results: 35% increase in conversion rates. 25% boost in open rates. Higher engagement across all customer segments. An extra $55,570 in just 4 weeks. By sending the right message to the right audience, we turned their emails into a reliable sales driver. Stop sending the same emails to everyone. #EmailMarketing #CaseStudy #MarketingStrategy #CustomerSegmentation #ConsumerBrands #DigitalMarketing #RetentionMarketing Read this post and more on my Typeshare Social Blog: https://lnkd.in/ectNZQic

Was on a late call with a clothing brand founder a few days ago He was venting. “We hired an agency last year. Spent a fortune. Barely moved the needle on email.” I asked him straight up: “What’s actually in your Klaviyo right now?” He said, “We’ve got flows… a few abandoned carts… honestly, I don’t even know.” That’s usually all I need to hear. So we audited the account. The core issues? → No real segmentation → Infrequent campaigns → Flows were generic and under-optimized We rebuilt the entire backend from the ground up. Custom segments. Punchier campaigns. Flows that matched the actual buyer journey - welcome, browse, post-purchase, all with dialed-in timing and messaging. And we did it without touching a single ad. 12 months later? → +$498,000 in additional email revenue → 70.75% increase in campaign revenue → 51% lift in flow revenue → Repeat purchases up 57% That’s half a million in additional revenue from better email strategy and execution. The opportunity is there for the taking,,, if you know where to look.

Personalization isn't just about adding a <dynamic name tag> in your follow-ups. That’s table stakes. Go deep, get relevant, and it will add rocket fuel to your paid efforts by lowering CAC and driving LTV. Here are 5 key personalization and segmentation tactics we’re running with Klaviyo this year to supercharge our growth: 📈 1. Triggered flows from high-intent actions Quiz completion, PDP views, cart hovers…we don't wait for them to just remember us. We create experiences that tie back to their interests and behavior. The setup: - Someone completes our quiz → immediate flow based on their results - Product page browsers → targeted follow-up for that specific SKU - Cart hoverers → urgency sequence before they forget Result: better conversion than universal welcome emails because they're contextual, not generic. 🔁 2. Dynamic segments that update in real-time Goal here is to build logic, not static lists. If someone browses 2+ collagen SKUs but doesn't purchase, they're moved into a "Collagen Consideration" segment automatically. If they buy, they're moved out. This keeps messaging relevant and timing tight, without needing manual intervention. 🧠 3. Predictive churn alerts + automated winbacks We use churn prediction scores to ID high-risk customers before they stop buying. Example: When someone views your 'Cancel Subscription' FAQ, they automatically get a churn prevention sequence within 24 hours. The flow: → Educational content + stronger value props → One-time discount to "pause" rather than cancel → Reminder of points or rewards they'd lose Win back a higher percentage of your churn-risk users this way (without hoping to retarget them on Meta). 🎯 4. On-site personalization from zero-party data When a customer shares goals or preferences in a quiz, we don't let that data sit. We use it to personalize everything from email subject lines and SMS follow-ups. "Looking for joint support?" → Product recommendation shows collagen SKUs, not fat burners. This creates a more relevant buying journey and lowers decision fatigue. 🔄 5. Cross-channel sequencing (email → SMS → onsite) We build orchestration into the flow logic, not just "blast and pray." Day 0: Email with their quiz results Day 1: SMS with a limited-time offer Day 3: If they return, they see a pop-up based on their quiz results This cross-channel sequence drives higher engagement while avoiding overexposure on any one channel. The tool that makes this possible is Klaviyo, and this is just a small example of what we’re building with it. Because it’s a full-on B2C CRM, Klaviyo lets us create highly personalized, high-performing flows at every stage of the funnel. If you’re still just batching and blasting, I recommend checking them out: https://lnkd.in/d7pKaQRB #Klaviyopartner

How are you segmenting your email campaigns? Here are 3 levels of segmentation that you can use to make your email campaigns more targeted, personalized, and effective. 𝗟𝗲𝘃𝗲𝗹 𝗢𝗻𝗲 - 𝗘𝗻𝗴𝗮𝗴𝗲𝗱 If you’ve been blast emailing your entire list, this is where I want you to start. Identify who’s opened or clicked on an email in the last 30-90 days (depending on your email frequency) and then focus on emailing that segment. There’s levels of nuance here with Apple privacy opens and what does an “engaged” sub really look like… but just start with the basics. Anyone who’s opened or clicked an email in the last 90 days. 𝗟𝗲𝘃𝗲𝗹 𝗧𝘄𝗼 - 𝗕𝘂𝘆𝗲𝗿 𝗧𝘆𝗽𝗲 Once you’ve identified your engaged audience and have been focused on that segment… it’s time to move onto level two. Buyer type. Once again, keeping things simple focus on three levels. No Purchases One Purchase Multiple Purchases Then look at how you can target each group differently. What information does the “no purchase” segment need to convert for the first time? How can you get the one time purchasers to come back and purchase again? What value can you provide the multiple purchasers so that they develop an emotional loyalty to your brand? 𝗟𝗲𝘃𝗲𝗹 𝗧𝗵𝗿𝗲𝗲 - 𝗥𝗙𝗠 On to the advanced level of segmentation. This is going to require some deeper analytical data. RFM stands for Recency, Frequency, and Monetary. So we are looking for people who have purchased recently, people who purchase often, and people who have spent a lot of money with your brand. Each section can get broken down into different levels creating 27 or even 64 different segments of buyers. So people who have really high marks in each category are identified as your best customers. Your VIPs. People who are high in frequency but low in monetary are your loyal customers. And subscribers who are high in monetary and recently, but low in frequency are your potential VIPs. And on and on… Let me know in the comments below… do you use RFM to segment your list? Is this a topic you’d like me to dive deeper on in a blog post or a series of LinkedIn posts? — If you’re ready to take the next steps with your email marketing, here are three ways we can work together… Go to my profile and follow me here on LinkedIn for daily posts on #email #emailmarketing #emailcopywriting and #emaildeliverability Join my weekly newsletter where I share in depth strategies about what’s working now with email. Link in my profile. Need an expert to help guide your email marketing? Hit up the link in my profile to schedule an email audit.

We’re paid ~$3,500/mo(minimum) by founders of $100k+/mo ecom brands to implement this playbook and flood repeat purchases (but you can 80/20 it yourself): 1) FIX THE FOUNDATION Look… if your email backend is just the default Shopify confirmation email, that’s like lighting thousands of dollars on fire every month. Here’s what you need live: - welcome flow (with an actual offer, not just “Hi 👋”) - abandoned cart/checkout - post-purchase flow (education + cross-sell) - browse abandonment - review + UGC request - winback - VIP flow (big one most people ignore) If you’re starting from zero: just set up Welcome + Post-purchase. That alone can print money. 2. POST PURCHASE = RETENTION ENGINE Most brands stop talking to customers after they buy. Huge mistake. Here’s the simple flow that works: Day 0: “Thanks for buying – here’s what’s next” Day 3: How to use the product (video, tips, etc) Day 7: Bonus use case, story, or unexpected benefit Day 10–14: Soft cross-sell / bundle offer Day 20+: Ask for UGC/review + pitch VIP status 3. SEGMENTATION Same email to your whole list = same people ignoring your emails. Segment by: - never bought - bought once - bought 2–4x - VIPs (5+ orders or high LTV) - cold (haven’t opened in 90+ days) Pro tip: Use dynamic blocks in Klaviyo if you’re lazy smart. 4. DELIVERABILITY If your emails are going to spam, nothing else matters. Don’t mess this up: - clean your list regularly - stop sending daily “flash sale” emails to dead leads - use real reply-to addresses - avoid spammy subject lines Ramp slowly after promos like BFCM You won’t know deliverability is wrecked until it’s too late. 5. EMAIL SHOULDN’T LIVE IN A SILO If your ads are saying one thing and your emails are saying another, guess what? Confused customers don’t buy. Your email content should line up with: - what your best ads are saying - what support is hearing - what your product pages are promising Consistency = trust. Trust = conversions. 6. KNOW YOUR NUMBERS At a bare minimum, track this weekly: - % of total revenue from email (aim for 25–40%) - revenue per recipient (RPR) - flow vs campaign revenue - open/click/opt-out rates - deliverability rate Unless you enjoy surprises on your P&L… track your sh*t 7. SOUND LIKE A HUMAN Not everything needs to be beautifully designed. Some of the best emails look like a friend just typed them up. Try this: - plain text > overdesigned templates (especially post-purchase) - use “you” more than “we” - tell real stories, not just “NEW DROP!” - treat VIPs like actual humans, not credit card PS: We run systems like this: VEX Media