Why Segmentation is the Key to Shopify Email Marketing Success

Email marketing remains one of the most effective ways to connect with customers, but generic, mass emails are no longer enough. Customers expect tailored, relevant messaging that speaks to their individual needs and behaviours. One of the keys to
achieving this? Segmentation.

Shopify merchants who tag their audience and segment their email lists see higher engagement, better conversion rates, AOV (average order value), and stronger customer retention. In this blog, we’ll explore different segmentation strategies for
both automated flows and curated campaigns, helping you maximise your email marketing potential.

A one-size-fits-all approach to email marketing often leads to low open rates, minimal engagement, and increased unsubscribe rates meaning a poor deliverability rating. Customers want emails that feel personal, not generic. Segmentation allows businesses to send targeted, relevant content to different audience groups based on their purchase history, behaviour, interests, and
demographics.

By ensuring the right message reaches the right customer at the right time, segmentation enhances engagement and drives sales while strengthening customer relationships.

Automated email flows ensure customers receive timely, relevant messages triggered by their actions. Without segmentation, many of these emails can feel impersonal and fail to resonate with recipients. Implementing segmentation ensures
that automated emails reflect individual customer preferences and behaviour rather than just acting as generic touchpoints.

1. Subscription Flows
   • Recurring Subscription Reminders: For subscription-based businesses, tailor renewal reminders based on customer engagement. Those who actively engage with previous emails may receive an early renewal discount, while less engaged users might receive content showcasing the benefits of continuing their subscription.
   • Upgrade & Upsell Opportunities: Identify long-term subscribers who may be interested in higher-tier plans or complementary products based on past purchases.
2. Post-Purchase Engagement
   • Product-Specific Follow-Ups: If a customer buys skincare, follow up with tips on application or complementary product recommendations.
   • Request for Reviews Based on Engagement: More engaged customers could receive a direct review request, while less engaged ones might benefit from an incentive.
3. Reactivation and Win-Back Flows
   • Dormant Customers (typically 3-6 months inactivity): Send a personalised reminder based on their last purchase or browsing behaviour.
   • Long-Term Inactive Subscribers (typically 12+ months of inactivity): Instead of a blanket discount, offer them a survey to understand why they left and tailor future communications accordingly.

For your non-automated email campaigns, segmentation helps tailor content to different audiences, increasing engagement and click-through rates. You can do this by excluding certain lists and segments to avoid sending en-mass to your entire database.

1. Product Interest & Purchase History
   • Frequent Buyers: Introduce early access to new collections or exclusive loyalty discounts.
   • Specific Category Preferences: Send targeted campaigns based on the products customers have viewed or purchased.
2. Engagement Level
   • Highly Engaged Subscribers: Exclusive VIP content, product launches, or special offers.
   • Less Active Subscribers: Reignite their interest with personalised recommendations or educational content
3. Demographic & Location-Based Campaigns
   • Regional Promotions: Adjust messaging based on local events, weather conditions, or store openings.
   • Seasonal Campaigns: Offer promotions based on upcoming holidays or seasonal product recommendations.
4. Customer Preferences & Email Frequency
   • Allow subscribers to set their own preferences on email frequency and content type to reduce unsubscribe rates.

Segmentation is only as good as the data behind it. To implement effective segmentation, brands must first gather and analyse customer behaviour, ensuring emails remain relevant and valuable. Here’s how to get started:

1. Collect and Analyse Customer Data
   • Use Shopify’s built-in customer insights along with Klaviyo’s advanced analytics to track browsing history, past purchases, engagement levels, and preferences.
2. Create Meaningful Audience Segments
   • Avoid overly broad segments such as ‘frequent shoppers.’ Instead, break these into more defined groups, such as ‘frequent shoppers who buy within a specific category’ or ‘loyal customers who purchase every season.’
3. Personalise Email Content Dynamically
   • Leverage dynamic content blocks within Klaviyo to adjust product recommendations, call-to-actions, and offers based on each recipient’s past behaviour.
4. Test and Optimise Segmentation Strategies
   • Run A/B tests on different segment-based email campaigns to measure engagement and refine the strategy over time.

An effective segmentation strategy starts with a clean and engaged email list. Regular audits help remove inactive subscribers, correct outdated information, and identify engagement trends. This ensures your emails reach the right people, improving overall deliverability and effectiveness.

Key Areas to Monitor:

• Inactive Subscribers: Remove or re-engage those who haven’t interacted with your emails.
• Bounced Emails: Clean up incorrect or outdated addresses.
• Deliverability Issues: Check if emails are landing in spam folders and adjust strategies accordingly.

1. Collect and Analyse Customer Data
   • Use Shopify’s customer insights and email marketing platforms like Klaviyo or Omnisend to track behaviour.
2. Create Clear Audience Segments
   • Define key customer groups based on purchase patterns, engagement, location, and preferences.
3. Personalise Content Accordingly
   • Use dynamic content blocks to tailor emails for different segments within a single campaign.
4. Test and Optimise
   • Run A/B tests to measure the effectiveness of different segmentation strategies and refine them accordingly.

Email segmentation is more than just a tactic—it’s a fundamental approach to making email marketing more effective. By dividing your audience into targeted segments, you can deliver content that resonates, build stronger relationships, and ultimately drive higher conversions.

Whether you’re refining automated email flows or crafting curated campaigns, segmentation allows you to send the right message to the right people at the right time. Regular audits and ongoing optimisation ensure your strategy remains effective as customer behaviours evolve.

By taking a structured approach to segmentation, you can transform your email marketing strategy approach, turning customer data into meaningful interactions that lead to long-term relationships and success.