Table Of Content

1. Understanding Behavioral Segmentation in Email Marketing
2. Tracking Customer Actions (Clicks, Purchases, Page Views, etc.)
3. Creating Segments Based on Purchase History and Buying Frequency
4. Segmenting by Email Engagement (Opens, Clicks, Replies)
5. Using Website Browsing Behavior to Personalize Offers
6. Grouping Subscribers by Abandoned Cart Activity
7. Identifying and Targeting Inactive Subscribers
8. Tailoring Campaigns for First-Time vs. Returning Customers
9. Incorporating Survey or Preference Center Data into Segments
10. Automating Behavior-Based Segments with Your Email Marketing Platform

Understanding Behavioral Segmentation in Email Marketing

Behavioral segmentation in email marketing involves dividing your audience into segments based on how they interact with your brand, rather than just who they are demographically. It focuses on understanding subscriber actions, preferences, and engagement patterns, allowing marketers to deliver highly relevant and personalized content that resonates with individual users.

What Is Behavioral Segmentation?

Behavioral segmentation categorizes your email list based on behavior-driven criteria such as:

• Purchase history
• Email opens and click-throughs
• Browsing patterns on your website
• Product preferences or usage
• Abandonment actions (e.g., cart or form abandonment)
• Engagement frequency or inactivity
• Customer lifecycle stage

By analyzing these actions, marketers can tailor messages that speak directly to where each subscriber is in their journey, increasing engagement and conversions.

Key Behavioral Segments and How to Use Them

1. New Subscribers

These are people who just signed up for your newsletter or opted in through a form. Send them a welcome sequence that introduces your brand, highlights key products or content, and sets expectations for future communication.

2. Engaged vs. Inactive Users

Track who regularly opens or clicks your emails versus those who haven’t interacted in weeks or months.

• Engaged users: Send exclusive offers, loyalty rewards, or product announcements.
• Inactive users: Create re-engagement campaigns with subject lines like “We Miss You” or offer a special incentive to draw them back in.

3. Cart Abandoners

Subscribers who added items to their cart but didn’t complete the purchase can be nudged with reminder emails that include:

• Product images
• Limited-time discounts
• Testimonials
• Urgency triggers (e.g., “Only 2 left in stock!”)

4. Past Purchasers

Segment by what, when, and how often customers buy. Use this data to:

• Upsell or cross-sell complementary products
• Recommend replenishment for consumables
• Thank customers with loyalty rewards

5. Browsing Behavior

Use web tracking tools to monitor what products or services a user views. Then send tailored follow-up emails based on:

• Specific categories browsed
• Product comparisons viewed
• Length of visit or repeated visits to a particular page

6. Content Interaction

Monitor which types of content your subscribers engage with (e.g., blog posts, webinars, case studies). Segment them accordingly to deliver similar or deeper content to build engagement.

7. Email Engagement Level

Some subscribers only open your emails; others click through frequently. Identify:

• Clickers: More likely to convert, so push them toward action.
• Openers only: Optimize subject lines and preview text to increase engagement.
• No response: Move them into a reactivation series or consider removing them if they remain inactive.

8. Customer Lifecycle Stage

Whether someone is a lead, first-time buyer, repeat customer, or churned client affects the tone and content of your emails.

• Leads: Focus on building trust and educating.
• First-time buyers: Send onboarding or usage tips.
• Repeat customers: Offer early access to new products.
• Lapsed customers: Use win-back campaigns.

Benefits of Behavioral Segmentation

• Higher engagement: People respond better to emails that reflect their interests or behaviors.
• Improved deliverability: Higher engagement helps keep your sender reputation healthy.
• Increased conversions: Relevant offers delivered at the right time convert better.
• Enhanced user experience: Subscribers feel understood, not spammed.
• Efficient use of resources: Focus efforts on those most likely to take action.

Tools and Techniques to Enable Behavioral Segmentation

• Email service providers (ESPs) with segmentation and automation capabilities (e.g., Mailchimp, ActiveCampaign, Klaviyo)
• Website tracking using cookies or pixels
• CRM and eCommerce platform integration to track purchases and customer details
• Tagging and scoring systems based on behavior
• Surveys and preference centers to collect direct input

Best Practices

1. Start small: Don’t try to segment every behavior at once. Focus on one or two that offer the most potential impact.
2. Keep data fresh: Update behavioral data regularly to keep your messaging relevant.
3. Respect privacy: Be transparent about data collection and allow users to manage preferences.
4. Test and optimize: A/B test messages for different segments to find what works best.
5. Automate where possible: Use behavior-based triggers to send timely, relevant emails automatically.

Behavioral segmentation is essential for delivering the right message to the right person at the right time. By tapping into actual user behavior, marketers can create meaningful experiences that build trust, foster loyalty, and drive conversions. Would you like a sample workflow or automation example using behavioral segmentation?

Tracking Customer Actions (Clicks, Purchases, Page Views, etc.)

Tracking customer actions is essential for gaining insights into user behavior and tailoring marketing strategies that drive engagement, retention, and conversions. By capturing and analyzing key interactions—such as clicks, purchases, and page views—you can make data-driven decisions, segment audiences more effectively, and deliver personalized experiences across email, website, and advertising platforms.

Why Tracking Customer Actions Matters

• Behavior insights: Understand what content, products, or offers resonate with different customer segments.
• Personalization: Tailor marketing messages to each user’s behavior and preferences.
• Automation: Trigger targeted email sequences or ads based on real-time actions.
• Optimization: Refine product pages, calls to action, and email campaigns based on user interactions.
• Retention: Identify warning signs of churn and act early to re-engage users.

Key Customer Actions to Track

1. Email Clicks

• Measure which links get the most engagement.
• Understand user interest based on which products, blog posts, or offers they click on.
• Use to trigger follow-up emails, product recommendations, or dynamic content.

2. Purchases

• Track products bought, transaction values, and frequency of purchases.
• Segment by one-time buyers vs. repeat customers.
• Trigger order confirmations, upsell offers, and loyalty rewards.

3. Page Views

• Monitor which landing pages, blog posts, or product pages are visited.
• Identify user intent (e.g., a visit to pricing or comparison pages may indicate readiness to buy).
• Enable remarketing and behavior-triggered messages (e.g., “You left something behind”).

4. Add-to-Cart and Cart Abandonment

• Capture which items users add to their cart.
• Trigger cart abandonment emails with product images and incentives.
• Segment by cart value or number of items.

5. Search Queries

• Reveal what users are actively looking for.
• Use to optimize site navigation, product assortment, and content strategy.
• Create dynamic email content based on recent searches.

6. Form Submissions

• Track newsletter signups, contact forms, or lead magnet downloads.
• Score leads and segment based on form type or answers.
• Trigger onboarding or educational content sequences.

7. Video Views

• Determine engagement level based on how much of the video was watched.
• Segment users who watched 75%+ of a product demo for a follow-up call.
• Use for retargeting and sales outreach.

8. Product or Feature Usage (SaaS)

• Monitor feature adoption or time spent within the app.
• Identify power users vs. underutilized accounts.
• Trigger success tips or intervention emails for low activity.

9. Feedback or Reviews

• Capture when users leave reviews or NPS scores.
• Segment by promoters, passives, and detractors.
• Personalize follow-ups to strengthen loyalty or resolve dissatisfaction.

Tools for Tracking Customer Actions

• Web Analytics: Google Analytics, Matomo
• Email Marketing Platforms: Mailchimp, ConvertKit, Klaviyo
• CRM Systems: HubSpot, Salesforce, Zoho
• E-commerce Platforms: Shopify, WooCommerce, Magento (with built-in or plugin tracking)
• Behavioral Analytics Tools: Hotjar, Mixpanel, Heap, Amplitude
• Tag Managers: Google Tag Manager for custom event tracking
• Custom Scripts and APIs: For in-depth tracking on custom platforms

Best Practices

1. Define Clear Goals: Know which actions are most important (e.g., clicks vs. purchases) and align tracking with your funnel.
2. Tag and Segment Users: Use behavioral tags or scoring to build dynamic, targeted segments.
3. Use UTM Parameters: Tag email and ad links to track performance in analytics tools.
4. Integrate Systems: Sync data between platforms to get a unified view of user behavior.
5. Respect Privacy: Be transparent about data collection, comply with GDPR/CCPA, and offer opt-out options.
6. Act on Insights: Use behavior data to create smart automations, improve UX, and retarget effectively.

Tracking customer actions gives you a powerful lens into what drives behavior, allowing you to meet users with the right message at the right time. Would you like help setting up specific tracking tools or automation workflows based on these actions?

Creating Segments Based on Purchase History and Buying Frequency

Segmenting your email list based on purchase history and buying frequency allows for highly personalized and effective marketing. Instead of treating all customers the same, you can group them by their buying behavior and tailor your messaging to match their habits, preferences, and lifecycle stage. This increases engagement, improves customer retention, and boosts revenue.

Why Segment by Purchase History and Frequency

• Personalization: Send relevant product recommendations or offers based on past purchases.
• Timing: Reach out when customers are most likely to buy again based on their typical buying cycles.
• Retention: Identify and re-engage lapsed customers before they churn.
• Value Maximization: Encourage frequent buyers to become high-value customers with loyalty perks or upsells.
• Customer Lifetime Value (CLV): Develop marketing strategies for low-, mid-, and high-value customers.

Common Segments Based on Purchase Behavior

1. First-Time Buyers

• Characteristics: Just made their first purchase.
• Strategy: Welcome series, onboarding content, product usage tips, and cross-sell recommendations.
• Goal: Build trust and lead them to a second purchase.

2. Repeat Buyers

• Characteristics: Have purchased more than once.
• Strategy: Offer loyalty rewards, new arrivals, early access, or personalized bundles.
• Goal: Turn them into brand advocates and increase frequency.

3. High-Value Customers

• Characteristics: Spend significantly above average.
• Strategy: VIP offers, exclusive discounts, early product launches, concierge service.
• Goal: Retain loyalty and make them feel appreciated.

4. Infrequent Buyers

• Characteristics: Long gaps between purchases.
• Strategy: Reminder emails, subscription or replenishment offers, discount nudges.
• Goal: Increase purchase frequency.

5. Lapsed Customers

• Characteristics: Haven’t purchased in a set time frame (e.g., 90+ days).
• Strategy: Win-back campaigns, “we miss you” offers, survey for feedback.
• Goal: Reactivate the relationship.

6. Product-Specific Buyers

• Characteristics: Purchased specific categories or SKUs.
• Strategy: Recommend accessories, related products, refills, or content.
• Goal: Cross-sell and increase average order value.

7. Seasonal or Time-Based Buyers

• Characteristics: Purchase around specific times (e.g., holidays, birthdays).
• Strategy: Time-triggered offers, birthday emails, seasonal promotions.
• Goal: Anticipate their timing and stay top-of-mind.

Data Points to Use for Segmentation

• Total number of purchases
• Average order value (AOV)
• Date of last purchase
• Product categories or SKUs purchased
• Purchase intervals (time between orders)
• Cart value or frequency
• Returns or complaints (for sentiment filtering)

Tools to Implement Segmentation

• E-commerce Platforms: Shopify, WooCommerce, BigCommerce (with built-in purchase history)
• Email Marketing Tools: Klaviyo, Mailchimp, ActiveCampaign (with dynamic segments)
• CRM Software: HubSpot, Salesforce, Zoho
• Analytics Platforms: Google Analytics, Mixpanel, Amplitude
• Custom Integrations: Using webhooks, APIs, or middleware like Zapier

Best Practices

1. Start Simple: Begin with a few powerful segments (e.g., repeat buyers, lapsed users).
2. Set Clear Goals: Tie segments to campaign goals like retention, upsell, or reactivation.
3. Automate Messaging: Set up workflows that trigger emails based on purchase behaviors.
4. Review Regularly: Update segments as behaviors evolve over time.
5. Test & Optimize: A/B test content, subject lines, and timing for each segment.

Segmenting by Email Engagement (Opens, Clicks, Replies)

Segmenting your email list based on engagement metrics—such as opens, clicks, and replies—allows you to deliver more relevant content, re-engage inactive subscribers, and improve overall deliverability. Engagement-based segmentation helps you prioritize high-interest users and nurture low-engagement ones without damaging sender reputation.

Why Segment by Engagement?

• Improve Deliverability: Email platforms favor senders with high engagement rates.
• Target Interested Users: Focus promotions and CTAs on subscribers who are most likely to act.
• Re-Engage Inactives: Create targeted win-back campaigns for subscribers who have gone cold.
• Optimize Campaigns: Analyze what resonates with your audience to refine future emails.
• Personalize Outreach: Tailor your messaging based on how people interact with your content.

Key Engagement-Based Segments

1. Highly Engaged Subscribers

• Criteria: Opened/clicked multiple emails in the last 30–60 days.
• Strategy: Send product announcements, loyalty offers, or exclusive content.
• Goal: Convert into repeat buyers, referrals, or brand advocates.

2. Moderately Engaged Subscribers

• Criteria: Opened some emails, few clicks, inconsistent activity.
• Strategy: Refine subject lines, simplify CTAs, test incentives.
• Goal: Nudge them into higher engagement with targeted offers.

3. Inactive Subscribers

• Criteria: No opens or clicks in the last 60–90+ days.
• Strategy: Run re-engagement campaigns, offer opt-down options, or pause outreach.
• Goal: Reactivate or remove to maintain list hygiene.

4. Clickers (Non-Converters)

• Criteria: Regularly clicks but doesn’t purchase or reply.
• Strategy: Highlight product benefits, add testimonials, reduce friction to conversion.
• Goal: Convert interest into action.

5. Openers (Non-Clickers)

• Criteria: Opens emails but rarely clicks links.
• Strategy: A/B test link placement, CTA strength, or email layout.
• Goal: Increase click-through rate and interaction depth.

6. Repliers

• Criteria: Respond to emails or use reply-based CTAs.
• Strategy: Offer surveys, start conversations, invite to VIP groups.
• Goal: Leverage for testimonials, case studies, or community building.

Engagement Metrics to Track

• Open Rate: Indicates interest in subject lines or sender name.
• Click-Through Rate (CTR): Reflects engagement with content and CTAs.
• Reply Rate: Shows deeper interest and trust.
• Time Spent Reading: Available in advanced tools to measure content relevance.
• Conversions: The ultimate indicator of effective engagement.

Tools That Support Engagement Segmentation

• Klaviyo: Smart segments based on open/click history.
• Mailchimp: Tags and automation triggers based on behavior.
• ActiveCampaign: Engagement scoring and conditional logic.
• ConvertKit: Visual automations with link click triggers.
• HubSpot: Advanced behavioral segmentation and workflows.

Best Practices

1. Set Engagement Windows: Use 30, 60, or 90-day activity thresholds to define segments.
2. Use Automation: Trigger messages or campaigns based on real-time actions.
3. Personalize Follow-Up: Reference their past interactions to guide your outreach.
4. Suppress or Remove Inactives: After a re-engagement attempt, consider purging to protect sender reputation.
5. Test Segment-Specific Content: What works for clickers might not work for openers.

Using Website Browsing Behavior to Personalize Offers

Tracking and analyzing visitors’ browsing behavior on your website allows you to deliver highly personalized email offers that align with their specific interests, intent, and buying stage. This behavior-based targeting improves engagement, click-through rates, and ultimately conversions.

Key Browsing Behaviors to Track

1. Page Views

• Pages visited, including category or product pages.
• Useful for understanding the topics or products that interest a visitor.
• Example: Someone who visits a hiking gear category could receive an email about top hiking essentials.

2. Time Spent on Page

• Indicates how engaged a user is with specific content.
• Longer time may suggest high intent or interest in learning more.

3. Cart Abandonment

• A major signal of purchase intent.
• Trigger automated reminders or incentives like discounts or free shipping.

4. Search Queries

• Track what users search for on your site.
• Send offers, blog posts, or guides based on those queries.

5. Product Views Without Purchase

• If a user views a product multiple times without converting, send comparison guides, reviews, or a time-sensitive offer.

6. Download or Form Submissions

• Suggests a readiness to engage.
• Follow up with related offers, webinars, or premium resources.

Personalization Tactics Based on Behavior

1. Dynamic Product Recommendations

• Use browsing and purchase history to auto-fill emails with relevant products.
• Tools: Klaviyo, ActiveCampaign, Mailchimp (with eCommerce integration).

2. Behavioral Triggers

• Send emails triggered by specific actions (e.g., visiting pricing page = prompt demo invite).
• Time these emails to follow up while interest is still fresh.

3. Segmentation by Browsing Path

• Group users who followed similar page paths.
• Customize content based on interest clusters (e.g., digital cameras vs. tripods).

4. Location-Aware Personalization

• Combine browsing behavior with IP-based location to offer region-specific deals or shipping updates.

5. Re-Engagement Based on Behavior Drop-Off

• If users stop engaging after viewing a product or post, follow up with updated content, testimonials, or FAQ links.

Tools That Enable Behavioral Email Targeting

• Google Analytics + Email CRM Integration (via Zapier or APIs)
• Hotjar or Lucky Orange (session recordings + behavior insights)
• Shopify or WooCommerce + Email Platforms (like Klaviyo or Omnisend)
• HubSpot (native behavioral email automation)

Best Practices

• Respect Privacy: Always comply with GDPR, CCPA, and other data regulations.
• Don’t Over-Personalize: Keep it helpful, not creepy. Avoid repeating exact phrases the user searched or viewed.
• Test Timing: Behavior-triggered emails perform better when sent promptly.
• Include Clear CTAs: Make it easy for users to return to what they were interested in.
• Measure and Refine: Monitor open rates, click-throughs, and conversions to optimize your strategy.

Grouping Subscribers by Abandoned Cart Activity

Segmenting your email list based on abandoned cart activity is one of the most effective tactics for recovering lost sales and boosting conversion rates. By identifying users who have added items to their cart but left without purchasing, you can trigger targeted email campaigns to nudge them back toward checkout.

Why Abandoned Cart Segmentation Matters

• Recaptures lost revenue by reminding shoppers of items they showed purchase intent for.
• Delivers personalized follow-ups that reflect specific products they viewed or added.
• Improves user experience with relevant timing and offers.
• Enhances campaign metrics like open rates, click-throughs, and conversions.

Key Data Points for Segmenting Abandoned Cart Users

To build effective segments, integrate your email platform with your eCommerce system (Shopify, WooCommerce, Magento, etc.) and track:

• Products added to cart
• Cart value
• Date/time of cart abandonment
• User’s previous purchase behavior
• Device/browser used
• Session duration or cart step exited

Types of Segments Based on Cart Behavior

1. All Abandoned Carts

• Users who added items to their cart but didn’t complete the purchase within a set timeframe (e.g., 1–24 hours).
• Good for general reminders and incentives.

2. High-Value Abandoned Carts

• Users with cart values above a defined threshold (e.g., $200+).
• Use exclusive discounts or limited-time bonuses to recover high-ticket sales.

3. Repeat Abandoners

• Subscribers who’ve abandoned carts multiple times.
• Consider loyalty perks, free shipping, or customer support follow-up.

4. First-Time Visitors with Abandoned Carts

• New users who’ve never purchased before.
• Use trust-building content like reviews, guarantees, or first-time buyer coupons.

5. Returning Customers with Abandoned Carts

• Existing customers who are familiar with your brand.
• Offer faster checkout, product recommendations, or account-specific incentives.

6. Cart Abandoners by Product Category

• Segment users based on the type of item abandoned (e.g., shoes, electronics, beauty).
• Send category-specific follow-ups with related items or benefits.

Email Automation for Abandoned Cart Segments

Use automated email flows to engage cart abandoners at key intervals:

• Email 1 (1–2 hours later): Reminder with cart contents and CTA
• Email 2 (24 hours later): Urgency + limited-time offer
• Email 3 (48–72 hours later): Final reminder with social proof or support option

Additional Tactics to Boost Conversions

• Include product images and details in the emails
• Add personalized subject lines (e.g., “Still thinking about those headphones?”)
• Use dynamic discounting based on cart value or customer segment
• Offer support access (e.g., “Need help checking out?”)

Tools That Help with Abandoned Cart Segmentation

• Klaviyo: Deep Shopify/WooCommerce integration, dynamic flows
• Mailchimp: Pre-built abandoned cart journeys
• Omnisend: SMS + email automation for carts
• ActiveCampaign: Behavioral tracking with CRM capabilities

Identifying and Targeting Inactive Subscribers

Inactive subscribers—those who haven’t opened, clicked, or engaged with your emails over a certain period—can drag down your deliverability, distort your engagement metrics, and limit your marketing efficiency. Identifying and reactivating these users requires a strategic, data-driven approach to improve overall campaign performance.

Defining Inactivity in Email Marketing

Before targeting inactive users, clearly define what “inactive” means for your audience. This could vary based on your sending frequency and industry.

• Typical inactivity windows:
  • 30–60 days (for daily senders)
  • 90–180 days (for weekly or monthly senders)
• Criteria for inactivity:
  • No email opens or clicks
  • No purchases or website visits
  • No form submissions or content downloads

Identifying Inactive Subscribers

1. Email Engagement Data

• Use your email platform’s analytics to filter users who haven’t opened or clicked in the last 3–6 months.

2. Website Behavior

• Cross-check email inactivity with web visits using tracking pixels or integrated analytics tools.

3. Purchase or Conversion Activity

• Subscribers who haven’t made a purchase or responded to CTAs in a defined timeframe.

4. CRM and Customer Lifecycle Data

• Segment users based on their last transaction date or stage in the customer journey.

Strategies to Target and Re-Engage Inactive Subscribers

1. Send a Win-Back Campaign

• Create a tailored series of emails that acknowledge the subscriber’s absence and provide incentives or fresh value.
  • Example subject lines:
    • “We Miss You – Here’s 15% Off to Come Back”
    • “Still Interested? Let’s Reconnect”

2. Highlight What They’ve Missed

• Recap popular content, top products, or major updates since their last engagement.

3. Offer an Exclusive Incentive

• Discounts, free trials, bonus content, or early access can reignite interest.

4. Ask for Preferences

• Let users tailor their experience (content type, frequency, topics) to increase relevance.

5. Use a Breakup Email

• Clearly state that you’ll remove them from the list unless they take action.
  • Example: “Is this goodbye? Click here to stay subscribed.”

6. Test Different Subject Lines and Timing

• A/B test emotional vs. benefit-driven subject lines and try different send times.

Segmenting the Inactive List

To fine-tune your approach, break your inactive list into sub-groups:

• Never Engaged: New subscribers who never opened an email.
• Previously Engaged: Subscribers who were once active but dropped off.
• Past Customers: Users who bought in the past but haven’t returned.
• High-Value Lapses: Previously high spenders or engaged users who are now inactive.

Cleaning the List After Re-Engagement Attempts

• Remove subscribers who don’t respond after a re-engagement series (usually 3–4 emails).
• Maintain deliverability by purging persistently inactive addresses.

Tools to Support Inactive Targeting

• Email Platforms: Klaviyo, Mailchimp, ActiveCampaign (with engagement filters)
• CRMs: HubSpot, Salesforce (behavioral tracking)
• Analytics Platforms: Google Analytics, Mixpanel (site visit overlays)
• Deliverability Tools: NeverBounce, ZeroBounce (to verify valid emails)

Reactivating or removing inactive subscribers ensures you’re focusing your efforts on a more engaged, profitable audience while protecting your email reputation. Do you want a sample re-engagement email sequence to start with?

Tailoring Campaigns for First-Time vs. Returning Customers

Creating effective email campaigns means recognizing that first-time and returning customers are at different stages of their journey. Each group has unique needs, behaviors, and motivations. Tailoring your messaging and offers accordingly improves engagement, increases conversions, and builds long-term brand loyalty.

Understanding the Customer Lifecycle

First-time customers are typically discovering your brand for the first time. They may be skeptical, price-sensitive, or comparison shopping. Your goal with this segment is to build trust and make their first purchase frictionless.

Returning customers already know your brand and have previously experienced your product or service. This group responds better to loyalty incentives, upsells, and exclusivity.

Segmenting Your Audience

Use your email platform to identify and segment users by:

• Purchase count
• Time since last purchase
• Total order value
• Product category purchased
• Customer loyalty tier (if available)

Campaign Strategies for First-Time Customers

1. Welcome and Education-Focused Messaging

• Introduce your brand’s values, mission, and what makes you different.
• Share educational content (how-to guides, tutorials, FAQs).
• Highlight customer reviews or media coverage for social proof.

2. First-Time Buyer Offers

• Use gentle incentives like a 10% discount or free shipping.
• Make the call-to-action simple: “Try it today,” “Join thousands of happy customers.”

3. Clear Risk Reducers

• Emphasize satisfaction guarantees, return policies, or secure checkout.
• Include customer support contacts to answer pre-purchase questions.

4. Behavioral Follow-Ups

• If they browsed but didn’t purchase, send product reminder emails.
• Use cart abandonment emails personalized to their selected items.

Campaign Strategies for Returning Customers

1. Order-Based Personalization

• Recommend complementary products based on past purchases.
• Reference their order history in subject lines or body copy.

2. Loyalty and VIP Rewards

• Promote loyalty points, early access to new arrivals, or VIP-only sales.
• Recognize milestones (e.g., “Thanks for your 3rd order!”).

3. Product Replenishment and Re-Engagement

• For consumables, send timed reminders to reorder.
• If inactive for a while, re-engage with updates and personal offers.

4. Referral and Social Sharing Campaigns

• Encourage them to refer friends with double-sided rewards.
• Prompt them to share their purchases on social media or leave reviews.

Adjusting Tone and Design

• First-time customer emails: Welcoming, explanatory, trust-building tone. Design should be clean and friendly.
• Returning customer emails: Familiar, appreciative, more personalized tone. Design can reflect exclusivity and confidence.

Examples of Tailored Subject Lines

• First-Time: “Welcome! Here’s 10% off to get started”
• Returning: “Your favorites are back—just for you”

Automation Tools for Segmented Campaigns

Platforms like Klaviyo, ActiveCampaign, and Mailchimp allow you to set up conditional flows for each customer type:

• First-time automation: Welcome series, browse abandonment, first-purchase incentive
• Returning automation: Cross-sell series, loyalty reward reminders, win-back campaigns

Incorporating Survey or Preference Center Data into Segments

Using data from surveys and preference centers is one of the most effective ways to create hyper-relevant email segments. It allows marketers to go beyond basic behavioral and demographic data, tapping into self-declared interests, communication preferences, product needs, and buying intent. This leads to more tailored messaging, improved engagement, and better conversion rates.

Types of Data You Can Collect

From surveys or preference centers, you can gather:

• Topic interests (e.g., product categories, content types)
• Purchase intentions or timelines
• Communication frequency preferences
• Product or service usage
• Job roles or industries (for B2B)
• Location or regional preferences
• Demographics (age, gender, etc., when relevant)
• Customer satisfaction or feedback scores (e.g., NPS)

Setting Up a Preference Center

A well-designed preference center should be:

• Easy to access (link in emails or website)
• Quick to complete (3–6 options max)
• Clearly explain what the user gets by selecting options
• Integrated with your email platform (like HubSpot, Mailchimp, or ActiveCampaign)

Example fields:

• “I’m interested in…” [Product A, Product B, Blog Updates, Special Offers]
• “Send me emails…” [Weekly, Biweekly, Monthly]
• “I’m shopping for…” [Myself, My Business, A Gift]

Using Survey Responses for Segmentation

After collecting survey or quiz data (e.g., via Typeform, Google Forms, or embedded surveys in email), use that input to create smart segments like:

• Style preferences for fashion/retail (e.g., casual vs. formal)
• Pain points or goals (e.g., “Save money” vs. “Grow fast”)
• Lifecycle stage (e.g., first-time visitor, active user, churn risk)
• Content interests (e.g., tutorials vs. product updates)

Examples of Segmented Campaigns

• Segment: “Interested in skincare + dry skin”
  • Email: “Top 5 moisturizing solutions our customers love”
• Segment: “Prefers monthly emails”
  • Only added to monthly newsletters, not flash sales
• Segment: “Planning a wedding in 6–12 months”
  • Email series: Timeline checklists, dress guides, vendor promos
• Segment: “Gave low NPS score”
  • Email: “We hear you—here’s how we’re improving things”

Integrating With Your ESP

Most email service providers let you use custom fields or tags from form responses. Automation can route subscribers into different journeys based on their answers.

• Mailchimp: Use tags and merge fields
• Klaviyo: Set up conditional logic in flows
• ConvertKit: Trigger sequences based on form answers

Best Practices

• Keep survey forms short and purposeful
• Update segments periodically with new data
• Allow subscribers to update preferences anytime
• Avoid over-segmentation that complicates campaigns unnecessarily

Automating Behavior-Based Segments with Your Email Marketing Platform

Behavior-based segmentation lets you deliver targeted email content based on what subscribers actually do—such as the pages they visit, links they click, or products they buy. By automating these segments, you can respond to user intent in real time and maintain more relevant, high-performing campaigns without manual effort.

Key Behaviors to Track

Most modern email marketing platforms let you track and segment based on:

• Email interactions (opens, clicks, replies)
• Website activity (page views, time on site, form submissions)
• Ecommerce behaviors (add to cart, purchase history, product views)
• App usage (login frequency, feature engagement)
• Download or sign-up actions
• Survey or quiz responses
• Customer support interactions

These behaviors are automatically logged when your email platform integrates with your website, CRM, or ecommerce tools.

Setting Up Behavioral Triggers

Platforms like ActiveCampaign, Klaviyo, Mailchimp, and HubSpot allow you to define rules or automation paths using these behaviors:

• Clicks link in an email → add to segment “Interested in X”
• Views product page but doesn’t purchase → trigger browse abandonment email
• Abandons cart for 24 hours → send reminder sequence
• Watches 75% of a webinar → tag as “Engaged Lead”
• Opens 3+ blog emails in a week → offer subscription upgrade

Dynamic Segments vs. Static Lists

• Dynamic segments update in real time. If someone matches a behavior rule, they enter or exit the segment automatically.
• Static lists are manually updated or populated once via form fills, imports, or one-time filters.

For behavior automation, always use dynamic segments so your campaigns stay relevant as subscriber behavior evolves.

Automation Workflow Examples

1. Re-engagement campaign for inactive users
   • Segment: No opens in the last 60 days
   • Automation: Send a re-engagement sequence with value reminders or opt-down options
2. Product interest retargeting
   • Segment: Viewed “Running Shoes” category
   • Automation: Send a 3-part series showcasing bestsellers, customer reviews, and discount
3. Post-purchase follow-up
   • Segment: Purchased “Starter Kit”
   • Automation: Send tutorial emails, upsell offers, and request for a review
4. Onboarding series based on sign-up behavior
   • Segment: Signed up via blog vs. product page
   • Automation: Tailor welcome emails to their entry intent

Platform Capabilities

• Klaviyo: Advanced ecommerce segmentation, predictive analytics
• ActiveCampaign: Deep CRM workflows, conditional paths
• Mailchimp: Basic automation and audience tagging
• HubSpot: Behavioral workflows integrated with CRM data

Choose a platform based on how complex your automation needs are and what data sources you’ll integrate (e.g., Shopify, WooCommerce, Zapier, CRMs).

Best Practices

• Use behavior segmentation to deliver emails with timing that matches intent.
• Combine multiple behaviors for higher accuracy (e.g., “Visited product page + clicked product email”).
• Avoid overwhelming users—set frequency limits in your automations.
• Regularly test your logic to prevent people from falling into the wrong workflows.