Segmentation and Personalization: Two Peas in a Pod
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13 Mins., 27 Secs. ‧ 2,691 Wrds. *
Segmentation and personalization are like two sides of the same coin—they work hand in hand to create thoughtful, relevant, and engaging email campaigns. Segmentation is grouping your audience based on shared characteristics or behaviors. At the same time, personalization takes it a step further, tailoring each email to speak directly to individual preferences and needs. Together, they transform generic marketing into a strategy that connects and resonates. While they may sound complicated, segmentation and personalization don’t require a massive budget or advanced tools to get started. By focusing on the basics, you can create campaigns that show your audience you understand and value them. And when you add persuasive storytelling to the mix, the impact becomes even stronger. A well-placed story doesn’t just make your emails relevant—it makes them memorable. When folks see themselves in your message, they’re more likely to engage, trust, and act.
What’s Segmentation, and Why Does It Matter?
Segmentation is all about getting to know your audience better. Instead of treating your subscribers like one big group, you split them into smaller segments based on things like demographics, behaviors, or interests. This makes sending relevant and timely content easier, which keeps your emails from feeling generic. By focusing on what makes each group unique, you can deliver more personal and engaging messages. Think of segmentation as the starting point for creating targeted emails—it helps you move from “one size fits all” to something more personal. When your emails match what folks care about, they’re more likely to pay attention.
A subscription box service, for example, could segment customers by their preferences: one group might prefer ready-to-eat snacks, while another enjoys snack recipes. With this setup, the company can send emails featuring curated snack packs to the first group and recipe ideas or ingredient bundles to the second. Over time, they could get even more specific—like promoting gourmet treats to foodies or quick snack recipes for busy parents. These small adjustments can make a big difference, showing customers you’re paying attention to what they like. When folks get emails that speak to their interests, they’re more likely to open, click, and take action, which is good for your relationship with them—and your bottom line.
And beyond just relevance, segmentation can help tell a better story. Instead of just sending an email about 'this month’s box,' a brand can frame it as part of the subscriber’s journey: 'We handpicked these snacks to fit your love for quick, healthy bites—because we know your days are packed, and you need something easy yet satisfying.' By making the email feel like a personal experience, not just another promo, engagement skyrockets. When subscribers see themselves in the story—whether it's the busy parent needing grab-and-go options or the foodie looking for gourmet finds—they’re more likely to feel a connection and take action. A well-crafted story shifts the focus from the product itself to how it fits into the customer’s life, making the email feel less like a pitch and more like a conversation.
What Is Personalization, and How Does It Enhance Segmentation?
Personalization is all about making your emails feel like they’re talking directly to the person reading them. It’s the little things—like using their name, referencing something they’ve done recently, or suggesting products they’d be interested in. At the baseline, personalization is about showing your audience that you get them and care about what they like. It adds a human touch to your emails and helps them stand out in a crowded inbox. But personalization depends on segmentation; without breaking your audience into meaningful groups, it’s tough to know how to tailor your messages in a way that feels personal. Segmentation gives you the framework, while personalization brings it to life.
Let’s say you run an online bookstore. With segmentation, you can group your subscribers into categories like fiction lovers, history buffs, and self-help readers. Personalization lets you take it further by recommending specific books for each group. For example, “Hi [Name], we thought you’d love our newest historical fiction picks” feels way more engaging than “Check out our new books.” You can even reference their past purchases, like suggesting a sequel to a book they bought. Personalization isn’t just about using someone’s name—it’s about making your emails feel thoughtful and relevant. When folks feel your emails are crafted just for them, they’re likelier to click, buy, and stay loyal to your brand.
And if you introduce a mini-story, that personalization becomes even stronger. Instead of just listing book recommendations, imagine leading with a relatable scene: ‘Picture this—you’re curled up with a book, coffee in hand, and lost in a world of historical drama. That’s exactly what our latest picks will give you.’ This subtle storytelling technique invites readers into the experience, making the email feel immersive rather than just transactional.
How Segmentation and Personalization Work Together
Segmentation and personalization work best when they’re used together. Segmentation organizes your audience into meaningful groups, like dividing them by interests or behaviors, while personalization tailors the message to fit what each group cares about most. Think of segmentation as the groundwork that sets the stage and personalization as the final touch that makes each email feel relevant and personal. This combo helps you send emails that connect with your audience instead of feeling like generic blasts. When you use both strategies, your emails show you’re paying attention, which goes a long way in keeping folks engaged.
A fitness app, for example, may segment users into beginners, intermediates, and advanced athletes. Personalization can make the messages even more specific: beginners might get simple workout tips, intermediates could receive encouragement to build consistency or try new routines, and advanced athletes might be invited to join competitive leaderboards. You, too, can reference actions they’ve taken, like celebrating a beginner’s first completed workout, congratulating an intermediate user for sticking to a 30-day challenge or highlighting an advanced athlete’s personal best.
Now, imagine taking it a step further with storytelling. Instead of a generic ‘Beginner Workout Tips’ email, the app could frame it as: ‘You’ve taken the first step—now let’s make it count. Meet Sarah, who started just like you and is now running 5Ks with confidence. Here’s how she did it.’ A story like this taps into emotion, making the content more relatable and inspiring action. By seeing someone else’s journey, subscribers can visualize their own progress, reinforcing the belief that success is within reach. This kind of storytelling not only educates but also motivates, making the email feel less like a set of instructions and more like a source of encouragement.
Simple Personalization Techniques Using Segmentation
If you’re new to personalization, don’t worry—it doesn’t have to be overly complicated. Here’re a few simple ways to add a personal touch to your segmented emails:
Use Their Name: Start your email with a friendly greeting using the recipient’s name. Something like “Hi, [Name].” feels a lot more personal than “Dear Customer.” You can even use their name in the subject line or closing to make the email more genuine.
Reference Past Behavior: Use data like past purchases, browsing history, or what they’ve clicked on to craft messages that feel relevant, for example, “we saw you loved [Product]—here’re a few similar items you might like” shows you’re paying attention. You, too, could follow up on an abandoned cart with, “Still thinking about [Product]? Here’s a discount to help you decide.”
Customize Recommendations: If you’ve grouped your subscribers by their interests, tailor your suggestions to match. Send book picks, for example, to your readers or easy recipe ideas to your foodies. You can even use tools that automatically plug-in recommendations based on what they’ve looked at or bought, so your emails always feel spot-on.
Celebrate Milestones: Give a shoutout for subscriber anniversaries, birthdays, or other special moments. A simple “Happy 1st Anniversary” or “Here’s a little something for your birthday” can make a big impact. Throw in a discount or freebie; you’ve got an easy win for building loyalty.
Layering storytelling into these techniques makes them even more powerful. Instead of just saying, ‘Happy Anniversary, here’s 10% off,’ you could say, ‘A year ago, you joined us on this journey, and today, we’re celebrating all the moments that made it special. Here’s a little something to say thanks.’ It turns a transactional email into a moment of connection. A message like this reminds subscribers that they’re part of a bigger story—one that acknowledges their loyalty and makes them feel valued. When customers see themselves as part of a brand’s journey, they’re not just more likely to use the discount—they’re more likely to stay engaged for the long haul.
Why Understanding Your Audience Is Key
Segmentation and personalization both depend on one key thing: understanding your audience. The better you know your subscribers, the easier it is to send emails that matter to them. You don’t need to know every little detail—just focus on the key traits or behaviors that influence their liking. Even simple things like what they browse or how they interact with your emails can go a long way in helping you craft better messages. The trick is to gather enough useful data to make your emails relevant without overcomplicating things or making it feel intrusive.
Take a beauty retailer, for example. They might start by grouping customers into skincare enthusiasts and makeup lovers. Over time, they could get more specific, adding details like favorite brands or how often someone shops. Personal touches like tips for a recently bought product or suggestions for items that pair well can make a big difference. To make it work, consider what your subscribers want, what problems they’re trying to solve, and how your emails can help. Whether it’s a tutorial for one group or a special deal for another, understanding what makes your audience tick helps build trust and keeps them coming back.
Infusing storytelling into these messages makes them feel more personal and engaging. Instead of simply recommending products, a brand could say, ‘We know your skincare routine is more than just products—it’s your self-care ritual. That’s why we picked these must-haves to fit your routine perfectly.’ A simple shift from a product pitch to a story-based approach makes the email feel more personal and less like a sales push. This approach positions the brand as a trusted advisor rather than just a retailer, reinforcing an emotional connection. When customers feel like a brand truly understands their habits and aspirations, they engage not just with the product—but with the brand itself.
Benefits of Combining Segmentation and Personalization
When segmentation and personalization are used together, the results can be transformative. Here’re a few benefits you can expect:
Higher Engagement Rates: Emails tailored to your audience are more likely to get opened, read, and clicked on because they feel relevant. When you send content that matches their interests, it shows you’re paying attention. A pet owner, for example, might be more likely to open an email about a sale on their favorite brand of dog food than a generic promotion.
Stronger Relationships: Personalization helps build trust by showing your audience you get them. This makes folks feel valued and encourages them to keep coming back. A birthday email with a discount or a quick “thanks for your order” message goes a long way toward making your brand memorable and strengthening the connection.
Better ROI: Targeted emails are a smarter way to spend your time and money because they focus on the most likely to respond. Instead of sending the same email to everyone, you’re giving each group something that fits their needs. Promoting luxury products, for example, to high-end shoppers or budget-friendly deals to bargain hunters makes your efforts more effective.
Improved Customer Retention: When folks feel connected to your brand, they’re less likely to hit “unsubscribe.” Personalized emails make customers feel like they belong and that you care about what they want. A quick “we miss you.” email with a discount or a reminder about products they’ve browsed can be the nudge they need to stick around.
Research consistently shows that stories boost retention and engagement because they tap into emotions. When an email isn’t just relevant but also tells a compelling story, it creates a lasting impression—one that leads to stronger customer loyalty. Folks may forget a discount or a generic promotional email, but they remember how a story made them feel. When a brand consistently tells stories that reflect the experiences, struggles, or aspirations of its audience, it builds an emotional bond that goes beyond a single purchase—it fosters long-term brand affinity.
Getting Started with Segmentation and Personalization
If you’re ready to combine segmentation and personalization, start small and build as you go. Here’s how to begin:
Identify Key Segments: Break your audience into meaningful groups based on demographics, behaviors, or interests. You might create segments like frequent buyers, first-time customers, or folks interested in specific product categories. Focus on a few key segments that align with your goals to keep things manageable to start.
Gather Data: Use sign-up forms, surveys, and analytics tools to learn more about your audience. Include questions about location, preferences, or buying habits in your forms, and analyze email engagement or website behavior to uncover patterns. For example, track which products customers browse most often or which content gets the most clicks. The more you know, the easier it is to craft resonate emails.
Test and Learn: Experiment with different personalization techniques to see what sticks. Try adding names to subject lines, recommending products based on past purchases, or creating custom content for specific segments. Keep an eye on metrics like open rates, click-through rates, and conversions to figure out what works best. For example, if emails with personalized product recommendations get better engagement, you know you’re on the right track.
Refine Over Time: As you gather more insights, continue refining your segments and layering on personalization. You could start by grouping customers into broad categories like age groups, then add more specific details like shopping preferences or seasonal behaviors. Remember, segmentation and personalization aren’t one-and-done tasks—they’re processes that evolve as you learn more about your audience and what they respond to.
Segmentation and personalization are what make email marketing work., and great email marketing isn’t just about what you sell—it’s about the story you tell. Instead of being just another message in the inbox, a well-crafted email becomes something folks actually look forward to. Whether it’s the excitement of discovering a new product, the nostalgia of a shared experience, or the inspiration of seeing someone else succeed, stories create emotional moments that deepen relationships. When an email does more than deliver information—when it makes the reader feel something—it becomes more than marketing. It becomes a conversation they want to be part of.
These strategies help your emails feel more relevant and thoughtful, which makes folks want to open them. By grouping your audience into meaningful segments and tailoring your messages to what they care about, you’re not just sending emails—you’re building connections. The key is understanding your audience and meeting them where they are. Start simple, try out new ideas, and tweak your approach as you learn more. When you combine segmentation and personalization, you’re not just improving your emails but creating a strategy that puts your audience first. And that’s what keeps them coming back.
*Read time is the time an average person takes to read a piece of text while maintaining reading comprehension silently. Based on the meta-analysis of hundreds of studies involving over 18,000 participants, an adult’s average silent reading speed is approximately 238 words per minute (Marc Brysbaert, 2019).
References
Brysbaert, M. (2019). How many words do we read per minute? A review and meta-analysis of reading rate. Journal of Memory and Language, 109. https://doi.org/10.1016/j.jml.2019.104047
Want to learn “what” segmentation is and “why” it’s valuable in email marketing? Enroll in the Academy and then register for SEG. 100 ‧ Pre-Introduction to Segmentation. Lesson 4: Segmentation and Personalization Basics teaches how understanding your audience enables you to craft tailored and relevant messages.
Author: Kenyana David, MBA, DBA(c), is the principal of 81Eighteen™, LLC and the Fe-Mail Marketing for Entrepreneurs (FEMME) Academy™, or “the Academy.” She's HubSpot certified in email marketing, inbound, inbound sales, inbound marketing, content marketing, frictionless sales, and social media marketing.