Email Segmentation Strategy for DTC Brands
Stop sending the same email to everyone. Learn how to segment your list for higher engagement, better deliverability, and more revenue per send.
Why Segmentation Matters
Sending the same campaign to your entire list kills deliverability and revenue.
| Impact Area | What Happens |
|---|---|
| Deliverability | Low engagement → Gmail routes to spam |
| Revenue | Irrelevant content → lower conversions |
| List Health | Annoyed subscribers → unsubscribes |
| Sender Reputation | Spam complaints → blacklisting |
The solution: Send relevant emails to engaged subscribers.
The Engagement Hierarchy
Continuing to email inactive subscribers is the #1 cause of deliverability problems. Gmail sees low engagement and routes ALL your emails to spam—even for engaged subscribers.
Engagement Distribution Benchmarks
| Segment | Healthy | Warning Sign |
|---|---|---|
| 30-Day Engaged | 25%+ of list | Under 15% of list |
| 60-Day Engaged | 40%+ of list | Under 25% of list |
| 90-Day Engaged | 50%+ of list | Under 35% of list |
| Inactive (180+) | Under 20% of list | Over 40% of list |
Purchase History Segments
| Segment | Definition | Strategy |
|---|---|---|
| VIPs | Top 10% by LTV | Early access, exclusive content, no discounts needed |
| Repeat Buyers | 2+ purchases | Loyalty rewards, cross-sell |
| One-Time Buyers | Purchased once | Reviews, second purchase incentive |
| Never Purchased | Subscribers only | Social proof, product education, first purchase offer |
Campaign Segmentation Example
New product launch:
| Segment | Receive? | Version |
|---|---|---|
| Engaged VIPs | Yes - First | Early access, no discount |
| Engaged Repeat Buyers | Yes - Second | Standard launch |
| Engaged Non-Buyers | Yes - Second | Launch + incentive |
| Semi-Engaged Buyers | Yes - Third | Shorter, stronger CTA |
| Semi-Engaged Non-Buyers | Maybe | Simplified or skip |
| Disengaged | No | Don't send |
| Inactive | No | Don't send |
Result: Higher engagement, better deliverability, more revenue.
Klaviyo Segment Logic
Engaged (30 Days):
Opened Email at least 1 time in the last 30 days
OR Clicked Email at least 1 time in the last 30 days
Semi-Engaged (30-90 Days):
Opened Email at least 1 time in the last 90 days
AND NOT Opened Email at least 1 time in the last 30 days
Sendable Segment:
In Engaged (30 Days) OR In Semi-Engaged (30-90 Days)
Use "Sendable" as your default campaign audience, then narrow from there.
Common Mistakes
-
Overcomplicating it — Start with engagement tiers. Add complexity only when you can actually use the segments.
-
Using static segments — Use dynamic segments that update automatically. Engagement changes daily.
-
Ignoring purchase history — At minimum, separate "has purchased" from "has never purchased."
-
Segment overlap confusion — Document priority: VIP > Repeat > One-Time > Non-Buyer.
Checklist
Engagement Segments:
- 30-day engaged
- 60-day engaged
- 90-day engaged
- 180-day inactive
- Master "Sendable" segment
Purchase Segments:
- VIP (top 10% by LTV)
- Repeat buyer (2+ orders)
- One-time buyer
- Non-purchaser
Operational:
- Default audience set to "Sendable"
- Segment priority documented
- Sunset flow for inactive subscribers
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