As any seasoned email marketer knows, there are almost an unlimited amount of ways to segment email marketing subscriber data. In this three-part overview, Jordan Lane provides a summary of some common email segmentation sources, tips, and best practices.

Part I – Behavioral segmentation

Behavioral segmentation relies exclusively on subscriber actions, and does not take into account gender, location, age, or other demographic factors. Behavioral segmentation data is based 100% on email activity and can be customized based on a marketer’s needs and how they define certain types of customers. Because this type of segmentation is usually easy to start and update, behavioral slicing represents an easy win for most email marketers.

Here are some common behavioral categorizations that email marketers use to chop up their master subscriber list:

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One of my favorite websites in the world is diapers.com. The site is fun, offers free (and super quick) shipping, and almost everything under the sun that a parent could possibly want for their parenting needs. Their motto is “We deliver everything but the baby.” Indeed they do.

I am also a fan of their email. Recently I discovered that they have a new twist on a common email feature. The HTML and TEXT version of their emails have the common “This message contains graphics. If you do not see the graphics, click here to view” feature which opens a hosted version of the HTML email.

Most email marketing programs simply display the hosted version of the email and stop here when this link is clicked. Not diapers.com. Their hosted version also contains this message in the header: “If you are still having problems viewing this message, please click here for additional help.”

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