Behavioral segmentation in email marketing: Effective strategies and examples

An important feature of email marketing that makes it an effective communication channel is the ability to send subscribers messages that are most likely to arouse their interest and lead to conversion. Behavioral segmentation ranks high among email marketers’ tools to send such messages.

In this article, you will learn how to create campaigns that increase customer engagement and sales using different types of behavioral segmentation and see examples of email campaigns for each type.

What is behavioral segmentation in email marketing?

Behavioral segmentation groups subscribers based on their interactions with your brand. Instead of relying on demographic or geographic data, this method focuses on actions such as email engagement, website activity, and purchase history. By understanding how subscribers behave, you can send more relevant and personalized emails.

Unlike other types of segmentation, which categorize people by age, location, or job title, behavioral segmentation looks at what they do and tailors emails based on a person’s activity. For example, an online bookstore can track reading habits and send personalized recommendations based on past purchases. A webinar platform can follow up with attendees based on session engagement, offering relevant content or discounts.

This approach ensures that emails arrive at the right time with the right message, making emails more engaging and increasing the chances of conversion. Instead of sending generic offers, businesses can provide value by responding to people’s behavior. As a result, subscribers are more likely to open emails, click links, and take action, ultimately driving higher engagement and revenue.

Why you should use behavioral segmentation in email marketing

Implementing behavioral segmentation in your email marketing strategy offers several benefits for business:

• enhanced personalization: Tailoring content based on subscriber actions leads to more relevant and engaging emails. By analyzing customer actions — such as purchase history, browsing behavior, and email engagement — you can tailor messaging to match each subscriber’s needs;
• improved engagement: Segmented campaigns can result in a 14.32% higher open rate and a 100.95% increase in click-through rates;
• increased revenue: Marketers have observed a 760% boost in email revenue from segmented campaigns;
• optimized marketing efforts: Segmentation helps allocate resources more efficiently, ensuring that budget and time are spent on high-value customers who are most likely to convert; 
• strengthened customer loyalty: Personalized experiences foster deeper connections, improving retention rates.

Analyzing subscriber behavior can help you deliver timely and relevant content, increasing engagement and conversion rates. Instead of sending the same message to your entire list, behavioral segmentation allows you to reach subscribers when they’re most likely to engage.

Seven key strategies for behavioral segmentation

Here are seven main types of behavioral segmentation that you can use to build effective strategies. They consider the behavioral features of your customers that most strongly influence their decision-making in future communications and purchases.

1. Occasion- and timing-based segmentation

Occasion-based segmentation groups customers by events or times of the year when they are more likely to purchase.

This could include life events, such as weddings or birthdays; seasonal changes, such as spring or summer; or even major holidays, such as Christmas or Thanksgiving. For instance, an online clothing retailer might target customers with wedding anniversary promotions or special discounts around Black Friday. By aligning offers with these key occasions, you can create highly relevant campaigns that tap into customers’ needs immediately.

On the other hand, timing-based segmentation organizes customers based on when they typically engage with your business. For example, a grocery store might segment customers who shop in the evenings after work versus those who shop in the mornings. Tailoring campaigns to these time preferences — like sending grocery coupons in the evening or coffee promotions in the morning — helps ensure you reach customers when they’re most likely to act.

For example, Chanel, like many other brands in the fashion industry, knows that their products are popular as Valentine’s Day gifts and reminds people about them with a delivery offer. If you have ordered for this holiday before, you may receive a series of emails and discounts from some brands.

(Source: Email from Chanel)

Here’s how Starbucks can remind you that you like to stop by for coffee on Mondays:

(Source: MailCharts)

2. Customer usage segmentation

Customer usage segmentation classifies customers based on how often they engage with your product or service. The three levels of engagement are:

• occasional customers: These customers use your service sparingly and make infrequent purchases;
• semi-regular customers: Customers who use your product or service regularly, making several purchases over time;
• intensive customers: These are your most engaged clients, using your product frequently and spending the most.

For example, an occasional customer might sometimes log into a project management tool in the software industry but only use a small portion of its features. A semi-regular subscriber could be a team leader who uses the tool regularly but isn’t fully utilizing its advanced features. On the other hand, an intensive client might be a large organization that uses every feature of the tool daily, with all team members consistently logging in and making full use of the software.

To maximize value, companies should focus on converting occasional customers into regular ones by highlighting underused features and offering tutorials. They should also ensure that intensive customers are engaged with new updates and given loyalty incentives to maintain their high usage.

Here is an example of how the Zoom platform appeals to its free subscribers by offering them more advanced features with the paid plan:

(Source: EmailLove)

3. Customer lifecycle segmentation

Customer lifecycle segmentation divides customers based on where they are in their journey with your brand. The typical stages are:

• awareness: The customer becomes aware of your brand or product;
• consideration: The customer evaluates your product alongside others;
• decision: The customer is ready to make a purchase;
• retention: The customer continues to engage with your brand after the initial purchase;
• advocacy: The customer becomes a loyal advocate, recommending your product to others.

By grouping customers according to their stage in the lifecycle, you can tailor your messaging to meet their specific needs at that point. 

For example, in the consideration stage, an eCommerce company might send product comparison guides and client reviews to help customers make an informed decision. Once customers are closer to purchasing, targeted offers or discount emails can encourage them to convert. You can improve customer engagement and conversion rates by aligning your communications with each stage.

This email template shows how a yoga clothing store, yoga studio, or trainer can educate their subscribers first:

(Source: Stripo template)

4. Customer status segmentation

Customer status segmentation categorizes customers based on their level of interaction with your brand, helping you create more targeted content.

Here are the key segments:

• prospects: Potential customers who have shown interest but haven’t made a purchase yet;
• first-time buyers: Customers who have made their first purchase;
• repeat customers: Those who continue to buy from your brand;
• brand ambassadors: Loyal customers who actively recommend your products or services.

For example, a first-time buyer might appreciate a welcome email with instructions on how to get the most out of their purchase. At the same time, repeat customers could receive loyalty rewards or exclusive offers to keep them returning. On the other hand, brand ambassadors would value personalized discounts or referral bonuses as a reward for spreading the word about your brand. Tailoring your content to these groups helps maintain customer engagement and boosts loyalty.

Look at this example of a welcome email from BVLGARI:

(Source: Email from BVLGARI)

5. Benefit-sought segmentation

Benefit-sought segmentation groups customers based on the value they expect from a product or service. This approach allows brands to craft highly relevant messaging that speaks directly to their audience’s needs.

For example, in the travel industry, different travelers seek different experiences — some prioritize luxury and comfort, while others look for budget-friendly adventures. A travel agency can use behavioral segmentation to send personalized email offers: luxury travelers might receive promotions for five-star resorts and private tours. In contrast, budget-conscious travelers get deals on hostels and discounted group excursions. This targeted approach boosts engagement and increases the likelihood of conversion.

Look at this example of new travel destination suggestions based on previous experiences — it’s a perfect example of behavior-based personalization:

(Source: EmailLove)

6. Loyalty-based segmentation

Loyalty-based segmentation categorizes customers based on their level of commitment to your brand, allowing for tailored retention strategies. By identifying different customer groups, you can engage them with messaging that matches their behavior.

For example, in the fitness industry, a gym can segment members into three categories: long-term subscribers, occasional visitors, and those who haven’t renewed their membership. Loyal members might receive exclusive perks such as free personal training sessions, while at-risk customers could get special renewal discounts. Former members could be re-engaged with a limited-time offer or a free trial to encourage them to return. This approach helps strengthen relationships and maximize customer lifetime value.

Here’s a great example of a clothing store congratulating its loyal customers on their latest achievement:

(Source: MailCharts)

7. Purchasing behavior segmentation

Purchasing behavior segmentation divides customers based on their buying patterns, such as how frequently they purchase, what influences their decisions, or their tendency to impulse buy.

For instance, in eСommerce, you could target repeat customers who frequently purchase at full price and those who often shop during sales. For the full-price buyers, you could offer loyalty rewards or exclusive early access to new products. On the other hand, for sale-driven customers, send targeted emails highlighting upcoming sales or limited-time discounts. You boost the likelihood of a purchase by aligning your offers with their buying behaviors.

To highlight the validity period of the offer for those who like to buy at a discount, use a timer and a special code, as in this template:

(Source: Stripo template)

Tips to build an effective behavioral segmentation strategy

Now you know what parameters you can use for segmentation. In other words, what is important to pay attention to when you collect information about your subscribers and customers?

Use these steps to develop an effective behavioral segmentation strategy and email campaign:

1. Collect and analyze data: use analytics tools to track email engagement, purchase history, and customer behavior.
2. Define key segments: identify meaningful groups based on business goals.
3. Develop personalized messaging: craft email content that resonates with each segment.
4. Leverage automation: set up triggered emails based on subscriber actions.
5. Test and optimize: regularly analyze campaign performance and refine segmentation criteria.

Applying behavioral segmentation for maximum engagement

Behavioral segmentation is a powerful tool to boost engagement in email marketing. By tailoring your messages to different customer behaviors, you can create highly relevant content that resonates with your audience. Here’s how to apply behavioral segmentation for the best results.

Personalize subject lines, content, and CTAs based on behavior

The first step to engaging customers through behavioral segmentation is personalizing your emails. Start with the subject line, as it’s the first thing your recipients see. A subject line that reflects the customer’s behavior, such as “You left something behind — your cart is waiting!” for an abandoned cart scenario, will grab their attention and increase open rates.

Next, personalize the content inside the email. If a customer often buys a certain product, highlight similar products or offer tailored recommendations. The call-to-action (CTA) should also be customized — if customers regularly buy on sale, offer them exclusive discounts. By aligning the email content with what the customer cares about, you increase the chances of engagement.

Use automation to send timely and relevant messages

Automation allows you to send the right message at the right time based on your customers’ behaviors. For instance, you can automate a welcome email series for first-time buyers or set up re-engagement emails for those who haven’t interacted with your brand in a while.

Automation ensures that your emails are sent when they’re most relevant without manually tracking each customer’s behavior. This saves time and helps maintain consistent communication with your audience, which is crucial for building lasting relationships.

Make A/B tests for segmented emails 

Even with behavioral segmentation in place, continuously refining your messaging is essential. A/B testing segmented emails allows you to test different elements, such as subject lines, content, and CTAs, to see which resonates best with each segment.

For example, you might test two subject lines for a flash sale: “Hurry! Limited time flash sale on your favorite items” versus “Flash sale: Your cart is waiting!” The results will tell you which approach works best for your specific segment. A/B testing ensures that your messaging evolves with your audience’s preferences, boosting engagement and conversion rates.

By personalizing emails, automating timely communication, and refining your approach with A/B testing, you can leverage behavioral segmentation to its full potential, driving deeper engagement with your audience.

Essential tools for behavioral segmentation success

Using the right tools is crucial to make the most of behavioral segmentation. Here are the essential tools that can help you achieve success with this strategy.

Email production tools

A key to successful behavioral segmentation is delivering highly personalized and dynamic content. Email production tools, such as Stripo, make creating visually appealing and personalized emails easy without the need for advanced coding skills.

Stripo allows you to integrate dynamic content blocks that adjust based on the recipient’s behavior. For example, you can create product recommendations, personalized offers, or special deals tailored to each customer segment. This saves time and ensures that every email is relevant to the individual recipient, which is a core element of behavioral segmentation.

Automation platforms

Automation platforms are something you can’t do without if you want to use segmentation effectively. These platforms streamline the process and ensure your timely and relevant communications, allowing you to maintain consistent engagement without manual effort.

When choosing an automation platform for behavioral segmentation, focus on its ability to track real-time interactions, integrate with your CRM, and support dynamic segmentation. The platform should allow you to collect and analyze behavioral data — such as email engagement, website activity, and purchase history — to create automated workflows that respond to specific customer actions. 

Look for features such as advanced filtering, AI-driven insights, and multi-channel automation to ensure seamless targeting. Additionally, ease of use, scalability, and compliance with data privacy regulations (e.g., GDPR) are crucial for long-term success.

AI and machine learning 

AI and machine learning are becoming essential tools for predicting customer behavior and optimizing the timing of your emails — especially as we move into 2025.

AI can analyze past customer behaviors to predict what actions they are most likely to take next. For instance, if a customer frequently browses certain products, AI can help you send personalized recommendations at the perfect moment, increasing the likelihood of conversion. Machine learning algorithms can also help you optimize send times based on when a customer is most likely to open and engage with your email, improving both open rates and overall engagement.

By leveraging AI and machine learning, you can move beyond simple segmentation and create more intelligent, predictive campaigns that maximize the effectiveness of your behavioral segmentation efforts.

Wrapping up

Behavioral segmentation takes email marketing beyond generic campaigns, allowing brands to send highly relevant, timely messages that align with customer actions. By segmenting your audience based on behaviors such as purchase history, engagement levels, and browsing activity, you can boost conversions, improve retention, and create a more personalized experience. 

Whether you’re using benefit-sought segmentation, loyalty-based targeting, or predictive modeling, the key is choosing the right automation tools to streamline the process. With the right strategy in place, behavioral segmentation can transform your email marketing into a powerful, data-driven engine for growth.