List segmentation is the practice of dividing your email subscribers into smaller groups based on shared traits so you can send more relevant messages.
In depth
Segments can be built from demographics, behaviour, purchase history, engagement level or lifecycle stage. Segmented campaigns consistently outperform batch-and-blast sends on opens, clicks and revenue because the content matches the recipient interests. Good segmentation also protects deliverability by letting you email your most engaged people more often.
Example
Sending a winback offer only to subscribers who have not opened in 90 days is a segmentation strategy.
Related terms
See our full email marketing glossary or the complete email marketing guide.