How to Use List Segmentation to Stand Out

February 22, 2017

Segmenting your email list can help you communicate more intelligently and directly with your subscribers. You can send information that is targeted for their preferences or location, and when this is done well, the payoff can be great.

Use what you know about each subscriber to divide your list into segments: their location, interests, habits, etc. Then use these segments to send personalized information to each subscriber.

Target a Location

One of the most helpful ways to segment your list is to target people based on their location. Sorting by location could be helpful if you are:

  • Opening a new store location
  • Hosting an event
  • Inviting people to a conference

If you already have a physical mailing address for the subscribers on your list, use the zipcode, city, state, or country to sort subscribers by location. Critical Impact’s dynamic list tool makes it easy to search for people from a specific region, or within a certain number of miles of a zip code.

In addition, the dynamic lists can show you who opened or clicked an email near a specific zip code or region. This is great if you don’t have a physical mailing address, but want to get a general understanding of where people are reading your emails.

Find the Engaged Subscribers

The dynamic list tool can also be used to pull in subscribers who are either actively opening your messages, or who have not interacted with the messages recently. Here are some practical ideas you could implement with a list of engaged or inactive subscribers:

  • Reward engaged subscribers with special offers
  • Place inactive subscribers into a re-engagement campaign
  • Send to inactive subscribers less frequently

Use the dynamic list tool to show subscribers who have opened any message in the last 90 days. Alternatively, you could create a dynamic list that shows subscribers who have not clicked on any link in the past 90 days. Then use these lists to re-engage or suppress subscribers who haven’t opened your emails in awhile.


No matter how you choose to segment your lists, the goal here is to create an individualized experience. It’s time to start crafting your emails to contain content that segmented groups of your subscribers will find interesting, instead of blasting generic content to your entire audience. With the right segments, you should experience higher click rates, open rates, and conversions.