Hey there,

It’s Konrad from DTC Inbox.

Today I want to break down the most mythical term in the whole of email marketing:

Segmentation.

I believe that too many brands are overcomplicating it and leaning towards either hitting literally everyone or using microsegments that target 50 people.

The first one is the quickest way to land your emails in spam.

The second one gets you close to no results as you’re targeting just a fraction of your list.

Both of these approaches aren’t ideal (as you can probably imagine).

What you should do instead is break down your list into 4 categories:

1. Engaged.

2. Unengaged.

3. Buyers.

4. Non-buyers.

And target all of them.

The only exception is the unengaged group, which should be excluded in most cases and used in specific scenarios where you’re trying to re-engage your dead profiles.

Your base for the majority of your campaigns should be engaged 60/90 segment.

Then you should split it into engaged buyers and non-buyers to gather more data.

Aim to target both buyers and non-buyers exclusively at least once per week (on top of the engaged segment).

And voila - the whole mystery solved in a few sentences.

If you want to see a more in-depth guide with all the definitions and how to set it up in Klaviyo, click here to watch my latest video.

Looking to scale your brand this year?

My team and I generated over $15 million in email sales just last year.

We’ve scaled dozens of brands to 7 & 8-figures per year.

I don’t want to keep talking about us cause it’s actually about you.

If you’re looking for a trusted partner that has a proven track record, communicates well and actually cares about your brand, click here and book a call with me - we’ll see if we’re a good fit.