📊 4 Segments That Always Drive Revenue

Hey, it’s Ray.

Let me ask you something:

Are you still sending the same email to your entire list?

You're missing out on significant revenue.

After auditing dozens of ecommerce accounts this year, one thing is crystal clear:

The brands making the most revenue from email are the ones using segmentation to send smarter, not louder.

But if you're not sure where to start, here are 4 segments I always set up for clients, because they consistently drive sales.

Let’s break them down:

1️⃣ Abandoned Checkout

Who they are:
Shoppers who added items to their cart, entered their email at checkout, but did not complete the purchase.

This group is as hot as it gets. 

They’ve seen the product, selected it, started payment… and then something stopped them.

Why it works:
They’ve shown high purchase intent, and you already have their contact info.

Email tips:

• Send a reminder within 30 minutes, 12 hours, and 24 hours.

• Address friction points like shipping costs, payment security, or returns.

• Include a visual of what’s in their cart and a clear CTA to complete the order.
  

Example subject lines:

• “Forgetting something?”

• “Still thinking it over?”

• “Your cart’s waiting (but not for long)”

2️⃣ Those Who Viewed Product, But Didn’t Add to Cart

Who they are:
Subscribers who browsed a product page but never added anything to cart.

They’re interested, but something held them back. 

Price? Uncertainty? Not ready yet?

Why it works:
They’ve engaged but haven’t committed, making them perfect for low-pressure nurturing.

Email tips:

• Remind them what they viewed with dynamic content.

• Share product reviews, testimonials, or feature callouts.

• Nudge them with “back in stock” or “almost sold out” messaging if inventory is low.
  

Example subject lines:

• “Still thinking about this?”

• “See what others are saying about [Product Name]”

• “It’s still here, but not for long.”

3️⃣ Repeat Customers

Who they are:
Customers who’ve purchased more than once in the last 6–12 months.

This is your most profitable segment. They already trust your brand and are easier to convert.

Why it works:
Repeat buyers are more likely to respond to upsells, loyalty offers, and personalized recommendations.

Email tips:

• Create a VIP experience: exclusive launches, early access, or personalized bundles.

• Show appreciation with loyalty rewards or thank-you offers.

• Recommend products based on their past purchase history.
  

Example subject lines:

• “Thanks for being a VIP 🖤 Here’s something special”

• “You might love this based on your last order”

• “As one of our top customers…”

4️⃣ Slipping Away

Who they are:
Subscribers who were once active (opened or clicked in the past), but haven’t engaged in 30–60 days.

They’re not cold yet, but they’re getting there.

Why it works:
You still have a shot at re-engaging them before they churn or unsubscribe.

Email tips:

• Use curiosity-driven subject lines.

• Offer something unexpected: early access, secret sale, or ask for feedback.

• Let them adjust preferences instead of unsubscribing.
  

Example subject lines:

• “Everything okay?”

• “We noticed you’ve been quiet…”

• “Still want to hear from us?”

Why These Segments Work

They’re based on real actions your subscribers have taken, like browsing, adding to cart, or starting checkout, not just static demographics or assumptions. 

They let you send messages that feel timely and relevant, which means:

✅ Higher open rates
✅ Higher click-through rates
✅ More sales without sending more emails

Why Klaviyo Is My Go-To for Segmentation That Converts

If you’re serious about turning segments into revenue, you need a platform built for exactly that.

That’s why I recommend Klaviyo to all my ecommerce clients.

Here’s what makes it a game-changer:

✅ Behavior-Based Segments – Easily target customers based on actions like browsing, adding to cart, or abandoning checkout.

✅ Pre-Built Flows – Set up abandoned checkout, winback, and VIP flows without starting from scratch.

✅ Deep Shopify Integration – Syncs seamlessly with your store to pull in real-time data you can actually use.

✅ Predictive Analytics – Go beyond open rates and start sending based on likelihood to purchase.

Whether you're building abandoned checkout flows or targeting high-LTV customers, Klaviyo gives you the tools to segment smarter, and sell more.

If you’re not using it yet, now’s the time to give it a serious look.

Ready to Turn Segments into Sales?

If these 4 segments aren’t part of your strategy yet, now’s the time to fix that.

I get how easy it is to hit "send" to your full list, especially when things get busy. But if you’re not segmenting, you’re not selling as much as you could be.

That’s exactly why I put this together.

These are the segments I use every day with clients to drive more targeted revenue, without sending more emails. 

And they actually work.

Try them out. Watch how your open and click rates respond. Better yet, watch how your revenue starts to shift.

And if you want support building or optimizing your segments, I’m here to help.

Let’s do it together.

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

Want to Master Email Marketing? Let’s Do This.

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource: Get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

More Ways to Level Up Your Email Game

📺 Double Your Ecommerce Sales in 6 Minutes

Give me 6 minutes, and I’ll show you how to 2x your ecommerce brand’s sales using one powerful tool: Klaviyo. Whether you’re new to ecommerce or ready to scale, this video covers:

✅ How to build a high-converting email funnel
✅ Secrets to a revenue-driving email strategy
✅ Real email deliverability tips that actually work

👉 Watch now:

📝 10 Email Segmentation Best Practices
Want better targeting and higher conversions? I’ve broken down 10 segmentation tips with real examples to help you personalize smarter and drive more sales.

👉 Read now: 10 Email Segmentation Best Practices

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