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đ 4 Segments That Always Drive Revenue
Stop Guessing, Send Smarter Emails That Convert
Hey, itâs 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.
Letâs break them down:
1ď¸âŁ 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.
Theyâve seen the product, selected it, started payment⌠and then something stopped them.
Why it works:
Theyâve 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 whatâs in their cart and a clear CTA to complete the order.
Example subject lines:
âForgetting something?â
âStill thinking it over?â
âYour cartâs waiting (but not for long)â
2ď¸âŁ Those Who Viewed Product, But Didnât Add to Cart
Who they are:
Subscribers who browsed a product page but never added anything to cart.
Theyâre interested, but something held them back.
Price? Uncertainty? Not ready yet?
Why it works:
Theyâve engaged but havenât 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 âback in stockâ or âalmost sold outâ messaging if inventory is low.
Example subject lines:
âStill thinking about this?â
âSee what others are saying about [Product Name]â
âItâs still here, but not for long.â
3ď¸âŁ Repeat Customers
Who they are:
Customers whoâve purchased more than once in the last 6â12 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:
âThanks for being a VIP đ¤ Hereâs something specialâ
âYou might love this based on your last orderâ
âAs one of our top customersâŚâ
4ď¸âŁ Slipping Away
Who they are:
Subscribers who were once active (opened or clicked in the past), but havenât engaged in 30â60 days.
Theyâre not cold yet, but theyâre 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:
âEverything okay?â
âWe noticed youâve been quietâŚâ
âStill want to hear from us?â
Why These Segments Work
Theyâre 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:
â
Higher open rates
â
Higher click-through rates
â
More sales without sending more emails
Why Klaviyo Is My Go-To for Segmentation That Converts
If youâre serious about turning segments into revenue, you need a platform built for exactly that.
Thatâs why I recommend Klaviyo to all my ecommerce clients.

Hereâs what makes it a game-changer:
â
Behavior-Based Segments â Easily target customers based on actions like browsing, adding to cart, or abandoning checkout.
â
Pre-Built Flows â Set up abandoned checkout, winback, and VIP flows without starting from scratch.
â
Deep Shopify Integration â Syncs seamlessly with your store to pull in real-time data you can actually use.
â Predictive Analytics â 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 youâre not using it yet, nowâs the time to give it a serious look.

Ready to Turn Segments into Sales?
If these 4 segments arenât part of your strategy yet, nowâs 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 youâre not segmenting, youâre not selling as much as you could be.
Thatâs 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, Iâm here to help.
Letâs do it together.
Cheers,
Raymond Chen
Founder & CEO, 11 Agency
Want to Master Email Marketing? Letâs Do This.
If this sounds like a lot to manage, donât worry, Iâve got you covered.
Thereâs a lot that goes into building a high-converting email strategy.
If youâre serious about optimizing your email marketing, letâs talk.
Hereâs what we can do:
â Done-for-You Email Strategy: If youâre ready to scale but donât have the time, weâll build out a full email system that maximizes your revenue. You can book a call with me here.
â 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
đş Double Your Ecommerce Sales in 6 Minutes
Give me 6 minutes, and Iâll show you how to 2x your ecommerce brandâs sales using one powerful tool: Klaviyo. Whether youâre new to ecommerce or ready to scale, this video covers:
â
How to build a high-converting email funnel
â
Secrets to a revenue-driving email strategy
â
Real email deliverability tips that actually work
đ Watch now:
đ 10 Email Segmentation Best Practices
Want better targeting and higher conversions? Iâve broken down 10 segmentation tips with real examples to help you personalize smarter and drive more sales.
đ Read now: 10 Email Segmentation Best Practices
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