🚀5 Segmentation Secrets for Powerful Email Deliverability

Hey, Raymond here.

Last time, we talked about how Farm Field Table increased revenue by 503% just by optimizing their email frequency. 

Pretty wild, right?

Today, let’s tackle another major factor that can make or break your email success—segmentation.

Here’s the truth: If your emails don’t land in the inbox, they don’t exist. 

No one reads them, no one clicks, and you’re basically throwing marketing dollars down the drain.

Email deliverability isn’t just about avoiding the spam folder. 

It’s about making sure inbox providers (like Gmail, Yahoo, and Outlook) see your emails as valuable—not junk. 

And one of the best ways to do that? 

Smart segmentation.

Why Do So Many Email Marketers Struggle with Segmentation?

I can’t tell you how many brands I’ve seen just blasting emails into the void, wondering why no one’s opening them.

The culprit? Zero segmentation.

No wonder marketers are still swapping war stories on Quora, Reddit, and HubSpot, trying to crack the code.

The good news? 

You don’t have to keep guessing. 

These 5 segmentation strategies will help you dodge the spam folder and keep your emails right where they belong—front and center in the inbox.

1️⃣ Engagement-Based Segmentation: Send Your Emails to People Who Actually Care

I’ve learned that not all subscribers deserve the same treatment. 

Here’s how I break them down:

• Highly Engaged: These are your ride-or-dies. They open, click, and love your content. Keep them happy with exclusive perks and VIP treatment.

• Moderately Engaged: They interact sometimes but need a little push. Test subject lines, offer small incentives, or switch up your content.

• Inactive: Haven’t clicked in months? Stop sending them the same stuff. Try a win-back campaign or remove them to protect your sender reputation.

If someone hasn’t opened in 90 days, I don’t just keep sending them emails and hoping for the best. 

I either re-engage or remove—simple as that.

2️⃣ Purchase Behavior Segmentation: Send the Right Offers to the Right People

Not all subscribers is at the same stage in their buying journey. 

Sending the same email to a first-time visitor and a loyal VIP customer? 

That’s like treating every restaurant guest like it’s their first visit—awkward and impersonal.

Here’s how I segment based on purchasing behavior:

• First-Time Buyers: Welcome them with product guides, helpful content, and maybe a small incentive to buy again.

• Repeat Customers: Reward loyalty with exclusive perks, early access to sales, or behind-the-scenes content.

• High Spenders: Treat them like VIPs with personalized recommendations, priority access, and white-glove service.

• Cart Abandoners: Send a well-timed reminder with social proof (like reviews) or a limited-time discount to nudge them back.

3️⃣ Send Domain-Specific Campaigns: Optimize for Different Email Providers

Gmail, Yahoo, Outlook, and corporate domains all have different rules when it comes to filtering emails.

• Gmail/Yahoo/Hotmail users: Engagement matters the most. If your emails get ignored, they’ll start getting filtered out.

• Corporate emails (@company.com): Business inboxes often have strict spam filters. Keep your emails concise, limit images and links, and avoid spammy words like “FREE” or “LIMITED TIME.”

If I notice corporate domains struggling with open rates, I test dedicated sending IPs or authenticated domains to build trust.

4️⃣ Geographic Segmentation: Sending Emails at the Right Time is Everything

Ever sent an email at 2 AM and wondered why engagement sucked? Yeah, same.

Sending emails at the wrong time kills results.

If someone in California and someone in London get your email at the same time, one of them is probably getting it at the wrong moment.

 Here’s how I fix it:

• Time zone-based sends: Make sure emails arrive at the right moment for each region.

• Weather-based triggers: Promote products based on local weather (think winter gear for snowy areas).

• Localized promotions: Adjust messaging for different regions—people in New York and Sydney shouldn’t get the same deals at the same time.

5️⃣ List Hygiene: Keep Your List Squeaky Clean

A bloated, outdated list kills your deliverability. 

If you’re sending to dead addresses or unengaged subscribers, inbox providers start assuming your emails aren’t valuable.

Here’s what I do to keep my list healthy:

• Remove unengaged subscribers every six months. Higher engagement = better deliverability.

• Verify emails before sending to cut down on bounces.

• Use double opt-in so only people who actually want emails get them.

My Pro Tip: Tools like ZeroBounce or NeverBounce help clean lists and keep deliverability strong.

What It All Comes Down To

Good email deliverability isn’t magic—it’s about sending the right messages to the right people at the right time.

If your emails aren’t landing in the inbox, segmentation could be the missing piece. 

Fine-tune your strategy, and you’ll not only improve deliverability but also drive better engagement, higher conversions, and stronger customer relationships.

Need help dialing in your segmentation strategy? 

Let’s chat!

Cheers,
Raymond Chen
Founder & CEO, 11 Agency

Let’s Make This Work for You

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 Resources to Help You Win at Email Marketing

If you’re up about boosting your email game, I’ve got a few more gems for you:

📺 Check Out My First YouTube Video!

Struggling with emails landing in spam? In my very first YouTube video, I break down how to fix emails going to spam—fast. This step-by-step tutorial covers everything you need to know to get your emails back in the inbox where they belong. 👉 Watch it here!

📝 Read my blog: 10 Email Segmentation Best Practices: Definition and Examples

Not sure if you’re segmenting your emails the right way? 

You’re not alone—I’ve seen so many brands struggle with this until they see the impact firsthand. I’ve helped businesses fine-tune their segmentation, boost engagement, and drive real revenue. 

Want to see how it’s done? I break it all down in my blog with best practices and real examples. 👉 Read it here!

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