6 Advanced eCom Email Segmentation Strategies to Test and Tweak

Yeah, segmentation’s been done to death — but not like this! 

You’ve heard it all before: “Segment your audience and watch the sales roll in.” But let’s be honest — basic segmentation isn’t cutting it anymore. 

Customers are smarter, expectations are higher, and competition is tighter — which means generic, cookie-cutter strategies are not enough if you want to keep a good foothold in your niche. 

So, where do you start? 

We’ve curated this list of advanced eCom email segmentation strategies that go beyond the obvious to help match the perfect product marketing to each shopper. 

Let’s jump right in.

1. The "We Know What You’ll Buy Next" Segmentation Strategy 

Predictive analytics is all the rage these days. After all, which business manager wouldn’t want to look into their future revenue before making marketing decisions? 

But it’s not all visual merchandising and PPC campaigns. 

Creating predictive purchase segments for your email could be the turning point you've been waiting for. This means combining historical purchase data with AI email marketing tools (like Klaviyo) that can then predict, based on that data, what customers will likely buy next. 

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You could then group customers by their likely subsequent purchases. After that, take it one step further to ensure they are sorted by buying windows, like seasonal purchases or subscription renewals. 

This would enable you to better target your: 

1. Related products, restock reminders, or renewal emails 
2. Exclusive pre-orders or sneak peeks — for predicted upcoming needs  
3. Bundled promotion emails that pair predicted products with complementary items

What This Could Look Like in Practice

Let’s say you’re an online apparel brand and you use purchase history and AI tools to predict customers’ next likely purchases based on seasonal trends, past orders, and browsing behaviors. Your email marketing could look a little something like this. 

Automated replenishment emails: 

• Shoppers who bought summer dresses last year received an email in early spring with the subject line: "Your Favorite Styles Are Back — and Going Fast!"

Targeted seasonal recommendations:

• A customer who bought a winter jacket and is predicted to shop for knitwear next is sent an email featuring cozy sweaters styled with the same jacket they purchased under the tagline: "Your Winter Wardrobe Isn’t Complete Without These."

Personal upsellers: 

• A customer who purchased yoga leggings six weeks ago (the average time for repeat purchases in activewear) is targeted with an email suggesting matching tops and offering a limited-time discount: "Complete Your Set — Shop Tops Made to Match Your Leggings."

2. The "You Were This Close!" Segmentation Strategy 

The next strategy on our list worth testing factors in hyper-specific behavior. The advantage of segments based on behavior (that factor in real-time adjustments) is that they are a little more future-proof — as the behavior changes, so will your segments adjust. 

The trick is segmenting by micro-behaviors such as clicks on a specific product, abandoned search filters, or time spent on key pages. And then getting super detailed. 

The best way to do this is to prioritize high-intent shoppers and segment them by specific cart values and browsing patterns. This would enable you to send more targeted “time-sensitive offer” emails or leverage progressive profiling. 

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What This Could Look Like in Practice

Let’s say you’re a sports store and you use micro-behavior data to create hyper-specific segments. Your email marketing could look a little something like this.

Targeted “Still interested?” emails:

• A customer clicks on a premium treadmill multiple times but doesn’t add it to their cart. They receive an email titled: "Still Training for the Perfect Treadmill? Get $100 Off This Week Only!" 

Customized product recommendations:

• A shopper searches for men’s trail running shoes in size 11 but leaves without purchasing. A triggered email lands in their inbox, showcasing filtered results under the subject line: "Find Your Perfect Trail Running Shoes — Size 11, Just for You!" The email also features accessories like hydration packs and trail socks.

Bundled offers: 

• A customer browses yoga mats, dumbbells, and resistance bands, totaling $300 in the cart. An email arrives with a curated bundle titled "Your Home Gym Starter Pack — 10% Off Today Only!" 

3. The "Let’s Get Personal" Segmentation Strategy 

There is a chance that you are already using RFM (Recency, Frequency, and Monetary) to segment your email audiences. But are you using this personalization twist? 

This could mean creating email groups of your biggest spenders to offer 1:1 personalized product recommendations. Or using urgency to re-engage very niche-group lapsed buyers. Or automatically nurturing new shoppers with highly targeted education on how they can use or care for their products. Here’s an example from Dossier. 

Adding a twist to RFM strategies means leveraging additional customer data, such as browsing history, preferred categories, or seasonal trends, to match shopping behavior to personal preferences. 

What This Could Look Like in Practice

Let’s say you’re an online electronics retailer and you use RFM data with a personalization twist to engage your audience based on their shopping habits. Your email marketing could look a little something like this.

Exclusive VIP offers:

• Your top 10% of spenders receive an email with the subject line: "Your Loyalty Deserves More — 15% Off Your Favorite Gadgets!" Inside, it features tailored product recommendations based on their previous high-value purchases.

Reactivation campaigns: 

• A customer who hasn’t purchased in six months gets a time-sensitive email: "We miss you! Here’s $20 to spend on the items you love." The email highlights products similar to their past purchases.

New customer nurturing flows:

• A first-time shopper of a smart home device gets an educational email series. The first email is titled: "Your Smart Home, Smarter — How to Set Up [Product Name]" and includes a link to a how-to video. The next email offers accessories like wall mounts or additional sensors with the tagline: "Complete Your Setup and Save 10%!" 

4. The "Last-Round Bell" Segmentation Strategy 

The next advanced email segmentation strategy combines real-time inventory alerts with geolocation data to create dynamic segments. 

First, you would need to segment your shoppers by geolocation and then factor in their purchase or browsing behavior. Then, you want to match them to dynamic email campaigns relevant to their specific needs and the area where they live. This is very handy when you factor in regional trends or weather conditions. 

What This Could Look Like in Practice

Let’s say you’re an online pet supply store using the “last-round bell” strategy. Your email marketing could look a little something like this.

Weather-based product recommendations:

• There is an incoming snowstorm in a shopper’s area, and they receive an email with the subject line: "Winter Is Here — Keep [Pet Name] Cozy with These Must-Haves!"  

Low-stock alerts:

• A shopper who browsed summer gear for dogs receives a notification email: "Only five left near you — order now before they're gone!"

Flash sales on local favorites:

• A customer who previously bought organic dog treats receives a time-sensitive email highlighting their most-purchased brand of treats, now 20% off for their city.

5. The "Give Your Fans the Floor" Segmentation Strategy 

Another way you can segment your email lists is by separating bigger groups based on social engagement, reviews, social shares, or referrals. 

By creating groups like loyal advocates, top reviewers, or frequent sharers, you can send personalized emails highlighting user-generated content (UGC), showcase top-rated products, and offer exclusive rewards to strengthen engagement and loyalty.

What This Could Look Like in Practice

Let’s say you’re an online beauty products store and you segment your email list based on social proof, such as reviews, social media shares, and referrals. Your email marketing could look a little something like this.

Top reviewer campaigns: 

• A loyal shopper who reviews products gets an email with the subject line: "Your Voice Matters — Thank You for Sharing!" The email features their most-reviewed product category (e.g., skincare) with a 20% discount code as a thank you. It also invites them to preview a new product with early access perks before launch.

Social advocate rewards: 

• A customer who tags your brand in an Instagram post showcasing your lipsticks receives an email titled "You’re a Star — See Your Post Featured!" The email includes the customer's shared photo, thanks them for supporting the brand, and offers a small reward, such as a free product sample with their next purchase.

Top referrers reach-outs: 

• A customer who referred two friends through your referral program gets an email with the subject line: "You’ve Earned $20 Off — Let’s Celebrate!" The email highlights their referrals, encourages them to refer more people for additional rewards, and offers a personalized coupon code for their next purchase.

6. The "Profit-Driven Merchandising" Segmentation Strategy 

Last, but not least, it’s our signature profit-driven merchandising strategy!

This strategy goes beyond essential personalization by combining shopper behavior (preferences and past purchases) with inventory insights (profit margins and stock levels). 

The result? 

Segments that are tailored to both customer needs and your business goals — like maximizing profitability or moving excess inventory. 

Here’s how you would go about it: 

1. First, group customers based on individual behaviors (e.g., frequent buyers, high spenders) and match them with the most relevant and profitable products.
2. Then, create specific email lists based on inventory priorities, such as promoting slow-moving stock to budget shoppers or highlighting high-margin products for VIP customers.
3. Then, use Kimonix to ensure that email product recommendations are dynamically personalized in real-time, factoring in multiple parameters, including retail metrics and 1:1 personalization, to send hyper-personalized, profit-focused email recommendations. 

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The advantage of using our AMS (AI merchandising system) is that your segments will be automatically updated based on inventory changes, ensuring your campaigns stay relevant and profitable without manual effort. 

And they are not the only ones. Alembika saw a 29% increase in conversion and 88X ROI from personalized email product recommendations based on profit-driven merchandising. 

What This Could Look Like in Practice

Let’s say you are a home decor store. Here is what your email marketing may look like using this strategy. 

High-margin product recommendations:

• A VIP customer who frequently purchases premium furniture receives an email with the subject line: "Handpicked for Your Home — Exclusive Luxe Finds!" The email features high-margin products from their favorite category (e.g., modern sofas), personalized to their browsing history, with a limited-time offer to encourage urgency.

Budget shopper campaigns: 

• A budget-conscious shopper who previously bought discounted home accessories gets an email titled: "Budget-Friendly Finds — Perfect for Your Space!" The email highlights slow-moving inventory like decorative pillows and rugs, curated based on their past purchases and preferences, with a “Buy 2, Get 1 Free” promotion to incentivize a larger order.

Cross-sell promotions: 

• A shopper who recently bought a dining table is segmented for a cross-sell email titled: "Complete the Look — Shop Dining Accessories!" The email includes curated product recommendations like table runners, centerpiece decor, and chairs that match their recent purchase, prioritizing items with high profitability and low stock.

And That’s a Wrap 

There you have it: 6 advanced email segmentation strategies worth testing this year! Let’s quickly recap the list: 

1. The "We Know What You’ll Buy Next" Segmentation Strategy 
2. The "You Were This Close!" Segmentation Strategy 
3. The "Let’s Get Personal" Segmentation Strategy 
4. The "Last-Round Bell" Segmentation Strategy 
5. The "Give Your Fans the Floor" Segmentation Strategy 
6. The "Profit-Driven Merchandising" Segmentation Strategy

Whichever you go with, remember to start small and to A/B test before making significant strategy changes. And, as always, if you have merchandising and product recommendations questions, our online chat is always open. 

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