Email Segmentation Strategies to Optimise your E-Commerce Sales

Anyone working with e-commerce will know that the biggest challenges are traffic acquisition and consequently, conversion.

Email marketing is one of the most efficient ways to attract clients to your e-commerce store, is low cost and gives an excellent ROI. This is why it has become one of the best sales channels for e-commerce stores.  Some online stores state that the channel accounts for 20% of their turnover.

This article aims to show some tips for maximising sales through email marketing, using efficient segmentation.

Segmentation: What is it?

When we talk about segmentation in email marketing, we refer to directing your product straight to the target market defined in your strategy. Once you´ve defined this market, it becomes easier to achieve certain goals, such as increasing sales.

If your segmentation is general, without defining sex, age, location and preferences, you will eventually reach people that are not interested in your product or content. Segmentation is therefore essential for reaching the right market and to stimulate sales.

How do I build efficient segmentation?

It’s essential to understand your target market before starting to build efficient segmentation, because within that there are countless variations of age, gender, preferences, among others.

Collecting data in your online store and then integrating it with an efficient tool like E-goi is crucial, in order to manage and separate this data for various types of segmentation.

Email Segmentation for your E-Commerce

Examples of information that can be captured in your e-commerce store:

  • # Client registration
  • # Browsing behaviour
  • # Categories of products purchased
  • # Shopping cart abandonment
  • # Purchase history

Segmentation should be based on the information collected. Using this information, you can communicate with clients, for example, that have bought products which are related to another, and that showed interest in this category through their browsing habits.

Another very simple example: imagine that your e-commerce store sells products to men and women, and your feminine product range is the largest. To send men a barrage of emails featuring the feminine range would be fairly pointless. Many men will probably end up unsubscribing as they wouldn’t find the content relevant.

Email Segmentation for your E-Commerce

Some examples of how to segment

By stage of buying process

Some clients could be in the research and consideration process for a certain product category, while others could be existing clients who are already thinking about their next purchase.


Each client has needs and interests in relation to your products. They can therefore be analysed accordingly, based on their buying profile and browsing behaviour, and then encouraged to finalise the purchase based on these criteria.


In your online store, there are clients who are more active and are open to receive information, as well as a group of inactive and disinterested people.

If you take advantage of this information, you can send automated messages based on their behaviour. You can then reach qualified leads and achieve a higher conversion rate.


Once you have mapped the customer journey and gathered data from your online store, you can then create a range of segments for sending personalised emails. According to research performed by Forrester, segmented and automated email campaigns can produce a fourfold increase in turnover.

So make the most of it, learn more about E-goi and its integrations, and apply these segmentation strategies in your e-commerce store. Remember that E-goi has an easily installable plug-in for Magento online stores.

Got any other idea triggers for email marketing, based on consumer behaviour in your online store?

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