Make it personal: Segmentation and Personalisation in Email Campaigns

Make it personal: Segmentation and Personalisation in Email Campaigns

I am not revealing any secrets here, but personalised email campaigns are a game changer in digital marketing. By using segmentation, you can turn generic messages into targeted communications that truly resonate with your audience. This approach not only increases engagement but also drives conversions. Let’s take a look at how segmentation in marketing automation, especially with the help of tools like Klaviyo, can revolutionise your email marketing strategy.

Why Personalisation is the juice

Receiving an email that feels tailor-made can make all the difference. Personalised emails stand out because they speak directly to the recipient’s needs and interests. According to Campaign Monitor, personalised emails deliver six times higher transaction rates.

It’s not just a nice-to-have, but a necessity for effective email marketing.

Imagine you’re browsing your inbox. Would you rather open a generic marketing email or one that addresses you by name, references your recent purchases, and offers relevant product recommendations? The answer is obvious. Personalisation cuts through the noise.


Segmentation is at the heart of personalised email marketing. It’s about dividing your email list into smaller groups based on specific criteria like demographics, purchases, and browsing habits. That way, you can send targeted messages that speak to each group.

Tools like Klaviyo make segmentation easy and efficient. Klaviyo allows you to create dynamic segments that update automatically based on user behaviour. This ensures that your emails are always relevant and timely.

Consider a scenario: a customer buys a camera from your online store. With Klaviyo, you can automatically add them to a segment that receives emails about camera accessories, photography tips, and upcoming sales on related products. This level of personalisation can significantly boost engagement and sales.

Crafting Compelling Messages

With your segments in place, crafting compelling messages is the next step. Each email should address the recipient by name and include content that speaks to their specific interests and needs. Use data from past interactions to suggest products or services they might love.

So, say a customer has just bought running shoes – you could send them an email with some fresh athletic gear to browse or some tips on how to keep their shoes looking their best. It’s a great way of showing you know what your customers like and value them as customers, and it’ll help you build loyalty.

The bottom line is relevance. If you keep your emails full of useful and relevant content, your audience is more likely to engage with them.

Automating Your Campaigns

Marketing automation tools are a must for managing personalised email campaigns. They let you set up workflows that send the right message to the right person at the right time, saving you time and ensuring consistency. With tools like Klaviyo, this process becomes not only efficient but also incredibly effective.

Klaviyo’s automation features are designed to make complex marketing tasks simple. For instance, setting up a welcome series for new subscribers can be done with just a few clicks. When someone signs up to your mailing list, Klaviyo can automatically send them a personalised welcome email. This first contact is crucial since it sets the tone for your relationship with the new subscriber.

Imagine this: a potential customer subscribes to your newsletter. Immediately, they receive a welcome email that not only thanks them for subscribing but also introduces your brand’s story, values, and what sets you apart from the competition. This email can be followed by another that highlights your best-selling products, complete with stunning visuals and engaging descriptions.

But it doesn’t stop there. Klaviyo lets you keep the conversation going with follow-up emails offering exclusive discounts or inviting subscribers to join your loyalty programme. This automated nurturing process is like having a 24/7 marketing team that works hard to build and maintain customer relationships.

Klaviyo’s powerful automation features let you create complex workflows without needing to know how to code. This accessibility is a game-changer for businesses of all sizes. You can set up triggered emails based on what customers do, like purchases, abandoned carts, or even what they’re looking at online. For example, if a customer adds items to their cart but doesn’t complete the purchase, Klaviyo can automatically send a reminder email with a special offer to encourage them to complete the transaction.

Consider another scenario: a customer purchases a winter jacket from your store. Klaviyo can then trigger a series of follow-up emails suggesting complementary items like gloves, scarves, or hats, along with styling tips and user reviews. This not only enhances the customer’s shopping experience but also increases your chances of additional sales.

Klaviyo also lets you do some pretty advanced segmentation, which means you can create super-targeted campaigns. You can segment your audience based on how engaged they are, what they’ve bought before, or even what they’re into. This means you can send messages that are more likely to get through to each person, which in turn boosts your open and click-through rates.

Klaviyo also integrates with e-commerce platforms like Shopify, Magento, and WooCommerce. This integration lets you use your existing customer data to create more personalised and effective campaigns. You can track customer behaviour across your website and use this data to refine your marketing strategies all the time.

Klaviyo also offers SMS marketing features, so you can reach your customers through multiple channels and make your overall marketing strategy better. You can send a follow-up text message to a customer who hasn’t opened your email, which is a great way to get them to engage.

Klaviyo’s analytics and reporting tools are also really good. They show you what’s working and what needs improvement in your campaign, so you can make informed decisions. You can track things like how many people open your emails, how many click on them, how many people buy something as a result of your emails, and how much money you make from them. This data-driven approach means you can make informed decisions and continuously optimise your marketing efforts.

To sum up, Klaviyo’s powerful automation capabilities, combined with its ease of use and advanced features, make it an indispensable tool for managing personalised email campaigns. Leverage Klaviyo to create workflows that nurture customer relationships, drive engagement and boost conversions. No extensive technical expertise required.

Measuring Success

To make your personalised email campaigns more effective, you need to measure their success. Track open rates, click-through rates, conversion rates, and unsubscribe rates. These metrics show you what’s working and what needs improvement.

Use Google Analytics to track how your audience interacts with your emails. This data helps you refine your strategy and make data-driven decisions.

If you get a high open rate but a low click-through rate, your subject lines are good but the email content needs work.

Personalised email campaigns can help you connect with your audience in new ways. They can help you engage with your customers more and get them to buy more from you. Embrace the power of email personalisation. Make every email you send count.