The Power of Email Segmentation: How to Target Your Shopify Customers Effectively

Email segmentation is a game-changer for Shopify store owners looking to improve engagement, increase conversions, and maximise revenue. According to the latest research, segmented email campaigns achieve 50% higher click-through rates than non-segmented ones, and Shopify businesses leveraging email segmentation see an increase of 760% in email revenue. With an average ROI of £42 for every £1 spent on email marketing, using advanced customer segmentation strategies for your email marketing campaigns is essential for driving success in 2025.

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1. Why Email Segmentation Matters

2. Effective Shopify Email Segmentation Strategies

3. Examples of Effective Email Segmentation Campaigns

4. Best Practices for Email Segmentation

5. Conclusion

1. Why Email Segmentation Matters

Consumers today expect highly personalised and relevant emails. Generic email blasts no longer work—targeted messaging leads to better customer engagement, stronger relationships, and higher sales. By implementing Shopify email segmentation, businesses can:

Improve customer engagement and open rates
Boost conversion rates with personalised content
Reduce unsubscribe rates by sending relevant offers
Increase customer lifetime value and retention

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2. Effective Shopify Email Segmentation Strategies

1. Segment by Purchase History

75% of consumers expect brands to send personalised offers based on past purchases. By analysing customer purchase history, businesses can:

Reward loyal customers with VIP discounts
Send targeted product recommendations
Create automated Klaviyo segmentation workflows for cross-selling

Example: A Shopify store selling fitness gear can send an email recommending protein supplements to customers who previously bought workout equipment.

2. Segment by Customer Behaviour

Understanding how customers interact with your Shopify store is crucial for improving email engagement. 68% of online shoppers abandon their carts, and using customer segmentation based on behaviour allows for targeted retargeting campaigns:

Abandoned cart emails to recover lost sales
Browse abandonment emails to re-engage visitors
Win-back campaigns for inactive subscribers

3. Segment by Demographics

Tailoring emails based on age, gender, location, and interests helps businesses send hyper-personalised messages. According to Salesforce, 47% of consumers expect brands to tailor content based on location.

Send location-based promotions
Adjust messaging for different age groups
Personalise email send time for different time zones

4. Segment by Engagement Level

Not all subscribers engage at the same level. Using customer segmentation, businesses can create lists for:

Highly engaged users – send exclusive offers
Inactive subscribers – re-engagement discounts
New subscribers – welcome sequences with personalised incentives

Example: An email marketing agency can send advanced marketing guides to highly engaged subscribers and special offers to those who haven’t opened emails in a while.

5. Segment by Customer Preferences

Giving customers the power to choose their preferred email content improves engagement. Brands that offer email preference centres see a 40% increase in engagement.

Allow customers to select product categories they’re interested in
Offer frequency control to reduce unsubscribe rates

3. Examples of Effective Email Segmentation Campaigns

Klaviyo Segmentation for Repeat Buyers - Shopify brands using Klaviyo can create automated flows targeting repeat customers with personalised product recommendations.

CRM Agency-Driven Customer Retargeting - A CRM agency can help segment customers based on browsing history and deliver tailored campaigns that increase conversion rates.

VIP Customer Loyalty Emails - Reward high-spending customers with early access to sales and exclusive discounts.

4. Best Practices for Email Segmentation

Use an advanced email marketing agency – Work with Klaviyo partners like 8th Dial to build data-driven email automation.

Leverage Shopify email segmentation tools – Shopify-integrated platforms like Klaviyo and Mailchimp streamline segmentation.

Monitor analytics – Continuously track and refine email performance to improve engagement and ROI.

Conclusion

Email segmentation is no longer optional—it’s essential for improving customer engagement and driving sales. By implementing email segmentation strategies, businesses can send highly targeted and personalised emails that improve conversions and customer retention.

At 8th Dial, we specialise in Shopify email segmentation and advanced email marketing strategies. As Klaviyo partners, we help brands build highly optimised email campaigns that drive sales. Get in touch today to see how we can help you maximise your email marketing potential!