Imagine you’re at a crowded bar trying to catch the bartender’s attention for your next drink. You wave your arms, shout, and even try to make eye contact, but they just seem to be ignoring you. Frustrated, you start to wonder if they even see you at all.

As marketers, we often find ourselves in a similar position when trying to connect with our email subscribers. We send out emails, hoping for a response, but sometimes it feels like we’re just shouting into the void. This is where behavioural segmentation comes in, using your subscriber’s actions to inform your email strategy and create a more personalised and engaging experience.

Picture this: you’re browsing through your inbox, deleting the usual spam emails and ignoring the rest, when suddenly one catches your eye. It’s personalised to your tastes and interests, offering you exactly what you’ve been looking for. You open it eagerly, excited to see what’s inside. That’s the power of behavioural segmentation – making your subscribers feel seen and understood.

Subscribers are not all the same – they have different preferences, behaviours, and interests. By analysing their actions, such as what they click on, how often they engage with your emails, and what content they consume, you can tailor your email strategy to meet their specific needs. This not only increases engagement but also builds loyalty and trust with your audience.

So, how can you effectively use behavioural segmentation to inform your email strategy? Let’s dive into a real-life example to illustrate the power of this approach.

### The Tale of Sarah and James: A Story of Personalisation

Sarah and James are both subscribers to a popular online fashion retailer. Sarah loves bold colours, trendy prints, and accessories, while James prefers classic styles, neutral tones, and minimalistic designs. Despite both receiving the same generic emails from the retailer, Sarah finds them uninspiring and irrelevant, while James barely notices them in his inbox.

One day, the retailer decides to implement behavioural segmentation in their email strategy. They start tracking Sarah and James’s browsing history on their website, noting the products they view, the categories they explore, and the items they add to their wishlist. With this data, the retailer creates two distinct segments – one for Sarah and one for James – and customises their email content accordingly.

Sarah now receives emails featuring vibrant outfits, statement accessories, and discounts on her favourite products. She feels like the retailer truly understands her style and preferences, leading her to eagerly open and engage with their emails. James, on the other hand, receives emails showcasing classic wardrobes staples, tailored suits, and timeless accessories. He appreciates the personal touch and starts to pay more attention to the retailer’s messages.

As a result of this tailored approach, both Sarah and James become loyal customers, regularly making purchases and recommending the retailer to their friends. By using behavioural segmentation to adapt their email strategy, the retailer not only increased engagement and conversions but also fostered a deeper connection with their subscribers.

### The Power of Personalisation: A Lesson in Understanding Your Audience

The tale of Sarah and James highlights the importance of understanding your audience and delivering personalised content that resonates with them. By using behavioural segmentation to inform your email strategy, you can create a more meaningful and relevant experience for your subscribers, leading to increased engagement, loyalty, and ultimately, revenue.

So, next time you’re struggling to catch your subscriber’s attention, remember the power of personalisation. Take the time to analyse their actions, preferences, and behaviours, and use this data to tailor your email content accordingly. Your subscribers will thank you for it, one click at a time.