5 Email Marketing Segmentation Mistakes (and How to Fix Them)

Let’s face it - segmentation can be tricky. Even seasoned marketers trip up occasionally (hello Smart Send 👀). Whether you’re over-complicating things or oversimplifying, these common pitfalls can sneak up on anyone. Here’s a quick guide to 5 mistakes to avoid and what to do instead.

1. Oversegmenting: Don’t Go Too Niche
Ever created a tiny, hyper-specific segment thinking it’s the key to personalisation? It’s tempting, but you could be shooting yourself in the foot.

👉 The problem: You’ve got groups so small they don’t really make an impact. For example, only targeting people who bought in the last three months leaves everyone else out.

💡 The fix: Go broader. During big promotions, include subscribers who haven’t engaged in a while. Yes, exclude those who are totally disengaged, but don’t forget about those who just need a little nudge.

2. Undersegmenting (aka Batch-and-Blast)
On the flip side, sending the same email to everyone is a recipe for disaster.

👉 The problem: Irrelevant emails lead to unsubscribes, low open rates, and can tank your deliverability score.

💡 The fix: Get smart with your segments. Focus on behaviour like purchase history or interests. For example, if you’re running a Christmas sale, create tailored emails for customers interested in specific products or categories.

3. Not Excluding Key Groups
Segmentation isn’t just about targeting the right people - it’s also about knowing who not to target.

👉 The problem: Annoyed recent buyers, frustrated customers with unresolved issues, and soft-bounced subscribers all hurt your brand’s reputation.

💡 The fix: Use exclusion rules. For instance, avoid emailing recent buyers for 7 days post-purchase. Small tweaks, big difference.

4. Collecting Data But Not Using It
Asking for customer preferences and then ignoring them? It’s a one-way ticket to losing trust.

👉 The problem: Subscribers who feel unheard are unlikely to stick around. If someone told you they’re interested in women’s fashion, why would you send them an email about men’s jeans?

💡 The fix: Use the data! Platforms like Klaviyo can help you personalise emails based on preferences. Make it about them - it’s worth the effort.

5. Sending to Recent Purchasers
There’s nothing more annoying than receiving an email promoting something you just bought.

👉 The problem: It looks careless and unthoughtful. Plus, it’s a wasted email.

💡 The fix: Focus on post-purchase love. Thank them, share product tips, how to style, how to wash, or suggest complementary items. Build loyalty instead of frustration.

For help with your email marketing - get in touch!