When I first started building an email list, I treated it like one big bucket.
Everyone got the same emails. Didn’t matter if they signed up for a discount code or downloaded an ebook, I blasted them all with the same content and hoped for the best.
And it worked… kind of. I’d get a few clicks here and there. But conversions? Meh. Then the unsubscribes started rolling in. People were bored, confused, or just didn’t feel like I was talking to them anymore. That’s when I realized I was doing it all wrong.
Enter: segmentation.
More specifically, automated segmentation.
Let me tell you, once I set up automated tags and smart segments, things clicked. My open rates went up. People replied to my emails. And the best part? I wasn’t manually sorting anyone. It was all happening in the background.
Here’s exactly how I segment my list with automation and how you can too.
Start with Why: Segmentation Isn’t Just Fancy Marketing
Look, I used to think segmentation was only for big companies or tech wizards. Turns out, it’s just a smarter way to talk to people based on what they care about.
For example, if someone signed up for my “content calendar” freebie, they probably want help with planning. Someone who bought my SEO course? They’re at a different stage. It makes no sense to send them the same emails.
Segmentation is how you keep your emails relevant, without writing 12 different newsletters a week.
Step 1: Tag People at the Entry Point
This was a game-changer for me. Every opt-in form or lead magnet I create now automatically tags people based on the content they came through.
Using ConvertKit and MailerLite, I add tags like:
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“Downloaded_Content_Calendar”
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“Opted_Into_Podcast_Tips”
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“Joined_from_Webinar_March”
That way, I immediately know what someone’s interested in and I don’t have to guess.
Pro tip: If you’re using a form builder like Thrive or Typeform, make sure it connects to your ESP and passes those tags through. Most do with just a few clicks.
Step 2: Trigger Automations Based on Behavior
I geek out over this stuff now. Someone clicks a link about email marketing? They get added to an “Interested in Email Strategy” segment. Someone views my pricing page twice? That triggers a “warm lead” tag.
Most email platforms like ActiveCampaign, ConvertKit, and even Mailchimp now let you set this up with “if/then” automations. No coding, no crazy logic — just smart paths based on clicks, views, or purchases.
You can even automate different email sequences based on what links they click. For real.
Step 3: Segment by Engagement Level
This is the one that helped me clean up my list and improve deliverability.
I set up a rule that automatically tags subscribers as:
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Highly Engaged (opened/clicked in last 30 days)
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Warm (opened in last 60 days)
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Cold (no activity for 90+ days)
Cold subscribers get a re-engagement sequence. If they don’t respond? I archive or remove them.
This helps me stop wasting time on people who aren’t opening, and it tells Gmail and Outlook that I send legit, wanted content — which helps keep my emails out of spam folders.
Step 4: Segment by Customer Status
I always tag buyers. Whether it’s a $10 ebook or a $300 course — every transaction tags the subscriber as a customer.
Then, I create segments like:
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“All Customers”
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“Repeat Buyers”
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“Non-Buyers”
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“Abandoned Cart”
This way, I’m not pitching someone a product they already own — and I can upsell or reward loyal buyers with better offers. This one move boosted my repeat sales by like 20% in one quarter. No joke.
Step 5: Use Custom Fields to Dig Deeper
Once I got the hang of basic tags, I started collecting more info — but without being invasive.
For example, I ask a fun question in my welcome email like: “Which best describes you?”
And they click:
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Just starting out
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Been at it a while
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Running a team
Each click updates their custom field. Now I can personalize my advice, case studies, and even course recommendations. And again, all automated.
Step 6: Automate Segment Cleanup
If you’re not careful, tags can get messy. I learned that the hard way. One time I had people tagged both as “cold lead” and “VIP buyer” — awkward.
Now, I run monthly automations that check for conflicting tags and clean up old ones. Some platforms like Drip and HubSpot do this automatically. Others, you’ll need to create logic flows. Either way, it saves you from sending the wrong message to the wrong people.
Final Thought
Automated segmentation isn’t about being fancy. It’s about being smart. You’re not just blasting people anymore — you’re building real relationships by sending the right message at the right time.
It takes a little time to set up. But once it’s rolling? Your email list becomes this living, breathing system that works 24/7. Mine sends personalized emails, re-engagement campaigns, product offers, and onboarding sequences. All while I’m off living life (or binge-watching baking shows).
Start small. Tag based on opt-in. Then grow from there.
