Why segmentation alone doesn’t drive results
Segmentation is meant to help you differentiate your audience into relevant groups based on their engagement and behaviors, but segmentation alone doesn't drive results. Without tailoring your content to your segments, your campaigns become little more than noise in an already crowded inbox.
Different behaviors require different messaging, so just like you wouldn’t send a first-time window shopper the same message as a loyal, high-value repeat customer, different behaviors signal different needs and intent. Your messaging needs to adapt accordingly if you want to drive engagement and conversions.
Put custom segments into practice
In the previous lesson, Eastie built custom segments based on different customer behaviors and business goals. Explore the gallery below to see how Eastie tailors its content, visuals, channels, and calls to action for each segment.
High-value promotion
To increase sales for the Meridian running shoe, Eastie sends an email to a segment of subscribed customers who have already browsed or purchased similar products priced above $100.
The email highlights performance benefits, customer reviews, and product imagery that reinforces the shoe's value. Because these customers have already shown interest in higher-priced products, the message focuses on helping them make their next purchase decision.
- Content focus: What makes the Meridian running shoe worth the investment, reviews, and social proof
- Visuals: Detailed product and lifestyle imagery that highlights the quality and features of the Meridian shoe
- CTA: See why runners choose Meridian
In-store promotion during off-peak hours
To help increase foot traffic during slower store hours, Eastie sends a text message promoting a limited-time in-store offer to customers who live near one of their retail locations and have recently engaged with text messages.
The message highlights the benefits of shopping in-store, including personalized recommendations, expert fitting assistance, and access to knowledgeable staff who understand the needs of runners. To encourage immediate action, the offer is only available for a limited time and expires at the end of the week.
- Content focus: The benefits of getting expert guidance and personalized recommendations in-store
- Visuals: An image of a customer receiving one-on-one fitting assistance to reinforce the value of the in-store experience
- CTA: Find your perfect fit
Subscription win-back campaign
To better understand why customers cancel their subscriptions, Eastie sends an email to customers who recently canceled their running sock subscription but are still engaging with marketing messages.
The email asks customers to share feedback about their experience and why they chose to cancel. To encourage participation, Eastie offers customers a discount if they decide to restart their subscription after completing the survey. By collecting feedback from engaged former subscribers, Eastie can identify common reasons for churn while creating an opportunity to win back customers who may be open to returning.
- Content focus: A request for honest feedback about the subscription experience, and an opportunity to return to the subscription
- Visuals: Images of the running sock subscription package to remind customers of the product they're providing feedback on
- CTA: Help us improve
Best practices for tailoring content to segments
Now that you've seen a few example use cases, keep these additional content best practices in mind as you build your own messaging. Expand the dropdowns below for more helpful recommendations.
Match messaging and visuals to segment behavior
Start with the behavior that defines the segment, then align your messaging and visuals to that intent. When your content reflects what customers have done or shown interest in, it feels more relevant and drives stronger engagement.
For example, someone who recently purchased might receive a cross sell message that encourages their next purchase, while someone who only browsed might see content that highlights product benefits, customer reviews, or a limited-time offer to encourage a purchase.
Remember to use visuals that reinforce the customer's intent. For example, a browse abandonment message should feature the product they viewed, while a cross-sell campaign could highlight complementary products.
Use behavior-based hooks
Start your message by referencing the action that placed someone in the segment. This immediately shows relevance and signals why the message matters to them.
For example, you might use dynamic variables to reference what a customer recently browsed, abandoned, or purchased. A message could begin with, "We saw you were looking at {{ product_name }}. Here's why it's right for you," or "Based on your recent purchase, we think you'll love {{ product_name }}." These types of hooks immediately connect the message to the customer's behavior and guide what they should do next.
Write strong calls to action (CTAs) that state the specific action you want
Make it clear what you want the customer to do next. A strong CTA removes ambiguity and guides the next step.
For example, instead of vague CTAs like “Learn more” or “Click here” use something specific like “Find your perfect fit,” “Complete your purchase,” or “Leave a review” based on the customer’s behavior and where they are in the customer journey. That way, they know exactly what you want them to do next.
Choose the right channel for urgency and depth
Match your channel to how quickly you want the customer to act and how much context they need. Short, time-sensitive messages work best in channels like text (SMS, MMS, RCS), WhatsApp, or push, while more detailed content is better suited for email, since you have more real estate to work with.
For example, a limited-time offer might be sent via text message to prompt immediate action, while a product announcement or educational message would be more effective in email.