You segment or nah?

Welcome to This Week's Email Breakdown

Estimated Read Time: 4 minutes

Hey there,

Hope you're crushing it on this beautiful post-OKC championship Monday . 

Got some spicy stuff for you today, including a case study that'll make you rethink everything about email segmentation.

In this newsletter:

• How one brand makes $0.598 per email recipient (insane numbers)

• The segmentation strategy that's printing money

• Why most brands are leaving 6-figures on the table

• Quick actionable tip you can implement today

Let's dive in.

💡 Actionable Tip of the Day

Stop sending the same flow emails to everyone. 

I don't care if you have 500 subscribers or 50,000. If you're blasting the same message to your entire list, you're literally throwing money away.

Here's what to do instead:

• Create separate flows for different product categories

• Segment by browsing behavior (what pages they visited)

• Use different messaging for men vs. women (if applicable)

• Target based on cart value ($50+ buyers vs. under $50

🎯 Deep Dive: The $0K Email Secret

Alright, let's talk about money.

I just pulled data from one of our sunglasses clients.

$0.598 revenue per email recipient.

Think about that for a second. If you have 10,000 subscribers, that's $5,980 every time you send a flow sequence. Scale that to 100,000 people and you're looking at almost $60K.

Most brands are lucky to get $0.10 per recipient.

So what's the secret?

They stopped treating their list like one big blob of people.

Here's what we did:

Someone browsing men's aviators gets completely different emails than someone looking at women's cat-eye frames.

The Segmentation Strategy

1. Style Preferences We track what product pages people visit and create segments based on style preferences. Someone who spent 5 minutes looking at sporty sunglasses gets sporty messaging.

2. Cart Value People who add $200+ items to cart get premium messaging with higher-end product recommendations. People with $50 carts get budget-friendly angles.

3. Gender-Specific Messaging Obvious but ignored by most brands. Men and women shop differently, talk differently, and respond to different pain points.

4. Purchase History First-time browsers get trust-building content. Repeat customers get VIP treatment and early access to new drops.

The Reality Check

Most brands blast everyone with the same "you left something in your cart" email. That's amateur hour.

When you speak directly to what someone was actually shopping for, conversion rates explode.

The abandoned cart email for men's aviators talks about looking confident at the beach. The women's cat-eye email focuses on feeling glamorous and put-together.

Same product category. Completely different messaging. Wildly different results.

How to Implement This

Week 1: Set up basic segments in Klaviyo

• Male vs. Female visitors

• Product category browsers

• Cart value segments ($0-50, $50-100, $100+)

Week 2: Create different email copy for each segment

• Adjust tone, pain points, and product recommendations

• Test different subject lines for each group

Week 3: Analyze and optimize

• See which segments respond best

• Double down on what's working

This isn't rocket science. It's just being intentional about who you're talking to.

Your customers are telling you exactly what they want through their behavior. You just need to listen.

🚀 How I Can Help

Get your email flows audited for free

I'll personally review your welcome series, abandoned cart, and post-purchase flows. Could save you $25-250k in lost revenue. 

Book your audit →

Access our 8-flow guide 

The exact templates we use for our 7-figure clients. Welcome series, abandoned cart, post-purchase – all of it. Free. 

See the guide →

P.S. Shout out to everyone who's been sharing these newsletters. You're the real MVPs.

Talk soon, 

Brenden