Good morning, Chase and Jimmy here.

Here's what we see constantly: brands with thousands of subscribers sending the exact same email to everyone. New customers get the same message as VIP buyers. People in Florida get the same winter coat promo as people in Minnesota.

The result? Mediocre open rates, disappointed customers, and a lot of wasted sends.

Segmentation fixes this. It's not complicated data science or advanced automation. It's just common sense: different people need different messages.

This morning, we're covering 5 basic segments that every brand should be using. From new vs. returning subscribers to simple behavioral triggers, these are the foundational splits that immediately improve your email performance.

Also inside:

✔️ What’s your email marketing really worth?
✔️ Not Your Average “Name Tag and Coffee” Conference
✔️ Knowledge Drop: 3 Steps to spark urgency without touching your margins
✔️ DTC Wins: BRĒZ closes on their biggest month to date

Let’s get into it 👇

💸 What’s your email marketing really worth?

You hear stats like “$42 for every $1 spent” - but do you know your number?

Whether you’re aiming to beat benchmarks or prove value to your boss, this guide breaks down how to calculate and improve your ROI. Packed with real examples, a plug-and-play calculator, and tips to help every email hit harder.

What's inside:

• How to calculate your email marketing ROI (with the formula + calculator)

• What actually affects your ROI - from segmentation to CTAs

• Real-world data: Omnisend users are averaging $68 for every $1 spent

• How to turn automation and omnichannel into ROI multipliers

The Beginner’s Guide to Basic Segmentation (With 5 Easy Ones)

You’ve probably heard this before: “Send the right message to the right person at the right time.”

Well, segmentation is how you actually do that.

And the best part? You don’t need to build 25 dynamic flows or hire a data analyst. You just need to stop treating your entire list like one person.

Here are 5 simple segments every eCommerce brand should start with.

But first…

What Is Email Segmentation?

Segmentation is when you split your list into smaller groups – based on things like behavior, location, or engagement – so you can send more relevant emails.

Instead of blasting everyone the same message, you’re giving each group something they actually want to open, read, and click.

Most email service providers (ESPs) let you create segments. The trick is knowing which segments to build first. We recommend starting with the five below.

1. New vs. Returning Subscribers

First-timers need a welcome. Regulars need value.

Someone who just joined your list has zero context. Give them an intro, a reason to trust you, and a little nudge to buy.

Someone who’s been around? They’ve seen the brand, maybe even placed an order. Give them a good reason to stay on your list.

Here’s what to send:

• New subscribers: Welcome flow, brand story, top products, first-timer discount

• Returning subscribers: Early access to new drops, loyalty perks, exclusive bundles

Most ESPs let you trigger welcome emails automatically to new subscribers. You can also create segments based on signup date or flow completion.

2. Age & Gender Segments

You don’t need a full profile. Just a few basics can go a long way.

Age and gender help you shape messaging and product recs in a way that feels relevant. Consider this:

• A 22-year-old and a 58-year-old won’t respond to the same urgency, style, or language. Tailor your tone and offers based on life stage.

• If your product mix skews obviously male or female, segment accordingly. Think tone, product selection, and visuals (without overdoing the stereotypes).

Here’s what to send:

• Bold, trend-focused picks for younger shoppers

• Utility or quality-driven messaging for older customers

• Gender-based product suggestions where relevant

3. Location-Based Segments

Where someone lives affects everything, from the holidays they celebrate to when they expect their order to arrive.

Segment by country, state, or region to make your timing, promos, and language more accurate and useful.

Here’s what to send:

• Weather-specific product promos (e.g. winter jackets for cold climates)

• Holiday campaigns aligned with local calendars

• Shipping deadline reminders based on regional delivery timelines

Pro tip: If you're missing location data, start collecting it through popups, account settings, or even just shipping address sync from your eCommerce platform.

4. Engagement-Based Segmentation

This one’s about sending the right volume and tone to the right people, based on how engaged they are. If someone hasn’t opened your last several emails, take a hint.

For example, break your list into:

• Active subscribers: Opened or clicked in the last 30 days

• Inactive subscribers: No interaction in 60–90+ days

Here’s what to send:

• Actives: Product drops, loyalty perks, bundle recs

• Inactives: “Still interested?” campaigns, win-back discounts, or opt-down options

Pro tip: Keep an eye on open vs. click behavior. Someone might not open often, but when they do, they buy. That person belongs in the “worth saving” segment.

5. Behavioral Segmentation

At its simplest, behavioral segmentation means grouping people by how they interact with your emails, website, or products.

You don’t need AI for this. Just pay attention to what people do.

Here’s what’s easy to track (and useful):

• Purchase history

• Browsing behavior

• Email clicks

Behavior is often more honest than preferences. What someone does is a better predictor than what they say. Use that to send content that feels natural, timely, and helpful.

Here’s what to send:

• Product-specific recommendations

• Abandoned browse campaigns

• Follow-up content based on last purchase (e.g. how-to, upsell, refill reminder)

Pro tip: Many ESPs now auto-track site behavior or sync with your eCommerce platform. Use that data (even if it’s just “viewed this category”) to personalize the next send.

What You Can Do This Week

You don’t need to set all this up at once. Start small.

1. Pick one segment from the list above.

2. Create a mini campaign for that segment only.

3. Watch the results. We guarantee your open and click-through rates will improve compared to your usual blast!

Not Your Average “Name Tag and Coffee” Conference

On Sept 22–23, Commerce Roundtable takes over the San Diego waterfront - bringing together 600+ founders, marketers, and operators for one of the most impactful DTC events of the year.

You won’t just be in the room with top brands like True Classic, Portland Leather Goods, Brez, BOOM! Beauty, and Obvi. You’ll hear exactly what’s driving their growth right now - from campaigns to retention plays.

Why you should be there:

💡 Tactical insights from top mid-market & enterprise leaders
🌊 Stunning waterfront venue designed for real connection
🧠 600+ of the brightest minds in DTC
🤝 3-to-1 brand-to-vendor ratio for quality conversations
🍽️ Elevated food & drinks all day (no sad conference buffets)

If you’re building in DTC, this is the room you want to be in.

Knowledge Drop:

When you run a sale, the default move is to slash prices. But Jimmy’s reminding us that training customers to only buy at a discount is a fast way to tank your full-price value.

In this post, he shares 3 steps to spark urgency without touching your margins.

🔥 DTC Wins:

BRĒZ just had their biggest month ever, $4.76M in July revenue, and they’re proving retail can scale fast without slowing DTC growth.

From zero to thousands of store shelves in a year (including Sprouts selling out in two weeks), they’re pacing ~$60M for 2025 while staying profitable. And on the DTC side? Adding 5K subscribers in a week through connection-first campaigns that put customers first.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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