How to Write Email Content for Different Customer Segments (Without Guessing)
You’ve spent hours crafting the perfect email. Great subject line, compelling copy, clear call-to-action. You hit send to your entire list and… crickets. A 2% click-through rate if you’re lucky.
The problem isn’t your writing. It’s that you’re sending the same message to people who want completely different things.
Why Generic Emails Don’t Work Anymore
Think about your own inbox. When you receive an email promoting beginner courses when you’re an expert, or vice versa, what do you do? You delete it. Maybe you unsubscribe.
Your subscribers do the same thing.
The solution isn’t writing better generic emails. It’s segmenting email lists so you can send relevant content to each group. But here’s where most marketers get stuck: how do you know what each segment actually cares about without playing a guessing game?
Stop Relying on Demographics Alone
Most email segmentation starts and ends with basic data: age, location, industry, job title. These factors matter, but they don’t tell you what someone is actually interested in right now.
Two people with identical demographics can have completely different needs. One might be ready to buy, while the other is just browsing. One might care about price, while another prioritizes features.
The key is looking at behavior instead of just attributes.
How Behavioral Signals Reveal What People Want
Every action your subscribers take tells you something about their interests and intent:
- What they click on in your emails shows their preferences
- What pages they visit on your website reveals their pain points
- How long they spend on specific content indicates genuine interest
- What they download signals where they are in their journey
- What they abandon shows hesitation or missing information
When you track these signals, you stop guessing and start knowing what email content resonates with different customer segments.
Modern platforms like Markopolo can analyze hundreds of these behavioral data points to help you understand individual customer intent and create precise segments based on actual actions rather than assumptions.
Creating Email Content for Different Customer Segments
Once you understand your segments, here’s how to tailor your content:
For Window Shoppers (High Engagement, No Purchase)
These people are interested but not convinced yet. They’re reading your content, clicking around, but haven’t committed.
What to send: Educational content, comparison guides, social proof, case studies. Focus on building trust and addressing objections. Your tone should be helpful, not pushy.
For Cart Abandoners (High Intent, Action Stopped)
They wanted to buy but something made them pause—price concerns, uncertainty, distraction, or simply needing more time.
What to send: Gentle reminders with additional value. Include product details they were viewing, answer common questions, or share customer reviews. Sometimes a simple “Still interested?” works better than a discount.
For Repeat Customers (Proven Interest)
Your loyal customers don’t need convincing about your quality. They need to feel valued and discover what else you offer.
What to send: Early access, exclusive offers, product recommendations based on past purchases, and appreciation messages. Use a more familiar, conversational tone.
For Feature Researchers (Deep Content Consumption)
These subscribers spend time reading detailed product pages, specifications, or technical content. They’re methodical in their decision-making.
What to send: In-depth information, technical comparisons, detailed how-tos, and expert insights. Don’t oversimplify—they want the details.
For Deal Seekers (Price-Sensitive Behavior)
They consistently click on promotions, sale announcements, or discount codes. Price is their primary decision factor.
What to send: Special offers, limited-time deals, bundle discounts, and value-focused messaging. Lead with savings.
The Real-World Application
Let’s say you sell project management software. Instead of sending everyone the same “Check out our new feature” email:
- To teams already using collaboration features heavily: Highlight how the new feature enhances teamwork
- To users struggling with deadlines (visiting help docs): Show how it improves time management
- To trial users exploring pricing pages: Emphasize ROI and ease of getting started
- To agencies managing multiple clients: Focus on scalability and white-label options
Same product, different angles, better results.
Don’t Forget About Sentiment
Understanding how customers feel about your brand or category is just as important as tracking what they do. Monitoring consumer sentiment across channels helps you adjust messaging tone and timing. If there’s frustration in customer conversations, acknowledge it. If there’s excitement, amplify it.
Behavioral data shows you the “what.” Sentiment analysis shows you the “why.”
Start Simple, Then Scale
You don’t need 47 segments to start seeing results. Begin with three to five behavioral groups based on your most obvious patterns:
- Engaged but not converted
- Converted once
- Repeat customers
- Inactive/at risk of churning
As you refine your approach, you can create more specific segments. The key is making sure each segment gets email content that matches their demonstrated interests, not what you assume they want.
The Bottom Line
Writing email content for different customer segments isn’t about being a better writer. It’s about being a better listener.
When you pay attention to what people actually do—what they click, read, buy, and ignore—you gain the insights needed to send emails they’ll actually want to receive.
Stop treating your email list like a crowd you’re shouting at. Start treating it like a collection of individuals with specific needs. Your open rates, click-through rates, and conversions will thank you.
The best email content isn’t the most creative or the most clever. It’s the most relevant. And relevance comes from understanding your segments well enough to give each one exactly what they’re looking for.
Ti potrebbe interessare:
Segui guruhitech su:
- Google News: bit.ly/gurugooglenews
- Telegram: t.me/guruhitech
- X (Twitter): x.com/guruhitech1
- Bluesky: bsky.app/profile/guruhitech.bsky.social
- GETTR: gettr.com/user/guruhitech
- Rumble: rumble.com/user/guruhitech
- VKontakte: vk.com/guruhitech
- MeWe: mewe.com/i/guruhitech
- Skype: live:.cid.d4cf3836b772da8a
- WhatsApp: bit.ly/whatsappguruhitech
Esprimi il tuo parere!
Ti è stato utile questo articolo? Lascia un commento nell’apposita sezione che trovi più in basso e se ti va, iscriviti alla newsletter.
Per qualsiasi domanda, informazione o assistenza nel mondo della tecnologia, puoi inviare una email all’indirizzo [email protected].
Scopri di più da GuruHiTech
Abbonati per ricevere gli ultimi articoli inviati alla tua e-mail.