Stop Segmenting Like It’s 2020

Varun from The eCommerce Marketing Newsletter here, let’s get right into it.

Most brands segment their list into “engaged” vs. “unengaged” and call it a day.

But that’s not enough.

Your customers aren’t all the same—so why treat them that way?

By segmenting based on time since last purchase, product categories, discount vs. full-price shoppers, and likely-to-lapse customers, you can send the right message at the right time.

Here’s how to do it properly.

🧠 Most Brands Are Still Segmenting Like It’s 2020

If your segmentation strategy is just “Engaged vs. Unengaged”… you’re burning money.

That’s broadcast thinking disguised as targeting. Real segmentation is predictive, layered, and directly tied to customer behavior.

You need to build smarter logic that adapts to purchase cycles, product preferences, and price sensitivity.

🗓 Time Since Last Purchase (Not Everyone Buys on the Same Clock)

Split your customers by when they last bought:

• 0–30 days

• 31–60 days

• 61–90+ days

Each window demands a different message.
0–30: reinforce value + upsell
31–60: nudge with trust, education, and next-best-product
90+: prevent churn with offer-driven reactivation

Retention isn’t one-size-fits-all. Time gives you context.

💰 Not All Shoppers Think the Same — Price Sensitivity Segments

Separate buyers by:

• Discount-only shoppers

• Full-price buyers

• Mixed behavior

Your messaging should reflect what they value.

Full-price buyers want exclusivity and experience.

Discount-first buyers need urgency and perceived deal value.

Don’t send “20% OFF” to someone who’s never needed a discount to convert.

🔍 Segment by Product Category + Likelihood to Lapse

Selling multiple categories?

Segment by what they’ve bought.

Better yet: identify customers who are about to lapse using data (no opens/clicks + long purchase gap). Build a rescue flow with urgency-based messaging or reminder of what they’re missing.

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Some Helpful Links

📩 Building a 7-Figure Email Funnel
Step-by-step breakdown of a 7-figure brand’s email strategy. Watch here: https://www.youtube.com/watch?v=yZ0BEy3jJD0&t=1s

🚨 Live Audit: Struggling 6-Figure Brand
Unfiltered audit of a brand leaving money on the table. Watch here: https://www.youtube.com/watch?v=QPt55-1B5Q0

🎓 2-Hour Email Marketing Course
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What’s on your mind? Hit reply and let me know what questions you have or topics you'd love to see covered! (I answer everyone)

Warmly,

Varun

Attention — Is your eCom brand making $40K+ per month? If so, let’s chat—I’m offering a free audit, letting you know exactly where you’re currently leaving revenue on the table & actionable steps to improve.

Schedule a call here 👈