9 Email Marketing Tools for Segmenting Your Audience

Ever wondered which email marketing tool can skyrocket your audience engagement? In a world overflowing with options, insights from a Lifecycle Marketing Consultant and a founder and CEO can make all the difference. Our experts share their top recommendations, beginning with the ease of tagging in ConvertKit and concluding with Klaviyo’s behavioral segmentation, offering a total of nine invaluable insights. Let’s dive into the expert advice that can transform your email marketing strategy.

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!

Use ConvertKit for Easy Tagging

I use ConvertKit (now rebranded to Kit). It allows me to add and remove tags very easily through forms or visual automation workflows. In fact, I use ConvertKit for multiple websites/domains and different audiences in multiple languages. For example, I have two websites in German and English, each of which addresses different marketing topics and different stages of the customer journey: SEO, PPC, marketing automation. In each of those, I tag my audiences based on the content they engaged with—awareness, consideration, and converting. This allows me to address my audiences with very targeted and relevant emails.

Sascha Hoffmann, Lifecycle Marketing Consultant, SH Media

Choose HubSpot for Comprehensive Segmentation

I’ve been using HubSpot CRM for segmenting my audience because it offers a comprehensive, 360-degree view of the business. This makes it easier to review different audience personas and analyze what’s working and what isn’t.

HubSpot’s powerful segmentation tools allow us to break down our audience based on behavior, sales stage, and even reasons for lost opportunities.

Additionally, we’ve tested retargeting ads on Meta platforms using these segmented audiences, specifically targeting those who dropped out at various stages of the sales process. By addressing the reasons we lost them, we’ve been able to re-engage these prospects without relying on a pushy sales approach. It’s been an effective way to stay in front of potential customers while delivering value.

Nirmal Gyanwali, Founder and CEO, WP Creative

Select ActiveCampaign for Custom Segments

I use ActiveCampaign for segmenting my audience, and it’s my top recommendation for a few key reasons. First, its segmentation capabilities are highly customizable. I can create segments based on user behavior, like which emails they’ve opened, links they’ve clicked, or specific actions they’ve taken on my website. This allows me to send highly targeted emails that feel personal and relevant to each subscriber.

Second, ActiveCampaign offers powerful automation features. I’ve set up automated workflows that change a subscriber’s segment based on their interaction with my content. For example, if someone consistently engages with SEO-related topics, they’re automatically placed into a segment that gets more advanced SEO content. This automation saves time while ensuring my audience gets tailored messages.

Lastly, its reporting tools help track how each segment performs, allowing for continuous optimization. It’s easy to see which segments are driving the most engagement and conversions, so I can adjust my strategy accordingly. If you’re serious about delivering the right message to the right audience at the right time, I highly recommend ActiveCampaign.

Connor Gillivan, Entrepreneur, Owner & CMO, AccountsBalance

Opt for Mailer Lite’s Simplicity

One of the tools that I use for audience segmentation is Mailer Lite. It’s pretty simple, easy to navigate, and it allows me to tailor my emails to different groups, which results in increased open rates. At the end of the day, I want to ensure that my message reaches the right audience, and Mailer Lite helps me craft automated email sequences, like welcome series, abandoned cart reminders, or birthday greetings, to interact with subscribers at different phases of the customer journey.

The platform’s automation features save a lot of time and effort by offering targeted and personalized mail messages to the proper target audience, leading to greater efficiency and improved customer engagement.

Mailer Lite is more affordable and simpler to use compared to alternative solutions on the market, making it a great option for small businesses or those just starting with email marketing. My favorite part, though, is that anytime I need help, I can chat with someone at Mailer Lite, and they help me.

Kate Dzhevaga, CMO, Head of Growth, SYMVOLT

Utilize Airtable with Zapier Integrations

I use Airtable with Zapier integrations instead of a traditional email-marketing tool for segmenting my audience.

Airtable is super flexible, letting me create custom fields and filters based on user behaviors, purchase history, or engagement metrics. It’s like having a CRM, a data-management tool, and an email-segmentation platform rolled into one.

Zapier connects it with my email service to automate sending specific content to each segment.

This way, I control the entire data flow and can tweak things on the fly without being tied down by pre-set options most email tools force you into.

It’s surprisingly powerful and keeps everything streamlined.

Austin Benton, Marketing Consultant, Gotham Artists

Rely on AWeber for Unlimited Users

AWeber has been absolutely crucial for us, and I would recommend it to any other sites that get a ton of free sign-ups.

Most email platforms charge per user, which can get very expensive very quickly, especially if you have a ton of unpaid users. However, AWeber has a fixed tier, I think around $800 a month, that gives you unlimited users in your database.

They also have a great API, so in the onboarding process, we can segment out the users and then add them to different lists using the API. Once added to these lists, it automatically triggers various campaigns with multiple stages.

Ben Miller, COO, Undetectable AI

Implement Mailchimp for Targeted Lists

We use Mailchimp as our go-to email-marketing tool to segment our audience. One of the main reasons we recommend Mailchimp is its intuitive segmentation capabilities. It allows us to create highly-targeted email lists based on user behavior, demographics, purchase history, and engagement levels.

For example, we can segment our audience based on their interaction with our content—whether they’ve downloaded a whitepaper, clicked on a specific link, or made a purchase. This helps us tailor our messages to different groups, ensuring each segment receives relevant, personalized content. The more relevant the message, the higher the engagement and conversion rates.

Mailchimp also makes it easy to continuously update and adjust segments as new data comes in, which keeps our email campaigns dynamic and responsive. Its automation features ensure that our segmented emails are sent at the right time without extra manual work.

If you want to boost your email marketing performance, I highly recommend Mailchimp for its flexibility, user-friendly interface, and powerful segmentation tools that help drive better results.

James Parsons, CEO, Content Powered

Adopt Drip for Dynamic Segmentation

I use Drip marketing automation for email segmenting and campaigns. Their platform is easy to use, offers robust segmentation options, and integrates seamlessly with the CRMs and analytics tools I rely on to run my agency.

For example, with Drip, I created segments within my client list for HVAC companies, landscapers, and plumbers. I then targeted educational content and promotions specific to each industry. As a result, open and click rates increased by over 30% compared to generic campaigns.

Drip also allows me to create dynamic segments based on user behavior. If a contact opens an email about Facebook ads, for instance, they are added to a segment to receive more info on social media marketing. This segmentation has been key to boosting our email marketing ROI by over 50% this year. The specificity and personalization drive real results.

For any business, I highly recommend investing in a powerful email marketing platform and using segmentation to tailor your messaging. Speak to your customers’ specific needs and interests, rather than relying on a one-size-fits-all approach. The returns in engagement and sales can be huge. With the right tools and strategy, email remains one of the highest-converting marketing channels.

Lesly Jean-Baptiste, Owner, Team Genius Marketing

Leverage Klaviyo for Behavioral Segmentation

Klaviyo is an excellent tool for segmenting your email audience. Its ability to segment based on behavior, like open rates, click-throughs, and purchase history, makes it a must-have in today’s increasingly strict email landscape. As inbox providers tighten their rules, maintaining a strong sender reputation is crucial, and audience segmentation is one of the smartest strategies to keep your emails landing where they belong—in the main inbox. Klaviyo helps you do just that, while also personalizing content for maximum engagement.

Luke Hickman, Chief Marketing Officer, Bird

Want to get quoted in MarketerInterview.com content just like this? Apply to become a contributor today!