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As the name suggests, segmentation is the process of categorizing different email subscribers into different segments. While you can create these segments based on any quality that may be relevant to your email marketing goals, the common practice is to segment potential customers based on their current position in the market or the buyer's journey .


A laptop displaying the Gmail loading screen, set against a chile telephone number data textured background with patterned cushions. If you don't know what a buyer's journey is, here's a quick explanation: There are three main stages of the buyer's journey: awareness, consideration, and decision. The awareness stage is when a potential customer becomes aware of their problem and begins looking for a solution.



Prospects at this stage are also known as top-funnel prospects. Brands often share educational content at this stage. For example, if you’re selling an enterprise team productivity app , you might benefit from a whitepaper on office productivity at this stage. It’s often assumed that top-funnel prospects move into the consideration phase as soon as you send them an email to download a content offer designed specifically for them, such as a whitepaper.