How to segment email campaigns by buying cycle

POST-4/7👉 Email used to be a megaphone. In 2025, it’s a whisper in a very specific ear. Gone are the days when “blast to all” could pass as a strategy. In fact, that approach in 2025 is actively hurting your deliverability. Email Service Providers (ESPs) like Gmail, Yahoo, and Outlook are no longer just evaluating your IP health—they’re scoring your sender behavior at the recipient level. That means if 40% of your list is cold or disengaged, Gmail sees you as the problem—not just the user. ⚠️ Real Consequence: 1. We audited an ecommerce fashion brand with 220K contacts. Over 92K of them hadn’t clicked a single email in 90+ days. Gmail flagged them for bulk spam behavior, and inboxing fell from 78% to 46% overnight. 2. They were running promos weekly. Nothing was technically broken—but nothing was relevant. That’s what got them crushed. What Micro-Segmentation Solves in 2025: ✅ Reduces spam complaints ✅ Increases engagement velocity ✅ Signals positive intent to inbox providers ✅ Unlocks higher revenue per send with smaller cohorts Micro-Segmentation Tactics That Work Now: 1. Behavior-Based Journeys: Forget static tags. If someone viewed winter boots but didn’t buy, your next 3 emails better talk about warmth, snow, or style—not your general spring lookbook. ✅ Klaviyo + Shopify data lets you trigger flow branches based on: Last viewed product category Cart abandonment by SKU group Pages viewed in session (via UTMs or on-site behavior) Pro Tip: Use dynamic content blocks inside campaigns to adjust hero sections based on browse activity without cloning entire flows. 2. Lifecycle Automation by Spend Velocity This isn’t “new vs returning” logic anymore. In 2025, flows shift based on: Time since last order AOV trends SKU replenishment cycles Example: First-time customer who hasn’t returned in 30 days → “2nd purchase incentive” High-value buyer within 7 days → “VIP early access” Customer inactive 60+ days → Winback + dynamic offer block + channel sync suppression 3. AI-Supported Clustering Tools like RetentionX, Lexer, and even Klaviyo’s predictive analytics are now building multi-dimensional customer clusters using: Purchase frequency Channel source Time to second order Category loyalty It’s loyal mid-value buyers who shop monthly but only when free shipping is offered. ✅ What to do: Export these clusters to your ESP Build messaging that maps exactly to their past actions Suppress low responders from paid channels and warm email instead. Ready to Execute? Create 5 foundational micro-segments: 1. High spenders 2. First-time buyers 3. VIPs (CLV > 2.5x avg) 4. Dormant >90 days 5. Active clickers, no conversion Test 2 cadences per segment: VIPs: 4x/month + early access Dormant: 1x/month reactivation with content—not promos Use Recency, Frequency, and Monetary score buckets to tag customers and let your automations react to movement between them. #EmailMarketing #email

We think customers buy in straight lines, but they don’t. Here’s the messy reality: How people actually shop: → See your ad on social → Visit your site → Browse around, don't buy → Get retargeted, visit again → View a product 7 times over 3 days → Finally add to cart when they're certain → Then complete purchase Your email flows need to match this behavior. Most brands have a gap between "browsed some products" and "added to cart." That's where the Potential Purchaser flow comes in. The setup: - Target people who viewed products multiple times - Exclude anyone in other flows (welcome, browse abandoned, etc.) - Keep it to a small, specific segment The emails: - Acknowledge they've been browsing thoughtfully - "Haven't found your piece yet?" messaging - More reviews and social proof - Longer copy that builds confidence The result: High conversion rates because you're hitting people at peak intent. You're not being pushy - you're being helpful at the exact moment they need it. The takeaway? Stop treating all website visitors the same. Someone who viewed a product 5 times in 3 days is fundamentally different from someone who bounced after 10 seconds. Your flows should reflect that difference. How are you segmenting high-intent vs low-intent visitors? #ecommerce #emailflows #dtc

Email too much, and you annoy your customers. Email too little, and they forget about you. Find the right balance 👇 → Where Most Dispensaries Get It Wrong X Emailing Only When There’s a Sale: If the only time customers hear from you is during a discount, they’ll start expecting lower prices and stop buying at full price. X Blasting Every Customer With Every Email: Not every customer wants the same content at the same frequency. Sending too often to inactive customers can damage your email deliverability. X Not Testing Frequency at All: Many dispensaries guess at their send schedule instead of testing what actually works for different segments. → How to Optimize Your Email Frequency 1. Segment Customers by Engagement > High-engagement customers (open rate above 30%) can receive 2-3 emails per week without issue. > Moderate-engagement customers (10-30% open rate) should get 1-2 emails per week. > Low-engagement customers (less than 10% open rate) need win-back emails, not constant promotions. 2. Match Frequency to Buying Cycles > Daily shoppers might appreciate frequent updates on new arrivals. > Casual shoppers might prefer a weekly digest of deals and recommendations. > Lost customers need less frequent but high-impact emails with compelling reasons to return. 3. Monitor Unsubscribe & Spam Complaint Rates If unsubscribes spike after a specific email, that’s a sign you’re sending too often or to the wrong segment. If open rates drop below 15%, scale back or improve subject lines. 4. Test & Adjust Regularly Try sending one extra email per week and measure if engagement improves or drops. Compare sales data—are more emails leading to more revenue, or just more unsubscribes? → Try This & See the Difference Look at your email send frequency over the past month. Are you emailing different customer segments strategically, or just guessing? Test a small adjustment in frequency and track the impact on sales and engagement. If you want a data-driven email strategy, Tact Firm specializes in optimizing dispensary emails for maximum retention. Let’s get your frequency dialed in.

From 27 % click loss to revenue increase: the First-Party Profit Plan The verdict is in: • Impressions up 47 % • Organic clicks down 27 % • Average CPC on high-intent terms ≈ $5 Google’s AI Overview keeps searchers on the results page and auctions their attention back to you. Rented traffic now costs more and converts less. Audits, 200-point SEO checklists, and coping threads won’t fix that math. The sustainable counter-move: own first-party data • Permission: no platform can throttle email you are allowed to send • Compounding: lists grow, impressions evaporate • Predictable cost: $0.01 per send vs. $5 per click • Transparency: UTM links plus server logs give clean attribution Think of it as moving from leased land to owned property. The four-step Traffic Exit Program Step 1: Data Resurrection • Export dormant contacts from CRM, ESP, and support logs • Pull first-party events from Meta, TikTok, and Google before privacy locks them • Add on-site zero-party capture (quizzes, SMS, surveys) Step 2: Precision Segmentation • Spend tier (VIP, core, promo-only) • Buying stage (lead, active, inactive) • Product interest (browse and cart data) Each segment gets copy that reads like a personal note, not a billboard. Step 3: Monetization Loops • Cash-flow sprints: three-email revivals wake stale leads within 72 hours • Evergreen automations: behavior flows turn first buys into thirds • Cost-controlled re-activation: hashed emails for penny-priced retargeting Results to expect: repeat-purchase rate up 20-30 %; list revenue funds 50 %+ of ad spend; LTV rises within one quarter. Step 4: Resilient Growth • Quarterly list scrub lifts deliverability 25-35% • Funnel VIPs into Text messages, Slack, Circle, or Discord for deeper engagement • Content loop: podcast → short clips → email mini-series → gated guide, all tied to the same master database Choose your path A) Keep paying more for traffic you once had for free. B) Turn the data you already own into a self-funding growth engine. Reply "Cash Flow Sprint" with your subscriber count to start the conversation. Google keeps evolving its revenue. An owned list ensures yours evolves too.