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Simple email segmentation for service businesses

Nurture new subscribers

Strategic welcome email sequences that leave future clients
feeling like they could trust you with your deepest secrets.

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Email segmentation sounds like a big headache. Something for large global organizations. Personalization and segmentation doesn't have to be just for enterprise level businesses. It's a tool in your small business toolkit.

I've included a short checklist for you. So you can decide if segmentation is something that is worthwhile for your stage of business and newsletter size.



Benefits of email segmentation you may not have considered

Splitting up your email list into segments so you can write better emails is a smart decision.

  • Increased engagement: When your emails are relevant to your subscribers, they're more likely to open, read, and click through.
  • Improved conversion rates: Segmented emails can lead to higher click-through rates and more sales.
  • More brand fans: By providing personalized content, you can build stronger relationships with your subscribers and foster brand loyalty.
  • Build trust: When you get real specific and speak to their real needs, your subscriber feels seen and understood. That builds strong relationships based on trust. 
  • Shows your the expert: You're not just a coach, you're the person who truly gets them and can solve their unique problem. It elevates your authority.
  • Better results: Personalized emails get opened and clicked more. They lead to way more enquiries and clients because they're genuinely helpful and super relevant.
  • Saves time: Seriously, I know it's upfront work. But in the long run it will help you focus on the marketing that works in the long run.

Is it worth the effort? According to DMA, marketers have found a 760% increase in email revenue from segmented campaigns. Snov.io reports segmentation is one of the top email marketing tactics (51%).



Segmentation is one of the most effective email marketing tactics

OK, I get it Tiffany, segmentation is important. But how do I segment my list as a small business owner?

Tips to segment your list



  • Identify your target audience: Who are you trying to reach with your emails?
  • Collect relevant data: Gather information about your subscribers, such as demographics, behavior, and interests.
  • Create segments: Divide your email list into smaller groups based on the criteria you've identified.
  • Craft personalized content: Tailor your emails to each segment's specific needs and interests.
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Segments you can use to create personalized emails


There are lots of ways to segment your list but for most business and health coaches I'd focus on what will bring the most impact.

  • Demographics: Age, gender, income level, etc.
  • Behavior: Purchase history, website activity, email engagement, etc.
  • Interests: Industry, hobbies, preferred topics, etc.
  • Geography: Location matters for example I segment my email list for New Zealand business owners.
  • Journey stage: Whether your subscriber is a client or a lead. Tip: This is one I use as an email marketing specialist.


I don't do cookie cutter. So my recommendation is to choose segments that answer the questions you have about your email subscribers. Here are some common options but you don't have to create segments that don't make sense for your service business.

How to know if it's worth the effort?


I've created a segmentation checklist for you.

If you're an Australian or New Zealand service provider, then the best solution is to ask me.  Reach out if you do want to chat. Because custom advice is always best. But if you want a quick resource this is a good starting point.

There's something I need to let you know. It's not my job to nag you to do things. If you don't want to that's OK. I also don't believe that we should all follow the same linear process. You know from working with your coaching clients that people are different.

I've included reasons not to segment your list as well. For example, when you first start your email list your first priorities should be to build the habit, grow your list and get to know the people who have trusted you with their email address. Without that you won't get the return on investment that everyone talks about.


Email segmentation services by a NZ email marketing specialist


Learn more about my list management and email marketing segmentation services. If you'd like to find out what these services could do for your coaching or service business please reach out to book a chat.

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Tiffany Bartlett

Founder & Email Marketing Strategist - Tiffany with a decade of marketing experience, this curious former science boffin asks why enough to be annoying and digging through data. You could say I've found my happy place in front of a laptop writing emails that have impact. When I'm not geeking out on email you can find me chasing around my two boys trying to get them where they need to be. In rare moments of peace I like to enjoy a Sci Fi Fantasy novel, watching a show on Netflix, or catching up with friends and family.