Email segmentation is the process of dividing and separating email subscribers into groups or segments based on criteria using tags and segments in your email marketing platform. Email subscribers can end up in multiple segments, depending on factors like age, location, and behavior.

An email subscriber is someone who has given your company permission to send them emails. This is different from a contact or lead—contacts and leads are people who have given you their email address, whereas new subscribers have to opt-in to receive emails from you.

Another way to look at your subscribers is by engagement. Take a look at your email metrics and separate the less active subscribers from those who engage often. This way, you can create a segment of highly-engaged readers and offer them different incentives or encourage them to share content.

What Is Email Segmentation? In brief, it's an email marketing technique aiming to divide your subscriber lists into different segments based on shared characteristics. For example, these could be their demographics, such as age or education level, or data like geographic location or purchase history.