Hey it’s Edoardo from ElediaMails,
When people talk about segmentation, most brand owners think of demographics (age, gender, location) or maybe browsing behavior.
Those are useful. But there’s one type of segmentation that’s relevant for every e-commerce brand, and it’s the one I see missing most often:
👉 Customer Journey Segmentation
🧩 What is Customer Journey Segmentation?
It’s simple:
You divide your audience into groups based on where they are in their relationship with your brand.
Never purchased: They’re curious, but not convinced yet
First-time buyers: They’ve trusted you once, now you need to build loyalty
Repeat customers: They’re fans - time to deepen the relationship and increase AOV
VIPs: Your top spenders, your inner circle
Why does this matter? Because people at different stages need different messages.
Let’s say you sell fitness equipment.
A non-buyer sees a curated portfolio of your core products, with social proof and education about quality.
A repeat customer who’s already bought dumbbells gets a cross-sell for a bench, resistance bands, or weight plates.
A VIP gets an exclusive early access launch for your new high-ticket squat rack.
Same brand. Same products. But the messaging fits the customer journey.
🎯 Why This Segmentation Works
Most brands make the mistake of blasting the same offer to everyone.
But think about it…
Someone who’s bought 5 times doesn’t need to see the same generic welcome offer as someone who’s never purchased.
A new subscriber doesn’t need a loyalty perk - they need to see why you’re worth buying from in the first place.
Customer Journey Segmentation makes your emails feel personal - like you’re actually paying attention. And that’s why it drives more clicks, more repeat purchases, and higher LTV.
📬 Where to Use It
This segmentation belongs in your flow structure - especially post-purchase:
Welcome Flow: Different emails for new subscribers vs. past buyers
Post-Purchase Flow: Cross-sells and education tailored to what they’ve already bought
Loyalty Flows: Exclusive offers for your repeat buyers or VIPs
Winback Flows: Soft nudges for customers who haven’t purchased in 60–90 days
It’s one of the easiest ways to make your emails feel human, relevant, and valuable.
✉️ Email of the Day
A more nerdy email from Dr. Squatch, which is on brand and connects them to a new fandom they couldn’t reach before
Customer Journey Segmentation isn’t just another tactic.
It’s the backbone of making your emails feel like they’re written for the individual, not blasted to the masses.
If you’re not using it yet, start simple: divide your list into non-buyers, one-time buyers, and repeat customers. That alone will change how your emails perform.
Until next time!
Edoardo
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