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Stop Over-Segmenting. Start Sending More Emails.

Author

Max Sturtevant
June 16, 2025

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

Let’s kill the sacred cow of ecommerce email marketing real quick.

Stop obsessing over segmentation.

No, you don’t need 87 micro-lists based on who clicked a green sock ad in Q4 of 2022. That level of complexity is slowing you down—and more importantly, it’s costing you revenue.

Key Takeaways:

  • Hyper-segmentation leads to complexity, confusion, and lower revenue.

  • A single, well-engaged list consistently emailed will outperform micro-segments.

  • Prioritize reach and frequency over extreme granularity.

  • Keep it simple: what’s easy to manage is easier to scale.

The Segmentation Trap

We all love a good segment. It feels smart. It feels advanced. It feels like you’re tailoring a white-glove experience for your customers.

But what starts as a clever strategy often turns into a bloated mess of lists that confuse your team and throttle your sending volume.

I’ve seen this time and time again: brands with dozens of segments, yet barely emailing anyone because they’re “trying to protect deliverability” or “don’t want to annoy subscribers.”

Here’s the truth…

You're not annoying people if you send good emails.

Reach and Frequency > Granularity

Instead of slicing your audience into tiny segments, focus on sending more often to your engaged list:

  • Anyone who’s opened, clicked, or visited your site in the last 30 to 90 days.

That’s your money list.

Send to them 3–4 times per week. Minimum.

Yes, even if it feels scary. Because sending more to engaged people makes you more money.

This group already knows you. Likes you. Trusts you enough to open and click.

They don’t need hyper-personalized messages…

Just value, consistency, and reminders that you’re still the best option in the game.

What Happens When You Simplify

A few things happen when you ditch the over-segmentation:

  • You send more. (Because it’s easier to hit send on one clean segment.)

  • You make more. (More reach = more eyeballs = more clicks = more conversions.)

  • You sleep better. (No more 17-flow logic trees just to send a Tuesday email.)

You also build stronger deliverability.

Why? Because inbox providers love consistent engagement. And that happens when you email more of the right people more often.

Keep It Simple. Scale It Big.

Want to make your life easier?

Here’s your base segmentation stack:

  • 14-day engaged

  • 30-day engaged

  • 60-day engaged

  • 90-day engaged

Start with the 14-day segment and scale up once you’re consistently seeing 40–50% open rates. No need to complicate it.

The brands that win aren’t the ones with the most segments. They’re the ones in the inbox the most, with the strongest brand presence and consistent deliverability.

Let the segmentation nerds fight over clickers vs. converters.

You’ll be over here printing money with your 90-day engaged list.

See you in the inbox 🫡

Email Inspiration Of The Day

Brand:
Yumwoof

Any time you can use science to back your product… you should do it.

Plus the fun copy and visuals throughout help liven up the “sciencey” email.

Hero Section Template #29

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here »

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