Hey Reader,

I once dated a guy who texted me every. single. day.

Good morning texts.
Good night texts.
Random “thinking of you” texts.
Photos of his lunch texts.
Voice notes while driving texts.
Memes I didn’t get.

At first? Cute.

Then it started feeling like I was being emotionally waterboarded.

And THAT, my friend, is exactly what some businesses are doing to their email lists.

Meanwhile…

Other businesses disappear for 4 months, like they joined witness protection.

Then suddenly slide into your inbox screaming:
“BIG SUMMER SALE! LAST CHANCE!”

Sir.

I thought you died in a boating accident.

This is why the question:
​“How many emails should I send to my list?”
…is the wrong question.

The better question is:

“Who should be hearing from me more often?”

Because not everyone on your email list should get the same number of emails.

This is where segmentation becomes your magical little business GPS.

Your hottest subscribers?
The ones opening, clicking, buying, stalking your sales pages like they’re building a legal case against you?

YES.
Email them more.

They’re literally raising their hand, saying:
“Hello. I like your stuff. Please continue.”

But the people who haven’t opened an email since Tiger King?

Maybe don’t send them 14 launch emails in 5 days.

Segmentation helps you adjust frequency based on behavior, rather than blasting everyone equally like a drunk DJ yelling into a microphone.

And honestly?
Most businesses are sitting on segmentation gold mines they’re completely ignoring.

You can segment based on:​
• Purchase history
• Website activity
• Click behavior
• Content interests
• Geography & time zones
• Funnel stage
• Engagement levels
• Survey responses
• Inactive subscribers
• Even the device people use to read your emails

One person may want weekly educational emails.
Another may only want promos.
Another is obsessed with one specific service.
Another hasn’t clicked a damn thing in 8 months and needs a re-engagement sequence before you start screaming “BUY NOW.”

Campaign Monitor reports segmented campaigns can increase revenue by as much as 760%.

SEVEN.
HUNDRED.
AND.
SIXTY.
PERCENT.

Which makes sense because people don’t want more emails.

They want more RELEVANT emails.

Huge difference.

Think about it this way…

If someone clicks every email you send about skincare treatments but ignores injectables?

That’s not random behavior.
That’s data practically grabbing you by the shoulders, yelling:
​“TALK TO ME ABOUT SKINCARE, SADIE.”

The same goes for:
• Repeat buyers
• VIP clients
• New subscribers
• Ghost subscribers
• People who abandoned carts
• People who always click but never buy
• People who only show up when there’s a discount code involved

Each group should experience your brand differently.

Because your email list is not one giant blob of humans sitting in matching beige sweaters waiting for the same email.

It’s a room full of people at different stages in their relationship with your business.

Some are ready to marry you.
Some have just met you.
Some are avoiding eye contact and hoping you stop emailing them altogether.

The businesses making the most money with email aren’t always emailing MORE.

They’re emailing SMARTER.

And segmentation is how you figure out who gets the sexy little “thinking of you” text…

…and who needs space before they file a restraining order.

XOXOXO,

P.S. One of the biggest mistakes I see during email audits? Businesses treating their list like a Costco sample line. Same message. Same frequency. Same everything. Which sounds efficient… until your unsubscribes start multiplying like rabbits on tequila.