Jimmy Kim shows how to build email segments in Omnisend by combining simple conditions like order frequency and spend thresholds. He maps four segments—VIPs, engaged non-buyers, recent purchasers, and unengaged contacts—to specific campaigns, from early-access offers to product updates, to improve open and conversion rates.
The reality is it's really simple. Most ESPs like Omnisend have segment builders where you can combine conditions like placed order at least 2 times and has an email in the last 30 days or opened an email in the last 30 days and total spend greater than $200. That might be your VIP segment there.
Love it. Or maybe something like it could be placed an order 0 times in the last 90 days but has opened emails in the last 30 days, right? That could be like your engaged non-buyers list. So it's a great opportunity to send those folks a special offer incentive, et cetera.
All right, so look, once you've got these segments, you can send different campaigns to different groups. Like the example here is you're launching a new product and you send early access to the VIPs 24 hours before everyone else, a discount offer to engage non-buyers, and here's what's new to recent buyers, and nothing to the unengaged. And this way every message feels a bit more relevant, which usually results in like a higher open rate, higher click rate, higher conversion rate, and all that fun stuff.
