Hi {{given_name}},

When you hit send on your next email, is it going to the people who actually care, or to your whole list and a wave of quiet unsubscribes?

Blasting one message to everyone feels efficient, but it could be quietly training half your list to tune you out.

💡 This week's 80/20 rule - Before your next send, split off one relevant slice of your list, grouped by what people bought, clicked, or signed up for, and send that group its own tailored email instead of emailing everyone the same thing.

🧠 Every email you send lands in an inbox already stuffed with dozens of others, so the brain leans on selective attention, the same cocktail party effect that lets you catch your own name across a noisy room. A message that feels personally relevant cuts through, and a generic one gets filtered out. When Mailchimp compared thousands of real sends, segmented campaigns earned 14.31% higher open rates than the same senders' non segmented blasts.

When an email matches what someone actually bought or asked about, it clears that relevance filter and gets opened, clicked, and acted on. That relevance compounds into money, which is why marketers running segmented campaigns have reported as much as a 760% increase in revenue.

It's like a good shop owner who greets a regular by name and walks them straight to the aisle they came for, instead of shouting one sale across a crowded room and hoping the right person hears it.

🫒 Graza – This olive oil startup skipped paid ads and leaned on email, then split its customers by how often they reorder, so regulars who buy every two to three weeks get different emails from those who buy every four to six. That tight targeting keeps open rates above 50%.

🪵 Semihandmade – This custom cabinet front company was blasting everyone the same way and watching unsubscribes climb. They rebuilt around real segments, separating homeowners from interior designers and grouping by engagement, and the overhaul drove a 705% increase in quarterly revenue.

👕 Johnny Cupcakes – This t-shirt brand used to send its 80,000 customers one identical message. After it split a launch by gender and baseball interest so men and women got their own email, that simple segmentation delivered a 141% increase in revenue per campaign.

Split by the service they asked about
Group your contacts by the service they enquired about or booked, like tax help versus bookkeeping. Then send each group tips and offers about that one thing. A message that speaks to their exact need feels written for them, not broadcast at them.

Email past clients apart from new leads
Make one segment for people who have paid you before and one for leads who have not. Past clients can get a "here is what is new" note or a loyalty offer, while new leads get a "how we work" welcome. The two need very different messages.

Group by where they are in your pipeline
Tag people as new enquiry, proposal sent, or closed, and send each stage its own follow up. Someone who just got a quote needs a nudge, not the same newsletter your long term clients read.

Build a re-engagement segment
Pull everyone who has not opened an email in ninety days into their own group and send a short "still want to hear from us?" note. Cleaning out the quiet names lifts your open rates and keeps you landing in the inbox.

Group by what they bought
Split buyers by product or category, then email refills, matching items, or care tips for that exact purchase. Someone who bought coffee beans should hear about your new roast, not a candle sale.

Separate first-time buyers from repeat customers
Send new customers a warm "how to get the most from it" email, and send repeat buyers early access or a loyalty perk. Rewarding regulars differently makes them feel seen and keeps them coming back.

Make a segment for browsers who did not buy
Tag people who clicked a product but never checked out, and send them a focused reminder about that item with a review or a simple answer to a common worry. It is your warmest audience.

Build a VIP segment from your top spenders
Pull your highest spending customers into their own list and give them first look at launches and restocks. A small group treated like insiders will out-earn a giant list treated like strangers.

1️⃣ The rule change: Before your next send, split off one relevant slice of your list by what people bought, clicked, or signed up for, and send that group its own tailored email instead of emailing everyone the same thing.

2️⃣ Why it works: Relevant messages beat the inbox's selective attention filter, so segmented campaigns earn 14.31% higher open rates than the same senders' blasts.

3️⃣ The result: More opens, more clicks, and more revenue per send, with fewer people tuning out and unsubscribing over time.

🔎 For this week's website review, let's look at Stainsby Studios. Stainsby Studios is a one person ceramics studio in Toronto that designs and hand makes speckled dishes, mugs, and vases.

💡 The Good:

The plain menu labels
The navigation says exactly what it does, with Shop by Type, Shop by Colour, and Gift Ideas. Nobody has to guess where a link goes, which is a smart move for a shop where people browse by look and by occasion.

The shipping answer up top
A slim bar across the top states the flat rate and that shipping is free over $100. Answering the shipping question before anyone hunts for it takes away a big reason people hesitate on a first order.

The give-back story
The "no one should have an empty bowl" section, noting more than $4,200 donated to a local food bank since 2020, is a warm, specific trust signal that makes buying feel like it counts for something.

🔧 Suggestions:

The low-contrast hero button
The "Shop all" button is a muted blue sitting on an equally dark navy hero card, so the main call to action barely stands out. Making it a lighter or brighter colour so it clearly passes a 3 to 1 contrast check would pull more eyes straight to it.

The slow-loading images
Scrolling down shows large blank navy panels for a beat before the photos appear. Setting image dimensions so the space is reserved, and loading the top images sooner, would stop the empty gaps and the small layout jump that follows.

The vague button label
"Shop all" tells people the action but not the reward. Something like "Shop the ceramics" names what they will find and reads a little warmer, which tends to earn more clicks than a generic label.

See you next time for another simple, high-impact strategy!

The LOGO Editorial Team