O que você vai conseguir: Segmented email list by engagement and profile, ready for personalized campaigns.

Ferramentas necessárias

Brevo or ActiveCampaign — To create tags, segments, and segmentation automations.
Google Analytics — To understand subscriber behavior on the site.

Passo a passo

1
Audit and clean the list of inactive contacts.
Before segmenting, clean the list: remove emails with permanent bounces (invalid addresses), unsubscribed contacts, and contacts who haven't opened any emails in the last 6 months. A smaller, clean list has better deliverability, lower costs on the platform, and real metrics.
2
Define the relevant segmentation criteria.
Choose criteria that make sense for your business: source of registration (where they came from), declared interest (what they downloaded or requested), behavior on the site (which pages they visited), stage in the funnel (new / active / inactive / customer), and profile data (position, segment, city).
3
Create automatic tags based on behavior.
Set up automations that apply tags based on behavior: "clicked on service X link" → tag "interest-service-x"; "visited the pricing page 2 times" → tag "hot-pricing"; "opened the last 5 emails" → tag "very-engaged." Behavioral tags are more accurate than registration data because they reflect real and current interest.
4
Create segments by engagement level
Divide the list into 3 segments: (1) Very engaged — opened and clicked on the last 5 emails (send premium content and offers); (2) Warm — opened but did not click (maintain normal cadence); (3) Cold — did not open in the last 60 days (create a re-engagement campaign before removing).
5
Customize content by segment
Adapt the subject, email body, and CTA for each segment. For the tag "interest-google-ads," send an email about how to optimize campaigns. For "interest-social-media," send about Instagram strategy. Basic personalization increases open rates by 26% and CTR by 41%.
6
Test and measure the results by segment.
After 30 days, compare the metrics between segments: open rate, CTR, conversions, and unsubscribes. Segments with low engagement need a re-engagement campaign or permanent removal. Review the segmentation monthly — contacts change profiles over time.