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Target the right audience and personalize with segmentation

Segmentation helps you target smarter and deliver more personalized messages to your audience.
By grouping contacts based on their behavior, preferences, or engagement level, you ensure that each message reaches the right people at the right time.

With Brevo, you can create advanced segments in just a few clicks and use them across your email campaigns to drive engagement and ROI.

🎯 Why it matters: Relevant emails improve open rates, click-through rates, and conversions — while saving time and reducing costs.

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Step 1: Create your segment in Brevo

Start by aligning your segmentation criteria with your business objectives — for example, boosting repeat purchases, improving engagement, or nurturing leads.

The following table shows examples of segmentation criteria by business goals:

Business goal Segmentation example
Increase repeat sales Customers who bought in the last 90 days but haven't repurchased
Re-engage inactive users Contacts who haven't opened an email in 6 months
Personalize promotions Customers with AOV > €100
Nurture leads Contacts who downloaded a whitepaper but haven't booked a demo

To build a new segment:

  1. Go to CRM > Contacts > Segments.
  2. Click Create a segment.
  3. Click Create a segment from scratch or use a segment template.
  4. Save and name your segment for easy reuse in future campaigns.

You can then apply this segment to any campaign.

➡️ To learn more, check our dedicated article Create a segment to filter your contacts.

💡 Good to know
Start simple: segment your contacts by engagement (e.g. active vs inactive users) or purchase frequency before moving to more advanced combinations.

Step 2: Apply your segment to an email campaign

Use segmentation to deliver business-relevant messaging that resonates with each audience.

For example:

  • Send VIP customers early access to new products.
  • Offer personalized discounts to frequent buyers.
  • Share product education emails to recent signups.

When creating a new email campaign:

  1. Go to Marketing > Campaigns > Email and click Create an email campaign.
  2. Under Recipients, select your newly created segment.
  3. Continue setting up your campaign as usual (design, subject line, and content).

Segmented campaigns help you avoid sending irrelevant content to your entire contact list, reducing unsubscribes and improving engagement.

➡️ To learn more about creating email campaigns, check our dedicated article Create an email campaign.

💡 Good to know
Combine segmentation with your best-performing templates for consistent, high-quality emails that save time.

Step 3: Personalize your messages

Now that your segment is selected, focus on making your email relevant to that audience.

Use personalization fields to make each message feel unique. You can include names, locations, or preferences directly in your content.

For example, you can write:
“Hi {{ contact.FIRSTNAME }}, your favorite items are back in stock!”

Email content

Email received
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For even more impact, use dynamic content to display different products or offers depending on the contact’s segment.

➡️ To learn more, check our dedicated article Personalize your messages with dynamic content (Brevo Template Language)

💡 Good to know
Personalization increases engagement. Include your contact’s name, last purchase, or favorite category to make your message stand out.

Step 4: Measure your segmentation performance

Tracking performance helps you understand how segmentation impacts your results. Here are the key KPIs you should monitor:

KPI What is shows Business insight
Open rate Audience relevance Did your targeting work?
CTR Message quality Are you driving engagement?
Conversion rate Revenue impact Is segmentation improving ROI?
Unsubscribe rate Audience fit Are tou sending valuable content?

➡️ To learn more, check our dedicated article Analyze and export your email campaign report.

Step 5: Optimize over time

Segmentation is not a one-time task — it evolves as your audience and goals change. Review your segments regularly to remove outdated contacts and refine your targeting rules.

💡 Good to know
Combine segmentation with automation to send personalized messages automatically. To learn more, check our dedicated article Send an email from an automation.

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.

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