Behavioral Email Segmentation
What is Website Activity Email Segmentation?
Website Activity Email Segmentation
Website activity segmentation is an email marketing strategy that groups subscribers based on their interactions with your website, including browsing patterns, content consumption, and on-site behavior. This approach enables marketers to create targeted email campaigns that align with demonstrated interests and engagement levels, leading to more relevant and timely communications.
Key Components
Page Views: Which pages subscribers visit and frequency
Time on Site: Duration and depth of website visits
Content Interaction: How users engage with site content
Search Behavior: On-site search terms and patterns
Product Views: Which items attract attention
Cart Activity: Adding, abandoning, or completing purchases
Device Usage: How subscribers access your site
Navigation Patterns: How users move through your site
How AI Helps Website Activity Segmentation
Modern AI and machine learning tools enhance website activity segmentation by:
Predicting next likely actions based on browsing patterns
Identifying content consumption patterns
Detecting signs of purchase intent
Mapping complex customer journeys
Recommending personalized content
Optimizing trigger timing for automated emails
Forecasting likelihood of return visits
AI can be used in a powerful way with website activity to provide models that can be easily used to indicate how engaged a subscriber is with a brand. These models can then be used to drive more accurate segments.
Retail & Ecommerce Segmentation Examples for Website Activity
Power Browsers: Target visitors who view 10+ products per week but haven't purchased with social proof emails featuring trending items and first-purchase incentives
Cart Abandoners: Segment visitors based on cart value and items abandoned to create tiered recovery campaigns with increasingly competitive offers
Category Explorers: Identify shoppers who browse multiple categories deeply to create educational content series introducing complementary departments and products
Product Research Champions: Target visitors who read reviews, compare products, and return to the same items with detailed product guides and comparison tools
Mobile App Prospects: Segment desktop visitors with frequent sessions to encourage mobile app adoption with exclusive app-only features and offers
Limitations and Considerations
Cookie restrictions impact tracking capabilities
Cross-device behavior difficult to consolidate
Bot traffic can skew metrics
Guest browsing creates blind spots
Session attribution challenges
Real-time processing requirements
For retailers and ecommerce brands, website activity segmentation helps bridge the gap between browsing behavior and email engagement, creating more cohesive customer experiences that drive conversions and build lasting relationships.