EP 66: 12 Unusual segments that drive serious eCommerce revenue
Send It! · with Jimmy Kim & Chase Dimond · February 3, 2026 · 43 min
Summary
This episode dives into 12 unconventional customer segments that e-commerce businesses can leverage to significantly boost revenue through targeted retention strategies. It provides actionable advice on identifying and engaging these often-overlooked customer groups to maximize their lifetime value and drive consistent growth.
Key takeaways
Segment your 'one-time purchasers of a specific product type' to offer complementary products, driving second purchases and increasing AOV.
Identify and re-engage 'lapsed loyal customers' by understanding reasons for churn and offering personalized incentives to reactivate their spending.
Create exclusive offers and content for 'high-AOV, low-frequency buyers' to convert them into more consistent, valuable customers.
Utilize 'gift-givers' data to market directly to the gift recipient for future purchases, and re-engage gift-givers for other occasions.
Develop specific campaigns for 'browsers with specific category interest' to convert passive interest into active purchases through tailored promotions and content.
Most brands only segment by openers and VIPs… then wonder why email performance stalls.In this episode of Send It, Chase Dimond and Jimmy Kim dive into 12 powerful email and SMS segments that go beyond the basics and actually boost conversions, protect margins, and reduce fatigue. These aren’t theory; they’re tried and true segments top DTC brands use to send smarter.You’ll learn how to segment based on intent, behavior, timing, and risk; so every message feels more personal, more relevant, and more profitable. Whether you’re scaling a list or trying to squeeze more ROI from your existing subscribers, this framework will help you unlock smarter strategy and cleaner results.EP 66: 12 Unusual segments that drive serious eCommerce revenueHere's what we're diving into:• How to identify discount rejectors, promo-only buyers, and risky first-time customers• What to actually send each segment (not just how to build them)• The 3 things every good segment should change in your marketing• How to avoid over-discounting and protect your brand's positioningThank you our friends at Omnisend, Inboox and eCom Email Certified for sponsoring the podcast!Omnisend is an all in one eCommerce email and SMS marketing automation platform that enables marketers to engage customers and drive sales through personalized experiences. https://www.omnisend.com/sendit/eCom Email Certified is a hands-on, results-driven program with a step-by-step guide to mastering retention marketing and driving serious results. Access over 25 hours of learnings and become a certified email & SMS marketer. Use code: SENDIT! for $300 OFF https://www.ecomemailcertified.com/Explore Inboox.ai, the AI-powered database of 1M+ real ecommerce emails with full HTML, performance data, and trend insights from the fastest-growing Shopify
Segment your 'one-time purchasers of a specific product type' to offer complementary products, driving second purchases and increasing AOV.
What does this episode say about customer retention?
Identify and re-engage 'lapsed loyal customers' by understanding reasons for churn and offering personalized incentives to reactivate their spending.
What does this episode say about analytics & attribution?
Create exclusive offers and content for 'high-AOV, low-frequency buyers' to convert them into more consistent, valuable customers.
What does this episode say about email & sms?
Utilize 'gift-givers' data to market directly to the gift recipient for future purchases, and re-engage gift-givers for other occasions.
What does this episode say about email & sms?
Develop specific campaigns for 'browsers with specific category interest' to convert passive interest into active purchases through tailored promotions and content.
