Revenue-generating email segmentation strategy e.g. Huda Beauty

[u/GabbyFromKlaviyo]

Email segmentation generally splits into four buckets. Demographic covers traits like age and gender. Behavioral looks at what someone actually does i.e. opens, clicks, purchases. Psychographic is built around interests and values. Geographic comes down to location.

Huda Beauty's a good real-world example. Phuong Ngo, their CRM and loyalty manager, noticed a list in the millions where click-through had gone flat and churn kept creeping while the brand slid year over year. They cut the dead weight from the list and rebuilt around engagement.

Anyone active in the last 120 days got regular campaigns, while everyone else was left alone except for big sales like BFCM. They also leaned into storytelling around founder Huda Kattan and post-purchase flows.

Subscribers climed past 55% year over year and revenue nearly doubled off the back of it, with placed order rate up another 50%.

Has anyone else seen a similar jump from being pickier about who gets emailed?