Squarespace Email List Segmentation

Learning Objectives

• Set up list tags and fields in Squarespace Email Campaigns
• Create targeted segments within your email lists
• Apply segmentation criteria to improve campaign performance
• Maintain clean, organised subscriber data for better targeting

Introduction

Sending the same email to everyone on your list is like shouting into a crowd and hoping someone listens. Email segmentation changes that. It lets you send relevant messages to specific groups of subscribers based on their interests, behaviour, or location.

This chapter covers how to use Squarespace Email Campaigns' segmentation tools to divide your email list into targeted groups. You'll learn to set up tags and fields, create segments, and apply best practices that boost engagement rates.

Lessons

Setting Up List Tags and Fields

Tags and fields are the building blocks of list segmentation in Squarespace. Tags label subscribers with shared characteristics, while fields collect specific data points like location or preferences.

Step 1: Log into your Squarespace account and click Marketing, then Email Campaigns.

Step 2: Select Audience from the top menu, then click Lists.

Step 3: Choose an existing list or create a new one by clicking Create List.

Step 4: Click the list name to open its settings.

Step 5: Add custom fields by clicking Add Field. Common fields include:

• Location (city, country)
• Job title or industry
• Purchase history
• Content preferences

Step 6: Create tags by clicking Add Tag. Start with broad categories like:

• New subscriber
• Frequent buyer
• Newsletter subscriber
• Course participant

Start simple. You can always add more specific tags as you gather subscriber data.

Creating Targeted Segments

Once you have tags and fields in place, you can create segments that combine multiple criteria for precise targeting.

Step 1: From your Lists page, select the list you want to segment.

Step 2: Click Create Segment.

Step 3: Name your segment clearly. Use descriptive names like "London Web Designers" or "Inactive Subscribers."

Step 4: Set your criteria using the available tags and fields. You can combine multiple conditions:

• Location equals "Manchester" AND tag contains "small business"
• Last opened email more than 30 days ago
• Custom field "interest" equals "photography"

Step 5: Preview your segment to check the subscriber count makes sense.

Step 6: Save your segment.

Common segment examples:

• Geographic: subscribers in specific cities or regions
• Engagement: highly engaged vs inactive subscribers
• Purchase behaviour: recent buyers vs browsers
• Content preferences: blog readers vs course participants

Best Practices for Effective Segmentation

Good segmentation requires ongoing attention and refinement. Here's how to keep your segments working effectively.

Keep segments manageable: Too many tiny segments become difficult to maintain. Aim for segments with at least 50-100 subscribers for meaningful results.

Review engagement data regularly: Check open rates, click rates, and unsubscribe rates for each segment. This shows which groups respond best to different content types.

Clean your data: Remove inactive subscribers and update outdated information. Set up a quarterly review to maintain data quality.

Test different approaches: Try segmenting by different criteria to discover what works. You might find that job title works better than location for your audience.

Combine criteria thoughtfully: Use multiple tags and fields together, but avoid over-complicating your segments. Start with one or two criteria and add more if needed.

The key is relevance. Each segment should represent a group of people who would genuinely benefit from receiving similar content.

Practice

Create a simple engagement-based segment in your Squarespace list:

1. Open one of your existing lists
2. Create a new segment called "Highly Engaged Subscribers"
3. Set the criteria to include subscribers who opened an email in the last 30 days
4. Note how many subscribers fall into this segment
5. Consider what type of content this group might prefer compared to less engaged subscribers

This exercise helps you understand how engagement patterns can inform your content strategy.

FAQs

How do I add tags to existing subscribers?
You can add tags manually by selecting subscribers and applying tags, or automatically through signup forms and campaign activity.

Can I segment based on email engagement automatically?
Yes, Squarespace tracks engagement metrics like opens and clicks. You can use these in your segment criteria.

What's the minimum segment size I should aim for?
While there's no hard rule, segments with fewer than 50 subscribers may not provide reliable performance data for testing.

How often should I review my segments?
Review segments monthly for active campaigns, and quarterly for overall list health and organisation.

Can I use the same subscriber in multiple segments?
Yes, subscribers can belong to multiple segments simultaneously. This is normal and useful for different campaign purposes.

Jargon Buster

List Segmentation: Dividing your email list into smaller groups based on shared characteristics or behaviours to send more targeted campaigns.

Tags: Labels applied to subscribers to categorise them by shared traits like interests, purchase history, or engagement level.

Fields: Custom data points you collect from subscribers such as name, location, or preferences that help with personalisation and segmentation.

Engagement Rate: The percentage of subscribers who take action on your emails, typically measured through opens, clicks, and conversions.

Wrap-up

You now have the tools to segment your Squarespace email lists effectively. Start with simple segments based on clear criteria like location or engagement level. As you gather more subscriber data, you can create more sophisticated segments that drive better campaign performance.

Remember to keep your segments relevant and manageable. Regular review and refinement will help you maintain effective targeting that serves both your business goals and subscriber preferences.

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