So, you’ve built an email list—fantastic! But if you’re sending the same email to every person on that list, you’re missing out on the real magic of email marketing: segmentation.

Segmentation is how you turn generic emails into highly personalized campaigns that speak directly to each subscriber’s needs. It’s the difference between a "meh" email that gets ignored and an email that sparks action. When you tailor your messages based on audience behavior, interests, and intent, the results are powerful:

• Higher open rates
• More clicks
• Ideally, more members walking through your coworking doors

In this article, we’ll explore how to effectively segment your audience based on different factors, including:

• Their behavior on your website
• The forms they fill out
• How you acquired their contact info
• Where they are in their journey with your space

We’ll also touch on the technical elements of segmentation and suppressions—how to automate these processes to keep your emails relevant and effective.

Why is email list segmentation so important?

Imagine sending out a promotion for private offices to your entire list, including freelancers who just need a hot desk.

What’s going to happen?

Your email will probably be ignored by most, and some might even unsubscribe because the offer isn’t relevant to them.

Now, what if that same email was sent only to subscribers who’ve previously shown interest in private offices—either through a specific inquiry or by visiting that page on your website?

Suddenly, that email is a lot more effective.

Segmentation allows you to send targeted messages that feel personal, relevant, and timely, boosting engagement and conversions.

6 ways to use segmentation for better email marketing results

Let’s look at some practical ways to break down your audience and when to suppress certain emails to keep your communication strategic.

1. Segment by form submission: understanding audience intent

Your website’s forms provide more than just contact information—they reveal key insights into the intent of your visitors.

By analyzing which form a subscriber filled out, you can gain a better understanding of what they’re looking for and how to tailor your emails accordingly.

Here are a few examples of common coworking website forms and the insights you can glean from them.

Book a Tour‍

This form suggests a high level of interest. People who book a tour are actively considering your coworking space and want to learn more. These leads are further along in the decision-making process, and your follow-up emails should focus on moving them toward membership.

When you get leads from this form, reach out right away to thank them for their interest and establish a personal rapport. You can also automate "book a tour" follow-up emails to include:

• A personalized introduction (to yourself or whoever will be meeting them for the tour)
• Direct contact information for their tour guide
• Instructions for how to get to your space and where to park
• A prompt to respond with the day and time that they'd like to tour, if this isn't already part of your form

You can consider personalizing your follow-ups with content like:

• Testimonials or case studies from current members
• A virtual tour of the space or a list of exclusive amenities
• Special offers or promotions to encourage them to sign up after their tour

If these contacts don't convert, they should move into an audience segment where automated lead nurturing or lapsed lead sequences are activated.

Contact Us‍

People who fill out a "Contact Us" form may have general questions or inquiries about your space. These leads might be curious but not ready to commit.

Like Book a Tour contacts, reach out to Contact us contacts immediately to respond to their questions.

Your goal should be to gently guide them toward the next step—like booking a tour or trying a day pass.

You can personalize these emails with touches like:

• Sending them an FAQ with common questions answered.
• Highlighting any upcoming events or networking opportunities they might want to attend.
• Sharing a blog post or resource about the benefits of coworking, tailored to their needs.

If these contacts don't convert, they should also move into an audience segment where automated lead nurturing or lapsed lead sequences are activated.

Newsletter Subscription‍

Subscribers to your newsletter are often interested in staying connected with your community, but they might not be ready to take action just yet. This segment is more passive, so your emails should focus on keeping them engaged, nurturing the relationship, and providing value over time.some text

• Share updates about events, coworking tips, and success stories from your members.
• Offer exclusive content or perks for newsletter subscribers (like discounts or early access to events).
• Gradually introduce offers like free trials or promotions to nudge them closer to becoming members.
• Share your blog content.
• Distribute an amazing monthly newsletter.

By segmenting your audience based on the forms they’ve submitted, you can better understand their intent and send targeted emails that guide them toward the next logical step in their journey.

2. Segment by service interest

It’s wise to segment your list based on what service each subscriber is interested in so you can send them emails that are relevant and enticing.

• Hot Desks: This segment is likely made up of freelancers, remote workers, and small business owners who value flexibility and affordability. Your emails should focus on promoting the benefits of hot desks—like the collaborative community, flexible membership options, and affordable rates.
• Private Offices: Private office leads are likely seeking a more permanent and private solution for their business. Target these subscribers with emails highlighting the privacy, security, and professionalism of your private office options. Share success stories from other businesses using your space and offer promotions for office rentals.
• Meeting Rooms & Event Spaces: These subscribers may only need occasional access to your space for meetings or events. Send them content about the professional features of your meeting rooms (e.g., AV equipment, catering options) and offer discounts or package deals for multiple bookings.

By segmenting your audience by which service tier they're interested in, you can also hyperfocus your correspondence. For example, you can send a limited-time offer on hot desks to those interested in hot desks without sending it to people who are interested in a private office.

Segmenting by service interest ensures that you’re delivering the right message to the right audience, increasing the likelihood of engagement and conversion.

3. Segment by stage in the member journey

Not every subscriber is at the same stage of their journey with your coworking space. Some are brand new, while others are long-term members. Tailoring your messaging to where they are in their journey is key to keeping them engaged.

• New Subscribers: People who have just joined your email list (especially those from a newsletter subscription form) are still getting to know your space. Start by sending a welcome email series that introduces them to your coworking space, showcases your community, and offers them a special promotion like a free day pass or a discount on their first booking.
• Active Members: Current members don’t need introductory content, but they do need ongoing engagement. Keep them in the loop with member-only offers, community updates, and invitations to special events or networking opportunities.
• Inactive or Lapsed Members: For those who haven’t engaged in a while, it’s time for a win-back campaign. Send them personalized offers, like a free day pass or exclusive discounts, to encourage them to come back to your space.

Remember: the type of correspondence you send to members will be much different than what you send to leads. You don't want to send promotion correspondence to your existing members since you'll probably just annoy them. For the same reason, you also don't want to send correspondence to leads that would only be relevant to members.

4. Segment by behavior and engagement

Behavior-based segmentation takes things to the next level by focusing on how subscribers interact with your website and emails. This allows you to create more personalized campaigns based on their actions and interests.

• Website visits: If someone has visited your private office or meeting room pages, it’s a strong indication they’re interested in those services. Send follow-up emails that speak directly to their interest—like offering a tour of the private offices or a discount on meeting room bookings.
• Previous engagement: Subscribers who frequently open your emails or click through to your website are more engaged than those who haven’t interacted in a while. For your highly engaged subscribers, offer exclusive perks, early access to events, or member-only content. For less engaged subscribers, consider sending a re-engagement campaign with a special incentive.
• Purchase behavior: If someone has booked a meeting room or signed up for a hot desk membership, use that information to tailor future offers. For example, you could offer meeting room users a discount on their next booking or encourage hot desk members to upgrade to a private office.

5. Segment by location

If your coworking space has multiple locations, you’ll want to segment your list based on where your subscribers are located. Sending location-specific content ensures that your emails are relevant to each recipient and helps avoid irrelevant offers.

• Local offers and events: Send location-specific promotions, event invites, and updates to subscribers based on their proximity to your space. For example, if you’re hosting a networking event at your downtown location, only invite those who live or work nearby.
• New openings: If you’re opening a new location, send targeted announcements to subscribers in that area. This is a great way to build anticipation and offer early-bird specials or promotions for new members.

6. Segment by Membership Type

Your subscribers may already be members, and it’s essential to tailor your emails based on their membership level.

• Hot Desk members: This group might be interested in upgrading their membership. Send them promotions for dedicated desks or private offices, and highlight the added benefits of upgrading.
• Private Office members: These members likely value privacy and exclusivity. Focus on retention by offering updates on new amenities, networking opportunities, or add-ons like discounted meeting room rentals.
• Meeting Room users: If someone books meeting rooms regularly, send them offers for bulk bookings or special discounts for their next meeting.

We'll be honest: segmenting your audience can be technical and tricky. So, it's not essential to have all of these segments in place.

But by segmenting your audience to some degree, you get more control over what you send to whom and why, in turn allowing you to create more impactful email marketing results.

And if you'd like to take this process to the next level, we'd recommend reading our resource focused on suppressions in email marketing.

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