Email Applied: How to Use Segmentation to Increase Email Relevance

• Prior transactions: It's a rule of thumb that customers who have purchased from you recently are more likely to purchase again. You might consider creating different test groups for former buyers — e.g., no purchases within the last 60 days, no purchases in the last two months to a year and no purchases in more than a year. Try sweetening your offer for inactive buyers to motivate them to purchase.