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Your subscriber count tells you one story. Your segments tell you the real one.

If you're running a newsletter, these five segments will give you a clearer picture of your list and help you send smarter campaigns at the same time. These are the ones I actually use in beehiiv and come back to every week.

1. VIPs

Your superfans. Subscribers who open and click consistently, month after month. Usually a small slice, but these are the people who reply to your emails, buy your products, and refer their friends. Treat them accordingly. I send mine early previews, ask for their feedback first, and thank them when I can.

2. Clickers

A click is worth ten opens. This segment surfaces the readers who actually act on what you send, perfect for affiliate pushes, sponsor promotions, or testing a new offer. If you want to know what your list is actually willing to do, look here.

3. Apple MPP

True story: I once looked at my stats and saw my brother had opened every single one of my emails. I was so touched I called to thank him. Being the honest guy he is, he told me the truth — he hadn't read a single one. 😅 That's when I really understood Apple Mail Privacy Protection. It loads your open pixel automatically, so these subscribers look super engaged even when they've never opened the email. Isolating them keeps your open rate honest and helps you measure real engagement. For this group, trust clicks, not opens.

4. Cleaning / Not Active

Subscribers who haven't opened or clicked in a while but aren't quite ready for the sunset list. This is your re-engagement group. Send them a "still want to hear from us?" email and see who comes back to life. The ones who return are often more valuable than new subs.

5. Sunset

The ones who've gone quiet for good. Remove them, and your deliverability, open rate, and sponsor reports all improve overnight. It feels counterintuitive to shrink your list, but a smaller clean list beats a bigger dead one every time.

Start here and build from these five. You'll be surprised what your list actually looks like once you can see it clearly.

Reply and let me know what segments you use, or if there's one I should know about.

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🤝 OUR TRUSTED PARTNERS:

This week, Unilever has acquired Grüns, the fast-growing greens supplement brand built by founder Chad Janis in 2023. Grüns ships 10 million gummies daily, has over 1 million customers, and sold for a reported $1.2 billion!

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