Adventures in Email Segmentation & Conversion Optimisation
Catherine Sempill
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Posted Feb 2, 2026
A few examples of how segmenting your list i.e. sending to smaller, targeted groups, enables more relevant content & leads to higher engagement and conversion.
Email lessons learned at the coal face
My first full time role at komoot was as a marketing copywriter. The content and communications team was small: Me, a designer, and the cofounder assigned the marketing function. In those days we were working from a clean slate and experimentation was the only way we progressed. The cofounder was busy wearing ten thousand hats, and the designer was busy…designing, so a lot of the project management and on-page messaging decisions fell to me. We all muddled through the strategy together. These are a few projects that helped build my understanding of email strategy from email copywriting (a skill in itself) to sophisticated targeting of different groups (segments) within our subscriber list.
Scope for this case study
Komoot Women’s Rally: The downside of sending to everyone
New feature announcement: The upside of sending to a very tiny subgroup
