Email marketing is not dead. It is very much alive. But boring, mass-blast emails? Those are on life support. If you want higher open rates, more clicks, and more sales, you need to send emails that feel personal. The secret weapon is groups. Also known as tagging. It sounds technical. It’s not. It’s simple. And powerful.
TLDR: Stop sending the same email to everyone. Use groups or tags to organize subscribers by interests and behavior. Send targeted messages that match what people actually want. The result? Higher engagement, more trust, and better conversions with less effort.
Let’s break it down in a fun, easy way.
What Are Email Groups (aka Tags)?
Imagine your email list is one giant party. Everyone is in the same room. Some people love pizza. Some are vegan. Some only came for dessert. Would you hand everyone a slice of pepperoni and hope for the best?
Nope.
You’d ask what they like first.
That’s what groups do.
Groups (or tags) are labels you attach to subscribers based on who they are or what they do.
Examples:
- Clicked a link about webinars
- Bought Product A
- Downloaded a free guide
- Attended a live event
- Interested in fitness
- Interested in finance
Instead of treating everyone the same, you organize people into buckets. Smart buckets.
Why Sending the Same Email to Everyone Hurts You
Mass emails feel easy. One message. Hit send. Done.
But here’s what happens:
- People ignore it.
- Open rates drop.
- Clicks disappear.
- Unsubscribes rise.
Why? Because it’s not relevant.
Relevance is everything in 2026. People expect personalization. Netflix does it. Amazon does it. Even Spotify does it.
If your emails feel generic, they feel lazy.
And lazy doesn’t sell.
The Magic of Ultra‑Relevant Emails
Ultra‑relevant emails feel like this:
- “Wow, this is exactly what I need.”
- “How did they know I wanted this?”
- “This feels written just for me.”
When an email feels personal, people:
- Open it.
- Read it.
- Click it.
- Buy from it.
And the best part?
You don’t need to write 50 different emails from scratch. You just need smart grouping.
Step 1: Decide What Actually Matters
Don’t tag people randomly. Be strategic.
Start by asking:
- What products or services do I offer?
- What different problems do my customers have?
- What actions show buying intent?
Then create groups around those answers.
Let’s say you run an online fitness business. Your subscribers might fall into categories like:
- Weight loss
- Muscle gain
- Yoga and flexibility
- Meal planning
Now when you launch a new muscle-building program, you don’t blast it to everyone. Only send it to the muscle gain group.
That’s relevance.
Step 2: Tag Based on Behavior (This Is Gold)
Behavior-based tagging is where things get exciting.
Instead of asking people what they like, you watch what they do.
Tag subscribers when they:
- Click a specific link
- Visit a particular page
- Purchase a product
- Register for a webinar
- Abandon a cart
Actions reveal interest. And interest means opportunity.
For example:
If someone clicks three emails about real estate investing, tag them as Real Estate Interested. Now you know what to send them next.
Step 3: Use Entry Point Tagging
Where did your subscriber come from?
This matters.
People who downloaded a beginner guide are different from people who signed up for an advanced masterclass.
Tag subscribers based on:
- Lead magnet type
- Landing page source
- Ad campaign
- Social media platform
This helps you match the tone and complexity of your emails.
A beginner needs basics.
An advanced user wants depth.
Send the wrong message, and you lose trust.
Step 4: Create Simple Segmented Campaigns
You don’t need complicated automations at first.
Start simple.
Pick one campaign. Then ask:
Who is this really for?
Only send it to that group.
Example:
You are launching a premium coaching offer. Instead of emailing your full list, send it to:
- People who opened your last 5 emails
- People who clicked sales-related links
- People tagged as “High Interest”
This instantly boosts:
- Open rates
- Click rates
- Sales conversions
Smaller. Smarter. Better.
Step 5: Write Like You’re Talking to One Person
Here’s where most people mess up.
They segment the list. Good.
Then they write like they’re addressing a stadium. Not good.
When emailing a group, imagine one person who fits that tag.
Ask:
- What are they struggling with?
- What frustrates them?
- What result do they want?
Then write directly to that version of your subscriber.
Use words like:
- You
- Your
- Right now
Make it feel immediate. Make it feel specific.
Step 6: Exclude as Often as You Include
This is advanced. But powerful.
Sometimes relevance is not about who you send to. It’s about who you don’t send to.
Examples:
- Exclude buyers from promo emails for the product they already purchased.
- Exclude inactive subscribers from high-priority launches.
- Exclude beginners from expert-only content.
This keeps your list clean. And your messaging sharp.
Step 7: Re-Engage With Smart Tagging
Not everyone opens your emails.
That’s normal.
But instead of ignoring silent subscribers, tag them.
Create a group like:
- No opens in 30 days
- No clicks in 60 days
Then send a special re-engagement campaign.
Try subject lines like:
- “Still interested?”
- “Should I stop emailing you?”
- “Quick question…”
If they click? Remove the inactive tag.
If they ignore it? Consider cleaning them from your list.
A smaller, active list beats a huge, silent one. Every time.
Common Mistakes to Avoid
Let’s save you some headaches.
1. Over-tagging.
Don’t create 100 tiny groups you never use. Keep it manageable.
2. Never using tags.
Setting up groups but still blasting everyone defeats the purpose.
3. Ignoring data.
Check which segments perform best. Double down on what works.
4. Being creepy.
Personalized is good. Overly invasive is not. Keep it helpful, not scary.
The Real Benefit: Trust
Yes, tagging improves open rates.
Yes, it boosts clicks.
Yes, it increases sales.
But the biggest win?
Trust.
When subscribers consistently receive emails that match their interests, they begin to feel understood.
And when people feel understood, they buy.
Not because you pushed them.
But because you helped them.
A Simple Action Plan You Can Use Today
If you’re feeling overwhelmed, start here:
- Create 3 to 5 core interest groups.
- Tag new subscribers based on how they join your list.
- Tag people based on link clicks in your next 3 emails.
- Send your next campaign only to the most relevant group.
- Track open and click rates.
That’s it.
Small moves. Big difference.
Final Thoughts
Email marketing is not about sending more emails.
It’s about sending better ones.
Groups and tagging make that possible. They turn random broadcasts into meaningful conversations. They transform generic newsletters into targeted messages that connect.
You don’t need a massive list.
You need a smart one.
Start grouping. Start personalizing. Start sending emails people actually want to open.
Your engagement rates will thank you.
And so will your subscribers.