Tagging vs. Segments: Which Should You Use in Your Email Strategy?
If you’ve been diving into email marketing, you’ve probably come across the terms “tagging” and “segments.” They both help you organize your list and send more personalized content—but how do they differ? And which one should you use?
Spoiler alert: Both are powerful tools, but knowing when and how to use them can take your email marketing from basic to brilliant.
In this post, we’ll break down:
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What tags and segments are
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How they work
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When to use each one
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And why the smartest strategies use both
Let’s get into it
First, What’s the Goal of Both?
Before we compare them, let’s zoom out.
The goal of tags and segments is the same:
To organize your list and send the right message to the right people.
When used well, they help you:
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Avoid blasting everyone with the same generic message
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Improve open and click-through rates
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Deliver a more personalized experience
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Increase conversions
Now let’s get into the nitty-gritty.
What Are Tags?
Tags are like digital sticky notes you attach to a contact’s profile. They describe who someone is, what they’ve done, or what they’re interested in.
Think of them as flexible labels that help you track behavior or characteristics.
Examples of Tags:
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Downloaded: Lead Magnet - Email Checklist -
Attended: Webinar - List Building 101 -
Customer - Course: Instagram Bootcamp -
Interest: Social Media -
Clicked: Free Trial Offer -
New Subscriber
You can add or remove tags manually or automatically based on actions people take.
What Are Segments?
Segments are groups of people on your list that meet specific criteria — often based on tags, location, behavior, or other data points.
They’re like smart filters that create dynamic lists of subscribers who fit a certain profile.
Examples of Segments:
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Everyone who has the tag “Interest: Email Marketing”
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People who opened your last 3 emails
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Subscribers who haven’t clicked in the last 30 days
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All customers who live in Canada
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People who signed up in the last 7 days
Segments are often built using tags, but they can also use other criteria like geography, engagement, or purchase history.
Tags vs. Segments: Key Differences
| Feature | Tags | Segments |
|---|---|---|
| What it is | A label applied to a contact | A group created based on criteria |
| How it works | Static or action-triggered | Dynamic and auto-updating |
| Used for | Tracking behaviors, interests, or events | Targeting groups for campaigns |
| Flexibility | Super flexible and detailed | Great for filtering and sending |
| Can be removed manually? | Yes | Not applicable (segments update automatically) |
When to Use Tags
Tags are great when you want to:
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Track behavior over time (like downloads or purchases)
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Trigger automations (ex: when someone gets the “Customer” tag, send a thank-you sequence)
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Organize your audience by interest or activity
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Build data over time about your subscribers
Tags are ideal for behind-the-scenes organization.
When to Use Segments
Segments are great when you want to:
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Send a targeted broadcast (ex: “Send this offer only to people interested in copywriting”)
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Clean up your list (ex: “Find subscribers who haven’t opened in 90 days”)
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Personalize your campaigns by location or behavior
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Analyze engagement levels
Segments are ideal for sending and strategy.
So…Which One Should You Use?
The magic happens when you use both together.
Here’s how it might look in a real strategy:
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A subscriber downloads your free guide → they get the tag:
Downloaded - Guide -
They get added to an automation that delivers value-packed emails
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You use a segment to send a special offer only to people with that tag who haven’t purchased yet
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Anyone who buys gets a new tag:
Customer -
Now, they’re excluded from future promo emails and added to your VIP segment
Tags build your subscriber profile.
Segments let you act on it.
Final Thoughts
If email marketing is like building relationships, then tags and segments are how you remember what each person cares about — and speak to them accordingly.
