Keep clients engaged with the right messaging.

As a business owner, you’ve probably noticed that not all your clients are motivated by the same goals—or respond to the same offers. Some are price-sensitive, others prioritize results. Some show up weekly, others come in waves. So how do you speak to them all in a way that feels relevant and personal?

That’s where segmentation does the heavy lifting—helping you book more sessions, cut down on ignored emails, and connect with clients in a way that actually resonates.

What is client segmentation?

Client segmentation is the process of dividing your client base into smaller, more meaningful groups based on shared characteristics—so you can deliver the right message, at the right time, through the right channel. Think of segmentation as your way to speak directly to what each client really cares about.

These characteristics could be:

Demographic (e.g., age or gender)
Behavioral (e.g., frequency of visits or preferred services)
Psychographic (e.g., fitness goals or beauty concerns)
Geographic (e.g., where they live or work)

By organizing clients into distinct segments, you’re no longer broadcasting a one-size-fits-all message. You’re creating personalized experiences that drive loyalty, satisfaction, and higher revenue.

What does segmentation look like in real life?

Here’s how business owners like you are already using segmentation to grow smarter:

Business Type	How Segmentation Was Used	The Result
Fitness Studio	A studio owner created a segment of members attending high-intensity classes 2x/week and invited them to an exclusive strength bootcamp.	Boosted program sign-ups by 25% and filled 3 specialty classes in under 48 hours.
Med Spa	A spa owner segmented returning facial clients and sent personalized offers for a premium skincare bundle and VIP membership upgrade.	Increased average order value by 18% and converted 10 one-time clients into members.
Tutoring & Coaching Center	An education provider built a group for parents of first-time students to send welcome tips, milestone updates, and upsell private session reminders.	Reduced no-shows by 30% and doubled the number of families signing up for multi-session plans.

Client segmentation empowers you to speak to what your clients actually care about—and it shows in your bookings, retention, and sales.

Why segmentation is strategic

Segmentation opens the door to smarter, more efficient business growth.

Smarter Messaging

Use the right communication channels for each audience (email vs. SMS vs. in-app)
Increase upsells and cross-sells by making messages feel intentional, not random

Better Offers, Higher Revenue

Uncover product or service gaps based on what each group wants
Send offers that feel personal—and avoid irrelevant ones
Test pricing or package options with lower risk

Stronger Client Relationships

Build stronger, long-term relationships with your clients
Focus time and effort on your most profitable client types
Improve how you support clients and tailor your services

When used with intent, segmentation isn’t just a marketing tool—it’s a full-circle experience strategy.

How to segment your clients with data you already have

You don’t need a data team or fancy tools to segment effectively. WellnessLiving already tracks the key data, you just need to use it. Here are some common data points:

Website analytics – Where your leads are coming from and what pages they visit most. Are they checking out class schedules or service FAQs? That tells you a lot about what they care about.
Purchase & booking history – Repeat buyers, high spenders, or those who tend to book specific classes or services. Example: group frequent personal training clients for personalized fitness goal promotions.
Email engagement & interests – Track what clients click on in your emails. Their activity reveals what they're actually interested in—helping you send more relevant offers and content that resonates.
Surveys or intake forms – Businesses who use detailed intake forms to learn about clients' goals and conditions already have segmentation gold at their finger tips. Use intake form data to match services to needs and deepen offers and upsells.

You can start segmenting clients right in WellnessLiving using Client Groups. These let you organize clients by visit history, service preferences, goals, or form responses—ideal for targeted campaigns.

Not sure whether to use a Client Type or a Client Group? Here’s the key difference—and how to use them effectively:

Client Types are automatically assigned based on a client’s purchase activity (like becoming a “Member” after buying a membership).
Client Groups are fully customizable and rule-based. You can group clients by goals, attendance, services, or form responses—and a client can belong to multiple groups at once.

That makes Client Groups your go-to tool for personalized marketing, targeted offers, and smarter engagement.

Best practices for using segments in marketing

Once you’ve created segments, here’s how to make them work harder for you:

1. Speak to what matters

Each segment has its own motivation. Your job is to reflect that in your messaging—so it feels like you're speaking directly to what they care about most.

A new gym member wants accountability and progress they can see.
A spa client may be focused on visible results before a vacation.
A parent at a dojo likely wants their child to feel confident and focused.

✨ Tip: When you tailor your message to their “why,” it builds trust and drives action.

2. Don’t over-message

Some clients may fall into more than one segment—so it’s important to respect their inbox (and their attention).

Prioritize time-sensitive campaigns first.
Limit your outreach to one campaign per client per week, or based on how engaged they are.
Avoid sending overlapping promotions or duplicate messages.

✨ Tip: Use automation tools to manage who gets what—and when—without having to track it all manually.

3. Rotate your focus

Your client base is dynamic—and your marketing should be too. Rotate which segments you’re focusing on so no one gets left out, and your messaging stays fresh.

One month, focus on goal-based segments (like “Weight Loss” or “Muscle Gain”).
The next month, switch to behavior-based groups (like “Lapsed Clients” or “First-Time Buyers”).

✨ Tip: A monthly rotation keeps your outreach aligned with seasonal trends, business goals, and client needs.

Client Segmentation Messaging Toolkit

Use these examples to drive engagement, retention, and revenue for businesses like yours.

Vertical	Segment Message	Goal
Fitness	Segment: New Clients (<30 Days) Send: Welcome series with class tips + free assessment	Increase early engagement + reduce drop-off
Health & Beauty	Segment: Lapsed Clients (90+ days) Send: “We miss you” email + booking incentive	Reactivate dormant clients + drive repeat visits
Education	Segment: Parents of First-Time Students Send: Progress updates + upsell for private sessions	Build trust + increase multi-session enrollments
Any	Segment: High-Spending Clients Send: VIP upgrade offer or early access to events	Increase lifetime value + reward loyalty
Any (Seasonal)	Segment: Goal-Oriented Clients (e.g., Reset, Glow, Back-to-School) Send: Timely, themed offers aligned to seasonal goals	Align services to trends + boost seasonal revenue

Use these segment ideas as a starting point—and remember, the more relevant your message, the more results you’ll see in bookings, retention, and revenue. Segmentation isn’t just smarter marketing—it’s better client care.