Communities thrive on relevance. The more a member feels seen, understood, and catered to, the more likely they are to stay engaged. But as communities grow, serving everyone the same content, message or experience no longer works. That’s where segmentation strategies come in.
Segmentation is the process of dividing your community into smaller, intentional groups based on shared characteristics — whether that’s interest, behaviour, geography, demographics, expertise level or engagement patterns. These smaller segments can then be engaged with more personalised content, interactions and opportunities that reflect their specific context.
At its best, segmentation enables targeted relevance at scale — allowing communities to remain personal even as they expand.
Why segmentation matters in community building
Most disengagement doesn’t come from dissatisfaction — it comes from irrelevance. Members receive updates that don’t speak to them. They attend events that don’t meet their needs. They browse forums cluttered with conversations they don’t care about.
Effective segmentation helps avoid this by making sure:
Members feel understood: When content or interactions match member identity or stage, trust grows.
Engagement is more meaningful: Members are more likely to participate when the context feels tailored.
Content is better distributed: Segmentation helps route the right messages to the right people at the right time.
Resources are used more efficiently: Teams can focus energy where it delivers the most impact — instead of broadcasting to everyone.
Segmentation is not exclusion. It’s intentional inclusion.
Common segmentation approaches
There is no one-size-fits-all model. The right strategy depends on your goals, platform, and member data. However, most community segmentation falls into one or more of the following categories:
1. Behaviour-based segmentation
Segment members by their activity patterns, such as:
New joiners
Lurkers (viewing but not posting)
Power users or super contributors
Recently disengaged members
Use this to guide onboarding flows, nudge strategies, or peer recognition programmes.
2. Interest-based segmentation
Group members by what they care about — e.g. topics, tools, challenges, or goals.
Use tags, topic selection during onboarding, or self-assigned roles
Offer interest-based channels, threads, newsletters or events
This is especially useful in broad communities with multiple content verticals.
3. Demographic segmentation
Organise by member attributes like:
Geography or time zone
Language
Career level or role
Age or education background
This enables region-specific events, timezone-friendly programming, or role-targeted resources.
4. Journey or lifecycle segmentation
Segment based on a member’s relationship to the community or platform:
Onboarding stage
Paying vs free members
Event attendees vs non-attendees
Alumni or inactive users
This helps create timely touchpoints such as re-engagement campaigns or milestone recognitions.
5. Identity or affinity-based segmentation
Use self-identified traits or community identities:
First-time creators
Underrepresented groups
Volunteers, moderators or ambassadors
Affinity groups create psychological safety and deepen belonging.
How to implement segmentation in practice
Segmentation requires both strategy and systems. Here’s how to build a segmentation strategy that works:
1. Define your purpose
Ask: What problem are we trying to solve?
For example:
Do we want to improve onboarding?
Increase reactivation?
Deliver more relevant content?
Strengthen peer-to-peer connection?
Your segmentation model should serve a clear goal — not just slice your data arbitrarily.
2. Map your data sources
Good segmentation depends on good data. Consider:
Platform analytics (e.g. logins, participation)
Onboarding forms
Self-selected roles or tags
Surveys or preference centres
CRM or email tools (if integrated)
Start with what you have, then expand your data collection with clear consent.
3. Choose segment types and sizes
Avoid over-segmentation — it adds operational complexity. Focus on a few high-impact segments and test before scaling.
Too broad = irrelevant
Too narrow = unsustainable
A simple model (e.g. new, active, dormant) is often more effective than 12 complex personas.
4. Tailor content and experiences
Once segments are defined, create targeted:
Messages (emails, announcements)
Content (blog posts, guides, prompts)
Events (regional or topic-based meetups)
Threads or channels (interest-specific forums)
Onboarding or reactivation flows
Keep track of what’s customised and what’s universal — and use automation tools when possible.
5. Monitor, learn and refine
Track metrics like:
Open/click rates on targeted messages
Retention within different segments
Event attendance by segment
Qualitative feedback from different groups
Refine or merge segments that aren’t producing value. The point is not to maintain fixed divisions, but to evolve as your community does.
Challenges and pitfalls to avoid
Segmentation is powerful — but not without risk. Watch out for:
Data blind spots: Without diverse data, segments may reinforce existing biases.
Operational overload: More segments mean more complexity. Scale carefully.
Unclear ownership: Who’s responsible for managing segment-specific programming?
Fragmentation: If segmentation becomes siloed, members may feel cut off from the broader community.
Balance is key: segment deeply enough to be relevant, but not so much that it breaks cohesion.
Final thoughts
Segmentation is not about slicing your community into pieces — it’s about surfacing the patterns that help you serve people more personally, more purposefully, and more effectively.
When done right, it creates a sense of “this was made for me” — not through one-to-one customisation, but by designing experiences that speak to shared needs, identities or behaviours.
In a noisy digital world, relevance is your advantage.
Segmentation is how you earn it.
FAQs: Segmentation strategies
What is the difference between segmentation and personalisation in community management?
Segmentation involves grouping members into categories based on shared characteristics (like behaviour, interests, or demographics), while personalisation is about tailoring individual experiences using data from those segments. Segmentation enables scale; personalisation applies that segmentation to deliver unique, relevant experiences per user.
How do I choose the best segmentation criteria for my community?
Start by identifying your key goals — such as improving onboarding, increasing engagement, or retaining at-risk members. Then choose criteria aligned with those outcomes (e.g. activity levels, interests, or tenure). Use analytics and feedback to test and refine your segmentation over time.
What tools help with implementing segmentation in a community platform?
Depending on your stack, tools like Discourse, Circle, Mighty Networks, or custom Slack/Discord bots allow tagging, channel access controls, and role-based segmentation. For deeper segmentation, integrating your community platform with CRMs (like HubSpot or Salesforce) or marketing tools (like Mailchimp or ActiveCampaign) helps automate targeted outreach.
How can segmentation improve community onboarding?
Segmentation allows you to customise onboarding experiences based on user type — for example, new creators, seasoned professionals, or location-based cohorts. Each segment can receive tailored welcome messages, content recommendations, or walkthroughs that make the onboarding journey more relevant and easier to navigate.
Is it possible to over-segment a community?
Yes. Over-segmentation can lead to operational complexity, inconsistent experiences, and content fatigue. If segments are too small or overlapping, it may be difficult to manage and dilute the community’s shared identity. Always balance segmentation with cohesion, and review segment performance regularly.
