Examples of key user segments:

• people who haven’t signed up for your product
• people who signed up today
• people who signed up in the last seven days
• people who signed up in the last seven days, but didn’t engage, or didn’t activate
• people who signed up in the last 30, 60 or 90 days and activated
• inactive users
• users whose trial is about to end or just ended and that you would eventually like to convert
• paid subscribers in their first month
• paid subscribers retained for two months or more
• subscribers on annual plans
• users who you think would be willing to refer your product to others
• subscribers who cancelled
• subscribers who cancelled more than once
• or signups per specific acquisition channel

Test Segments

You’ll then want to test these segments so let them run for a few weeks. Do users flow through the way you’d expect them to? Go through random profiles in each of these segments and compare with the data from your database. Are those the users you’d expect to find in each of these segments?

Sources:

The SaaS Email Marketing Playbook: Convert Leads, Increase Customer Retention, and Close More Recurring Revenue With Email