Ep 92: 2026 Segmentation Research: What We Changed and Why

Follow TWBERP on Spotify: https://open.spotify.com/show/30OswCn... Email segmentation is getting tighter. Here's what our 2025 research found and what we changed going into H2 2026. We cover implied consent windows, why we pulled back from 150-day open segments to 120, the real revenue math on long buyer lookbacks, and how to structure a mailable segment that sits inside every other segment you send to. Key topics: Implied consent: 95-day default vs. the legal maximums Why 150-day open windows caused inboxing problems on some brands Long buyer lookbacks: the $400 on $14,000 reality check Engaged vs. unengaged within mailability First-time vs. repeat buyer segmentation and why it matters for sustainable revenue How to add implied consent directly into existing segments This is the internal lifecycle update Pilothouse publishes before every H2. The direction for 2026: tighter than 2025, across the board. 0:00 - What's required to inbox 2:51 - 2025 segmentation research overview 3:50 - Implied consent windows explained 5:16 - Open window: why we stayed at 120 days 7:15 - Where 85% of campaign revenue comes from 9:15 - Long buyer lookbacks: what the data showed 13:49 - How to establish mailability as your foundation 16:45 - First-time vs repeat buyer segmentation 20:27 - Using segmentation to learn about your business Work with Pilothouse: ⁠https://www.pilothouse.co/get-in-touc... Subscribe on YouTube: ⁠   / @dtcpodcast   Subscribe to DTC: ⁠https://www.directtoconsumer.co/⁠ Listen to DTC Podcast: ⁠https://podcasters.spotify.com/pod/sh...