Segmentation means dividing all your contacts into homogeneous groups, called segments, that share common traits. The idea is simple: instead of sending the same message to everyone, you adapt your message to each group so it feels concerned. A message that speaks to everyone reaches no one; a targeted message does.
What criteria to segment on
You can split an audience in many ways. By sector, because a tradesperson and an agency don't have the same expectations. By size or geographic area. By behavior, separating those who reacted from those who stayed silent. The right criterion isn't the finest, but the one that truly changes what you'll say. Segmenting without adapting the message is pointless.
What it changes in practice
A segmented audience lets you write sharper, and therefore more effective, messages. You bring each segment closer to your ideal customer and prioritize your effort, along the lines of lead scoring. The result isn't writing more, but writing right: more replies for the same volume of sends.
How Kaptor helps you segment
Kaptor searches for your prospects by trade and area, which amounts to building segments at the source: you never start from an undifferentiated list. You then adapt your message to each target. To see how we target your prospects, explore sales prospecting.