If you’re sending the same campaign to everyone in your contact list, you’re leaving money (and goodwill) on the table. Whether you’re running a growing online store, a SaaS app, or a nonprofit, segmenting your contacts isn’t optional—it’s how you avoid annoying your audience and actually get results.
This guide is for anyone using Scrubby who wants to target the right people with the right message—without getting lost in pointless busywork or overcomplicating things. We’ll cut through the fluff, walk through how to set up useful segments, and call out what actually matters (and what you can safely ignore).
Why bother segmenting your contacts?
Here's the blunt truth: blasting the same email or ad to everyone is lazy marketing. People tune out fast. Segmentation lets you:
- Send more relevant stuff (so people actually open and click)
- Keep your list healthier (less spam, fewer unsubscribes)
- Spot opportunities (like who’s ready to buy, or who’s drifting away)
Does it mean more work up front? Sure. But it pays off quickly, and with Scrubby, it isn’t rocket science.
Step 1: Get your data in decent shape
Before you start slicing and dicing your list, make sure your data isn’t a disaster. Scrubby can’t work miracles on a mess.
What “good enough” looks like:
- Clean email addresses: No obvious typos or duplicates.
- Key fields filled in: First name, last name, email, maybe city or company.
- Tags or custom fields: Use these for stuff that matters to your business (e.g., lead source, last purchase, subscription type).
Pro tip: Don’t obsess over having “perfect” data. Just fix the basics. You can always clean as you go.
Step 2: Decide what actually matters for your business
You can segment by just about anything. But more isn’t better—most people overcomplicate this and end up with a mess of pointless segments.
Start simple. Ask:
- Who are my main types of contacts? (e.g., customers vs. prospects)
- What do I actually want to send them?
- What do I need to know to make that happen?
Common, actually useful segments:
- Lifecycle stage: New leads, active customers, lapsed customers
- Engagement: Openers/clickers vs. the “meh” crowd
- Source: Where did they come from? (ad campaign, referral, event, etc.)
- Purchase history: Bought X but not Y, high spenders, never bought
What to skip:
Don’t bother with segments you’ll never use. If you’re not going to send a tailored message to “left-handed people who signed up between 3-4pm,” don’t create that segment.
Step 3: Build your segments in Scrubby
Now, let’s get practical. Scrubby lets you create segments with rules based on tags, fields, and activity. Here’s how to do it without getting lost in the weeds.
1. Start with a clear goal
Every segment should answer: “Who am I actually talking to, and why?”
Examples: - “People who bought in the last 60 days but haven’t opened our last 3 emails.” - “Subscribers who joined from the Spring Webinar and haven’t booked a demo.”
2. Use filters, tags, and custom fields wisely
- Filters: Great for basic stuff (has/hasn’t opened, has tag X, etc.)
- Tags: Quick way to group contacts by a shared trait or action.
- Custom fields: Use for things like company size, plan tier, or anything specific to your workflow.
Pro tip: Name your segments clearly. “VIPs - Opened last 5 emails” is better than “Segment 3.”
3. Test your logic
Don’t just assume your segment works. Preview the results—does it include who you expect? If not, tweak your rules.
4. Save (and revisit) your segments
Segments aren’t “set and forget.” People change. Scrubby’s dynamic segments update as your data changes, but check in occasionally to make sure your logic still makes sense.
Step 4: Use segments for actual targeted campaigns
This is where the payoff happens. Some ideas:
- Welcome series: Only to net-new signups, not everyone
- Win-back: Target lapsed customers, not your whole list
- Upsell/cross-sell: Show Product B only to people who bought Product A
- Event invites: Only people in a certain city or who attended before
- VIP/loyalty rewards: High spenders, not one-time buyers
What works
- Personalization: Even just using a first name or referencing a past purchase.
- Relevant timing: Don’t pitch a renewal to someone who just signed up.
- Clear value: Make it obvious why this message is for this segment.
What doesn’t
- Over-segmentation: If you’ve got 47 tiny segments with 3 people each, you’re wasting your time.
- Assuming segments never change: People move, buy, unsubscribe, or just stop caring.
- Spamming everyone “just in case”: That’s the opposite of targeting.
Step 5: Track and tweak
Don’t trust your gut—look at the numbers.
- Open and click rates: Are your targeted messages actually getting more engagement?
- Unsubscribe rates: If one segment is bailing hard, maybe your targeting (or message) is off.
- Conversions: Are the right people taking the action you want?
If it’s not working…
- Maybe your segments are too broad or too narrow.
- Maybe your message just isn’t that compelling.
- Or maybe you’re segmenting by stuff that doesn’t matter to your audience.
Pro tip: Sometimes a simple “customers vs. non-customers” split outperforms fancier segments. Don’t be afraid to go back to basics.
Common pitfalls (and how to dodge them)
- Paralysis by analysis: Don’t wait until you have “perfect” data or segment definitions. Just start.
- Ignoring segment size: If your segment is 5 people, it’s probably not worth its own campaign.
- Letting segments sprawl: Review your segments every quarter. Prune or merge ones you don’t use.
- Forgetting compliance: Make sure you’re only contacting people who’ve opted in, and honor unsubscribes.
Keep it simple, review often
Segmenting your contacts in Scrubby is about being smarter, not busier. Start with a handful of useful segments, send campaigns that actually matter, and check your results. Don’t get sucked into endless tweaking—just keep learning, iterating, and ditching what doesn’t work. That’s how you get more out of your list without making it your full-time job.