If you’re tired of blasting the same email to everyone and hoping for the best, you’re in the right place. This guide’s for people who want their email marketing to actually feel personal—without turning it into a full-time job. We’ll walk through creating targeted campaigns using Xiqinc’s segmentation tools. No fluff, no vague buzzwords. Just the stuff that works (and what you can skip).
Step 1: Get Your Data in Order
Before you even touch segmentation tools, let’s get real: garbage in, garbage out. Personalized campaigns live or die on the quality of your data.
- Start simple: At minimum, you want clean email addresses, first names, and maybe location.
- Don’t overcomplicate: If you’re not collecting detailed info (job title, purchase history), don’t stress. Start with what you have.
- Pro tip: Run a quick check for duplicates and obvious errors. Sending “Hi ,” is a fast way to the spam folder.
What matters:
Don’t wait for “perfect” data to get started. But if your list is a mess, spend an hour cleaning it up. It’ll save you headaches later.
Step 2: Understand Xiqinc’s Segmentation Tools
Xiqinc gives you a few ways to slice and dice your audience. Here’s what’s worth your time:
- Rule-based segments: Group people by clear traits (location, signup date, etc.).
- Behavioral segments: Target by what people do—opens, clicks, purchases.
- Static lists: Good for one-off campaigns, but not dynamic. Use sparingly.
Ignore for now:
AI-powered “Smart Segments” sound fancy, but unless you’ve got thousands of subscribers and real behavioral data, you’ll mostly get random groupings. Stick to the basics at first.
Step 3: Build Segments That Actually Matter
It’s easy to create too many segments and drown in options. Here’s the trick: build segments that answer a real marketing question.
Ask yourself:
- Who am I trying to reach?
- What do I want them to do next?
- Do I have enough people in this group to bother sending a separate email?
Examples that work: - New signups in the last 30 days - Customers who haven’t opened an email in 90 days - People who clicked a product link but didn’t buy
How to set up a segment in Xiqinc: 1. Go to the “Segments” tab. 2. Click “Create Segment.” 3. Choose rules—think “Location is California” or “Last purchase date is before 2023-01-01.” 4. Save with a clear name (“Inactive >90 days” beats “Segment 7”).
Pro tip:
If a segment has fewer than 50 people, ask if it’s worth the extra effort. Sometimes less is more.
Step 4: Write Emails That Don’t Feel Like Spam
Personalization isn’t just “Hi {FirstName}.” People can spot a mail merge from a mile away. Use segmentation to change the message, not just the greeting.
What works: - Reference something relevant: “Still interested in running shoes?” beats generic sales talk. - Short, conversational copy. Pretend you’re writing to one person in that segment. - Use dynamic content blocks (Xiqinc lets you show different sections based on segment).
What doesn’t: - Overloading with personal details. “We see you live in Boise and bought socks in March!”—creepy, not clever. - Stuffing every variable you can find. Keep it natural.
How to personalize in Xiqinc: 1. In the campaign builder, pick your target segment. 2. Use merge tags for basics (name, company). 3. Add conditional content blocks for bigger differences (e.g., different offers for new vs. returning customers).
Pro tip:
Test your emails before sending. Xiqinc’s preview tool isn’t perfect, so send a test to yourself. Catch those “Hi {FirstName}” fails early.
Step 5: Schedule and Send (But Don’t Overthink It)
Timing matters, but not as much as people claim. Unless your audience is global, stick to business hours in their timezone.
- Stagger sends if you’re worried about deliverability (Xiqinc has an option for this).
- Don’t chase “best time” myths—every list is different. Try a few times, see what sticks.
What’s worth testing: - Morning vs. afternoon sends - Weekdays vs. weekends (yes, sometimes Saturday works) - Frequency: once a week is plenty for most brands
Pro tip:
Don’t send just because you feel like you should. If you have nothing to say, skip a week. Your list will thank you.
Step 6: Measure What Matters (and Ignore Vanity Metrics)
Open rates? Useful, but don’t obsess—they’re less reliable now with privacy changes. Focus on:
- Clicks: Did people do anything?
- Conversions: Did they buy, sign up, or take your desired action?
- Unsubscribes: If these spike, you’re overdoing it.
How to check in Xiqinc: 1. Go to the “Reports” section after your campaign sends. 2. Look for click and conversion data, not just opens. 3. Compare segments. Did one group respond better?
What to ignore: - “AI engagement scores” (more marketing than substance unless you have huge data) - Tiny differences in open rates—look for real trends, not noise
Step 7: Iterate, Don’t Overhaul
You won’t nail it on the first try. That’s normal. The best campaigns get better with tweaks, not total rewrites.
- Tweak segments: Drop or merge ones that aren’t working.
- Refine copy: Notice which subject lines and messages get traction.
- Ask for feedback: A simple “Was this email useful?” can give you gold.
Pro tip:
Save your best-performing segments and templates so you’re not reinventing the wheel every time.
A Few Common Pitfalls (and How to Dodge Them)
- Too many segments: More isn’t better. Each new segment means more time and more chances for mistakes.
- Overpersonalization: It’s easy to tip from “personal” to “creepy.” If you wouldn’t say it out loud, don’t put it in an email.
- Ignoring mobile: Most people read on their phones. Check your test emails on mobile, not just desktop.
Keep It Simple, and Keep Going
Personalized email doesn’t have to mean hundreds of segments and elaborate automations. Start with a few groups that actually matter, write like a human, and keep an eye on what works. Don’t wait for perfect data or fancy AI features—just get your hands dirty. Iterate, improve, and remember: your best campaign is the one you actually send.