If you’re running cold outreach, you already know: blasting the same message to thousands of leads doesn’t work. You need to get picky—importing the right leads, slicing them into useful segments, and sending targeted messages. That’s how you get replies (not unsubscribes). This guide is for anyone who uses Instantly and wants to stop winging it and start sending smarter, more relevant emails.
Let’s cut the fluff and get into the real steps—what actually works, what doesn’t, and what you can skip.
Step 1: Get Your Lead List Ready
Before you even log into Instantly, get your house in order. Instantly doesn’t magically fix bad data. Garbage in, garbage out.
What you need:
- A CSV file with your leads. Most people use Google Sheets or Excel to prep this.
- The basics: First name, last name, email address. Add more columns if you want to segment by things like company, industry, job title, location, etc.
Pro tip:
Double-check for typos, missing emails, and duplicate contacts. Instantly will catch some errors, but why risk it? Clean data saves headaches later.
What to ignore:
Don’t overcomplicate things with 20 columns unless you have a real plan to use all that info. Extra data is just noise if you’re not segmenting on it.
Step 2: Import Leads into Instantly
Once your CSV is polished, it’s time to bring it into Instantly.
Here’s how:
- Log in and go to the “Leads” section from your dashboard.
- Click “Import” (sometimes it’s a button, sometimes it’s a little icon—look for “Import” or a cloud-arrow).
- Upload your CSV. Instantly will try to map your columns automatically.
- Map columns manually if needed. Make sure Instantly knows which column is “Email,” which is “First Name,” and so on.
- Review and confirm. Instantly will show you a preview. Scan for obvious mistakes—wrong columns, weird characters, blank rows.
- Finish the import. Instantly will process the file and add the leads to your chosen list.
Common mistakes to avoid:
- Wrong file format: Instantly likes standard CSVs. If you’re seeing errors, re-save your spreadsheet as a regular CSV.
- Duplicate emails: Instantly tries to de-duplicate, but it’s not perfect. Scrub your list first.
- Mismatched columns: Don’t assume Instantly will guess right. Double-check your mappings.
What doesn’t matter:
Don’t stress about column order in your CSV—mapping fixes that. Also, you don’t need to pre-segment your CSV; Instantly’s segmentation tools are easier to use once your data is in.
Step 3: Segment Your Leads
This is the real secret sauce. Segmentation means breaking up your big list into smaller groups, so you can send tailored messages. Instantly calls these “Segments” or sometimes just “Filters.”
Why bother? - More relevant messages = more replies. - You can test different pitches on different groups. - It’s easier to spot what’s working (and what’s not).
How to create segments in Instantly:
- Go to your imported lead list.
- Click “Create Segment” or “Filter.” (Instantly’s labels change, but look for those terms.)
- Set your rules.
- Example:
- “Industry is SaaS”
- “Job Title contains ‘Marketing’”
- “Company Size greater than 50”
- You can combine rules with AND/OR logic.
- Save your segment. Give it a name you’ll actually recognize later.
Pro tip:
Start simple. Segment by one or two criteria at first—like industry or job title. You can always get fancy later.
What works: - Segment by pain point or use case, not just demographics. - Use “contains” not “equals” when filtering for job titles (because people write “VP Marketing,” “VP of Marketing,” “VP, Marketing”… you get the idea).
What doesn’t: - Micro-segmenting before you have proof. If your segment is 12 people, you’re just making your life harder for no reason. - Segmenting on data you don’t actually use in your emails.
Step 4: Targeted Outreach—Putting Segments to Work
Now you’ve got your segments, it’s time to actually use them. The whole point is to send relevant emails—not spray and pray.
How to send targeted campaigns:
- Create a new campaign in Instantly.
- Choose your segment(s) as the recipient list.
- Write tailored email content for that segment. Reference their industry, pain point, or whatever you segmented on.
- Set up sending rules (scheduling, throttling, etc.—don’t just blast 5,000 emails at once).
- Hit launch and monitor results.
Pro tips: - Use merge tags (like {{FirstName}}, {{Company}}) to personalize. - Test different messages for different segments. Don’t assume the same pitch will work everywhere. - Keep your segments big enough for meaningful results (ideally 50+ leads per segment).
What to ignore: - Don’t waste time writing a 100% unique email for every segment unless you’re selling something high-ticket. Most of the time, 80% reusable, 20% custom is plenty.
Step 5: Iterate, Improve, and Don’t Overthink It
Segmentation isn’t a “set it and forget it” thing. The best outreach teams tweak their segments and messaging as they learn what works.
What you should do:
- Monitor results by segment. Are certain groups opening and replying more? Double down on what’s working.
- Refine your segments. Sometimes you’ll realize your “SaaS CEOs” segment is actually two groups—split them and test.
- Update your data. Add new leads, prune bad ones, and keep things fresh.
What actually matters: - Clarity beats complexity. If you’re not sure why a lead belongs in a segment, simplify. - Don’t get stuck in analysis paralysis. Action > perfection.
Real-World Tips That Actually Matter
- Don’t believe the hype:
Segmentation is powerful, but it’s not magic. If your core message is boring or irrelevant, no amount of fancy filtering will save you. - Keep your lists clean:
Bounced emails and spam traps will tank your deliverability. Use Instantly’s built-in validation, or run your list through a verifier first. - Personalization matters, but only if it’s real:
Dropping a first name isn’t enough. Reference something specific to their segment—like a recent funding round, or a shared problem. - Don’t buy huge lists and dump them in:
Quality > quantity. The best campaigns start with a focused, hand-curated list.
Wrapping Up: Simple Is Smart
Importing and segmenting leads in Instantly isn’t rocket science, but it does take a bit of upfront work. Clean your data, keep your segments simple, and talk to people like humans. Start small, see what works, and make tweaks as you go. Most importantly—don’t let “perfect” stop you from hitting send.