If you’re tired of blasting emails and hoping for the best, you’re not alone. Segmenting accounts isn’t magic, but it’s one of the only proven ways to get your emails noticed—and maybe even clicked. This guide is for anyone using Glyphic who wants to send smarter, more relevant emails and leave “spray and pray” behind.
Let’s get real: segmentation isn’t about fancy algorithms or “unlocking new revenue streams.” It’s about sending the right message to the right people, and not annoying everyone else. Here’s how to actually do it in Glyphic, what to care about, and what you can skip.
Step 1: Get Your Data in Order
Before you segment anything, you need clean, usable account data in Glyphic. If your account records are a mess, no amount of fancy segmenting will save you.
What matters: - Accurate account info: Company name, industry, size, region, lifecycle stage, etc. - Recent activity: Last email opened, last login, purchase history—whatever you can reasonably track. - Custom fields: Glyphic lets you add custom fields. Use these for any key qualifiers unique to your business (e.g., “Has renewal in 60 days”).
What doesn’t:
- Importing every possible data point “just in case.” More isn’t better—irrelevant data just clutters your filters and slows you down.
Pro tip:
Do a quick audit. If you spot a bunch of missing or outdated fields, fix those first. There’s no point segmenting on bad data.
Step 2: Define Your Segmentation Goals
You can segment accounts a thousand different ways, but most people overcomplicate it. Start by asking: What’s the point of this campaign?
- Are you upselling current customers?
- Re-engaging cold leads?
- Announcing a feature only relevant to certain industries?
Example segmentation goals: - Send a renewal reminder to accounts with contracts ending in 30 days. - Offer a promo to companies with more than 100 employees in tech. - Nudge inactive accounts who haven’t logged in for 90 days.
What works:
Clear, specific goals tied to business outcomes. If you can’t explain why a segment exists in one sentence, it’s probably too broad or pointless.
Step 3: Build Segments in Glyphic
Here’s where you actually use Glyphic’s segment builder. The interface is pretty standard: filters, rules, and conditions. Don’t get distracted by the bells and whistles.
1. Go to the Accounts Section
- Log in and head to the Accounts tab.
- Click Create Segment (or similar—names change, but you’ll find it).
2. Set Your Filters
Glyphic lets you filter on any field—standard or custom. Some popular segmentation criteria:
- Industry (e.g., SaaS, Retail, Healthcare)
- Account Size (employee count or revenue)
- Geography (country, state, region)
- Lifecycle Stage (lead, customer, churn risk, etc.)
- Last Activity (last login, last email opened)
- Custom Fields (anything specific to your business)
Example:
Want to target software companies with over 200 employees in North America who haven’t logged in for 60 days? Stack your filters:
- Industry = Software
- Employee Count > 200
- Region = North America
- Last Login > 60 days ago
3. Use AND/OR Logic (But Don’t Overthink It)
- AND narrows your segment (must meet all conditions).
- OR broadens it (meets any condition).
What works:
Keep segments tight but not so narrow you only have three accounts. If you’re not sure, start broader and refine as you learn what works.
What to ignore:
Don’t get lost in micro-segments just because you can. “Accounts with exactly 57 employees who use Chrome and prefer cats”—nobody cares.
Step 4: Review and Save Your Segment
Before you hit save, double-check the actual list of accounts in your segment. Glyphic will show you a preview.
Check for: - Obvious mistakes (e.g., zero accounts, or way too many) - Outliers (does someone not belong?) - Missing data (if “Industry” is blank for half your accounts, rethink using it as a filter)
Pro tip:
Name your segments clearly (e.g., “US SaaS >200 Emp Inactive 60d”). Skip the cute names—it’s easier for everyone.
Step 5: Use Segments in Your Email Campaigns
Now for the fun part: putting your hard work to use.
- In Glyphic’s campaign builder, you’ll see an option to select a segment as your recipient list.
- Pick your new segment and craft your email.
What matters:
Tailor your message to the segment. Don’t just drop in the same old template. If you’re emailing inactive accounts, acknowledge it (“We noticed you haven’t logged in lately…”).
What doesn’t:
You don’t need a totally unique email for each segment. Start with a base template and tweak the relevant parts.
Step 6: Analyze and Adjust
Segmentation is never “set it and forget it.” Glyphic gives you basic stats—opens, clicks, bounces, replies—for each campaign and segment.
What to watch: - Did your segmented emails perform better than generic blasts? - Any segments getting zero engagement? Maybe your filters are off, or your message isn’t relevant. - Are you missing a segment that should exist? (e.g., active but low-spending customers)
Pro tip:
Don’t chase vanity metrics. Opens and clicks are fine, but actual responses or conversions matter most.
What Works, What Doesn’t, and What to Skip
Works: - Keeping segments simple and tied to real goals - Regularly cleaning up your account data - Reviewing segments before sending
Doesn’t: - Over-segmenting to the point where lists are tiny and messages get repetitive - Relying on automation to “personalize at scale”—it’s rarely as good as promised
Skip: - Fancy AI-driven suggestions unless you can actually see the logic behind them - Segments you can’t explain to a coworker in 10 seconds
Wrap Up: Keep It Simple, Tweak as You Go
If you remember one thing, let it be this: segmentation is supposed to make your life easier, not harder. Start with broad, obvious groups. Send relevant emails. Watch what happens and adjust.
Most of your competitors are still sending the same email to everyone. With just a bit of thoughtful segmenting in Glyphic, you’re already ahead—no need to overcomplicate it.