If you’re using SMS for outreach, you’ve probably noticed: blasting the same message to everyone is a great way to get ignored. Maybe you’re a campaign manager, a recruiter, or just someone who’s tired of seeing “STOP” replies. This guide is for you. We’ll walk through how to actually segment and target contacts in Textus so you get more real replies—without getting lost in a maze of half-baked “personalization” features.
Why Segmentation Beats “Spray and Pray” (And What to Ignore)
Let’s be honest: most people overthink segmentation, or they buy into promises that AI will magically “know” how to reach every contact. Here’s the truth:
- Generic blasts = low response, more opt-outs.
- Hyper-granular segments (like “left-handed cat owners under 25”) = wasted time for most use cases.
- Simple, relevant groupings = better replies, less unsubscribes.
What works: - Dividing contacts by meaningful traits: location, last activity, status, etc. - Sending texts that speak directly to that group’s interests or needs.
What doesn’t: - Over-complicating with endless tiny segments. - Trusting automation to personalize everything for you.
Step 1: Clean Up Your Contact Data
Before you even think about segmentation, get your contact list in order. Bad data = bad results.
Do this: - Remove duplicates. Sounds basic, but you’d be surprised. - Fix obvious errors. If “First Name” is blank or “State” says “CA,CA,CA,” clean it up. - Update missing info. If you don’t know who someone is or where they live, it’s hard to target them.
Pro Tip: Run a simple export and look for glaring problems. Ten minutes here can save hours later.
Step 2: Decide What Actually Matters for Your Outreach
Don’t segment just for the sake of it. Ask yourself: What real differences affect how I’d talk to these contacts?
Some ideas that usually make sense: - Geography: State, city, or region. - Last activity: When did they last reply or engage? - Status: Are they new, lapsed, or active? - Source: Did they come from a web form, referral, job fair, etc.? - Interest area: What did they sign up for? (Don’t guess—use real data.)
What to ignore (unless you have a clear reason): - Age, gender, or random demographic details—unless your message truly changes for these. - Overly detailed behavior (like “clicked link 2x vs. 3x”). It’s rarely actionable for SMS.
Step 3: Build Segments in Textus
Textus has tools for creating groups or segments, but don’t expect magic. You’ll need to use filters, tags, or lists. Here’s how to keep it simple:
How to segment in Textus: 1. Tag Contacts: Use tags like “chicago,” “2023-volunteer,” or “hot-lead.” Keep tag names short and clear. 2. Filter Views: Use built-in filters to view contacts by tag, location, recent activity, etc. 3. Save Groups: If you find yourself filtering by the same criteria a lot, save that group for later.
Pro Tips: - Don’t create a new tag for every idea. Stick to what you’ll actually use. - Review your segments regularly. If you haven’t messaged a segment in months, ask if it’s still relevant. - Make sure tags are consistent. “nyc” and “NYC” aren’t the same—Textus won’t magically merge them.
Step 4: Write Messages That Speak to Each Segment
This is where the magic happens—if you do it right. The whole point of segmenting is so you can send messages that actually feel personal, even if you’re sending them to dozens or hundreds at once.
How to tailor your messages: - Reference what’s relevant: “Hey, Chicago teachers—reminder: our event is this Saturday downtown.” - Acknowledge history: “You signed up last month for updates—here’s what’s new.” - Keep it short: SMS is not email. Two sentences max is usually enough.
What to avoid: - Changing only the first name. People see right through this. - Overly formal or canned language. Sound like a human, not a bot. - Templates that try to cover everyone (“Hi [Name], as someone interested in [Everything]…”).
Step 5: Test, Measure, and Adjust
Don’t assume your first try will be perfect. Even the best segment and message combo can surprise you.
What to track: - Response rates for each segment (not just overall). - Opt-outs—did any message spike unsubscribes? - Time of day—sometimes it matters more than you’d think.
How to adjust: - If a segment isn’t responding, try tweaking the message or combining it with another group. - If everyone ignores a certain kind of message, be honest: maybe it’s not worth sending at all. - Use A/B tests sparingly—SMS lists aren’t always big enough for statistical significance, but even simple tests help.
Pro Tip: Don’t chase tiny percentage gains if it means doubling your effort. Look for clear patterns and act on those.
Step 6: Don’t Over-Automate (But Do Use Tools That Save Time)
It’s tempting to set up complex automations and forget about them. Resist that urge. SMS is personal by nature—if your contacts start getting weird, robotic, or irrelevant messages, they’ll opt out or tune you out.
Use automation for: - Sending scheduled reminders to active groups. - Following up once or twice after no reply.
Avoid automation for: - Highly personalized outreach (“Hey [Name], I saw you at [Random Event].”) - Trying to “reactivate” totally cold leads with generic messages. It almost never works.
Bottom line: Use Textus tools when they genuinely save you time, not just because you can.
Step 7: Keep Your Segmentation Simple (Seriously)
The best segmenting strategy is one you’ll actually keep up with. Most teams create too many tags, groups, and workflows—then abandon them after a month.
A few quick sanity checks: - Can you explain your segments to someone else in 60 seconds? - Are you regularly using each segment in your outreach? - Do you have a plan to update or retire old segments?
If not, it’s time to simplify.
Real-World Examples: What Works, What Doesn’t
What works: - “Previous donors, last 12 months”—send a thank you and ask for renewed support. - “Event attendees, this week”—remind them with location-specific info. - “Job applicants, not yet interviewed”—quick follow-up to schedule a call.
What doesn’t: - “Everyone who didn’t reply in the last 6 months”—usually just annoys people. - “All contacts, all the time”—guaranteed to drive opt-outs.
Wrap-Up: Keep It Moving, Keep It Real
Segmenting and targeting in Textus isn’t rocket science, and it doesn’t need to be. Clean your data, pick a few segments that actually matter, write messages that sound like you, and check what’s working. Skip the fancy tricks unless they genuinely make your life easier. If you’re unsure, start simple and adjust as you go. You’ll get more replies—and fewer eye rolls.
Now get back to what matters: having actual conversations and getting results, not just fiddling with filters.