If you’re sending cold emails but getting crickets, you’re probably blasting the same message to everyone. That’s a fast way to the spam folder. This guide is for anyone using Mailrush who wants to actually start conversations—not just fill up inboxes. We’ll dig into how to break your leads into smart segments, target them, and write emails that sound like a human, not a robot. No fluff, no “growth hacking”—just what works (and what to skip).
Step 1: Get Your Lead List in Order
Before you even open Mailrush, make sure your lead list isn’t a random dump from some sketchy data scraper. The better your data, the less likely you are to get marked as spam or waste time chasing dead ends.
What matters: - Names, company, job titles, and emails (obviously) - Industry, location, and company size (if you care about these) - Any notes that explain why this person’s on your list
Pro tip: If you’re missing key info, don’t bother segmenting. Garbage in, garbage out.
Step 2: Import and Organize Leads in Mailrush
Once you’ve got a solid lead list, import it into Mailrush. There’s a simple CSV uploader, but don’t just click “upload” and pray.
How to do it: - Go to the “Leads” section and hit “Import.” - Match your CSV columns (like “First Name,” “Company,” “Industry”) to Mailrush’s fields. - Skip leads missing critical info—half-complete entries just make your job harder later.
What to ignore: Don’t use the same field for everything (like shoving job titles into the “Notes” column). That’ll bite you later if you want to filter by job function.
Step 3: Define Segments That Actually Matter
Now comes the real work: segmenting. This just means splitting your leads into groups that should get slightly different messages. More isn’t always better—three meaningful segments beat ten confusing ones.
Common segments that work: - Industry: Tech, retail, finance, etc. - Job Role: Decision-makers (CEO, VP), users (Marketing Managers), or technical folks (Developers) - Company Size: Startups vs. enterprise. Their problems (and budgets) are night and day. - Location: Time zones matter for response rates.
What usually doesn’t work: - Hyper-specific segments (“CMOs in Wisconsin with cats named Steve”). Unless you’ve got a real reason, keep it simple.
Step 4: Use Mailrush Filters to Build Segments
Mailrush has built-in filters to slice your list into these segments. Here’s how to do it without wasting time:
How-to: 1. In the “Leads” dashboard, click “Filters.” 2. Filter by whatever fields you uploaded—like “Industry is SaaS” or “Title contains ‘Marketing’.” 3. Save these filtered views as “Groups” so you don’t have to rebuild them each time. 4. Give your groups clear names (“NYC Fintech CEOs,” not “List 3”).
Quick tip: If your data isn’t consistent (e.g., some say “VP Marketing,” others say “Vice President, Marketing”), clean it up in Excel or Google Sheets before you import. Mailrush can’t read your mind.
Step 5: Write (Really) Personalized Messages for Each Segment
This is where most campaigns go sideways. Don’t just change {FirstName}—that’s basic. Each segment should get a message that feels like it was written for them, not just filled in by a script.
How to do it well: - Start with a line about them (“Saw you’re leading growth at {Company} in the SaaS space…”) - Mention something specific to their segment (“I’ve helped other SaaS marketers…”) - Keep it short. No one reads a cold email novella. - Use Mailrush’s merge tags to drop in real details (company name, industry, etc.)
What to ignore: Don’t bother with fake personalization (“Hope this email finds you well!”). Just get to the point.
Step 6: Set Up Campaigns and Test
Now, build your campaigns in Mailrush, assigning each to a segment group.
Steps: 1. Create a new campaign and select your segment as the recipient group. 2. Write your email using the merge fields. 3. Set up follow-ups—one or two max. Don’t pester people endlessly. 4. Test-send to yourself. Check for weird formatting or missing info.
Pro tip: Send at the right time for your segment. East Coast US? Don’t email at 6am their time.
Step 7: Track Replies and Refine Segments
Don’t just set it and forget it. Mailrush tracks opens and replies—pay attention.
- Which segments are replying?
- Are some segments getting ignored? Maybe your message isn’t relevant—or your data’s off.
- Tweak your segments or your approach based on what actually works, not what you think should work.
What to ignore: Vanity metrics like open rates. If no one replies, your email might as well not exist.
Step 8: Keep It Simple and Keep Moving
It’s tempting to overthink segmentation, but most lists don’t need more than a few solid groups. More complexity just means more to manage, and more ways to mess up.
Real talk: - Start with 2–3 segments. - Write a solid email for each. - Ship it. Learn from replies. - Adjust as you go.
You don’t have to get it perfect on day one. The only thing worse than a generic blast is a campaign that never gets sent because you’re stuck “strategizing.”
Summary: Don’t Overcomplicate It
Smart segmentation in Mailrush is about working with what you’ve actually got—real data, real groups, real messages. Skip the gimmicks, focus on relevance, and keep your process lean. Personalized outreach isn’t magic, but it does take a little thought. Get started, keep it simple, and tweak your segments as you learn what actually gets replies. That’s how you’ll stand out—without burning out.