If you’re blasting the same message to everyone, you’re wasting your time—and theirs. Segmentation is what makes outreach feel personal, not spammy. This guide is for anyone using Winn who wants to actually get replies, not just tick the “sent” box.
We’re skipping the fluff. Here’s how to segment your audiences in Winn, what’s worth your effort, and where most people get tripped up.
Why Segmentation Matters (and When It Doesn’t)
Let’s get real: segmentation isn’t always worth it. If your list is 30 people, just write a good email. But if you’re working with hundreds (or thousands), segmenting is the only way to stay relevant—and not annoy people.
Done right, segmentation means: - Higher reply rates - Fewer unsubscribes or spam complaints - Outreach that feels like it’s from a human, not a robot
Done wrong, it’s a waste of time and can even backfire. So, let’s get into how to actually do this in Winn.
Step 1: Get Your Data in Order
Before you even touch Winn’s segmentation features, do a sanity check on your data. Segmentation is only as good as what you feed it.
- Import: Make sure your contacts are uploaded into Winn with as much clean info as possible—name, company, role, industry, etc.
- Check for junk: Remove obvious duplicates, old emails, and incomplete records. Nothing kills a campaign like a “Hi [First Name]” greeting.
- Custom fields: If you have your own categories (like “demo requested” or “VIP customer”), make sure those fields are in Winn.
Pro tip: You don’t need dozens of fields. Focus on what actually helps you personalize.
Step 2: Define Segmentation Criteria That Matter
Here’s where most people overcomplicate things. The trick is to segment by what changes your message—not just what’s easy to filter.
Common, useful segments: - Job title or seniority (e.g., “VP” vs. “Manager”) - Industry or vertical (finance, SaaS, nonprofit, etc.) - Stage in your pipeline (cold lead, warm lead, customer) - Geography or timezone (so you don’t email people at 3am) - Previous interactions (clicked, replied, never opened) - Product interest or use case
What to ignore: - Tiny differences (like “Sr. Manager” vs. “Manager”)—if your messaging won’t change, don’t bother. - Overly granular data (segmenting by favorite color? Please don’t.)
Honest take: If you’re not sure why you’re segmenting a group, skip it for now. You can always add more detail later.
Step 3: Use Winn’s Audience Builder
Winn’s segmentation tools are pretty straightforward, but a couple things might trip you up if you’re new.
How to Build a Segment in Winn
- Navigate to the Audiences or Segments section.
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Usually in the main sidebar. Might be called “Audiences” or “Segments” depending on your version.
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Create a new segment.
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Look for a “+ New Segment” or “Create Audience” button.
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Set your filters.
- You’ll see dropdowns for fields like “Industry,” “Job Title,” “Last Interaction,” etc.
- Combine filters (e.g., “Industry is Healthcare” AND “Job Title contains Director”).
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Use AND/OR logic if you want to get fancy.
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Preview results.
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Always check who’s in your segment before hitting save. If it’s empty or huge, your filters need tweaking.
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Name your segment clearly.
- “Healthcare Directors – Warm” is better than “Segment 3.”
Pro tip: Save your most-used segments as templates so you’re not rebuilding them every time.
Step 4: Test and Refine Your Segments
Don’t trust your filters blindly. Always double-check.
- Spot-check contacts: Open a few profiles in each segment. Do they actually fit the criteria?
- Overlap: Watch out for contacts showing up in multiple segments by mistake.
- Size: Is your segment too small to be worth it? (Under 20, just reach out manually.)
Pitfall: Complex segments get out of date fast. If you segment by “Last Opened > 30 days ago,” remember this changes every day.
Step 5: Personalize Your Messaging (But Don’t Overdo It)
Here’s where segmentation earns its keep. You don’t have to rewrite every word, but tweak enough to make it feel targeted.
How to personalize for each segment: - Use dynamic fields (like {{First Name}}, {{Company}}) in your templates. - Reference the segment’s unique trait (“I work with a lot of healthcare directors…”). - Adjust your call to action (maybe VPs want a meeting, managers prefer a resource).
What to skip: - Cramming in too much personalization. If it looks like a mail merge, it smells like a mail merge. - Overly generic “I see you’re in [Industry]” lines—they’re obvious and don’t fool anyone.
Honest take: One or two thoughtful tweaks per segment is plenty. Quality > quantity.
Step 6: Launch Campaigns and Track Results by Segment
Don’t just send and hope. Winn lets you track opens, clicks, replies, and bounces per segment.
- Review performance: Which segments get the best response? Double down there.
- A/B test: Try different messages for the same segment to see what sticks.
- Cut the dead weight: If a segment never responds, rethink whether it’s worth keeping.
Pro tip: Use this data to improve future segmentation. Outreach is never set-and-forget.
What Works, What Doesn’t, and What to Ignore
What Works
- Segments tied to real differences in needs or pain points.
- Keeping segments simple and actionable.
- Regularly cleaning your data.
What Doesn’t
- Segments based on data you never use in messaging.
- Overly fine-grained filters that just create busywork.
- “Personalization” that’s just plugging in a name.
What to Ignore
- The urge to segment just because you can.
- Vendor hype about “AI-powered micro-segments.” Use what’s practical.
Wrapping Up: Keep It Simple, Iterate Fast
Segmentation in Winn isn’t magic—it’s a tool. Start with a couple of clear, useful segments. Personalize just enough to sound human. Watch your results, tweak, and don’t be afraid to throw out what isn’t working. Simple beats complicated every time.
Bottom line: segmentation is about making your outreach less annoying and more effective. Keep it real, and you’ll see better results—no buzzwords required.