If you’ve ever blasted out a “one-size-fits-all” message and gotten silence in return, you already know: generic messaging doesn’t work, especially if you’re aiming for real engagement. This guide is for marketers and comms folks who want to use segmentation inside Profound to actually reach the right people with the right message—without getting lost in the weeds or falling for fancy but useless features.
Here’s how to cut through the noise, actually understand your audience, and send messages that get noticed (and maybe even acted on).
Step 1: Start With Why—Figure Out What You Actually Need
Before you poke around Profound’s segmentation options, get clear about why you’re segmenting in the first place. Otherwise, you’ll end up with a bunch of lists you never use.
Ask yourself:
- What’s the real goal? (e.g., higher open rates, more signups, less churn)
- What’s different about the people you’re trying to reach? (Not just “they breathe oxygen”)
- Do you have the data to actually support that difference?
Pro tip: Don’t overthink it. If your audience is small (say, under 500), you probably don’t need 10 segments. Focus on the biggest, most obvious differences first.
Step 2: Audit the Data You Already Have
Segmentation is only as good as the data behind it. If you’re missing key info, your “personalization” will feel off—or worse, creepy.
What to look for: - Demographics (age, location, job title) - Behavior (opened emails, clicked links, purchases) - Engagement (last login, activity level) - Preferences (self-selected interests, opt-ins)
What not to obsess over:
Don’t get hung up on data you don’t have. Guessing or filling in blanks rarely works out. It’s better to segment on one or two solid facts than five fuzzy guesses.
Step 3: Decide on Your Segmentation Criteria
Profound gives you options—maybe too many. The key is to keep it simple and actionable.
The most useful ways to segment: - By behavior: Who actually does stuff? (e.g., people who clicked a link in the last campaign) - By role or persona: Are you talking to decision-makers or end users? - By engagement level: Who’s active, who’s drifting away? - By lifecycle stage: New signups, long-timers, at-risk users, etc.
What to skip:
Don’t bother segmenting by things that don’t change your message. For example, separating people by email domain is usually pointless unless you’re B2B and targeting specific companies.
Real talk: Just because Profound lets you create infinite segments doesn’t mean you should. Each segment should get a different message—if not, combine them.
Step 4: Build Your Segments in Profound
Time to get your hands dirty. In Profound, creating a segment usually means filtering your audience based on the criteria you picked.
How to actually do it: 1. Go to the “Segments” or “Audience” section (depends on your Profound setup). 2. Click “Create Segment” or similar. 3. Add filters—these map to the data you audited earlier. For example: - “Opened last campaign” is true - “Role” equals “Manager” - “Last login” is more than 30 days ago 4. Preview the segment. Double-check: Does it include the right people? Anyone missing or out of place? 5. Save and name the segment something obvious. (“Inactive Users - 30 Days” is better than “Segment 12”)
Pro tip:
Don’t set and forget. Segments should update automatically if your data does. If you’re importing lists or updating manually, make this part of your process.
Step 5: Personalize Your Messaging (Without Overdoing It)
Now that you’ve got segments, tailor your messages to each group. This doesn’t mean rewriting everything from scratch; even small tweaks can go a long way.
What actually works: - Call out what’s relevant to them in the subject or first line. - Use dynamic fields for things like name or company—but test them first. - Adjust timing or frequency (e.g., re-engagement emails to inactive folks).
What to ignore:
You don’t need to cram in every bit of personal info you have. Overly personalized messages can feel weird or try-hard (“Hey, I see you’re in Dayton, Ohio and bought socks last Tuesday!”). Keep it natural.
Step 6: Test, Measure, and Adjust
Segmentation isn’t a “set it and forget it” thing. The best segments today might flop in three months.
What to actually do: - Check your results: Did engagement go up for segmented messages? - A/B test: Try sending to a segment vs. your whole list. - Prune dead segments: If a segment isn’t getting special treatment or results, merge or delete it.
Pro tip:
More segments = more complexity. Don’t let it get out of hand. Simpler is usually better—and easier to explain to your boss or team.
What Works, What Doesn’t, and What to Ignore
What Works
- Segmenting based on clear behaviors, not just demographics.
- Keeping your segments small enough to be meaningful, but not so narrow you’re writing 20 versions of every message.
- Revisiting segments regularly as your audience (and your data) changes.
What Doesn’t
- Creating segments you never actually use.
- Over-personalizing to the point of creepiness.
- Relying on incomplete or unreliable data.
What to Ignore
- Shiny features with no clear use-case for your business.
- Segmentation based purely on “best practices” that don’t fit your audience.
- Any advice that says you need dozens of micro-segments to get results. You probably don’t.
Wrapping Up: Keep It Simple, Iterate Often
Segmenting your audience in Profound isn’t rocket science, but it does take some thinking upfront and a willingness to adjust as you go. Don’t get sucked into the idea that more segmentation is always better. Start simple, focus on what you can actually use, and build from there.
Most importantly: treat your audience like real people, not datapoints. The best segmentation is the kind that helps you send messages that matter—not just more messages.