Ever feel like your email blasts are hitting the wrong people? You’re not alone. Most folks dump their whole list into one bucket, send the same message to everyone, and secretly hope it works. Spoiler: it rarely does. If you want your emails to actually get read—and maybe even acted on—you need to get smarter about how you group your audience.
This guide is for anyone using Mailreef, whether you’re running a newsletter, promoting products, or drumming up leads. I’ll walk you through how to set up audience segments that actually make sense—and help you avoid the usual time-wasting traps.
Why Audience Segmentation Actually Matters
Let’s get the obvious out of the way: not all your subscribers are the same. Some have never opened an email. Others buy from you every month. Treating everyone the same is a fast track to getting ignored (or worse, flagged as spam).
Here’s why segmentation is worth your time:
- Relevance: People are much more likely to open emails that speak directly to them.
- Fewer Unsubscribes: If you stop blasting the wrong stuff, you’ll keep more of your list.
- Better Results: More clicks, more sales, more replies—pick your metric.
And yes, it takes a little setup. But with Mailreef, it’s not rocket science.
Step 1: Know What Segmentation Really Means (and What It Doesn’t)
Before you start slicing up your list, let’s get clear on what segmentation is—and isn’t.
Segmentation is:
- Grouping contacts based on meaningful differences (location, behavior, interests, etc.)
- A way to send more relevant messages to each group
Segmentation is NOT:
- A magic bullet that fixes your content or product
- Just sorting by age or gender (unless that actually matters for your business)
- Something you set once and never revisit
What to ignore:
Don’t get caught up in every “advanced” filter just because you can. If you have a small list, you probably don’t need 15 segments. Start simple.
Step 2: Decide What Segments Actually Matter for Your Goals
Don't just copy someone else’s setup. Think about your actual goals:
- Are you selling a product? Segment by purchase history.
- Running a newsletter? Segment by engagement (who’s opening/clicking).
- Local events or services? Segment by location or timezone.
Pro tip:
If you have no clue where to start, try these basic segments:
- Engaged: People who opened or clicked in the last 30-90 days
- Inactive: People who haven’t touched your emails in months
- Customers vs. Non-Customers: Especially useful for e-commerce
Write down 2–3 groups you care about. That’s enough for now.
Step 3: Tag and Import Your Contacts Properly
Mailreef lets you add tags and custom fields when you import contacts. This is the foundation of all your segmentation—don’t half-ass it.
- Tags: Quick labels you assign (e.g., “customer,” “lead,” “webinar attendee”)
- Custom Fields: Specific info like city, favorite product, or signup date
How to do it:
- If you’re importing a CSV, make sure your columns match what you want to segment later.
- Use clear, simple tags. “Hot lead” is better than “Potentially interested party.”
- Add custom fields for anything you’ll want to filter by later.
What not to do:
Don’t dump a bunch of random info into the notes section or use inconsistent tag names (“VIP” and “vip” will be treated differently). Consistency is your friend here.
Step 4: Set Up Segments in Mailreef
Now to the good stuff—actually building your segments.
Creating a Segment
- Go to your Mailreef dashboard.
- Find the “Segments” or “Audience” section (names change, but you’ll spot it).
- Click “Create Segment” or “New Segment.”
You’ll usually see options to build your segment based on: - Tags - Custom fields - Engagement (opens, clicks, etc.) - Date added
Example 1: Engaged Subscribers
- Condition: Opened any email in the last 60 days
- Optional: Clicked a link in the last 60 days
Example 2: Customers in California
- Tag: “customer”
- Custom field: State = “CA”
Example 3: Leads Who Haven’t Bought Yet
- Tag: “lead”
- Does NOT have tag: “customer”
Mix and match conditions as needed. You can stack them (“AND”/“OR” logic) to get exactly the group you want.
Pro tip:
Give your segments clear names. “Engaged—Last 60 Days” beats “Segment 2.”
Step 5: Test Before You Send
Don’t trust that you set up your segments correctly—check them.
- Preview who’s in each segment.
- Spot-check a few contacts. Does the “California Customers” segment actually include only Californians?
- If it looks weird, tweak your filters and try again.
What to ignore:
Don’t obsess over making every segment perfect. You’re not building a Swiss watch.
Step 6: Write and Send Targeted Emails
Now you’ve got your segments, put them to work.
- Write emails that speak directly to each group. Don’t be generic.
- Use merge fields for personalization (first name, product bought, etc.), but don’t force it. A bad “Hi ,” is worse than “Hi there.”
- If you’re promoting something only for new customers, don’t send it to your old-timers.
Pro tip:
Save your generic “newsletter” content for your whole list, but use segmented sends for offers, events, or anything where relevance matters.
Step 7: Measure, Learn, and Iterate
The first version of your segments won’t be perfect. That’s normal.
- Check your open and click rates by segment.
- Watch for unsubscribes (especially if one group is dropping off).
- If a segment isn’t performing, ask yourself if it’s too broad, too narrow, or just not that useful.
Don’t be afraid to merge, split, or delete segments as you learn. The goal is progress, not perfection.
A Few Common Pitfalls (and How to Dodge Them)
- Over-segmentation: If you make 10 tiny segments, you’ll spend all your time managing lists. Start broad.
- Ignoring inactive subscribers: Don’t keep hammering people who never open your stuff. Try a re-engagement campaign or let them go.
- Forgetting to update tags/fields: If you don’t keep your data fresh, your segments get stale fast.
- Chasing every shiny feature: Stick to what actually helps you send better emails. Complex automations are great—if you need them. Otherwise, skip.
Keep It Simple—Then Refine
Segmentation isn’t a one-and-done project. You’ll tweak your groups as you go, and that’s normal. Start simple: a couple of meaningful segments, clear tags, and targeted messages. As you see what works, you can get more granular—but only if it actually helps.
Remember: The goal isn’t to impress anyone with fancy filters. It’s to send emails people actually want to read.
Now go make your list work for you.