If you’re sending direct mail through Reachdesk and just tossing everyone into the same campaign, you’re probably wasting money—and annoying people. Smart segmentation is what turns “just another mailer” into something that actually gets a response. This guide is for marketers, SDRs, and ops folks who want to do it right without getting lost in a maze of features or fluffy advice. Let’s get your Reachdesk audience sorted so your campaigns actually hit home.
Why Segmentation Matters (and What to Ignore)
Before you start clicking around, know this: segmentation isn’t about slicing your audience into a million micro-groups just because the software lets you. Over-segmentation kills scale and makes your life harder. Under-segmentation means you’re sending generic junk.
What really matters: - Relevance: Send the right thing to the right people. - Efficiency: Don’t waste budget on folks who’ll never convert. - Personal touch: Direct mail is expensive—make it count.
What doesn’t matter: - Chasing the “perfect” segment. You’ll never find it. - Using every demographic variable under the sun because it’s there.
Be ruthless about what actually moves the needle for your business.
Step 1: Get Your Data in Order
Everything starts with your contact list. If your data’s a mess, no tool is going to save you.
What you need: - Names and mailing addresses (duh) - Email addresses (for triggered sends and tracking) - Firmographic data (industry, company size, region—if it matters) - Behavioral or engagement data (optional, but gold if you have it)
Pro tip: Garbage in, garbage out. If you can, clean your list before importing—remove duplicates, fix formatting, and double-check addresses.
Ignore: Fancy data enrichment unless you know it’ll actually help you send smarter. Focus on what you know is accurate.
Step 2: Understand How Reachdesk Handles Audiences
When you first use Reachdesk, it’s tempting to just upload a CSV or sync your CRM and call it a day. But their audience system actually gives you some options:
- Static Lists: One-time uploads. Good for a one-off campaign. Bad for anything recurring.
- Dynamic Segments: Connects to your CRM (like Salesforce or HubSpot) and updates automatically based on filters.
- Manual Add/Remove: Painful, but fine for tiny, hand-picked groups.
What actually works: If you’re running ongoing or trigger-based campaigns, use dynamic segments tied to your CRM. Otherwise, you’ll drive yourself nuts with manual updates.
Skip: Trying to manage huge, active audiences purely through CSVs. It’s a maintenance nightmare.
Step 3: Decide on Your Segmentation Criteria
Don’t overthink this. The goal is to get the right offer in front of the people most likely to care—not to win a segmentation award.
Common (and useful) segmentation options: - Persona or job title: SDRs vs. VPs get different gifts/messages. - Account tier: Strategic accounts might get higher-value sends. - Industry or vertical: Tailor your messaging (and swag) to healthcare vs. finance vs. tech. - Engagement level: Only send to folks who opened your last email or attended a webinar. - Lifecycle stage: Are they prospects, current clients, or churn risks?
What to ignore: - Hyper-specific segments with fewer than 5-10 people. Not worth the hassle. - Segments based on available data that’s not actually relevant. Just because you have shoe size doesn’t mean it matters.
Pro tip: Start simple, then add complexity only if you see clear results.
Step 4: Build Your Segments in Reachdesk
Here’s how to actually set up those segments:
4.1. For Static Lists
- Clean and prep your CSV (see Step 1).
- Go to “Audiences” in Reachdesk.
- Click “Create Audience” and upload your file.
- Name your audience something obvious (“Q2 Event Attendees,” not “List 4”).
- Map your fields—take time here so you don’t end up with 200 “John Smiths” at “Unknown Company.”
4.2. For Dynamic Segments (CRM-Connected)
- In Reachdesk, connect your CRM if you haven’t already.
- Use filters to define who should be in each segment (e.g., “Industry = Healthcare AND Title = Director+”).
- Save the segment; it’ll auto-update as your CRM changes.
- Double-check the logic—test with a small sample before launching a big campaign.
4.3. For Manual Add/Remove
- Only do this for tiny, high-touch lists.
- Add recipients one by one from your contact database.
- Keep a backup outside Reachdesk in case you need to reference later.
Pitfalls to avoid: - Not updating static lists before each campaign. - Overlapping criteria that put the same person in multiple segments—they might get hit with duplicate gifts (awkward and expensive).
Step 5: Match Campaigns to Each Segment
Now for the fun part—making sure what you send actually makes sense for each group.
Tips: - Content: Don’t send the same generic note to a CMO and a junior analyst. Personalize the message, even if the gift is the same. - Gifting: Higher-value prospects or clients should get something better than a branded mug. Save the good stuff for people who matter most. - Timing: Tie sends to relevant events—renewals, product launches, or after a webinar.
What works: Small, thoughtful touches often beat flashy gifts. A handwritten note trumps another generic Amazon card.
What to skip: Over-the-top gifts for low-value leads. It’s not just a waste—it can come off as desperate.
Step 6: Test, Track, and Tweak
Segmentation isn’t set-and-forget. Here’s how to make sure you’re not just sending expensive mail into a black hole.
- A/B test different segments and offers when possible. See what actually gets a response.
- Monitor response rates (meetings booked, replies, pipeline generated—not just “gift accepted”).
- Refine segments based on what you learn. Maybe a segment you thought would be hot is ice-cold; swap it out.
Pro tip: Track everything outside Reachdesk too (like in your CRM) so you know if direct mail is actually helping you close deals—not just getting you “thank you” emails.
Common Mistakes (and How to Dodge Them)
- Overcomplicating segments: If you need a spreadsheet to explain your audience logic to your boss, you’ve gone too far.
- Letting lists go stale: People change jobs. Companies move. Set up regular reviews, especially on static lists.
- Ignoring opt-outs or bad addresses: Nothing screams “we don’t care” like sending mail to a bounced address—double-check before you hit “send.”
- Not aligning with sales: If sales doesn’t know who’s getting what (and why), you’ll get crossed wires and wasted effort.
Wrapping Up: Keep It Simple, Iterate Often
Direct mail works when it feels personal, relevant, and timely. Segmentation is how you get there with Reachdesk, but don’t let perfect be the enemy of good. Start with a few meaningful segments, keep your data clean, and pay attention to what actually drives results. Adjust as you go. Most importantly—don’t make it harder than it needs to be. The best campaigns are usually the simplest.