You’ve got a list of SaaS leads, but blasting the same message to everyone is a waste of time (and money). If you want replies, demos, or conversions, your emails have to feel like they’re written for the right person. That’s where segmentation comes in—and if you’re using Encharge, you’ve got some solid tools to actually do it. This guide is for SaaS founders, marketers, and anyone tired of spray-and-pray email. I’ll walk you through exactly how to segment leads in Encharge, what to avoid, and how to avoid making this way more complicated than it needs to be.
Why Segmentation Matters (But Only If Done Right)
Let’s get real: segmentation isn’t magic. If you overthink it, you’ll drown in dozens of useless segments and still not know what to say. But a few smart segments? That’s the difference between “Mark as spam” and “Let’s talk.”
What segmentation actually gets you: - Better open and reply rates (because you’re not sending junk) - Fewer unsubscribes (because people feel seen, not spammed) - Easier A/B testing (real insights, not noise) - A way to prioritize leads who actually care
What segmentation doesn’t do: - It won’t fix a bad offer or boring copy. - It can’t make sense of garbage data. If your CRM is a mess, start there.
Let’s get into how to actually do this with Encharge.
Step 1: Get Your Data (Mostly) in Order
Before you segment, you need something to segment by. If you’re missing basics—like company size, use case, or lead source—you’re flying blind.
Encharge pulls in data from: - Forms (native or via integrations like Typeform) - CRM (HubSpot, Salesforce, etc.) - Zapier, webhooks, or API if you’re up for it - Manual imports (CSV, but check your columns)
Pro tip: Don’t try to collect everything. Stick to the 3–5 fields that really matter for your SaaS. For most, that’s: - Role or job title - Company size - Product interest or use case - Lead source (where they came from) - Trial status (if applicable)
What to ignore: Birthday, favorite color, LinkedIn URL—unless you’re selling something hyper-niche, this stuff just clutters your database.
Step 2: Define Segments That Actually Matter
Encharge uses “segments” (dynamic groups based on rules) and “tags” (static labels). Segments update themselves; tags are up to you.
Start simple. Here are core segments for SaaS: - By lifecycle stage: New signup, active trial, expired trial, paying customer - By company size: Small (<50), mid (50–250), enterprise (250+) - By role: Founder/CEO, Product, Engineering, Marketing, etc. - By feature interest: Based on what they clicked or filled out
How to set up a segment in Encharge: 1. Go to the “Segments” tab. 2. Click “+ New Segment.” 3. Build your rules: For example, “Job Title contains ‘CEO’ and Company Size is greater than 50.” 4. Name it something obvious (not “Segment 1”). 5. Save. Encharge will auto-update this list as new leads match.
What not to do: Don’t create segments for every tiny difference—like “Users who signed up on Tuesdays.” You’ll just confuse yourself.
Step 3: Set Up Lead Capture to Feed Segments
Segmentation is only as good as the data coming in. If your signup forms or landing pages aren’t collecting the right info, fix that before you send another email.
How to do this with Encharge: - Use Encharge’s built-in forms, or integrate with your favorite form tool. - Map each form field to a property in Encharge (double-check for typos—this is an easy place to screw up). - Test: Fill out your form and see if the data lands in the right spot.
Pro tip: If you’re nervous about asking too much on signup, use progressive profiling—ask for the basics first, then collect more info over time via in-app prompts or follow-ups.
Step 4: Build Flows for Each Segment
Encharge’s “Flows” let you automate emails, tagging, scoring, and more—based on segment membership.
Example flows you might set up: - New trial users: On entry to “Active Trial” segment, send onboarding sequence. - Enterprise leads: If “Company Size > 250,” send a personal intro from sales. - Churned users: If “Expired Trial” and “No activity in 30 days,” send a re-engagement offer.
How to build a flow: 1. Go to the “Flows” section. 2. Drag in a “Segment enters” trigger. 3. Add action blocks (send email, update property, notify sales, etc.). 4. Test with a dummy lead (always double-check before hitting “Go”).
Don’t over-automate. The goal is relevance, not robotic spam. If you find yourself adding 12 conditional branches, step back and ask if any human wants that many emails.
Step 5: Test and Refine (You Will Get Stuff Wrong)
No one nails segmentation on the first try. Set aside an hour every week to check: - Which segments are getting the most (and least) engagement? - Are leads falling through the cracks (not in any segment)? - Are your fields and tags getting out of sync?
What to ignore: Vanity metrics like “segment size.” A segment of 10 highly qualified leads is better than 1,000 people who’ll never buy.
If you’re stuck: - Combine segments (if two act the same, merge them) - Delete segments that never get used - Talk to sales/support—they usually know which leads are worth targeting
Step 6: Iterate—Don’t Rebuild Every Month
Resist the urge to re-invent your whole segmentation strategy every time a new “best practice” pops up. Real value comes from tweaking, not tearing down.
What actually works: - Small experiments (add a new field, try a new segment, adjust a flow) - Honest review: Ask yourself, “Did this segment get us better replies or conversions?” - Set a quarterly calendar reminder to prune unused segments and tags
What doesn’t: Rebuilding everything from scratch because you saw a fancy segmentation map on LinkedIn.
Common Pitfalls (And How to Dodge Them)
- Too many segments, not enough action: If you’re not sending different messages, what’s the point?
- Collecting useless data: More isn’t better. It’s just more.
- Ignoring data hygiene: Bad data in = bad segments out. Clean up duplicates and fix typos.
- Over-automation: If your flows are so complex no one can explain them, you’ll end up with embarrassing mistakes.
Quick FAQ
Do I need custom fields?
Probably. Default fields cover basics, but SaaS often needs “Use case,” “Plan type,” or “Activation step.”
Can I trigger workflows based on user behavior?
Yes, Encharge tracks events (like “Logged in,” “Clicked feature X”). Use these to move leads between segments or trigger emails.
Is there a limit to number of segments?
Technically no, but practically? If you have more than 10–15, you’re probably overdoing it.
Keep It Simple, Then Adjust
Segmentation is a tool, not a silver bullet. Start with a few meaningful groups, build basic flows, and see what works. Skip the urge to over-complicate—you can always get fancier later. The best segments are the ones you actually use. Iterate, don’t agonize, and you’ll see results.