If you’re drowning in a giant list of leads and tired of blasting the same tired email to all of them, you’re not alone. The truth is, most outreach falls flat because it’s generic. If you want replies instead of eye rolls, you need to get specific. That’s where segmentation comes in.
This guide is for anyone using Upscale to actually get results from targeted outreach—sales folks, founders, or anyone sick of watching their cold emails disappear into the void. We’ll walk through segmenting your prospects in Upscale step by step, what to focus on, and a few things you can safely ignore.
Why bother segmenting prospects at all?
Let’s get the obvious out of the way: segmenting takes time. But it’s worth it. When you split your prospects into smaller, more meaningful groups, you can:
- Write messages that actually sound relevant.
- Prioritize the people most likely to convert.
- Stop annoying people who’ll never buy from you.
The goal isn’t to create the perfect spreadsheet; it’s to spend less time sending more effective outreach.
Step 1: Get your list into Upscale (and clean it up)
Before you can segment anything, you need a list that doesn’t suck. Dumping a messy CSV into Upscale will just create more work for future you.
What to do:
- Import prospects: Upscale lets you import via CSV or connect to tools like LinkedIn and other CRMs. Pick whatever’s fastest.
- Deduplicate: Upscale will catch some duplicates, but always sanity-check for weird edge cases (slightly different email spelling, etc.).
- Clean up fields: Make sure your columns are clear—first name, last name, company, job title, industry, location. If your data is full of blanks or nonsense (“N/A”, “asdf”), fix it now.
- Drop the dead weight: If you’ve got prospects with no email or zero context, just delete them. You’ll never reach them anyway.
Pro tip: Segmenting is painful if your data is full of gaps. Spend an extra 10 minutes upfront cleaning it, and thank yourself later.
Step 2: Decide what actually matters for segmentation
Not every field is useful—just because you can segment by company size, does it really matter for your outreach? Here’s how to cut through the noise.
Questions to ask: - Who’s actually a fit for what I’m selling? (Job titles, industries, company size) - What pain points are different between groups? - What would change the way I write my email or call script?
Common (actually useful) segments: - Industry: Tech vs. healthcare vs. finance. You can’t talk to all of them the same way. - Job function: Decision makers (“VP Sales”) vs. end users (“Sales Rep”). - Company size: 10-person startup needs a different pitch than a 1,000-person giant. - Seniority: C-level, VP, Manager, IC (Individual Contributor). - Location: Especially if your offer is geo-specific or timing matters.
What to ignore: - Overly granular stuff (like “Has a dog” or “Graduated in 2003”). Unless it’s core to your pitch, don’t overthink it. - Vanity fields you never use.
Step 3: Build your segments (Lists & Filters in Upscale)
Upscale gives you a few ways to group prospects. The main two are Lists and Filters. Here’s how to use each—without making life harder than it needs to be.
Using Lists
Lists are static: you add prospects to a list manually or during import, and they stay put until you move them.
- Good for: Campaigns with a fixed set of prospects (like an event or webinar follow-up).
- How to do it: On import, assign prospects to a new list. Or, select them and “Add to List” in Upscale.
Using Filters
Filters are dynamic: they update automatically as new prospects match your criteria. This is where you get real segmentation power.
- Good for: Ongoing outreach, always-updating segments (like “All CEOs in Healthcare”).
- How to do it: Use Upscale’s filter builder—pick fields (like “Industry = Healthcare” and “Job Title contains ‘CEO’”).
Tips for segmenting well: - Start broad, then narrow. Begin with “Industry,” then add “Seniority” if needed. - Avoid building too many micro-segments. If you can’t write a unique message for the group, your segment is probably too small. - Name your segments clearly (“US SaaS CEOs” beats “List 3”).
Common mistakes: - Overlapping segments: If prospects are in too many lists/filters, your messaging gets messy. - Forgetting to update lists: Filters fix this, but static lists can get stale.
Step 4: Test your segments with tailored messaging
This is the real reason you’re segmenting—not to build pretty lists, but so your outreach doesn’t sound like it was written by a robot.
How to do it: - Write a base message, then tweak it for each segment. Even a few words swapped out (“I saw you’re in fintech…” vs. “I work with SaaS founders like you…”) can make a difference. - Use Upscale’s template system to create versions for your top segments. - Send smaller batches first. If a message bombs, tweak and try again.
What works: - Referencing a detail relevant to the segment (industry trend, pain point). - Keeping it short and human—people see through fake personalization.
What doesn’t: - Mail merge gone wild (“Hi [FirstName], as a [JobTitle] at [CompanyName]…”). If it feels like Mad Libs, rewrite it. - Over-customizing. If you’re writing a new email for every single prospect, you’re wasting time. Segmentation is about finding the balance.
Step 5: Use Upscale’s analytics to spot what’s working
Segmenting without tracking is just busywork. Upscale gives you basic analytics on opens, clicks, replies, and more—broken down by list or filter.
How to use this: - Compare response rates between segments. If one group never replies, maybe your pitch is off (or they’re just a bad fit). - Drop what isn’t working. Don’t keep hammering a segment just because you spent time building it. - Double down on what is. If “SaaS VPs in California” reply twice as often, prioritize them.
A reality check: Analytics aren’t perfect. Open/click tracking is getting less reliable thanks to privacy tools. Still, replies and meetings booked are hard to fake.
Step 6: Rinse, repeat, and don’t overcomplicate it
Segmentation isn’t a one-time thing. Your best segments today might flop next quarter. Keep it simple:
- Review your segments every few weeks. Trash the ones you’re not using.
- Update your data. If you’re adding new prospects, make sure they get sorted into the right segments.
- Don’t chase perfection. “Good enough” segmentation is better than endless tinkering.
What to skip (unless you have hours to waste)
There’s plenty of “advanced” stuff you can do in Upscale—tagging based on LinkedIn activity, integrating 10 tools to auto-update fields, and so on. For most people, it’s not worth the headache. Focus on:
- Clean data
- Clear segments (that you’ll actually use)
- Simple, relevant messaging
Ignore the rest until you’re getting solid results from the basics.
Wrapping up: Keep it simple and iterate
You don’t need a PhD in CRM to segment prospects in Upscale. Start with broad groups, write messages that don’t sound like spam, and use analytics to see what’s working. If you’re getting replies from real people, you’re on the right track. If not, rethink your segments or your pitch.
Simple, honest outreach beats fancy workflows every time. Don’t get stuck tinkering—get back to talking to prospects. And remember: everyone’s guessing, so stay skeptical and keep testing what works for your audience.