If you’re tired of blasting the same email to everyone and hoping for the best, you’re not alone. Good segmentation can make your emails actually matter to your subscribers—and deliver results you can see. This guide is for anyone using RightMessage who wants to set up advanced segments that go way beyond “new” vs. “old” subscribers.
Let’s cut through the fluff and get practical. Here’s how to use RightMessage to build real, usable segments—without getting lost in endless options or overthinking it.
Why bother with advanced segmentation?
You’ve probably heard the advice to “send the right message to the right person at the right time.” That’s only possible if you know who’s on your list and what they care about. Advanced segmentation lets you:
- Send tailored content and offers (without annoying people)
- Boost engagement, clicks, and conversions
- Avoid the “unsubscribe” button
But here’s the thing: More segments aren’t always better. Complexity can kill your momentum. The goal is useful segments, not just more data.
Step 1: Know your list and your goals
Before you touch any settings, get clear on two things:
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What’s the main goal of your campaign?
- Examples: Sell a course, drive webinar signups, re-engage cold leads.
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What actually matters for segmentation?
- Is it role (e.g., freelancer vs. agency)? Stage (new vs. loyal)? Interest (topic A vs. topic B)?
- Don’t segment on everything. Pick 1-3 variables that make a real difference.
Pro tip: If you can’t think of a different email you’d send to a group, don’t make it a segment.
Step 2: Map your segments on paper (or in a doc)
This sounds obvious, but most people skip it and get lost in tools. Draw out:
- The segments you want (e.g., “New subscribers interested in SEO”)
- The key questions or data points that define each segment (e.g., “Has visited pricing page,” “Clicked on SEO content,” “Self-identified as agency”)
- What you’ll actually do differently for each group
This is your sanity check. If you can’t explain it in a sentence, it’s too complicated.
Step 3: Set up your audience data in RightMessage
RightMessage is built to pull in and sync data from your email provider (ConvertKit, ActiveCampaign, etc.). But it can also collect new info using on-site surveys, quizzes, or behavior tracking.
Here’s what matters:
- Sync existing tags/fields: Make sure your email tool’s tags (like “Customer,” “Webinar Registrant,” etc.) are pulling through to RightMessage.
- Plan for new data: Decide what you can’t get from your email tool. That’s what you’ll collect with RightMessage popups, forms, or quizzes.
Don’t overdo it: Just because you can ask 10 questions doesn’t mean you should. Every extra field lowers completion.
Step 4: Build segmentation funnels in RightMessage
This is where the magic happens. In RightMessage, “segmentation funnels” are the series of questions or tracking steps that sort people into groups.
How to do it:
- Create a new segmentation funnel.
- In the RightMessage dashboard, go to the Segmentation Funnels section.
- Add your segmentation questions.
- Choose dropdowns, radio buttons, or multi-step quizzes.
- Keep it short—1–3 questions max is ideal.
- Examples:
- “Which best describes you?” (choices: Freelancer, Agency, In-House)
- “What are you most interested in?” (choices: SEO, Paid Ads, Content)
- Map answers to tags or custom fields.
- RightMessage can push this data back to your email tool instantly.
- Use clear, simple tags (e.g., “Interest_SEO”) so you don’t confuse yourself later.
What works:
- Asking questions that actually change what you’ll send.
- Using language your subscribers understand (skip jargon).
What doesn’t:
- Making segmentation too granular (“Are you a freelancer with a dog who uses Chrome?” is overkill).
- Relying solely on implicit data (like pageviews) unless you’re confident it matters.
Step 5: Trigger segmentation on your site
You have a funnel, now you need people to see it.
Common ways to trigger segmentation:
- Welcome popups for new visitors
- Inline surveys in blog posts or resource pages
- Personalization bars that follow visitors around
A few tips:
- Don’t annoy people. If someone already answered, don’t ask again.
- Prioritize high-traffic pages, not just your homepage.
- Test placement and wording—sometimes a subtle “help us help you” converts better than a hard sell.
Step 6: Sync segments back to your email platform
The main value in using RightMessage is that it feeds your segments right into your email tool—so you can send targeted campaigns automatically.
Checklist:
- Double-check field/tag mapping between RightMessage and your email platform.
- Test with a dummy contact to make sure the right tags/fields are being applied.
- Set up simple automations in your email platform to trigger based on these tags (e.g., send different welcome emails based on segment).
Pitfall to avoid:
Don’t let your email tool’s messy tags and fields pile up. Set rules (and stick to them) for naming and using segment data.
Step 7: Build and send targeted campaigns
Now, the payoff: Actually using your segments.
- Write tailored content for each group—don’t just swap out a greeting and call it a day.
- Use dynamic content (if your email platform allows) to insert different blocks for different segments, rather than cloning whole emails.
- Test and tweak: Watch open/click rates, but also look at real business results. Segments that don’t perform? Simplify or kill them.
Warning:
You don’t need a separate campaign for every micro-segment. Most of the time, 2–3 variants cover 90% of situations.
Step 8: Review, simplify, and iterate
Complex segmentations often become a burden over time. Every quarter or so:
- Check which segments are actually being used.
- Cut or merge segments that don’t drive meaningful change.
- Ask: “Would I write a different email to this group next time?” If not, drop the segment.
Keep it simple. The best segmentation is the kind you’ll actually use.
What to ignore (for now)
- Hyper-granular tracking: You don’t need to track every click or scroll. Focus on signals that matter for messaging.
- Over-personalization: If it feels weird or creepy, it probably is. Don’t overdo it.
- Copy-paste segmentation recipes: What works for one business may be useless for yours. Start with your unique goals and audience.
Wrapping up: Keep it practical
Advanced segmentation in RightMessage can feel overwhelming, but it doesn’t have to be. Start simple, focus on what actually changes your emails, and don’t be afraid to kill off segments that aren’t delivering. The goal isn’t to impress anyone with complexity—it’s to send messages your subscribers actually care about.
Keep your process lean, review often, and remember: You can always add nuance later. For now, just get started and keep it real.