If you’re sending the same message to everyone, you’re wasting your time (and probably annoying people). Segmentation isn’t just a buzzword—it’s how you actually reach the right people with the right message. This guide is for anyone who wants to use Spoke to break your audience into real, useful groups, and actually make your messages matter.
No experience in data science required. Just a willingness to stop blasting and start targeting.
Why Segmentation Isn’t Optional Anymore
Most people ignore generic messages. The inbox is a battlefield, and lazy blasts get left behind. Segmentation means you can stop guessing and start speaking directly to what people care about.
But let’s get real: You don’t need a 10-page persona doc or some “AI-powered” tool that promises to do it all for you. What you need is a clear way to slice your audience and send stuff they’ll actually read.
That’s where Spoke comes in—a tool that lets you segment your audience and create personalized messaging strategies that actually work, without turning your job into a part-time data analyst gig.
Step 1: Get Your Audience Data into Spoke
Before you do anything, make sure your contacts and any relevant audience info are in Spoke. This is the foundation—if your data is messy, your segments will be too.
How to get your data in: - CSV Import: Easiest for most. Export your contacts from wherever they are (Mailchimp, Google Sheets, whatever) and import the CSV into Spoke. - Integrations: If you’re using a CRM or another messaging tool, check if Spoke offers a direct integration. Use it if you can—it’s less manual work. - Fields Matter: The more relevant info you include (location, job title, signup date, etc.), the more ways you’ll have to segment later.
Pro Tip: Don’t overthink it. If you don’t have detailed data yet, start with what you do have (like tags or signup source). You can always refine later.
Step 2: Map Out Your Segmentation Goals
Before clicking anything, be clear on what you want to achieve. Segmentation just for the sake of it is pointless. Ask yourself: - What groups actually matter for your messaging? - Do you mostly care about geography, engagement, product usage, or something else? - What messages do you want to send (and to whom)?
Skip This Trap: Don’t create 20 segments just because you can. Start small—two or three meaningful groups is plenty.
Step 3: Create Your Segments in Spoke
Now you’re ready to actually build segments. In Spoke, a “segment” is just a saved filter based on whatever fields you’ve imported.
How to build a segment: 1. Go to your Audience or Contacts section. 2. Click “Create Segment” or whatever the button says (Spoke’s UI is pretty straightforward). 3. Set your filters—this could be by location, recent activity, purchase history, etc. 4. Name your segment something obvious. (“NYC Customers” beats “Segment 2” every time.) 5. Save it. Now you’ve got a living, updating group.
Types of segments that work: - Geography: Target by city, region, or country. - Engagement: Filter by people who opened your last message, clicked a link, or haven’t responded in a while. - Lifecycle stage: New signups, active users, lapsed customers. - Custom fields: Anything unique to your business (like membership level or event attendance).
What doesn’t work: Creating “micro-segments” for every possible combination. It sounds fancy but usually makes your life harder for little gain.
Step 4: Personalize Your Messaging (Without Overdoing It)
Once you have your segments, you can craft messages that actually speak to each group. But personalization is about relevance, not dropping someone’s first name in the subject line.
Do: - Reference what’s specific to each segment (e.g., “Since you signed up last month…” or “For our Canadian customers…”). - Address real differences—don’t send winter promos to people in Australia in July. - Use Spoke’s dynamic fields to pull in relevant info (like company name or last product purchased).
Don’t: - Overcomplicate with dozens of message versions. You’ll burn out fast and not see much lift. - Send hyper-personalized messages if you don’t have the data to back it up. People can tell when it’s fake.
Reality check: Most people just want something useful and timely. Don’t feel like you need to blow minds with every message.
Step 5: Test and Iterate—But Don’t Chase Perfection
No segment is perfect out of the gate. Once you’ve sent a few campaigns, look at what’s actually working.
What to look for: - Are certain segments opening or clicking more? - Is anyone ignoring you (and should you rethink your approach)? - Did you make your segments too narrow or too broad?
How to adjust: - Merge underperforming segments back together. - Split out a new segment if you notice a distinct pattern. - Update your filters to keep lists fresh (e.g., last 30 days activity).
Ignore: Vanity metrics, like open rates that don’t translate to real engagement. Focus on replies, conversions, or whatever actually moves your needle.
Common Pitfalls (And How to Avoid Them)
Even smart teams fall into these traps:
- Oversegmentation: More isn’t always better. If you’re spending more time managing lists than sending messages, dial it back.
- Dirty Data: Outdated or incomplete contact info leads to bad segments. Schedule a regular cleanup.
- Ignoring Feedback: If people reply, pay attention. Sometimes your segments make sense on paper but not in the real world.
- Forgetting the Why: Each segment should have a clear reason to exist. If you can’t explain it in one sentence, rethink it.
Quick Wins: Segments That Usually Deliver
If you’re not sure where to start, here are a few segment ideas that almost always pay off: - Recent signups: Welcome them with something useful. - Power users: Say thanks or ask for feedback. - People who haven’t engaged in 60+ days: Try a reactivation message. - Location-based: Tailor events or offers to their region.
Don’t overthink it—simple, obvious segments usually get the job done.
Summary: Start Simple, Iterate Often
Segmentation with Spoke isn’t magic, but it is powerful—if you keep it practical. Start with a couple of meaningful segments, send targeted messages, see what hits, and tweak as you go. Don’t get dazzled by the idea of “hyper-personalization” or “AI-driven everything.” Real results come from knowing your audience and speaking to what matters.
Keep things simple, stay skeptical of bells and whistles, and you’ll get more out of Spoke (and your messages) than most.