Segmentation

Advanced Segmentation Playbooks

When to Use

• Planning campaigns requiring persona, lifecycle, or behavioral splits.
• Creating suppression logic to protect deliverability and compliance.
• Building engagement tiers for experimentation and reporting.

Framework

1. Lifecycle Grid – axis of lifecycle stage vs engagement level.
2. Data Integrity – confirm consent, field completeness, and recency.
3. Priority Scoring – route high-value segments to premium workflows.

Checklist

• ✅ Primary filter (persona, stage, product usage)
• ✅ Secondary filters (intent, region, business size)
• ✅ Suppress: unsubscribed, bounced, low engagement, legal blocks
• ✅ Personalization fields: {{first_name}}, {{company}}, dynamic modules

Templates

• Segmentation Matrix: See assets/segmentation_matrix.md for tier definitions and logic examples.
• Launch Tiering – VIP, Prospects, Dormant with separate cadence and pacing table.
• Signal-Driven – product milestones trigger micro-segments; includes trigger → audience matrix.
• Compliance Safe – CASL/GDPR consent matrix + suppression filters by region.

Tips

• Keep segment definitions in a shared schema doc for consistency.
• Use dashboards to monitor size changes week over week.
• Pair segmentation with A/B testing to validate hypotheses.

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