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

• Lifecycle Grid – axis of lifecycle stage vs engagement level.

• Data Integrity – confirm consent, field completeness, and recency.

• 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.