SMS List Segmentation That Actually Works
TL;DR:
- Split your SMS list into specific groups based on behavior, location, interests, or purchase history
- Start with simple segments like VIP customers, recent buyers, or inactive users
- Targeted messaging gets better engagement and fewer unsubscribes
- Keep your segments flexible and update them as you learn more about your audience
Splitting your SMS list into targeted groups means you can send messages that actually matter to each person. Instead of blasting the same message to everyone, you're talking directly to what each group cares about.
Why Segmentation Makes a Difference
When you send the same message to your entire list, you're basically shouting into a crowd and hoping someone listens. Some people will care, others won't, and many will just tune out completely.
Segmentation fixes this. You're having conversations with smaller groups based on what they've done, where they are, or what they're interested in. A first-time buyer needs different information than someone who's been with you for years.
The result? Higher open rates, more clicks, and fewer people hitting unsubscribe.
Setting Up Your First Segments
Pick Your Criteria
Start with data you already have. The most useful segments usually come from:
Behavioral data – What people actually do matters more than what they say. Look at purchase frequency, website visits, email opens, or how they found you.
Purchase history – Recent buyers, big spenders, frequent customers, or people who haven't bought in a while all need different approaches.
Location – Geographic segments work well for local businesses, events, or region-specific offers.
Engagement levels – Some people open everything you send, others ignore most messages. Treat them differently.
Create Your Segments
Most SMS platforms make this straightforward. Here are three segments that work for almost any business:
VIP customers – Your best customers who buy regularly and engage with your messages. These people want early access, exclusive offers, or insider information.
Recent buyers – People who've purchased in the last 30-60 days. They're warm leads for related products or services.
Inactive users – Haven't engaged in 3-6 months. These need a different approach, maybe a "we miss you" discount or just valuable content with no sales pitch.
Managing Your Segments
Segments aren't something you set up once and forget. People move between groups as their behavior changes. Your VIP customer might go quiet for six months, or your inactive user might suddenly make three purchases.
Check your segments monthly. Look at who's moved between groups and why. If lots of VIPs are becoming inactive, that tells you something about your retention strategy.
Use your messaging platform's automation to move people between segments automatically based on their actions. Someone makes a purchase? Move them to recent buyers. Haven't heard from someone in 90 days? Time for the inactive segment.
Common Segmentation Mistakes
Too many segments – Start with 3-5 segments maximum. You can always add more later, but managing 15 different segments from day one is overwhelming.
Segments too small – If a segment has fewer than 50 people, consider combining it with another group. You need enough people to make the effort worthwhile.
Ignoring the data – If a segment consistently gets poor results, don't keep flogging it. Either the messaging is wrong or the segment criteria need changing.
FAQs
How many segments should I start with?
Start with 3-5 segments based on engagement or purchase behavior. You can always add more as you get comfortable with the process.
Can I put someone in multiple segments?
Most platforms allow this, but keep it simple. Having someone in too many segments means they might get conflicting messages.
How often should I review my segments?
Monthly is usually enough for most businesses. Weekly if you're running lots of campaigns or have rapidly changing customer behavior.
What if I don't have much customer data yet?
Start with simple segments based on when people joined your list or their first purchase. Build more detailed segments as you collect more data.
Jargon Buster
Segmentation – Splitting your customer list into smaller groups based on shared characteristics or behaviors
Behavioral segmentation – Grouping people based on what they actually do, like purchase frequency or website activity
Geographic segmentation – Dividing your list by location, useful for local businesses or region-specific offers
Engagement segmentation – Grouping people by how much they interact with your messages
Wrap-up
Good segmentation turns your SMS campaigns from spray-and-pray into targeted conversations. Start simple with a few clear segments, then build from there as you learn what works for your audience.
The goal isn't perfect segments from day one. It's better messaging that gets results, and that comes from understanding your audience and treating different groups differently.
Learn about QuickSMS: https://www.quicksms.com/