Segmentation is simply sending a more relevant message to a smaller group. Do not begin with dozens of labels. Start with information that changes what you would say next.
Use three simple groups
Separate new leads, active customers, and previous customers. Add one interest tag when someone answers a welcome question, asks about a category, or completes a purchase. Avoid collecting data that has no future use.
Keep the groups useful
Before each campaign, ask: would this message be helpful to every person here? If not, narrow the segment. AdChat tags and custom fields can power this without spreadsheets. Review conversion and unsubscribe signals after each send; merge or remove segments that do not lead to better decisions.
