A segmented list is the difference between spraying every message at everyone and sending the right message to the right people. Segmentation is how a campaign turns a pile of numbers into targeted audiences, and it's what keeps a growing list from burning out under irrelevant sends. Here's how to do it and which segments earn their keep.
What is list segmentation?
Segmentation is dividing your list into groups based on what you know about each contact, so a message goes only to the people it's meant for. Instead of texting your whole universe about a District 4 canvass, you text the District 4 volunteers. Instead of chasing everyone for a ballot, you chase only the people whose ballots are outstanding. The tags come from voter ID, signup source, geography, and behavior.
Which segments matter most?
The ones that change what you'd send:
- Support level, supporter, undecided, opposed, from voter ID.
- Geography, district, precinct, turf.
- Vote method and status, mail, early, Election Day, and whether they've voted yet.
- Engagement, donors, volunteers, event attendees, lapsed contacts.
- Issue, the topics a voter told you they care about.
Each of these lets you send a message that's relevant to the recipient, which is the entire game.
How does segmentation protect your list?
By keeping messages relevant, it keeps opt-outs low. The fastest way to burn a list is to send everyone everything, the volunteer who keeps getting fundraising asks, the voter who already voted still getting chased. Segmentation stops that: a contact only hears from you when the message actually applies to them. A well-segmented list of engaged, relevant recipients is worth far more than a big undifferentiated one, and it's how you avoid burning the list at GOTV.
Frequently asked questions
What is texting list segmentation?
It's dividing your list into groups, by support level, geography, vote status, engagement, and issue, so each message reaches only the people it's meant for.
What segments should a campaign use?
The ones that change the message: support level, district, vote method and status, engagement type, and issue. Each lets you send something relevant instead of generic.
Does segmentation reduce opt-outs?
Yes. Relevant messages generate fewer opt-outs than blasting everyone with everything. Segmentation keeps people from getting texts that don't apply to them, which protects the list.
Keep reading: voter ID by text and the 72-hour GOTV plan. For carrier registration, see The Campaign Registry.