Marketing With Laryssa · 2026-06-14 · 10 min
Segmentation sounds like the answer to everything. The right message to the right person at the right time - that's the dream. And to be clear, I'm a segment stan. Smart segmentation is one of the most powerful things you can do for your email program. But the conversation around it is almost always one-directional: more segments, more targeting, more personalization. And at a certain point, that stops being true. I see brands build 12, 20, who even knows how many segments - and end up spending more time managing those segments than actually sending good campaigns. The result is a sophisticated-looking account generating less revenue than a simpler setup would. More segments doesn't automatically mean more revenue. Often it just means more complexity for the sake of complexity. There's also a math problem most brands don't see coming. When you fracture your engaged list into smaller segments, you're sending to fewer people - and the lift in open rates doesn't always make up for the drop in volume. Worse, when you send one campaign to five "different" segments, there's almost always massive overlap. You're not reaching new people.
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