Attentive Segmentation Setup SOP

Why this SOP matters

Good segmentation lifts revenue per send by 40-60 percent in SMS. With per-message costs and finite list size, every send matters more than email.

Step-by-step SOP

1. 1

   Define the 5 foundational segments first

   VIP (top 10% LTV), Active subscribers, Recently engaged (clicked last 30d), Lapsing (no engagement 60d), New subscribers (under 14 days old).

2. 2

   Use Attentive predictive LTV for VIP identification

   Their model is decent. Combine with actual spend over 12 months for cleanest result.

3. 3

   Build behavioral segments based on campaign needs

   Don't build hypothetical segments. Build when a campaign needs them.

4. 4

   Set up suppression segments

   Recent purchasers (last 7 days), recently messaged (last 24 hours). Exclude from broadcasts to prevent fatigue.

5. 5

   Document each segment

   Name, criteria, owner, last used. Without docs, segments become unreadable in 60 days.

6. 6

   Audit segments monthly

   Delete unused-for-90-days. Refresh date-based filters. Cull aggressively.

7. 7

   Tag campaigns with segments used

   Enables post-campaign analysis. Which segments perform best for which campaigns? Compounding learning.

8. 8

   Monitor opt-out rate per segment

   If a segment has 2x normal opt-out rate, the segment is over-messaged or wrongly targeted.

Common mistakes to avoid

• ×Creating segments for hypothetical campaigns that never run
• ×No documentation, segments unreadable in 60 days
• ×Skipping suppression segments, fatiguing recent buyers
• ×Static date filters that age out (named 'last-30-days' uses hardcoded date)
• ×Building elaborate segments without measuring performance

FAQ

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