Bad segmentation in SMS hits harder than email because every send has a hard cost and a deliverability footprint. Broadcasting to your full list wastes spend and trains opt-outs. This SOP defines how to build segments that move revenue per send.
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.
VIP (top 10% LTV), Active subscribers, Recently engaged (clicked last 30d), Lapsing (no engagement 60d), New subscribers (under 14 days old).
Their model is decent. Combine with actual spend over 12 months for cleanest result.
Don't build hypothetical segments. Build when a campaign needs them.
Recent purchasers (last 7 days), recently messaged (last 24 hours). Exclude from broadcasts to prevent fatigue.
Name, criteria, owner, last used. Without docs, segments become unreadable in 60 days.
Delete unused-for-90-days. Refresh date-based filters. Cull aggressively.
Enables post-campaign analysis. Which segments perform best for which campaigns? Compounding learning.
If a segment has 2x normal opt-out rate, the segment is over-messaged or wrongly targeted.
Record your screen while performing the attentive segmentation setup. ReccordSOP turns the recording into a SOP with timestamped screenshots. When your live setup changes, drift detection flags it.
Generate this SOP free15-30 in active use. Below 15 you're under-segmenting. Above 50 it's a junk drawer.
Yes for VIP and lapsing identification. Combine with rule-based criteria for cleanest results.
Monthly for SMS (faster cadence than email). Delete unused, refresh filters, rename anything confusing.
I built ReccordSOP after watching too many DTC ops teams lose months to undocumented workflows. These SOPs are battle-tested with Shopify operators running $1M to $50M brands.
Last reviewed June 1, 2026