Choose your email campaign audience a segment, not a list
Who gets the next campaign matters more than the subject line. How to pick a segment with one shared reason to write.
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Reach a segment, not a list
When you choose an email campaign audience, the easy option is to send to the whole list. It is also the option that makes the message vague, the replies hard to compare and the bounces hard to trace back.
Reach a segment, not a list. A good segment is a group of companies with one thing in common that you can write about: the same trade, the same region, the same visible signal. One segment, one message, one reason to write.
Mailbox providers notice when people did not want your email. Google's sender guidelines for Gmail ask senders to keep spam complaints low and to make unsubscribing easy. A segment that fits the message is the most practical way to stay on the right side of that. You decide who is in it; Riftjaw keeps the filter and sends the batches.
What makes a good campaign audience
One shared reason to write
If you cannot say in one sentence why these companies get this email, the segment is too wide. Split it.
The right statuses
Leave out companies on Replied or Customer, unless the message is for them. People who opted out are skipped in every later campaign.
A size you can answer
Enough companies for a few batches of 10, small enough that you can read and answer every reply. That is a rule of thumb, not a statistic.
A source you trust
Check the import date and the address type. Derived addresses are marked as derived; a segment full of them is a guess.
From list to audience in three steps
Filter on what you write about
Filter on your own fields, such as niche, town or reason to write, and save the filter as a segment. See segments.
Read ten records by hand
Open ten companies from the segment. If three of them do not fit the message, change the filter before you send.
Send one batch and pause
Send a batch of 10, read the replies and decide whether to continue. More in test a campaign with one batch.
Frequently asked questions
How do I choose an email campaign audience?
Start from the message: who has the problem it talks about? Filter your list on that trade, region or signal, leave out companies that already replied or became customers, and save the result as a segment.
How big should a campaign segment be?
Big enough for a few batches of 10 and small enough to answer every reply yourself. On a small list that is often a few dozen companies.
Should I send the same campaign to my whole list?
Usually not. One message for everyone ends up fitting nobody. Split the list into segments with one reason to write each; see B2B market segmentation.
Are people who unsubscribed left out automatically?
Yes. Anyone who unsubscribes or objects goes into the opt-out register and is skipped in every later campaign, so the same address is not mailed again.
Do I need credits?
No. There are no credits and no cost per record: a flat price per plan, and the size of your list does not change the price.
What is Riftjaw?
Riftjaw is a B2B lead database you own: import the companies you collect, keep every record with its source, sort them into segments and reach them by email in small batches. Each account runs on its own private server with its own database.
Source: Google: Email sender guidelines (Gmail Help) (consulted on 2026-10-20)
Pick the segment before the subject line
Save a segment with one reason to write and send it ten at a time. See campaigns in small batches or start free.
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