Contact Segmentation: How to Organize Your Network for Maximum Impact
Not all contacts are equal. Segmentation ensures your best relationships get the most attention.
Contact segmentation is the practice of dividing your network into groups that receive different types and frequencies of communication. Without segmentation, you either treat everyone the same (inefficient) or default to contacting whoever comes to mind (inconsistent).
Segmentation by Relationship Tier
The most fundamental segmentation: how important is this relationship to your business?
- Tier 1 (Top 20-30) — Your most valuable relationships. Key clients, top referral sources, strategic partners. Monthly or more frequent contact.
- Tier 2 (50-150) — Active and important relationships. Regular clients, professional connections, engaged network members. Quarterly contact.
- Tier 3 (200-500+) — Broader network. Acquaintances, dormant contacts, lower-priority connections. Semi-annual or annual contact.
Segmentation by Relationship Type
Overlaid on tiers, segment by how you know them: past clients, active clients, referral partners, sphere of influence, industry contacts. Different types need different content — a market update makes sense for past clients but not for your accountant.
Segmentation by Engagement
Track who engages with your outreach and who does not. Contacts who consistently respond deserve more attention. Contacts who never respond may need a different approach or a different channel.
Implementation
Most CRMs support some form of grouping or tagging. The key is to keep it simple enough to maintain. Three to five groups with clear cadences is better than fifteen groups that you cannot manage. Relatable's Spheres model is designed specifically for this — organizing contacts into meaningful groups with built-in engagement frequencies.
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