Say you have 30,000 software companies to reach through cold email.

Your list includes HR platforms, cybersecurity tools and marketing software. Sending everyone the same pitch keeps it broad, so prospects cannot see why it matters to them.

You can keep the same list and change the pitch for each group.

1. Group prospects by niche

Put each type into its own campaign.

If you run a lead generation agency, your email to HR software companies can focus on reaching HR leaders. Your email to cybersecurity companies can focus on reaching security buyers.

Your offer stays the same, and each group gets a pitch written for it.

Remove duplicates between campaigns, since companies can belong to several niches.

2. Check who they sell to

A cybersecurity company selling to businesses needs a different approach from one selling antivirus subscriptions to consumers.

Use business models such as B2B, B2C and B2G to group relevant prospects and exclude those your offer does not fit.

Before you split, ask one question: would this group get a different email? If yes, give it its own campaign. If not, keep it with the others.

3. Make your proof relevant

Emailing HR software companies? Use a result from an HR software customer, if you have one.

A relevant example helps prospects see how your offer could work for them. Start with the segments where you have that proof.