What’s the right granularity for location segmentation?

The right granularity depends on your business model and how location affects your value proposition. A global SaaS company might segment by country or region for language and timezone purposes. A retail chain needs city or zip code level precision for store specific promotions.

Start broad and refine only when you have meaningful differences in content, offers, or timing. Segmenting by state makes sense if you operate regionally. Segmenting by neighborhood makes sense if you deliver locally. Segmenting by continent rarely makes sense unless you are managing vastly different product catalogs or compliance requirements.

The danger of excessive granularity is splitting your list into groups too small to generate actionable insights or maintain sender reputation. A segment of 50 people in a single zip code might be precise, but it is also fragile. Think of location segmentation as charting your route. You need enough detail to navigate safely, but not so much detail that you lose sight of the horizon.