How to build a company segment by OKVED industry codes
Published 2026-07-30 · Updated 2026-08-02
Direct answer
An official-outreach segment comes from a legal-entity database cut by OKVED 2 (industry), region, and revenue, then saved—with clients, partners, and do-not-contact rows removed before send. OKVED 2 is Russia’s official industry classification; without it you cannot separate one industry from its neighbors.
Why filter instead of using the whole database?
“The whole database” sounds big and delivers noise: wrong industries, tiny firms, regions you do not cover. Domain limits and secretariat attention are finite—do not spend them on obvious misses.
OKVED sets industry, region sets geography, revenue sets scale. Target Direct’s landing shows a catalog segment example as of August 2026—OKVED 62, Moscow & region, revenue from ₽50M—with 48,820 companies. That is a UI illustration, not a forecast for your campaign; first launches are often narrower.
In what order should you build the segment?
Industry codes first, then geography and finances, then a hard look at list size. If it is huge, cut to what sales can actually handle. Finish with exclusions and letter copy for that slice—not one generic paragraph for every industry.
The letter should speak the segment’s language: an IT integrator and a plant need different arguments even though both are “B2B”.
How do you keep the campaign from blurring?
One segment, one offer. Mixing unrelated industries in one wave turns personalization into fluff and makes replies hard to compare.
After early sends, see where real reactions come from and split lists. A tight relevant cut is almost always kinder to conversion and domain reputation than a broad dump.
FAQ
- What is OKVED here?
- OKVED 2 is Russia’s official industry classification for legal entities. Codes pick the industry slice for the mailing segment.
- Is OKVED enough without region?
- Sometimes in a tiny niche; usually no—without region and revenue you pull firms outside your sales coverage.
- Why use exclusions?
- So you do not mail current clients and partners or burn quota on do-not-contact addresses.
- Where does the 48,820 figure come from?
- A Target Direct catalog segment example as of August 2026 for “OKVED 62, Moscow & region, revenue from ₽50M”. It illustrates list size; it is not a guarantee for your database.