How I increased CTR using segmented text-campaigns?

I recently started using twilio and Plivo for sending segmented sms campaigns. Sending same message to everyone, i grouped user according to by their interests and location. This simple change helped to boost my CTR significantly. Out of all platforms, twilio works best for me - better deliverability, cleaner dashboard, easier compliance with A2P rules. Anyone else using segmented messages for SMS campaigns? Which platforms are you seeing the best results?

I'm using close.com

Not tested segmentation.

I just do simple a / b split test manually.

Run 1 campaign....

Then next week I might test another campaign.

Like that.