organises your contacts into groups based on shared characteristics and behaviours. This allows you to send targeted communications, such as offering a special deal to repeat customers or promoting a new experience to a specific interest group.
Accessing this feature
From the main navigation, select Contacts.
Click on Segments in the sub-navigation menu.
How to use it
The Contact Segmentation feature allows you to create, manage, and apply segments to your contact database. This section outlines the process for defining and using these segments.
Navigate to the Segments Dashboard
Access the Segments dashboard as described in the "Accessing This Feature" section. This page provides an overview of all existing segments, including their names, descriptions, and the number of contacts they contain.
Create a New Segment
Click the Create New Segment button, typically located in the top-right corner of the dashboard. A new segment configuration panel will appear.
Define Segment Details
Segment Name: Enter a clear, descriptive name for your segment (e.g., "High-Value Repeat Guests," "Enquiry - Family Travel," "Website Visitors - Last 30 Days").
Description: Provide a brief explanation of the segment's purpose or the criteria used to define it. This aids in future identification and team collaboration.
Segment Type: Select either "Dynamic" or "Static."
Dynamic Segments: Automatically update as contacts meet or no longer meet the defined criteria. Ideal for ongoing campaigns and behavioural tracking.
Static Segments: A fixed list of contacts at the time of creation. Contacts must be manually added or removed after the initial definition. Suitable for one-off lists or specific event attendees.
Set Segmentation Criteria
This is the core of segment creation. Use the available filters and conditions to define your target audience.
Add Condition: Click Add Condition to introduce a new rule.
Select Field: Choose a contact attribute (e.g., "Location," "Last Activity Date," "Engagement Score," "Service Purchased," "Enquiry Type").
Select Operator: Choose an operator (e.g., "is," "is not," "contains," "greater than," "less than," "between").
Enter Value: Input the specific value for the chosen field and operator.
Combine Conditions: Use "AND" or "OR" logic to combine multiple conditions.
AND: Contacts must meet all specified conditions to be included in the segment.
OR: Contacts must meet at least one of the specified conditions.
Group Conditions: For complex segmentation, use parentheses or Add Group to nest conditions, ensuring correct logical evaluation (e.g., (A AND B) OR C).
Review Segment Preview
As you add criteria, the system will provide a real-time or near real-time count of contacts that currently match your segment definition. This allows for immediate validation of your criteria.
Save the Segment
Once satisfied with the segment name, description, type, and criteria, click the Save Segment button. The new segment will now appear on your Segments dashboard.
Edit or Delete an Existing Segment
From the Segments dashboard, locate the desired segment. Click the Edit icon (often a pencil) to modify its details or criteria. Click the Delete icon (often a rubbish bin) to remove the segment. Confirmation will be required before deletion.
Apply Segments
Segments can be applied across various platform functions, including:
Targeted Communication: Send emails, SMS messages, or notifications exclusively to contacts within a specific segment.
Reporting and Analytics: Filter reports to analyse the performance and characteristics of segmented groups.
Workflow Automation: Trigger automated actions or sequences based on a contact entering or leaving a dynamic segment.
Tips
The Contact Segmentation feature provides robust capabilities to empower your targeting strategies:
Dynamic and Static Segmentation: Create segments that automatically update based on real-time data or fixed lists for specific purposes.
Multi-Criteria Filtering: Define segments using a broad range of contact attributes, including demographics, behavioural data, engagement levels, source, and purchase history.
Advanced Logical Operators: Use "AND" and "OR" logic, along with nested groups, to construct precise and complex segmentation rules.
Real-time Segment Preview: Instantly view the number of contacts matching your criteria as you build or modify segments, ensuring accuracy.
Integration with Communication Tools: Seamlessly apply segments when sending targeted email campaigns, SMS messages, or other direct communications.
Segment Performance Monitoring: Track engagement rates and other key metrics specific to each segment, enabling data-driven optimisation.
Data Export: Export lists of contacts within a specific segment for further analysis or use in external tools.
Customisable Contact Fields: Use custom fields you have defined for your contacts as criteria for segmentation, extending the flexibility of your targeting.
To maximise the effectiveness of your contact segmentation strategies:
Define Clear Objectives: Before creating a segment, determine the specific goal you aim to achieve. Are you increasing repeat bookings, promoting a new offering, or re-engaging inactive contacts?
Start Simple, Then Refine: Begin with broad segments and gradually introduce more granular criteria as you gain insights into your audience's behaviour and preferences. Avoid over-segmenting initially.
Regularly Review and Update Segments: Contact data and behaviours evolve. Periodically review your segment definitions to ensure they remain relevant and accurate. Update criteria or create new segments as needed.
Use Behavioural Data: Go beyond demographics by incorporating engagement metrics, website activity, past purchases, and interactions with your communications. This provides a more accurate picture of intent.
Combine Criteria for Precision: Use multiple conditions (e.g., "Location IS Sydney AND Last Purchase Date IS within 90 days") to create highly targeted and effective segments.
Test and Measure Performance: Deploy different messages or offers to various segments and analyse the results. Use A/B testing to determine which segment definitions and content resonate most effectively.
Maintain Data Hygiene: Ensure your contact data is clean, accurate, and up-to-date. Inaccurate data will lead to flawed segmentation and ineffective communication.
Focus on Actionable Segments: Create segments that allow you to take a specific, meaningful action. If you cannot tailor a message or strategy for a segment, its utility is limited.
Consider the Guest Journey: Map your segments to different stages of the guest journey (e.g., prospect, first-time buyer, repeat guest, lapsed guest) to deliver contextually relevant communications.
Need help?
For further assistance, contact us at [email protected]