refine your target audience by grouping contacts based on shared characteristics and behaviours. This allows you to deliver personalised communications, such as tailored email campaigns promoting specific experiences to adventure seekers in Sydney, improving engagement and conversion rates.
Accessing this feature
Go to Audience > Segments
How to use it
Define Segmentation Criteria
Before creating a segment, clearly identify the specific attributes or behaviours that will define your target group.
This could include demographic data (location, age), psychographic data (interests, preferences), behavioural data (website visits, email opens, purchase history), or contact source.
Understanding your objective for the segment will guide the selection of appropriate criteria.
Create a New Segment
From the "Segments" page, click the Create New Segment button.
Assign a clear, descriptive name to your segment (e.g., "High-Engaged Sydney Adventure Seekers").
Provide an optional description detailing the segment's purpose or the criteria used, which aids in future management and collaboration.
Configure Segmentation Conditions
Use the condition builder to define the rules for inclusion in your segment.
Select an attribute (e.g., "Location," "Last Purchase Date," "Email Engagement").
Choose an operator (e.g., "equals," "contains," "is greater than," "is less than," "has visited").
Input the corresponding value (e.g., "Sydney," "2023-01-01," "5").
Combine multiple conditions using "AND" or "OR" logic.
"AND" requires all conditions to be met, narrowing the segment, while "OR" requires at least one condition to be met, broadening the segment.
For example, "Location equals Sydney AND Interest contains Adventure" or "Last Purchase Date is greater than 2023-01-01 OR Total Spend is greater than $500."
You can group conditions to create complex logic, ensuring precise targeting.
Preview Segment Results
After configuring your conditions, click the Preview Segment button.
The system will display a sample of contacts that currently meet your defined criteria and the total contact count for that segment.
Review these results carefully to ensure the segment accurately reflects your intended audience.
Adjust conditions as necessary to refine the contact list.
Save and Activate Segment
Once satisfied with the segment preview, click Save Segment.
Your segment is now saved and active, meaning it will dynamically update as contact data changes.
Contacts will automatically be added or removed from the segment based on whether they meet the defined conditions.
Apply Segment to Campaigns/Reports
The newly created segment can now be selected when configuring email campaigns, automated workflows, custom reports, or other communication initiatives.
This ensures that your messages are delivered only to the relevant audience group, maximising impact and efficiency.
Refine and Monitor
Regularly review the performance of campaigns using specific segments.
Monitor segment size and composition to ensure ongoing relevance.
Adjust segment criteria as your marketing objectives evolve or as new data becomes available.
Tips
Establish Clear Objectives: Before creating any segment, define what you aim to achieve. Whether it is increasing conversions for a specific experience, improving engagement with a particular content type, or nurturing new leads, a clear objective will guide your segmentation strategy.
Use All Available Data: Use every data point collected on your contacts, including CRM data, website analytics, email engagement metrics, purchase history, and survey responses. The more data you incorporate, the more precise and effective your segments will be.
Maintain Actionable Segment Sizes: Ensure segments are large enough to be statistically significant and worth the effort of creating tailored content, but specific enough to deliver truly personalised experiences. Avoid creating overly broad or excessively narrow segments.
Regularly Review and Refine Segments: Contact data is dynamic. Periodically review your existing segments to ensure their criteria remain relevant and effective. Update conditions as customer behaviours, market trends, or your organisational objectives evolve.
Test and Analyse Performance: Implement A/B testing on campaigns delivered to different segments to understand which messages, offers, or content resonate most effectively. Analyse key performance indicators (KPIs) to continually optimise your segmentation strategy.
Avoid Over-Segmentation: While precision is valuable, creating an excessive number of micro-segments can lead to increased complexity and management overhead. Group similar segments where practical to streamline your workflow without sacrificing personalisation.
Prioritise Personalisation: Once segments are defined, ensure the content, offers, and calls to action are genuinely tailored to the specific needs and interests of each group. Generic messaging diminishes the value of segmentation.
Adhere to Data Privacy: Always ensure your segmentation practices comply with relevant data privacy regulations (e.g., GDPR, CCPA). Only use data that contacts have consented to provide and for the purposes for which it was collected.
Need help?
For further assistance, contact us at [email protected]