Segments

Definition

A segment is a subset of a list based on certain rules that apply a specified logic to slice and dice contacts based on their attributes.

When you segment a contact list, it can be broken down by interests or demographics or any other attribute available to create sub-lists. It is then possible to send customized messages to each targeted segment. As many segments as desired can be created for every list.

Once attributes are added for the contacts as we see in the related section, it is time to develop personalised messaging targeting via segmentation. The segmentation process outlines a series of rules for which the system searches for a match in the contact list that is being segmented.

It is possible to start the segmentation process initially via the Main List Dashboard by selecting a List and in the Single List dashboards from the sub header related tab. Once segments are created and viewable , the segmentation creation button is located in the Segmentation Dashboard of every list.

In the segmentation flow, the first step is to define the rules. For simplicity let’s start with a simple segment based only on one rule. In the first cell chose the attribute / variable of interest, for example “Email address”. At this point we choose the operator, for example “Starting with” and finally we choose “a”. By clicking on Find Contacts, the platform checks in the list you have selected all the contacts that have an email address starting with “a” and shows after loading a preview.

When the list selected for segmentation is very long, the loader will advise to go back to segments to continue working. A notification and an email alert are triggered once the process is complete and it is possible to preview the segment.

On the segment preview page, there is a segment preview of the first few results and also on top an indication of number of contacts that match the rule. At this point a name can be entered to save the segment and view the newly created segment in the list or go back to the rule definition step to input changes if needed.

Pepo Campaigns allows to combine different rules and build highly personalised segment via a combination of AND and OR operators.

When you link two rules via an AND operator it means that ALL the rules need to be satisfied by a contact to be included in the segment.

When you link two rules via an OR operator it means that ANY of the rules need to be satisfied by a contact to be included segment.

It is also possible to combine AND and OR operators in the same segmentation offering complete flexibility.

Do build a multi rule segmentation just choose the AND or OR button accordingly every time after the previous rule has been filled. Rules can also be deleted by clicking on the bin icon.

Once a segment is saved and defined, it is not possible to change and update the logic of the same for consistency reason. When needed to state a new logic always to create a new segment.

Pepo Campaigns  is currently supporting dynamic segment. This means that every time new contacts are added to a list which has segments, the segmentation logic runs in the background to ensure that any new contacts that fits the rule are included in the segment. A dynamic segment view is automatically updated every 24 hours to account for new users.

These changes are continually computed during run time i.e. even as the list grows with new contacts and during campaign delivery to users in the segment. Whenever new contacts  are uploaded to the related list and a campaign is scheduled for the segment, the system runs a check to update latest and newest information for accuracy thus promising a current, fresh and best experience.

Create a Segment

Creating a simple segment

1. Select the list which you want to segment.

2. Click on the ‘Segments’ icon on top right.

3. Specify  filters for the new segment –

Use the select menu to select the attribute for your first filter. The menu displays every attribute set up by you for the list.When you’ve selected an attribute , you then need to apply a condition to it. Each attribute has a set of conditions that can be applied to it depending on its data type, to create the filter.

The conditions available are:

·    matches exactly
·    does not match exactly
·    contains
·    does not contain
·    begins with
·    lesser than
·    greater than
·    lesser than & equals to
·    greater than & equals to

The “matches exactly” condition is case sensitive, meaning “Green” is not equivalent to “green”.Not all conditions are available for each data type. Also for Numeric and Date Attributes the options are less as the string related ones are not available in the drop down menu.

4. A segment with multiple filters can be created using AND or OR to build a focused and complex segment.

5. With every connection a new row is generated where you can choose an attribute for segmentation. It can be a different attribute or you can choose the same attribute and apply a different condition to it.

Choosing “OR” for your filters means that your segment will contain contacts satisfying any combination of one, some, or all of those filters, while “AND” means that contacts who do not pass that filter will not be included in your segment. This logic can be combined, so that you can segment contacts who pass one filter “AND” either one of two other filters.You can also delete a filter to suit your needs.

6. When you think your logic is ready, click on “find contacts.”

7. Once your search comes up, you will then be able to  preview your results i.e. the list of subscribers who match the filters set up by you.

8. You can save it as a segment by giving it a name and clicking the “Save” button.

It is advisable to name your segment defining the type of contacts filtered. This will ensure that this segment can easily and accurately be the target of multiple campaigns to come. Vague segment titles can cause confusion down the line.

Analyze segment  – Segment is a subset of list therefore the functionality of ‘Analyze’ a segment works on the exact same principle as ‘Analyze’ list. In order to view a Segment Report you can either select it from the list dropdown when you are in the Analyze view for a list or from the Segment Dashboard by selecting a Segment and the Analyze option.

Export segment – Select a segment and click on the export button in the options appearing above.This triggers two events. One is that you receive a transactional email through which you can download the segment . The other is that you receive a notification in the notification center on the segment exported.

Delete segment – Select segment and click on the delete button in the top row. It is possible to select and delete multiple segments. Saved segments can be deleted only if they are not associated to an already sent campaign or scheduled one. Deleting a segment is not affecting the contacts of the list and their statuses

Managing contacts in a Segment

Segments are dynamic and for this reason new contacts are only added automatically when they comply to the logic of the segment within the list to which they are added manually, via upload or API.

It is not possible to manually add contacts or delete contacts from a segment. A contact also exit a segments when its attribute values are not matching with the required logic anymore.

Updated on November 23, 2016

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