Advanced segmentation

Segmentation

Segmentation is one of several ways you can make your communication more relevant to your recipients.

This guide focuses on advanced segmentation, which uses exclusions, tracking data, and segment-in-segment.

If that feels like a bit too much right now, you can find help getting started with simple segmentation first here

Advanced segmentation

There are 3 concepts that will help you get better at building advanced segments, if you already have a handle on simple segmentation.

The three concepts are:

The final part is combining the three concepts into one segment.

Below you’ll find examples of each of the three concepts, as well as an example of combining all the concepts into one segment.

To open the segment builder, open your list and click Segmentation and then Create new segment.

Alternatively, you can access the segment builder by clicking Lists –> ⁝ –> Create segment

As with simpler segments, you also start advanced segments by clicking New rule and New criteria.

Tracking data

Tracking data is behavioural and purchase data that you’ve collected, among other things, through activity on your website.

In general, you build tracking segments by selecting an action and when that action took place.

Tracking – Action – Has viewed

Tracking – Action date – Is less than – 3 days ago

A segment like this includes everyone who has viewed something on your site within the last 3 days.

The next natural step is to narrow down what they’ve viewed by adding another line with

Tracking – Category name – Contains – Annual pass.

This means the segment now includes everyone who, within the last 3 days, has viewed a product in the ‘annual pass’ category.

Exclusion

Exclusion is another great concept to know in order to create more precise segments.

An example of this is by creating a segment that includes everyone with an address east of the Great Belt, but excludes Greenland. The Greenlandic postal codes are all in the range from 3900 (Nuuk) through 3992 (Kulusuk).

It is built like this:

Segment in segment

Here we can build a segment that is very similar to the one above, but built in a different way.

This time we will affect everyone living east of the Great Belt, where Greenland is excluded.

Start by building the following:

Postcode – Greater than or equal to – 1000

Postcode – Less than or equal to – 4999

Then click + and instead of selecting New criterion, select Segment.

Now select the segment you want to insert. In this case, we select the segment ‘Greenlandic postcodes’, which is made as:

Postal code – Greater than or equal to – 3900

Postal code – Less than or equal to – 3992

And to refer back to the Exclusion section, the ‘Greenlandic postcodes’ segment is excluded.

3-in-1

If we combine the 3 different concepts into one segment, it could look like the example below.

The segment contains contacts who have made a purchase within the last 14 days, live on Zealand (and Greenlanders are excluded). The purchased product is in the category ‘annual pass’

It will look like this:

Tracking – Action – Has purchased

Tracking – Action date – Is less than – 14 days ago

Tracking – Category name – Contains – Annual pass

Inserted segment, which is excluded:

Postcode – less than or equal to – 3799

Postcode – greater than or equal to – 3700

Inserted segment, which is included:

Postcode – less than or equal to – 4999

Postcode – greater than or equal to – 1000

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