With List Segmentation you create segments of your lists which can be great targets for more focused campaigns. The audience is defined based on information you have already gathered in the form of custom fields and in combination with any user activity collected from your previous newsletters (e.g whether members of your list have opened a campaign, or how many and which clicks they have made).
Using List Segmentation you can filter down your mailing list and target your messages to cater to specific audiences, boosting your newsletter success!
A. Naming a new Segment
1. First click on the Mailing lists button located on the menu on the left side of your Control Panel page
2. Click on the name of the Mailing list from which you want to create a Segment
3. Click on the Segments button on the vertical bar that appears
4. Click on the Create New Segment button
5. Give a name to your segment. Use something that will help you identify it easily
B. Matching the Segment
Before you specify the Segmentation Criteria upon which your Segment will be based, you must first choose whether your segment has to match:
- All of the criteria you set
- Any of the criteria you set
If you select Any of the criteria, the system will bring you the recipients that fulfill at least one of the criteria that you will set in the upcoming steps. Let's assume that your site promotes travelling, clothing, technology and books, and that you want to make a special offer to your newsletter subscribers who have recently showed an interest in buying either a book or a piece of clothing. By selecting Any in the Match Criteria field, you will track people who are interested in clothing or books, but not necessarily both. Selecting All will set your segment on those who have showed an interest in both clothing and books, but not either.
Additionally you can also choose how many of your recipients should be contained in the Segment. Using the Fetch dropdown option you can choose:
- All the matching recipients
- Max number of recipients
- Max % percentage of recipients
For this example we are going to select All in both the Match Criteria and Fetch dropdown lists.
C. Specifying the Segment criteria
1. Click on the Add More Criteria button
2. You now have to set the conditions of your segment
The first drop down box lets you choose the general criteria of your list that you will use to narrow down your target audience, e.g. Recipient’s Name, Email Address, the Date they were added in the list, the Campaigns they have opened, the Links they have clicked or other parameters that you can see in this list with all the segmentation criteria.
For this example we are going to create a segment with the people who have not opened a specific campaign. To do so, we have to select the Campaign Name option from the dropdown list.
The next box allows you to choose the matching criteria you wish to use, for instance is, is not, is before, is after, contains, does not contain etc.
For this example we are going to use the "is not" option from the drop down list because we want to fetch the users who have not opened the campaign.
On the final field you define the specific criteria that have to be fulfilled by the previous steps. For instance, if you wish to have recipients who have not opened a specific campaign you will have to choose the name of the campaign from the dropdown list.
Above this field, in the Selected Recipients you will see how many recipients in your list match those criteria, and by clicking on this number you can also Preview them if you wish. You can also Preview the recipients or Export them by clicking on the corresponding tabs at the bottom of the box.
Press Add More Criteria and follow the procedure previously described to expand the selection further.
This segment will bring you those recipients that haven't opened the specific email campaign you have chosen. Just click on the Save Segment button, and your segment will be ready to use!
After Saving the segment, the page that appears shows you the segment’s name and the Criteria Fields you have chosen to make, as well as the Date that the segment was created.
Under the Actions column on the right f your page, you have the chance to edit this segment just by clicking on the corresponding button.
Now that you have created your segment, you will be able to select it to send a targeted newsletter campaign, when you are in the procedure of Creating a Campaign. When it comes to defining the Recipients of the campaign, you can select your entire list of and either send your campaign to the entire list or send it to the any of the segments you have previously created.
You can also create a new segment from here if you wish. The wizard will bring you back at the steps we mentioned.