Segment Your Audience
Multiple lists, tags, and/or dynamic segments can be used to segment your audience or contacts. Segmenting your contacts is extremely valuable for categorizing audiences and sending better-targeted email marketing. In this piece, we’ll delve a little deeper into contact segmentation. By hovering over the contacts tab and clicking on Lists, you can see the segment settings. You can find the link to Lists, Tags and Dynamic Segmentation in two areas
Lists are your contacts categories. You can add lists and assign any contacts to your list for better segmentation. You can also create multiple lists based on your use cases. To add a list, click on Email Marketing at the top of your admin screen. A submenu will appear just below it. Hover over the contacts tab, and choose Lists from the drop-down menu. Next, click on the “Create List” button located in the near top right corner.
A popup will appear where you need to give the list a name. The list slug will be added automatically based on the list name. Click confirm and the list is created instantly.
Tags are used to classify your audience in a more meaningful way. Tags are like Lists but provide more ways to filter your contacts inside a list. A list can have multiple tags, also multiple tags can be assigned to a particular contact. To create a tag, click on Tags in the Contacts menu in your Email Marketing dashboard. When the next screen appears, click the “Create Tag” button near the top right of the screen. A popup will appear, and you can name your tag as you did your list.
You can collect a lot of data about your contacts, for example, their signup date, how they are added where they are from, their signup source, and how they are interacting with your emails. Create dynamic segments using this data and send targeted marketing campaigns. Dynamic Segments are very handy to filter and divide similar contacts for a meaningful purpose.
To create Dynamic Segments hover over Contacts and select Segments. From the top Email Marketing panel, choose Dynamic Segments and click “Create Custom Segment” in the top right corner.
Give a descriptive title to the Custom Segment. It is shown on internal pages only. Next, you’ll need to set conditions to filter contacts based on the available audience information. If you want to create a segment of new subscribers from Nevada, create a two-condition as users from Nevada signed up in the last 30 days, as shown in the screenshot below. All other conditions are self-explanatory, and we recommend you explore the other possible conditions.
The match type defines whether the task is performed if all conditions match or for any conditions match. In the above example, we want to add users to the segment if they are new and from Nevada, so all conditions match is selected.
Filter by Email Activities
The last step when creating Dynamic Segments, is to filter your segments based on email activity. There are two possibilities available here. Using the Last Email Open, the email activities will be filtered are emails that were opened before the assigned number of days. You can also keep it blank to disable the filter. In the Last Email Link Clicked option, the emails will be filtered according to the number of days since the last email link was clicked.
In this example, we created segments from the new subscribers from the USA that were added within the last 30 days. As this is our first email to them, we will not use the Last Email Link Clicked filter. Based on your segment type you can enable or disable the “Filter By Email Activities” feature.
Carefully check whether conditions match or not. You can choose to filter by both activities (Match Both Open and Click Condition), where the conditions will match when the last emails are opened and also clicked. Or, select the Match Any One Condition option and as long as one criteria is met, it will filter.
Finally click into the “Create Custom Segment” and save the form.
Looking for more ways to segment your audience? Read How to Segment Contacts Using Dynamic Tags