How to create a segment

Apart from the default system segments provided by theMarketer, you can also define your own custom segments, according to your marketing needs. To do so, follow these steps:

• Go to Audience -> Segments, then click Create segment.
• Select if you want a contact to match ALL of the filtering options you will select, or ANY off them. If you select ALL, then the subscriber will need to match all the filtering options you set in order to be included in the segment. If you select ANY, it is enough to match only one of the selected conditions in order to be included.
• Select the conditions based on which you want to filter your contacts. You can choose from a wide range of filters, grouped under the following categories:
• Campaign activity - filter your contacts based on whether the contact has interacted with you email, SMS or push notifications campaigns
• On-site activity - filter your contacts based on their behavior on your website.
• Subscriber data - filter your contacts based on their attributes, such as name, gender, location, acquisition date, as well as any other custom attributes you may have defined.
• Ecommerce - filter your contacts based on ecommerce metrics, such as lifetime value, average order value, number of purchases, net promoter score, etc.
• Loyalty program (only available in the Ecommerce PRO plan) - filter you contacts based on their loyalty tier
• RFM (only available in Ecommerce and Ecommerce PRO plans) - filter your contacts based on their RFM group.

You can set up to 5 filtering conditions for your segments.

Furthermore, you have the option to lock the segment if you don’t want new subscribers who would match the conditions to be included in the respective segment. If you do not enable this option, the segment will be constantly updated with new subscribers that match the filtering criteria.

You can create, for example, a segment with all the contacts that match the following criteria: they have opened your previous email campaign, they are based in London, they have placed at least one order in the past year, and have an AOV above 20 GBP.

Keep in mind that creating a segment will also match your contacts based on their subscription status depending on your marketing channels, so your segment will be usable for Newsletter, SMS and Push notifications campaigns, with the appropriate subscriber count.

In our example above, let’s assume the total number of contacts in your segment is 1,000, out of which 850 are subscribed to your emails, 200 to SMS, and 150 to Push notifications.

Once you save the segment, it will be displayed in the list of segments. Keep in mind that the count of subscribers in the segment begins to be calculated once the segment is saved. Depending on your database size and filtering criteria, this process can take up to several hours.