By Nerida Cook on 6th March 2014
Following last month’s new segment builder release we’ve been working on beefing up the builder’s abilities. Segments are designed to make it easier to send relevant emails to certain subscribers, instead of sending every email to your whole list. We’re continuing to put a lot of work into them because getting the right content to the right people is just good marketing.
The latest release was focused on extending the way rules could be created by introducing more conditions. You can now create segments based on the conditions contains/does not contain, starts with/ends with, is on or before/after, is in between, is less/greater than, was opened and specific link not clicked. That will make tackling things like re-engagement campaigns and targeting subscribers who joined during a specific period even easier.
We’re particularly excited about adding these conditions to custom fields. Their flexibility allows for powerful and interesting segmentation with the right raw data. Of course the key to getting personal with your subscribers is knowing something about them!
As an email marketer myself I know the joy and the pain custom fields can bring. With the right data structure you can do some really flexible, powerful and interesting segmentation. Getting the right data structure can often be a battle though, but our new conditions can help with that.
For example, say you sell furniture across a number of stores and your website. You have a custom field setup that holds the product name of what a customer has previously ordered. You have a new range of lounges that will be released next week and you’d like to send an email to people who have bought a lounge from you previously. This is quite a few different products, but you know that every product name includes the word lounge. So using the contains condition you can setup a rule to say product purchased contains lounge and create a segment of customers to send a product announcement to.
In our next example, let's say you have an email newsletter list on your blog and you occasionally run paid events. You discuss team building strategies and know you have a healthy following among HR managers. The next event you’re running is specifically about team building in the context of HR and you’d like a way to let the HR managers on your list know about it without bothering everyone else.
You could use the email does not contain condition to exclude free email address domains such as gmail, hotmail and yahoo to try and narrow it down to mainly professional email addresses.
For this example, let's say you’re the owner of an online store and you’d like to send a special offer to everyone who subscribed to your emails during the last holiday season. You could setup a rule to target those who subscribed between the 1st Nov - 31st Dec.
The is between condition is exclusive of the dates listed in the rule. So to target subscribers from the 1st Nov to 31st Dec, the rule would be date subscribed is between 31st Oct and 1st Jan.
For our final example, let's say you work in the head office of a sports car company with an email list of past customers and people interested in your brand. You send out a monthly email featuring news and offers that aims to get people to visit their local dealer. You’d like to send an email to people who have shown some interest but have not taken any action.
You could use the specific link field with the condition, was opened with no links clicked, to target a campaign to subscribers who showed some interest in a specific previous campaign. These people could then be sent an email about an upcoming new model launch or a personalized offer to go for a test drive.Need help? For more on segments, including the full list of conditions check out how do I create and use segments?
We’re far from done with segments. We’re continuing to improve on it, so if you have a suggestion make sure you mention it in the comments below and stay tuned for more updates on segments soon. We’d also love to hear what you do with them! Let us know in the comments below if you’ve got some cool examples.
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