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

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:

Tracking data
Exclusion
Segment in segment

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.

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 useful concept to master when you want to create more precise segments. One example is creating a segment that includes everyone with an address east of the Great Belt, but excludes Greenland. Greenlandic postcodes all fall within the range from 3900 (Nuuk) up to and including 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 want to target everyone who lives east of the Great Belt, but where Bornholm 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 choosing New criteria, choose Segment. Now select the segment you want to insert. In this case, we choose the segment ‘Bornholm postcodes’, which is created as:

Postcode – Greater than or equal to – 3700

Postcode – Less than or equal to – 3799

And just to refer back to the Exclusion section, the ‘Bornholm 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 includes members who have made a purchase within the last 14 days, live on Zealand (with Bornholm residents excluded). The purchased product is also in the ‘annual pass’ category.

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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Advanced segmentation