Go further with your contact base using Segmentation

            Segments is a set of tools within the Contacts section.

             

            Segments is a set of tools within the Contacts section.

             

            Being able to export and send to contacts using Segments, is an excellent way to mine all sorts of key data that you can use on-site in Groups, or off-site for you own analysis.

             

            What is a Contact Segment?

             

            It’s a set of perimeters (or filters) that don’t pigeon hole your contacts by hard facts only (although it can if you like).  A segment allows for changes over time.

             

            Example: In my NewZapp Groups I might search my entire database of Contacts based on a single filter, looking for Directors. With these results I then make a new Group. This Group can be updated in that I can manually move new Contacts into it, one at a time, or import lists of Directors into the Group – but these are all manual processes.

             

            If I instead create a Segment that looks up Directors in my database, what I’m now doing is saving the dymanic filter that looks for Directors, not saving the Contacts themselves.

             

            Today my Segment contains 2975 Contacts, but in another minute/hour/day/month my Segment could contain any number, no matter where or how new Contacts met the filter of having Director in their job title. I’ve cut down on time needed to maintain a category of Contacts who I want to email on a regular basis.

             

            Can a Segment be based on more than just facts?

             

            Yes! The filters available in NewZapp Groups are mostly based on data you have saved – such as their company name, date of birth, postcode or shoe size!

             

            The dynamic filters available in NewZapp Segments are based on data you have saved AND behaviour – both your behaviour and your Contacts’ behaviour.

             

            Your behaviour:

            Have I sent (or not sent) any emails to a Contact?

            Have I sent (or not sent) a particular email campaign to a Contact?

            …in any given time frame.

             

            Contact behaviour:

            Have they opened (or not opened), clicked (or not clicked), any email (or a particular email ) I sent them?

            Have they opened (or not opened) a particular email I sent them?

            …in any given time frame.

             

            Here are three example User Stories that may give you some ideas for dynamic filtering:

             

            1. As a User I made a Segment last month to send a re-engagement email

            I wanted to send this email to Contacts who had been added to my account more than 6 months ago and hadn’t opened an email from me in the past 12 months.  This has helped engage some Contacts back into the fold so the numbers in my Segment are smaller than they were but it’s time for me to remove these Contacts from my account, they’re not doing my open rates any good! 

             

            My dynamic filter could be either like this. Excluding anyone added to my account in the past 6 months, who hasn't opened ANY email from me in the past year...

             

            Dynamic filter based on email opening behaviour

            or to be more precise, anyone who hasn't opened the re-engagement email that I sent out a month ago, as I had already filtered out recently added contacts for that campaign...


            Dynamic filter based on a particular past campaign

            This data once exported can be used for a number of purposes including import into a new Group for the sole purpose of ring fencing them before removing them my account.

            This data once exported can be used for a number of purposes including import into a new Group for the sole purpose of ring fencing them before removing them my account.

             

            2. As a User I need to provide my sales team with warm leads

            If I rate a “warm” lead in terms of = A clicked email which hasn’t resulted in an online enquiry or sale, then I want know who these contacts are so that my sales team can make a courtesy call. (Yeah i know, we’d love to think we can can survive on email only! But telephone calls are still a key part of most sales teams). 

             

            My dynamic filter could be like this. Looking for anyone who clicked on the campaign I have in mind:


            Clicked on a particular campaign

            or to be more precise for regional teams, I could bring in a data tag to be more specific like so:


            Clicked a particular campaign and is based in a particular location

            3. As a User I want to know who’s slipping through the net

            My campaigns are sent based on Groups and Segments, carefully defined with data I export from CRM into my account. But am I being too meticulous and does this mean that gaps in my CRM are letting Contacts slip through the net without any contact from me? If i know this I can make a Group and send to these Contacts asking them to tell us more about their email preferences. I need to ask them, what type of emails would you like to receive?




            or if I want to narrow this down to a particular type of Contact, maybe a type that I define with a custom data tag. If my numbers match like this pairing, and they shouldn’t do, then I need to check my sending criteria:


            How manhy VIP's have I not sent an email to in the last 60 days

            Or just go ahead and save this as a Segment to send a campaign to.


            Something to bear in mind with this and any "negative" filter is that some of the results may include suppressed contacts (but NewZapp safeguards me from sending emails to these contacts and the exported data will state if a Contact is suppressed in one of the columns of data).


            This article is based on a blog which can be found on our website: 


            Related articles in the Knowledge Base:

            How to... Segments 

            How to... Filter 

            How to master our Contacts section


            Updated: 31 Mar 2019 10:19 PM
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