Creating segments based on marketing events
Using a Marketing Segment
All the marketing event data that is collected whenever you send an email marketing campaign or create marketing automation is made available for you to create segments.
This allows you to really understand how your audience has been reacting to your marketing messages, and manage your data to send reactivation or reminders to those people that have or have not reacted to your marketing
Creating a Marketing Segment
Select Segment from the Menu
Hit the [+ new segment] button in the top right corner of the screen.
Select Marketing from the dropdown segment type list
Click the 'Create Segment' button and that will bring you into the Marketing Segment screen.
You are then presented with the following options.
1. NAME YOUR SEGMENT.
Use a name you and your peers can easily understand for your segment, for example - "people that have opened an email campaign in the last 12 months"
2. SELECT YOUR EVENT CRITERIA
Events across all campaigns (that's all of your email marketing history)
OR a choose a campaign from the dropdown list.
Choose if you want to select people that have performed an marketing action or people that have not
Select from OPEN or CLICK.
3. SELECT THE TIME SCALE OF THE EVENTS
Once you've selected your criteria based on the marketing events, you can then filter the segment based on the date of the marketing event.
Ever (leave the 'days' field blank)
~ or ~
Marketing activity that has been recorded in the last [number] days
~ or ~
Marketing activity that has been recorded within a specific date range - between [date] and [date].
4. HIT THE CREATE BUTTON.
Boom! You've just created a new segment to help you manage your audience.
From that day forth (until you decide otherwise), your customers will be segmented accordingly.
What's next? Here are some options.
You could simply monitor this segment (keep an eye on the growth or shrinkage).
You could combine this segment with another segment and create a 'super-powered segment'.
You could use this segment to send a one off marketing message
Or, you could use this segment power some follow up marketing automation.