Segmentation Basics

In previous posts, we have talked a lot about using segmentation to target groups of contacts. For the beginner, creating segments can seem like a daunting task. However, you need not worry. Creating segments is actually quite simple once you learn the basics.

The Parts Of A Segment

Segments are composed of one or more rules that define the contacts you want to include. 

For each rule, a segment can have one or more Criteria. Criteria can be considered the sentence that defines the segment. 

Similar to a sentence, Criteria are made up of various parts that, when combined, form the Criteria. These parts are the Subject, the Condition, and the Value. The Condition allows you to indicate how you want to compare the Subject to the Value you entered.

Making Sense Of It All

Defining all of this will, in a sense, create a sentence. For example, you may want to create a segment that includes contacts that use hotmail. To do this, you would select Email Address as your Subject, then select ends with for the Condition, and enter hotmail as the Value. This creates a segment which, when read as a sentence, is: "Contacts whose Email Address ends with hotmail.com"

Thinking of segments in terms of a sentence can makes things a lot easier. When you think about creating a segment, first write down your idea for the segment as a sentence. If you want to create a segment comprised of people who opened your Fall 2008 Sale message and clicked on the Buy link, but did not actually buy anything, begin by writing this down. Using the sentence, you can determine the Subjects (Fall 2008 Sale and Buy Link), the Conditions (opened and clicked on), and the Value (zero because nothing was purchased). Note that the previous example would have two criteria.

Segmentation is one of the most powerful tools you can use in email marketing. Like many new things you learn, segmentation is all about mastering the basics. Once you have those down, the rest is easy! Drop us a line in the comments section below if you have any additional segmentation questions.

John Gunther
Technical Writer/eLearning Specialist at Bronto
Editor of Brontoversity