Segmentation is a powerful tool that can help you get better open and click rates, which improves your overall reputation in email marketing. A segment is a condition or set of conditions used to target users based on certain criteria or rules.

Segregating contacts and then sending campaigns to them will improve an overall experience for the end user. This is one of the best practices that email marketers can use in today’s competitive world.

Maropost has implemented segments for the needs of all our clients using multiple criteria, ranging from contact information, lists, opens, clicks, subscribed status, order status, and many more.

  1. Hover your cursor to the Maropost logo and then click on ‘Email’ from the drop-down menu.
  2. Hover the cursor to ‘Segments’ and click ‘New segment’.
    New segment
  3. Enter a segment name and add as many segment rules as you need. There are 2 rule statements for segmenting contacts:
    Segment (AND rule)

    • Select contacts who match all rules described below – the rules will be separated by an ‘AND’ operator. This means the rules are dependent on each other. Eg. Clicked AND Location is Toronto will fetch all contacts that both rules apply to.
    • Select contacts who match one or more of the rules described below – the rules will be separated by an “OR” operator. This means the rules are independent of each other. Eg. Clicked OR Location is Toronto will fetch all contacts that meet ONE or BOTH of these rules.
    • The “Select all active contacts” option relaxes the rules for selecting contacts and will include all contacts except for those that are in the Do Not Mail list or have hard-bounced. Use this option when you are using a process other than list subscriptions to define an active contact
  4. From the ‘Segments’ index page, you can export, duplicate, edit, delete and refresh the contact count of a particular segment.

Segments index page

Important points to remember:

  1. By default, segments fetch contacts who are subscribed to at least one list. “Subscribed” also includes contacts who have soft-bounced for any recently sent email campaigns.
  2. Contacts that are “inactive” due to hard bounce, spam complaints, or any other means of being added to the Do Not Mail list are not fetched into the segment.
  3. Segments get refreshed when sending a campaign, while exporting the segment list, or if used in Journeys. You can always click on “Refresh” button below the segment name to see the latest count.
  4. Segments fetch only unique contacts.

Description of Segmentation Options

  1. Contacts Information – Select contacts based on a default or custom field value. E.g. If you want to fetch all the contacts that have a domain email address.
  2. Random – Gives you the choice to select a certain percentage of random contacts from ALL lists or from an individual list.
  3. In List – Select contacts that are included in a particular list. You can use multiple “in list” conditions if you need to fetch contacts from multiple lists.
  4. Not in list – Use this rule if you want to select a contact not present in a specific list, but present in another. Once you select this rule, it will show all the list names in a drop-down.
  5. Opened – Select contacts who have opened a campaign or have opened any campaign at a given time-frame, based on browser language or platform used (mobile, tablet, desktop).
  6. Opens – Select contacts based on the recency and frequency of opening your email campaigns.
  7. Did Not Open – This rule is opposite of the ‘opened’ filter. It will select contacts that did not open a campaign or within a time-frame.
  8. Clicked – Select the contacts who have clicked in a given time-frame or based on any/specific link of a campaign.
  9. Clicks – It is similar to the above rule. But, using this rule, you can select contacts based on who clicked more than, less than, or equal to X times (where X is a number).
  10. Did not Click – This rule is the opposite of the ‘clicked’ filter. It will select contacts who did not click on any link on a particular or multiple campaigns.
  11. Subscribed– Select contacts that subscribed in a particular time-frame to a specific list or to all lists. To select multiple lists without selecting all lists, use multiple conditions.
  12. Sent – Select contacts who have been sent a campaign. The contacts can be selected by sent date, anytime, in the past, timeframe, and campaign name.
  13. Received – Select all contacts that received a campaign or received any campaign in a particular time-frame.
  14. Did Not Receive – This rule will only fetch contacts that are soft bounce in a campaign. For ex: you have sent a campaign to 10000 contacts out of which 500 contacts are now listed as a soft bounce. So to fetch them using segment, you may want to use the condition “did not receive >> campaign >> campaign name.”
    You can also target such contacts based on a time frame.
  15. Form Subscription – Select contacts who have filled out a form successfully.
  16. Product – Select contacts that have purchased a product in your e-commerce system. This rule requires that you are transferring the purchase data to Maropost Marketing Cloud’s Product/Revenue database.  You will have done so either via the Product/Revenue API or via the web tracking script.  This rule uses conditions purchased, not purchased, purchased only, date of purchase, purchase in the past, and purchase with frequency. Also includes the option to pick specific products.
  17. Revenue – Select contacts based on the revenue spent on your products. The included conditions are; less than, more than, and equal to. This rule requires that you are transferring the purchase data to Maropost Marketing Cloud’s Product/Revenue database.
  18. Conversion – Select contacts who have purchased (or not purchased) any products in response to your email campaigns’ calls to action with a specified recency and frequency. This rule requires that you are transferring the purchase data to Maropost Marketing Cloud’s Product/Revenue database.
  19. Location – With the help of this filter, you can select contacts based on the Geo locations. Once you select this filter, it will give you another drop down which has 3 options:
    Is known – It will fetch all the contacts in Maropost whose location is saved.
    Is near – It will give you another drop down, wherein you can fill in the location.
    Is in – It will fetch the contacts that live in a specific location.
  20. Website – (requires Maropost web tracking enabled on your site) Select contacts that opened, did not open, time spent on any tracked pages on your website within a specified recency and frequency.  You can further segment pages on specific page URLs or page titles.
  21. Web Funnel – (requires Maropost web tracking enabled on your site) Select contacts who have entered a web funnel that you have defined.  You can segment then based on which funnel they have entered, whether they finished, abandoned or recovered the funnel, and how recently and frequently they did it.
  22. Campaign – Select contacts whether they opened, did not open, clicked, did not click, receive, did not receive a campaign
  23. In Journey– Select contacts that has a Journey status of finished, active, or paused.
  24. Segments – This rule can be used to choose a segment of contacts already in a segment.
  25. Not in Segment – the opposite of “Segments”
  26. Table – This will fetch contacts from previously created contact relational tables using appropriate fields and values.
  27. Tags – This will fetch contacts that have been assigned specific Contact tags within a specified date range.
  28. Order status – This filter will fetch a contact per his/her order status; processed, refunded, partial refunded, etc.
  29. Product Category – Select contacts based on the product category of their purchases.  This rule requires that you are transferring the purchase data to Maropost Marketing Cloud’s Product/Revenue database.
  30. Conversion – Select contacts who have clicked a link in a campaign and have subsequently purchased an item on your e-commerce site.  This rule requires that you are transferring the purchase data to Maropost Marketing Cloud’s Product/Revenue database.