Segmentation

Create simple or sophisticated segments, getting the right message to the right person, every time.

Why slice and dice?

Segmentation benefits
  • Simple. Create intelligent segments easily using our segment builder.
  • Relevant. Boost conversions by sending the right content to the right person.
  • Data-driven. Segment by behavior, order history, CRM data, and more.
  • Cross-channel. Use segments to target customers beyond email.

Smarter segments

Targeting contacts is easy with our segment builder

Inclusion and exclusion rules

Define clearly which rules you want to be included and excluded in your segmented groups. The targeting options are endless.

Multiple conditions

Get as granular as you want when creating your segment. With up to 30 conditions available per segment, our smart segmentation builder helps you highly refine your audiences.

Grouping of rules

Group conditions together using ‘AND’ and ‘OR’ rules to create increasingly intelligent segments.

Real-time count

No matter how simple or comprehensive your rules, our real-time refresh gives you a live count of how many contacts are currently sat within the segment pool.

Inclusion and exclusion rulesMultiple segmentation rulesGrouping of segmentation rulesReal time contact count

Customer insight

Use data to drive relevant content and maximize ROI

Data fields

Segment your contacts with existing information populated in data fields; this could include basic gender or postcode, as well as more advanced tactics, such as contact score.

Preferences

Create segments based on customer preferences. Save these pools of engaged contacts into unique address books, so you can easily target them whenever you need to.

Email activity

Segmenting by sends, opens and clicks is as easy as 1-2-3. Filtering on this basis pools the right people together and helps inform future email campaigns (i.e. who to follow up with or re-engage).

Web behavior

Our web tracking rules make it simple for you to leverage online behaviors, such as high-intent page views, for grouping contacts together.  

Order history

Order insight enables you to filter contacts based on their order history (i.e. purchase frequency, order value). Segmenting on this basis means you can easily target your die-hard customers and encourage them to spend more.

Connect with other systems

Integrate with Magento, Salesforce, or Microsoft Dynamics to deliver more compelling customer experiences. Basing segment rules on product data or CRM information will boost the relevancy of your messages.  

Contact data fieldsMarketing preferencesSegment by email activityArtificial intelligence premier integrations

Use cases

With data at the core, segmentation brings your marketing programs to life

Contact data

Use customers' individual contact data to drive more clicks. Start simple with gender-based or geolocational segments, and then work your way up to smarter segments. Include these in your automated lifecycle programs for healthier engagements.

Customer intent

Create segments based on customer actions to kick-start your automation programs. If a subscriber has requested a product demo, but hasn't progressed to a sales opportunity, use this action to enroll then onto a lapsed lead program.

Re-engagement

Make the most of our omnichannel capabilities; segment inactive contacts based on their channel preference. Bring lapsed customers back into the fold by targeting them with Facebook ads or a well-timed SMS - their preferred communication channel.

Using data fields for segmentationFacebook audiences

Resources

Check out our hottest content drops for segmentation

4 tips to perfectly target your customers
CHEATSHEET

4 tips to perfectly target your customers

Four top tips for targeting your customers.

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Drive relevancy with the unexpected
CHEATSHEET

Drive relevancy with the unexpected

Balance the hyper-targeted and completely random.

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National Gallery case study
CASE STUDY

The National Gallery Case Study

Email is cultivating personal art journeys.

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Engagement Cloud benefits at a glance

  • Design stylish emails effortlessly with our drag-and-drop tool
  • Leverage our automation tool to create multichannel lifecycle programs
  • Unlock customer engagement with SMS messaging
  • Synchronize data seamlessly from your CRM or ecommerce store
  • Use insight to craft relevant content and create powerful segments
  • Maximize sales and ROI with data-driven messages
  • Trigger push messages and re-targeting ads for extended brand reach
  • Harness AI to send personalized product recommendations
Demo

Learn more about segmentation in Engagement Cloud

Watch a quick demo

Discover the data-driven features that will empower your teams to engage customers at scale.

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