Segmentation

Segmentation

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

Why slice and dice?

  • 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, RFM score, CRM data, and more.
  • Cross-channel. Use segments to target customers beyond email.
  • Recover revenue. Re-engage first-time visitors or inactive customers with cart recovery prompts.

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

Segment templates

Get started with must-have segments; our templates mean you can reach the right customers in a single click. Quickly identify who your top spenders and lapsed subscribers are. Maybe you want to pool all of your SMS contacts for a broadcast promotion? No problem, we've got everything covered. 

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.

Leverage profile data

Use lead score and RFM data to create highly personalized, persona-driven campaigns that convert contacts fast.

Inclusion and exclusion rulesMultiple segmentation rulesSegmentation templatesReal 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, or RFM persona.

Preferences

Create segments based on customer preferences. Save these pools of engaged contacts into unique address books, or take advantage of two-way syncing with your CRM for effortless data management.

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 activitySegment your customer database by intentUsing order insights for marketing segmentationArtificial intelligence premier integrations

Watch a 3 minute video

See a 3 minute video showcasing Engagement Cloud's intelligent features

*
*
*
*
*
*

Commerce personas

Leverage RFM and engagement scores for relevant campaigns that convert

Champions

Reward your biggest spenders with opportunities to buy your biggest ticket items before anyone else. Remember to prompt them for reviews for even greater ROI.

Loyalists

Keep your loyal customers in the know about your full product or service offering and explore opportunities for upselling with product recommendations.  

Recent shoppers

Convert your latest shoppers with a repeat purchase to make them even more loyal. Let them know about your preference management to show you care.

High potential

Leverage the Engagement Clouds AI profiling to offer relevant product recommendations that might just convert these high potential targets.

In need of nurture

Win back customers from the competition with generous incentives, brand storytelling or impressive reviews and stats.

Inactive

Think all is lost? Re-engage your inactive customer base with ‘once in a lifetime’ offers, or reach out to ask what went wrong. Support your campaign with cross-channel ads. 

Target champion customers with a RFM scoreTarget loyal customers with a RFM scoreTarget recent customers with a RFM scoreTarget high potential customers with a RFM scoreTarget customers needing nurturing with a RFM scoreTarget inactive customers with a RFM score

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 segmentationCustomer intent 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.

Download
Drive relevancy with the unexpected
CHEATSHEET

Drive relevancy with the unexpected

Balance the hyper-targeted and completely random.

Download
National Gallery case study
CASE STUDY

The National Gallery Case Study

Email is cultivating personal art journeys.

Download

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.

*
*
*
*
*
*