Segmentation is the driving force behind your data driven marketing activities!

Use Profile data to group Profiles into Segments. The Segments let you to create targeted email campaigns. Using segmentation in marketing automation will help you tailor personalised customer journeys.

A Segment is a dynamic filter that reflects Profiles matching specific conditions.

Conditions are set by using Attributes, Profile Tags, Channel or even Events like website interactions and response data.

Once you understand your customers and know who you want to target, create Segments that represent any group of your subscribers, and start crafting perfectly tailored content that will appeal to their shared interests, behaviors, or traits.

Below, find a few examples of useful segments.

Demographic Segments target subscribers based on their shared traits and is one of the most effective ways to create meaningful content.

Create Segments that filter your subscribers based on their shoe size or age, occupation, or income: filtering on an almost limitless combination of factors will allow you to create personalized, curated content that recipients will love to engage with.

Create Segments based on website interaction or response data to take your campaigns to the next level - the more you know about how Profiles interact with your website and content, the more you can adapt future campaigns to their needs.

You can also create Audience segment using Event tool statuses. Building Segments targeting for example only registered Profiles, Profiles who received a Reminder or Profiles who attended 50% of your Events.

Geographic Segments are great for businesses that operate in multiple countries or regions, and filtering subscribers based on geographic factors is a fantastic way to stay relevant.

If you have customers in multiple countries, make sure they only receive messages that's fitting for them! Tailor the language, the content they'll see, or even offers they'll receive based on location.

Segments capture Profiles within the same Section the Segment is built. However, Segments that are built to exclude Profiles matching conditions, will also capture Profiles from other Sections in the Account.

This is good to keep in mind when counting or exporting Profiles:

All Attributes have different IDs. Meaning, "Attribute First name" i Section A, has a different ID than "Attribute Frist name" in Section B. Therefore, Segments built to include Profiles based on a certain Attribute will capture only Profiles within the same Section.

But if the Segment is built to exclude Profiles with certain value, it will capture also Profiles from other accounts - as they don't belong to the group that is being excluded.

Activities like sending an email is done within one Section, therefore also Event data, like opening an email, is Section-specific. However, building a Segment to view Profiles who have not opened or clicked a certain email, will also include Profiles from all Sections. This is because Profiles from other Sections have not even received the email, hence not opened it.

In this case, a tip is to combine the excluding condition with an including condition (Profiles who opened email X - AND - Profiles who had email X sent to them).

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Example:
A Segment including Profiles who have opened a certain email, will capture Profiles within the Section who have opened that email.

Example:

A Segment excluding Profiles who opened a certain email, will capture:

You can combine the Segment that is excluding Profiles, with a positive Attribute or Event. For example:
"Exclude all Profiles who have opened email x AND had email X sent to them"

Create a Segment

Create Profile Overview with Segmentation