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Data tags and Segments

Data tag, Segments

Räftegård, Elin avatar
Written by Räftegård, Elin
Updated over a week ago

Data tags and Segments

Personalise and target your communication activities to stay more relevant to your readers.

By using Data tags you can target your Profiles with up-to-date, adequate information, for example their membership number or last purchase. By segmenting the Profiles, you ensure to send the right message to the right people.

In this Article

What are Data Tags?

Data tags are placeholders for dynamic content. With Data tags, information about the Profiles stored in your account, can be fetched into your Email.

They're great for personalising email or SMS communications with your Profiles, and to create a more targeted marketing campaign.

We support several kinds of Data tags, corresponding to Attributes in the Data model:

  • Default: APSIS default Attributes, for example first name, last name, email, date of birth.

  • Custom: These are Attributes created in your individual Section in Account Settings.

  • System: Attributes generated for each activity. Currently we have time sent as a system Attribute, supporting Unix timestamps and ISO-8601 date formats.

  • Integrations: Create a Data Tag from the Attributes in your CRM Integration, like Magento Attributes.

Personalise with Data Tags

With data tags pulling in personal information to the Email, you can lift the communication with your Profiles to a different level. You can write texts including personal information like membership number, last visit, last purchase or favourite brand.

Data tag in Email or SMS

1. If you're working in the Email tool, add an Element to enter your text. In the SMS tool, proceed within the SMS content step to write your message's content.

2. Add Data tag

In Email Editor, expand the Data Tags drop down in the Inline Text editor and select which Attribute you would like to include.

While in the SMS content step, type ## and select a Data tag from the list.

3. Once added, your Data tag will be displayed inside a round container, but it will be replaced with the value of the Attribute when the Email or SMS in sent.

Data Tags in Assets

Assets are not Section specific, but are available across Sections and accounts.

Data Tags correspond with Attributes in your Section's Data Model. Attributes are stored information about the Profiles, for example, profession, name, phone number. Attributes, unlike Assets, are Section specific and work only within its Section.

Therefore, if an Asset is created with Data Tags, they will work only for sendings made within the Section the Asset was created in.

So, if an Asset is created in one Section and used in an Email tool activity in another Section, the Data Tags in that Asset will be ignored. You'll notice these Data Tags look different in the Email Editor when adding the Asset:

The only exception is when the Data Tag corresponds with a Default Attribute (not Custom) like First Name, provided that the recipient Profile(s) have a value for said Attribute.

Data Tags in HTML element

Data Tags can be created directly in the code using a HTML Element.

First, you need to obtain the Attribute's ID. You can find this in the Data Model of the Section you're working in.

Collect Attribute ID in Section settings

  1. Go to Profile & Settings, top right corner of the screen, and click the gearwheel.

  2. Select the Section, go to Data model in the left menu.

  3. Open Attribute with pencil icon and copy the Attribute ID.

Include Attribute as Data Tag in the Email Editor

  1. Add a HTML Element to the Canvas

  2. To include the Attribute as a Data tag, enter two hash symbols (##), followed by the Attribute ID, followed by two more hash symbols.
    For example: ##com.apsis1.attributes.firstname##

Segment to Reach the right Audience

Use Segments to target the right Profiles with carefully created and personalised content. Filter your subscribers based on behaviour, shared traits and your own insights. The segmenting will create a smarter marketing, as you know exactly who you are talking to!

Examples of Segmenting

Who exactly do you want to target, and why?

Demographic Segments

Target subscribers based on their shared traits, and is one of the most effective ways to create meaningful content (like age, gender, occupation or income)

Geographic Segments
This is great for businesses that operate in multiple countries or regions. Tailor the language, the content they'll see, or even offers they'll receive based on location.

Utilise the insights collected in APSIS One to craft Segments that filter your subscribers based on how they interact with your brand. The more you know about your Profiles, the more you can adapt to their needs.

Segment Email content or Profiles

There are different ways of using segmentation in Email sendings. Either you segment the Email itself, so that certain Rows in the Email are included/excluded for certain segments (Profiles). Or you segment your Profiles when scheduling, so that the Email is sent to only the selected segments of Profiles.

Segmenting Email

By including or excluding Rows for certain Profiles, the Profiles are exposed only to the information relevant to them.

1. Select Row you want to add a Segment to, by clicking the green vertical line.

2. Open Segment settings in the right menu.

3. Add Segment under Included or Excluded segments.

4. Select Any or All (Show this Row to those who match any/all of following)
Any - Row is exposed to Profiles matching any of the Segments
All - Row is exposed only to Profiles matching all of the Segments added.

5. Select Segment in the dropdown (created in the Segment builder in Audience)

In this example, only Profiles matching the Segment "Sweden" will see this Row in the Email.

6. Rows with the Segment is marked with a symbol, in the Structure panel. When hovering over the Segment is shown.

Delete Segment by clicking the Segment's "x" symbol in the Design panel.

Segmenting your Profiles

You can also segment Profiles, when scheduling the sending. This was you are including or excluding certain groups of Profiles from the sending, with your Segments.

Use the Segmentation feature the same way as in the Email editor:

  1. Add Segment: Add included or Add excluded

  2. Select Any or All (Show this Row to those who match any/all of following)
    Any - Row is exposed to Profiles matching any of the Segments
    All - Row is exposed only to Profiles matching all of the Segments added.

  3. Select Segment from the dropdown menu.

Filtering by Tags

Filtering by tags, works the same way as the Segmenting.

  1. Select whether to Include/Exclude Profiles that contain Any/All of the following tags

  2. Add tag in the dropdown menu.

In this example all Profiles that match any of the Christmas party tag or the VIP tag will receive the Email. Thus, they only have to match one of the two in order to be included.

Note: In case we had selected All instead, only Profiles who match both tags would receive the Email.

What's Next?

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