Working with Segments

Introduction

In this article you'll learn more about creating Segments, including and excluding Segments, and other important aspects to successfully use certain Segments in your activities.

When sending emails or SMS messages, it is very important that you target the right Profiles. That's why Segmentation is a crucial APSIS One feature.

Have you not created a Segment yet? Take a look at our article about creating a Segment and the one about the Segment builder to get you started!

SegmentBuilder45.jpg

 


 

Working with Segments

To get the most out of your Segments in APSIS One, you need to make sure that you're asking the Segment Builder for the right information! This will ensure that your marketing activities are reaching the maximum number of targeted Profiles.

Here are some things to consider...

   

1. Values are case sensitive

When building a Segment, keep an eye on the values because the conditions are case sensitive. This includes any Attributes, and Event data.

This means that if you create a Segment for Profiles who enter their location as Sweden, then this will only target those with an uppercase "S" in their Attribute value.

If a Profile has entered their location as sweden with a lowercase "s", then they will not meet the Segment conditions, and won't qualify to be part of your activity.

It's important to make sure that your data is consistent. Keep an eye on your Audience and perform regular checks and cleanups to make sure that you can make the most out of the data you collect. Alternatively, you may add more than one Segment condition to ensure that you target most, if not all, Profiles who should match your Segment.

 

2. Use the "Contains" Match Type for URLs

Including a link to your website in an Email or SMS message is a great way to direct Profiles to your website. However, all URLs from links inserted into Emails or SMS messages contain an encrypted, unique identifier link ID at the end, and you may be adding parameters to the URLs as visitors browse through your website.

For example, if you use the "equals" Match Type to target Profiles who visit your website, the unique link ID in the URL will prevent Profiles from matching the Segment conditions if they arrived to your page from an email.

When using the Segment Builder to target all Profiles that clicked a link in your Email, make sure to set up your condition to contain the original URL. Doing this will ensure you can still target those Profiles who reached your website through an Email or SMS link, as it will exclude the unique link ID. This would look something like this: "Email - Click: url contains https://heartland.com/accessories/sunglasses".

 

3. Mind the Format!

Here's an overview of all the formats used in APSIS One Profile data. For more in-depth information about Profile data, take a look at this article.

Boolean values: The value for these Attributes or Event data can only be either true or false, in low caps.

Text: UTF-8 encoded text (string) value with a 1000-character limit.

Default date-type Attributes and Event data: ISO-8601 (YYYY-MM-DD).

Magento Attributes and Events: Unix time.

Phone numbers: MSISDN format, for example: 46793699558.

Location: ISO 3166-1 alpha-2 format (SE, US, for example).

Achievement type: The Achievement Event type has limited values, which are either MQL, SQL or PQL.

Ecommerce Events Currency: ISO 4217 format .

Bounce codes and reasons: The Email - Bounce Event has limited values. For example, to include all Profiles with hard bounces, you can use Email - Bounce: bounceReason contains "Hard".

Expand to read more
bounceCode    bounceReason

1004

Other - Unknown

2000

Hard - General hard bounce

2001

Hard - Recipient email does not exist

2002

Hard - Domain name does not exist

2004

Hard - Closed email account

3001

Soft - Mailbox is full

3002

Soft - Recipient email server is currently too busy

3003

Soft - Email account is inactive

4000

Technical - General error

4003

Technical - Network error

4007

Technical - SPF authentication error

4008

Technical - DMARC authentication error

4009

Technical - DKIM authentication error

9999

Soft - Unknown

Exit Flow Event Reasons: The Exit flow Event reason has limited values. For example, to include all Profiles who exited a flow when they finished it, you can use Marketing Automation - Exit flow: Reason equals "Finished".

Expand to read more
Reason Description
Finished The Profile reached the Finish Node and completed the flow. 
MatchTags The Profile matched the Tag specified in the Flow Settings under Terminate. 
OverLimit

The Profile has entered the flow the maximum amount of times specified in the Flow Settings.

CheckedProfile The Profile didn't pass a Check Profile node, and the path for those who don't match was the final node of the flow, where they left.
Reset The Profile was removed from the flow when pausing and reactivating the flow.
NodeDeleted The Profile was in a node that was deleted, and left the flow.
MissingConsent The Profile is missing consent for the node's given channel.
TooManyHardBounces The Profiles email address bounced enough times to reach the bounce limit. Read more about bounces here.
MissingEmail The Profile does not contain an email Attribute, necessary for the email node. 
MissingSMS The Profile does not contain an SMS Attribute, necessary for the SMS node. 
ProfileNotRetrieved Technical error that prevented the Profile from being found by an email node. Please contact support. 
ProfileLocked The Profile was locked in Audience. 
AttributeNotFound The Profile does not contain the Attribute necessary to complete the email node. 
AttributeValueNotFound The Profile does not contain the Attribute Value necessary to complete the email node. 
UnknownReason Unknown reason. Please contact support. 
WebhookError The Webhook node returned an error, resulting from a failed request.
InsufficientCredits Your APSIS One account does not contain enough SMS credits, so the Profile left the flow in the SMS node.
Bounce The Profile's email address or mobile number bounced in the Email or SMS node. 
Timeout The Profile didn't perform an action specified by the Wait for Event node, and the path for those who don't act in time was the final node of the flow, where they left.

  


 

All or Any?

Take a look at the diagram below. Here's a brief explanation:

A and B are your Segments; the green area represents those who will receive your Email or SMS, while the white area represents those who will not.

Left

 

Right

On the top left, you'll see what happens when you include all profiles who match Segments A and B.

Screenshot_2019-01-28_at_13.54.51.png

On the top right, you'll see what happens when you exclude all profiles who match Segments A and B.

On the bottom left, you'll see what happens when you include any profiles who match Segments A or B.     On the bottom right, you'll see what happens when you exclude any profiles who match Segments A or B.

 Desktop-7.jpg

 


 

Including and Excluding

The Send to step is the step in which you define your target Audience in the SMS and Email tools. 

You will get the option to both include and exclude Segments when you're in the Send to step in both activities. On top of that, you get to decide if you wish to include/exclude profiles who match all or any of your Segments

Keep in mind that the content of your Segment determines the Profiles who are included or excluded from your activities. Included or excluded conditions and rows, as well as the AND/OR relation, are affected by this step.

To put it simply, excluding a Segment will invert both the conditions and rows as well as the AND/OR relations in your Segment. Read more about the Include and Exclude Function in the Segment Builder...

sendto4.jpg   sendto5.jpg

 

Expand an item below to read more: 

Including Segments

Who receives my message?

By including Segments, you will be specifying exactly which demographic will be receiving your message. The specific details about your recipients will depend on the Segment you choose. Any profile that does not belong into your chosen Segment(s) will not receive your message.

Desktop-6.jpg

 

All or Any?

Now, there is another important aspect about including Segments. Do you wish to include all or any of the profiles that match your criteria?

Toggle between tabs to read more and see some examples:

Include All Include Any

Let's say you have two Segments, Segment A and Segment B.

If you include all profiles who match Segments A and B, only profiles who match both A and B will receive your message, while profiles that belong to only one or none of the Segments will not receive it.

For example:

Custom Segment AClicked on DME2018 Newsletter: Clicked on activity ID equals XXXXX.

Custom Segment B: Tagged as "VIP": tagged as "VIP".

Only profiles that have clicked on activity ID equals XXXXX. AND are tagged as "VIP" will receive the message. Profiles that belong to only one or none of the Segments will not receive the message.

Desktop-.jpg 

Excluding Segments

Who receives my message?

By excluding Segments, you will be specifying exactly which demographic will not be receiving your message. The specific details about your recipients will depend on the Segment you choose. Any profile that belongs into your chosen Segment(s) will not receive your message.

Desktop-8.jpg

 

All or Any?

Now, there is another important aspect about excluding Segments. Do you wish to exclude all or any of the profiles that match your criteria?

Toggle between tabs to read more and see some examples:

Exclude All Exclude Any

Let's say you have two Segments, Segment A and Segment B.

If you exclude all profiles who match Segments A and B, only profiles who match both A and B will not receive your message, and every profile that does not match both Segments will receive it.

For example:

Custom Segment A: Answered Survey: tagged as "Answered Survey".

Custom Segment B: Sweden Seminarscountry equals "Sweden".

Profiles that are tagged as "Answered Survey" AND have country equals "Sweden" will not receive your message, while profiles that belong to only one or none of the Segments will receive it.

Desktop-2.jpg 

 


 

Advanced: Regex Segmentation

If you are a more advanced user familiar with coding and/or regular expressions, you may want to use the Regex Match Type in the Segment Builder. 

In brief, a regular expression, or regex, is a method to define a search pattern by using a sequence of characters.

Segment Conditions in APSIS One's Segment Builder allow you to use regex as a match type for Text Attributes (like First Name) and Text-based Event data (Like address within Sign-up bar - Submit Event).

To use regular expressions successfully, users require previous knowledge in how regex works, which characters to input and how the Segment Conditions will relate to each other whenever regex is involved. Therefore, we strongly recommend that only advanced users with this knowledge use this method within their Segments.

SegmentBuilder50.jpg

 

Limitations

When working with regular expressions in the Segment Builder, it is important that you consider the following limitations in order to successfully use the Regex Match Type. These are the specifications as to what the APSIS One Segment Builder allows:

  • 1 and 2 bit unicode characters.
  • [abc] , [^abc] - ranges.
  • [a-q] , [A-Q] , [0-7] , [^a-q] , [^A-Q] , [^0-7] - "between" ranges.
  • (a|b) - alternatives.
  • . - any character except new line.
  • * , + , {n,m} , {n,} , {n} - quantifiers.
  • ^ , $ - beginning and end of the string.

 

Was this article helpful?