Commonly Used Segments

Introduction

Segmentation allows you to get closer to achieving your Marketing goals by targeting the right Profiles. However, sending email and SMS communications to the right Profiles is not the only purpose of Segments in APSIS One: there is a multitude of Segment scenarios that can help you make the most out of your activities in all APSIS One tools.

In this article you will find a few common use cases for Segments that can come in handy when managing consent in Audience, tailoring Email tool activities with Row Segmentation, setting up the Listen node in Marketing Automation... But, most importantly, some of these segments will allow you to fine-tune your Marketing strategies so that you make the most out of the Profile data that you collect across channels--whether it originates from an APSIS Pro Migration, the File Import Wizard, the APSIS One API or even an existing integration. 

This guide is for those who have already created Segments in Audience. If you haven't gotten acquainted with the Segment Builder yet, take a look at our article about creating a Segment and the one about the Segment Builder to get you up to speed.

Continue reading this article to find some of the most commonly used Segments, or click on an item in the left navigation to jump to a specific section.

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Inactive Profiles Segment

Excluding inactive Profiles from your sendings is very useful when trying to avoid spam traps, and will allow you to safeguard your deliverability rate. Read more about Consent Management and deliverability...

If you would like to create a segment for Profiles that haven't interacted with your Email tool activities in some time, it is important that you first consider what you would define as an inactive Profile. You can define inactive and active Profiles by taking a look at their Profile data, like Events and Attributes, that you collect and store in Profiles with their consent.

Active Profiles are those who are actively engaging with your brand. They open and perhaps even click your emails, browse your website every now and then and overall are a part of your Email Reports.

Inactive Profiles, on the other hand, can be tricky to identify. This is due to the fact that different businesses may have different definitions of what constitutes an inactive Profile. It is important that you are able to differentiate between a historically and a periodically inactive Profile.

Periodically inactive Profiles are those who may spend a significant amount of time without interacting directly with your brand, whether it comes to your website or email communications. These Profiles may engage with you every now and then, whether it is to complete a purchase that they only do every so often, or happened to check their email after an attractive campaign. They may, as well, not engage with your brand in any way for a specific period of time, for whatever reason, but are likely to interact with your brand again in the near to mid-term future.

Historically inactive Profiles have been inactive either since the moment that they first opted-in to your communications, or for a long period of time. There is a very low likelihood that these Profiles will engage with your brand in the mid-term future, and by sending email communications to them you may end up hurting your deliverability rate. Historically inactive Profiles are more likely to report your emails as spam, especially if they have a hard time locating your unsubscribe links.

 

Historically Inactive Profiles

If you would like to create a segment for Profiles that haven't interacted with your Email tool activities in a very long time, take a look at the following methods.

Click on an item below to expand:

First Method: Opens or Clicks

First Method: Opens or Clicks

You may apply the following setup to your segment in order to create an inactive Profile segment.

This setup will consider the complete response data history of the Profiles, since they opted in to your communications until the moment you use the segment.

These two segments are equivalent, so you only need to use one of them.

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Second Method: Opens and Clicks

Second Method: Opens and Clicks

You may apply the following setup to your segment in order to create a historically inactive Profile segment.

This setup will consider the complete response data history of the Profiles, since they opted in to your communications until the moment you use the segment.

For more details on how to set up time conditions for an inactive Profiles segment, take a look below at Periodically Inactive Profiles below.

These two segments are equivalent, so you only need to use one of them:

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Periodically Inactive Profiles

If you would like to create a segment for Profiles that haven't interacted with your Email tool activities during a specific period of time, take a look at the following example.

The setup for a segment that targets periodically inactive Profiles is not much different from the historically inactive Profiles segments shown above. However, the main difference is that you must adjust the condition settings for the segment conditions in order to consider a specific point in time.

1. After dragging the condition into the row, click on the gear icon (  ) to open the condition settings.

2. Next, click on the When tab.

3. Expand the drop-down menu and select a time period that suits your segment.

Repeat this process for all the segment conditions that you consider necessary.

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Profile Location Segment

To create a segment that targets Profiles with a specific geographical location, it is important that you use all sorts of data that might be available in the Profiles. This, of course, depends on what you have chosen to store in your Audience Profiles, which is set up in Sections. Read more about attributes and tags in Sections.

However, if Profiles are providing their personal data in various shapes, like a city, country, postcode, there are different ways to make sure that you make the most out of the existing data points.

For example, given that some Profiles don't contain a value for a City attribute, but do contain a value for a Postcode attribute, you can make sure to target the right Profiles by creating a row that specifies a range of postcode numbers that correspond with a specific city.

This is also possible by using the country code in mobile numbers, and other sorts of data collected with consent about a Profile's website interactions.

Take a look below. This segment will return Profiles whose City attribute equals Malmö, along with those whose Postcode attribute is between 20001 and 21775 (exclusive to the Malmö area):

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Empty Value Segments

Collecting data into Profiles takes time. As individuals provide their data with consent, and as you connect any existing platforms via integrations or the APSIS One API, it becomes easier to send relevant, personalised communications. However, Profiles with partial or incomplete data can still be targeted by using Empty Value Segments, making the most out of the available data.

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What's an Empty Value Segment?

An Empty Value Segment targets Profiles that don't contain a value for a specific Attribute or Event. While you can personalise content for Profiles with a specific Attribute value, those without a value can still be reached with an Empty Value Segment.

Create an Empty Value Segment by excluding a Segment Condition without any additional settings. The Segment will exclude all Profiles with any value whatsoever for this Attribute or Event, allowing you to target Profiles in a more general way. This Segment can be included in order to target Profiles without a value, and excluded to only target those with a value.

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Empty Value Segment Examples

Here are two examples for how to use Empty Value Segments:

Personalised Content

Country Empty Value Segment

Let's say that your business operates mainly within two countries: Sweden and Denmark. However, not all Profiles contain a value for the Country Attribute.

Since you already have a Segment to target your Sweden and Denmark Profiles, proceed to create an Empty Value Segment excluding the Country Attribute.

Add the Segment Condition into a row in the Segment Builder Canvas and exclude it (-). Do not modify the Condition's settings. When included, this Segment will target Profiles that do not contain a value for the Country Attribute.

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Create an email with personalised content:

1. Include the Sweden Segment in the Row with content relevant to those with Sweden as a Country value: only your Swedish Profiles will see this content.

2. Include the Denmark Segment in the Row with content relevant to those with Denmark as a Country value: only your Danish Profiles will see this content.

3. Include the Country Empty Value Segment in a Row with more general, less personalised content: only Profiles without a Country Attribute value will see this content. Read more about Row Segmentation under Row Settings...

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Alternatively:

1. Include the Sweden Segment in the Row with content relevant to those with Sweden as a Country value: only your Swedish Profiles will see this content.

2. Include the Denmark Segment in the Row with content relevant to those with Denmark as a Country value: only your Danish Profiles will see this content. Read more about Row Segmentation under Row Settings...

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3. Exclude the Country Empty Value Segment in the Send to step of the Email Wizard: Profiles without a value for the Country Attribute will simply not receive the email.

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4. You may later create a separate Email tool activity for Profiles without a Country value, and include the Country Empty Value Segment in the Send to step to message only those without a specific Country. 

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Communication Channels

Channel Empty Value Segment

Sending SMS communications is an easy way to get your subscribers' attention for time-sensitive matters. However, you want to make sure that your customer base doesn't miss out on your deals!

Go ahead and create an SMS activity in the SMS tool, and send it to the Profiles with relevant consent. This will efficiently target all Profiles subscribed to the Consent list and Topics that you choose for your communication via an SMS message.

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What about Profiles without a phone number?

Create a Channel Empty Value Segment excluding the Mobile Attribute. This Segment, when included, will target those who do not contain a value for the Mobile Attribute.

Add the Mobile Attribute Condition into a row in the Segment Builder Canvas and exclude it (-). Do not modify the Condition's settings. When included, this Segment will target Profiles that do not contain a value for the Mobile Attribute.

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Time to reach out via the alternative communication channel, email in this case. Proceed to create an activity with the Email tool, and include the Channel Empty Value Segment you created in the Send to step.

The email will only be sent to Profiles without a Mobile Attribute. Make sure that you send the email to the same Consent list and Topics.

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Creating an Empty Value Segment

How to Create an Empty Value Segment

Head over to the Segments tab in Audience to create a new Segment. If you need more details about how to use the Segment Builder, take a look at this article.

1. Add the condition(s) for the Attributes or Events you need a fallback for. Curious about Profile data? Jump to Advanced: Profile data.

2. Exclude the condition(s). If you use multiple Segment Conditions, make sure that the AND/OR relation fits your needs.

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3. Skip the Condition Settings to exclude Profiles with any value for the Attribute or Event.

4. This is your Empty Value Segment!

Here's how to use it:

Include this Segment in your APSIS One activities to target only Profiles without a value.

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If you want to target those with any value, regardless of which value it is, exclude this Segment.

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