In the following guide, we go over the basics of setting up the customer segments for the Precise Segmentation of a campaign and cover one great application of it, Multi-campaigns.
When setting up your campaign, first set your Base Settings as you wish and navigate to your Customers (see image below).
First, make sure you have “Precise segmentation” selected.
After that, you’ll have to select your desired parameters, which include:
- Send to: This is who will be targeted
- All: Combines active and inactive customers
- Active: Customers meeting the criteria set in Settings > Segmentation
- Inactive: Customers who DO NOT meet the criteria set in Settings > Segmentation
- Ignore Daily Limits: Samba will not take into account the minimum delay between mails that have set in Settings > Segmentation
- Filters: Choose from over 60 criteria to narrow your focus
To add a new segment, click the “Add segment” button (see image below).
Explanation of terms
- Condition: a filter criterion that a customer meets or doesn’t meet
- Segment: a group of customers that can contain multiple conditions
- “Not”: Setting a negative value of the given condition (for example, checking the “not” option for the Gender > Male condition means you will target women)
- “And”: A logical link between two conditions, where the customer has to meet both criteria. The more conditions you have in one segment, the less customers will meet the conditions.
- “Or”: A logical link between two segments, where the customer must fall into at least one segment. The more segments you have with different conditions, the more likely a customer will meet the conditions in at least one of the segments.
Saving and Loading Segments
Each segment can be saved and then later loaded into a campaign making it easier to reuse segments whenever you want.
To save a segment, click the “Save segment” button (see image below) after you’re finished setting up the segment. To load a segment, simply click the “Load segment” button (see image below) and select from the menu which one you want to add to the campaign.
Once you’re satisfied with your filters, press the “Recompute Audience” button (see image below).
If you want to make changes, simply adjust your segments and conditions accordingly. Once you’re satisfied, including your Design, go back to the Campaign page by clicking the “Save and back” button (see image below) from the Design section.
From there, click the “Save campaign” button (see image below).
Now that you know how to set segmented emails, it’s time to create a “multi-campaign” or a series of connected emails where each identified customer will qualify for one of.
Think of it like a tower of sieves, where each sieve has a different mesh size. Thus, the customer enters into the highest sieve and gradually falls through the entire tower until it empties into a sieve that it no longer falls through.
In a similar fashion, Samba automatically takes every customer and places them into the top of the net (top email). If the customer does not meet the criteria set out in this email, they will drop through to the one that is one level below and continue until they land within an email that meets their unique conditions.
With that in mind, we generally recommend that you create product-specific campaigns first and end with general ones. This ensures that customers who “qualify” for more relevant, product-specific emails do not end up with a general email and those customers who don’t qualify for product-specific emails are sent the general one.
To do this, you’ll have to create separate emails within the same campaign for each “product” segment you want to target and a general one with no product filter. For each of those segmented emails, you can restrict the product selection for that email from the Base settings of that respective email (see image below).
For example, you can create 3 emails using the same Precise Segmentation operation listed above and 2 of those 3 will focus on two of the most popular pet product categories (one for cats and the other for dogs), each with their own customized email. All customers who do not meet the criteria of those 2 (fish owners, for instance) will receive the last email, which is a more general email.
This post is also available in: Čeština (Czech)