Precise Segmentation: Customer Selection

Contents

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In the following guide, we go over the basics of setting up the customer segments for the Precise Segmentation of a campaign.

Audience & Filters

Go ahead and open Audience & Filters in the Customers & Products section in Samba.

The first thing that you will see is the place for your filters and your audience database with some stats, such as:

The number of unique email addresses in your database.
The number of unique phone numbers in your database.
The number of customers in your database. The number of emails and customers can differ because you can have customers without email address or with duplicated email address in your database.
Average total spending
The total revenue

Frequency of Sending

Customers are divided into three groups based on their granted permissions for the subscription to the promotional emails.

Every day: Customers in this group requested to receive promotional emails frequently.
Occasionally: Customers in this group requested to receive promotional emails from time to time, e.g. when there are special monthly deals.
Never: Customers in this group don’t want to receive promotional emails at all.

Use this option only to announce important non-promotional messages in case of email targeting since these customers have opted out.

Customer Selection

Now let’s select our audience. You can filter your database by using over 60 different audience filters to select as specific group of customers as you want. Here you can find all the filters.

Usage of customer filters

Start with choosing one of the filters. Based on your selected filter you can now select a value. Our filters have three different types of value selection.

Filter with just a value. Here you can select either an exact value or by selecting “matches any of” you can pick multiple values from a list of values for your filter.
Exact or Substring of value filter. With this filter, you can select that the value which you want to filter has to be exact or you can select a substring of a value that you want to filter.
Filter with a numerical value. For this type of filter, you can select whether you want to display results that are Less than (or equal), More than (or equal), Equal or Between your selected value.

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 filter, the fewer customers will meet the conditions.
“Or”: A logical link between two filters, where the customer must fall into at least one of them. The more filters you have with different conditions, the more likely a customer will meet the conditions in at least one of them.

Apply your filter

Once you created your filter, proceed to the next step and press the Apply Filter button to see how much of your customer database you will target with the particular setting.

Saving and Loading Filters

Each filter can be saved and then later loaded into a campaign making it easier to reuse filters whenever you want.

To save a filter, click the “Save” button after you’re finished with the setup. To load a filter, simply click the “Clear & Load” button and select from the menu which one you want to add to the campaign.

Nesting Saved Filters

Thanks to the nesting of filters you can filter your database based on conditions defined in your saved filter/s.

You can take advantage of nesting by using the “In Segment” filter, which allows you to select a filter you have already created and saved and use it in the current audience filtering.

Using filters in the campaigns

Let’s take the One-off campaign as an example.

Create a new newsletter for your campaign, at Targeting select Precise Segmentation, and also select Drag & Drop editor as your Email Template System.

Firstly set up your email template, then continue to the targeting approach. Leave Precise Segmentation selected and edit Targeting to your desired parameters.

Now for the Audience. You have two options. You can either start creating a new filter from scratch or load an already created filter.

The filter “Newsletter Frequency” does not need to be used here. The one-off campaign is automatically set to “Every day” and “Special Occasions“, you can modify this setting in the campaign settings.

By clicking on Filter Audience button you can check how many customers you’ll target.

For advanced

Filters allow you to create more complex combinations that tell you more about your customers than simple ones. Below, we’ve put together some filtering examples to inspire you on your journey with Samba.ai.

Retention example

In the following example, we want to target customers who have been interested in the site’s products for the last while, yet have not purchased them. At the same time, we target anyone with a high predicted CLV who is likely to leave (possibly churned). We chose one product for this, of any brand and category. At the same time, we only consider products currently in stock.

Explanation of the filter

Recently Purchased Products – In the immersed product filter, select a specific product. Check the NOT box to directly say it has not been recently purchased.
Stock size – Define an inventory of more than 0 to ensure that the product is available.
Recently Visited Products – Selecting a specific product that should have been recently visited. We have specified that it should have been viewed in the last 30 days.
Activity (CVL model) – Selected activity by CVL on possibly churned. This is a potentially churned customer.
Predicted CVL Category – Selected the predicted category that Samba.ai would assign to this customer.