Data analysis and customer segmentation are what marketing automation is built upon. Being able to gather information and execute marketing efforts based on certain customer or visitor characteristics is vital to your marketing success.
When it comes to initializing email and newsletter campaigns, Samba gives you the ability to decide to whom those communications are going to go to:
- Everyone: Both Active and Inactive segments
- Active: Those “active” subscribers who have interacted with your business to some degree within a certain time frame
- Inactive: Those “inactive” subscribers who have NOT interacted with your business to some degree with a certain time frame
Those segments, and being able to decide the parameters of those designations, will help you optimize your email and newsletter communications.
In this simple guide, we go over the few steps you need to take to set and analyze your segmentation.
SETTING YOUR ACTIVE/INACTIVE SEGMENTS
To get started, from the left panel go to Database and then click on “Targeting“.
You should see something like the following:
From here, you can set your Active segment, based on the following criteria:
- When did they last visit
- When did they last open an email
- When did they last make a purchase
You also have the option to decide to whom your emails will be sent by default: active segment, inactive segment, or everyone.
CUSTOMER NOTIFICATION LIMIT
After you’ve defined your Active segment, you have the option to select the minimum amount of days between newsletters/emails. Your default segment will never get more than 1 during that span of time.
After you’ve set all the values according to your needs, click the “Recalculate and Save” button.
After which, your Active segment will be saved and your default audience and notification limit will be set.
In addition, you’ll be able to view, within the table on the right-hand side, who falls into each category, based on your new segmentation criteria.
|Overall number of contacts||This is the total number of email contacts you have||—||—|
|Limited by plan||Based upon your subscription plan, this is the maximum audience you can reach||Number of subscribers out||Number of subscribers that qualify based on the Customer Notification Limit|
|Active||This is the amount of the maximum audience that classifies as part of the Active segment||Number of Active subscribers||Number of Active subscribers that qualify based on the Customer Notification Limit|
|Inactive||This is the amount of the maximum audience that classifies as part of the Inactive segment||Number of Inactive subscribers||Number of Inactive subscribers that qualify based on the Customer Notification Limit|
This post is also available in: Čeština (Czech)