Segmentation

ÍNDICE

• Segmentation
  • Creating a segment
  • Parts of a condition
  • Most commonly used segments
    • Subscribers who have not opened a specific newsletter
    • Subscribers inactive for several months

Segmentation is vital for marketing campaigns to be as effective as possible and to improve the reputation of our newsletters.

This option will allow us to focus our efforts on the most appropriate subscribers and thus make our email marketing campaigns much more profitable.

To create segmentations in Mailrelay, simply click on Subscribers>>Segmentation and there you will see the main Segmentation window where you can manage the segmentations you have previously created, as well as create new ones.

Creating a segment

Creating a segment always starts with a click on the +Add button, which will take you to a window where you can apply the different conditions that subscribers must meet to be part of the segment.

The first step is always to add a name that is as descriptive as possible for the new segment, so that it's easier to identify when you need it.

This should be done in the Name option. For example: Contacts who haven't opened newsletters for more than 6 months, Contacts who opened in August 2023, Contacts who clicked on the Blackfriday campaign, Contacts who play golf, etc.

After that, it's time to indicate whether the subscribers must meet all the conditions we've defined or whether just one of them is enough (All or Any).

You can do this in the Conditions area, in the drop-down menu Subscribers must match the "X" conditions below:

The conditions we want to apply will be available below, which we'll see in detail. The conditions are added successively by clicking on the +Add button and, if you want to remove any of them, just click on the red box that precedes each one.

Parts of a condition

Basically, a condition consists of a first part in which the main condition is selected (like a drop-down menu) and, based on the selection made, new modifiers are displayed to define the details of the condition.

Generally, up to two modifiers are allowed per condition. These first two examples have only one modifier:

• Subscriber belongs to group <-> Personal contacts (where the main condition is Subscriber belongs to group and the modifier is the name of the group you want to use).
• Subscriber's name <-> Blank (where the main condition is Subscriber's name and the modifier is that we don't have the subscriber's name, i.e. the name field will be blank)

But you can have two modifiers:

• The subscriber clicked on one of the newsletter links <-> Specific newsletters <-> Welcome to my blog (the main condition is The subscriber clicked on one of the newsletter links, the first modifier is Specific newsletters and the second modifier is the name of the newsletter you want to use among the ones you sent).

Most commonly used segments

It could be said that the segmentation possibilities on offer are practically endless and can be adapted to the needs of any company.

For this reason, we'll show you two of the segments most used by our customers, although you can adjust them as you see fit to work with a filter adapted to your specific needs.

Subscribers who have not opened a specific newsletter

To find out which subscribers have not opened a newsletter, simply click on Subscribers >>>Segmentation >>Add.

Enter a descriptive name under Name: (e.g. Did not open newsletter).

Under Conditions, select either Any or All.

After that, select the condition Subscriber did not open the newsletter and indicate the specific newsletter that will be checked under Newsletters.

Finally, make sure that the option Restricted to subscribers who have received this newsletter is checked, so that only subscribers who have received the newsletter in question are filtered out.

Finally, you can create a new segment (Create segment) or create a new group (Create group).

1. Create segment: segments are dynamic, so if once a contact has been created in the segment they open the selected newsletter, they will be automatically removed from the segment.
2. Create group: in this case, the process is static, so when the group is created, the contacts will remain in the group even if they later open the newsletter configured in the segmentation.

After creating the segment or group, you can select them to send newsletters or use this information as you see fit.

Subscribers inactive for several months

To find out which subscribers have been inactive for a certain period of time, three months for example, simply click on Subscribers - Segmentation - Add.

Add a descriptive name under Name: (e.g. inactive for three months).

Under Conditions, select Any or All.

Next, select the condition Subscriber has not opened the newsletter and select Any newsletter in the Newsletter filter. Then select Specific under Time interval, so that the Start time and End time options are displayed below.

In these two options (Start time and End time) indicate the time period in which you want to apply the filter, in the example three months.

Finally, you can create a new segment (Create segment) or create a new group (Create group).

1. Create segment: segments are dynamic, so if once a contact has been created in the segment they open the selected newsletter, they will be automatically removed from the segment.
2. Create group: in this case, the process is static, so when the group is created, the contacts will remain in the group even if they later open the newsletter configured in the segmentation.

After creating the segment or group, you can select them to send newsletters or use this information as you see fit.