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How to segment right

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Posted on by 10

Hi all, 

I'm having some challenges setting up my segments the way I want it. 

I have a list of newsletter subscribers, but in some cases it's not all subscribers that I want to send out to. So my question is this:

How do I segment between, e.g. customers and competitors. So I create a segment only for my customers?

I have tried out several set-ups, but none of them seem to work. I want the segment to be Dynamic, to secure that new subscribers will be included in the segment automatically.

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  • janalukic Profile Picture
    janalukic 70 on at
    RE: How to segment right

    Hi,

    I have a quick question on the segmentation piece:

    I want to send an Invite to my customer and the internal sellers who are managing those customers. I have created a compound segment 1) customer + 2) internal

    The second step of the journey then triggers the reminder email to those who have not opened the initial message, however in this step, I want to exclude the internal people from the journey. Is this possible?

    Thanks!

  • JonathanBaez Profile Picture
    JonathanBaez 10 on at
    RE: How to segment right

    Hi Christian,

    Thanks a lot for the quick reply. I'll explore the different methods, which sound like realistic solutions to my challenges.  

  • Suggested answer
    RE: How to segment right

    Hello,

    One way to achieve your goal is using an exclusion segment for your competitors which you deduct from the subscribers with a compound segment or directly in the customer journey.

    Starting point

    First of all, let's assume you maintain subscribers in a subscription lists.

    Lets also assume you identify the 'competitors' with a dynamic segment looking at certain demographic information on the contact - perhaps a field that indicates a contact or account as a competitor. If you have that information on an account - like say a Yes-No field "Is Competitor", then you can build a segments by starting on Accounts and filtering all accounts that have the flag "Is Competitor set". Then you traverse to the contacts in the account - probably not only the Primary Contact, but all associates staff contacts.

    Method 1: Using customer journey tiles to exclude competitors:

    In your customer journey you add a segment group to at the start of an automation pipeline. In the segment group you configure the first segment item for the subscription lists. Then add another segment item with the exclusion operation and set the competitor segment. When you go live with the journey, only contact from the subscription lists will start the journey if they are not a competitor

    Method 2: Building a compound segment

    Alternatively you can use a compound segment. For that path you need first to craft a dynamic segment that loads all members from the subscription list. In a new compound segment you use the dynamic segment for subscribers for inclusion and add an exclusion item for the competitor segment. The resulting compound segment is that you place into the customer journey.

    Method 3: Using suppression segment

    As a third alternative you can consider using customer journey wide suppression segment. You can assign the competitor segment in the Summary tab to your customer journey. Start the segment with the subscription lists. Any contact in the suppression segment will be excluded from the automation pipeline.

    Which method is the best for your scenario ?

    It depends on how you want to handle the risk of a late identified contact as to be a competitor to continue receiving messaging from the journey.

    Method 1 & 2 have the characteristic that a contact who has started once in a journey will not drop out, even if marked as a competitor later and then come into the exclusion segment

    Method 3 will take care of removing contacts for good from the customer journey as soon as they appear once in the suppression segment. But that method has the disadvantage for the case that you identify a competitor tagging as a false positive and correct the tagging. Contacts once suppressed in the journey but later removed from the suppression segment will then not go through the automation pipeline.

    (Disclaimer: We are fine tuning the control on contacts can be excluded / suppressed / reintroduced into Journeys. Please consult the respective documentation updates for new releases to learn more.) 

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