Segmentation Best Practices

Segmentation is when your contacts are divided into smaller groups based on a certain criteria. There are many ways to segment your list to send out targeted and personalized marketing content. 

In this article, we'll go over how to segment based on:


Before Getting Started

Before creating any segments, you will need to have a list created with contacts added.


Segment Based on Demographics

How to use custom fields to target contacts based on age, gender, location, etc. 

  1. Create a Popup/Subscription form to add to your website that includes the custom fields you'd like to segment by (Age, Gender, Location, etc.)

  2. When a contact enters their information into the popup form the custom field will be added to their profile
  3. To create your segment, navigate to AudienceSegments → New Segment
  4. Name your Segment and choose whether you'd like to identify contacts on one specific list, or across all lists (Global) 
  5. From the dropdown menu choose Custom Fields → Select the custom field you'd like to use → Select "is" → Enter the custom field entry you'd like to identify. 
    • In this example, we will identify all contacts that entered "California" into the "State" field:

Now you can send targeted emails to your contacts with this specific custom field!

Please Note

Contacts will only be added to your segment if custom field data is recorded during the opt-in process, or if those fields are transferred in via API.


Segment Based on Brand or Product Preference

How to use tags to track which links your contacts are clicking on within your emails.

  1. Create a campaign or newsletter that highlights certain products or brands 
  2. Input links in your newsletter so that your reader can click through to the different product or brand
  3. Tag your links with the product or brand name so that you can track which links your contacts are clicking on.
    • You can do this by selecting or creating a new tag from the drop down within the toolbar
  4. When your contact clicks on a tagged link, the tag will be added to their profile 
  5. To create the segment, navigate to Audience → Segments → New Segment
  6. Name your Segment and choose whether you'd like to identify contacts on one specific list, or across all lists (Global)
  7. From the dropdown menus choose Subscriber Tag → Has Tag → Select the Tag you'd like to segment by
    • In this example, we will segment all contacts that have clicked on the link tagged "Black Sunglasses"

Now you can send targeted emails to your contacts with this specific tag!


Segment Based on Engagement (to Target Non-Openers)

How to identify contacts that have not opened/clicked a recent email campaign.

  1. Navigate to Audience → Segments → New Segment
  2. Name your Segment and choose whether you'd like to identify contacts on one specific list, or across all lists (Global)
  3. From the dropdown menus choose Subscriber Activity → Did Not Open → Select if you'd like to identify contacts that have not opened any of your campaigns, a recent campaign (within a certain timeframe i.e., one month), or one specific campaign that's been sent 

You can now send another campaign to only those contacts that did not open!


Additional Resources

For a more in-depth explanation and overview about segmentation within Sendlane, please see our Segments help doc.

If you hit any roadblocks, you can also get in touch with our team of email marketing automation experts right here!

Segmenting to Remove Unengaged Contacts | eCommerce Segmentation Blog Post


TL;DR

Audience → Segments → New Segment → Name, Select List, Add Conditions  → Save

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