Creating a dynamic segment

Using an advanced segment, you can target contacts based on their groups, their information, their response history, their signup history or any combination thereof. The more information you collect and store, the more options you'll have when segmenting your audience. We'll start with an overview (how to use the advanced segment) and then outline a few popular examples.

How to use the advanced search:

  1. On the main Audience page, click on the Segments tab next to Groups, or choose 'Advanced segment' from the options menu to the right of the search bar at the top of the Audience page.
  2. Create a new segment and begin building your segment using the menu that appears. There are four categories you can search by: audience groups, member information, response history and signup/manage prefs history.
  3. Once you select a category, click Add. Then you may add criteria underneath it. To add multiple search criteria to any single category, just return to the dropdown menu, select another item and hit Add (instead of hitting Done). You'll also choose whether you'd like the search to match all those criteria or any of them.
  4. When you're done adding criteria, you may choose another category to further refine your search, or give it a name and save it if you're done.
  5. You can access (and edit) your saved segments any time from the main Audience page. Your segments will also appear in a dropdown menu when you get ready to send a mailing. To send to a search set, simply choose the appropriate segment (instead of a regular group) when you select your mailing's recipients.

Remember that, unlike groups, segments are entirely dynamic: The segment is re-run each time you view it.

Popular segments

Audience group segments

Finding people *in* one group and *not in* another
If sent a large mailing to your “all contacts” group yesterday, and today imported an updated spreadsheet to that group, thus adding new people to the "all segments" group, you may want new additions to receive yesterday's mailing, but you may not want to send the mailing to everyone.

Or, if you want to test separate subject lines of the same mailing to two of your audience groups, "group A" and "group B," but you know that some of the same members exist in both groups, you may not want those members to receive both versions. Since you're not sending the mailing simultaneously, the system won't recognize duplicates.

In both of these examples, search for people who are *in* one group and *not in* another:

  1. On the main Audience page, click on the Segments tab next to Groups.
  2. Click the Create a new segment button.
  3. Choose 'Audience groups' from the dropdown menu and click Add.
  4. Search for people who are in (select appropriate group) and click Add.
  5. Search for people who are not in (select appropriate group) and click Add.
  6. Select to match all of the above and click Done.
  7. Name and save the segment.

You can create a new audience group and copy this segment to the new audience group, or you can simply send to the segment directly.

Finding people in LIMBO (not in any group)
You may have contacts in your audience who are not assigned to any group. This could happen if you added people one-at-a-time without choosing a group, if a contact was part of group that has since been deleted or if your signup form is was not assigned to any group.

  1. On the main Audience page, click on the Segments tab next to Groups.
  2. Click the Create a new segment button.
  3. Choose 'Audience groups' from the dropdown menu and click Add.
  4. Search for people who are in LIMBO (not in any group) and click Add.
  5. Click Done.
  6. Name and save the segment.

Once you find the people in limbo, you can rescue them using the gray toolbar at the top: choose 'select all contacts' and copy them to other groups. Select the group(s) where they should be added, and they will be moved out of limbo and into their new group(s).

Member information segments

Use variations of this segment type to segment your audience based upon data that’s stored in contact records. Any information imported or collected -- name, address, postal code, etc -- may be used for this segment. You may also use this segment to find contacts based on their 'contact since' date and to find those who've confirmed their opt-in status. (Confirming opt-in is not required of your contacts.) Here are some examples of member information segments:

Finding people with a particular email domain
There are times you may want to isolate contacts with a particular email program. For example, Gmail embeds video clips at the bottom of emails, if you include a link to a video within your content. Let's say you want to send a targeted video clip to your Gmail users.

  1. On the main Audience page, click on the Segments tab next to Groups.
  2. Click the Create a new segment button.
  3. Choose 'Contact Information' from the dropdown menu, and click Add.
  4. Search for people by the field 'email' and click Add.
  5. Choose email 'contains' @gmail.com and click Done.
  6. Name and save the segment.

Finding contacts in a particular location
If you’ve collected postal codes, you can use the radius feature to narrow down your search and further target your contacts.

  1. On the main Audience page, click on the Segments tab next to Groups.
  2. Click the Create a new segment button.
  3. Choose 'Contact information' from the dropdown menu, and click Add.
  4. Search for people by the field 'postal code' and click Add.
  5. Choose any of these options from the dropdown menu -- is/is not equal to, does no contain, is/is not empty, is less/greater than, is within (select a radius range of 5 to 50 miles) -- and then enter the ZIP code of interest. Click Done.
  6. Name and save the segment.

Finding contacts who have confirmed opt-in
When someone signs up, they'll receive a confirmation email, where they can click a link to confirm their opt-in. (You can view and edit the 'confirm it' message by clicking on your signup form from the main Audience page and then selecting the 'Confirm it' tab.)

It's not required for a contact to have confirmed their opt-in status in order for you to send to them, but we offer that second layer of opting in for a couple of reasons. First, it allows you to see who your most interested contacts are, and second, it allows you to create a segment of people who have confirmed their opt-in status should you feel that you only want to target those individuals with your mailings.

  1. On the main Audience page, click on the Segments tab next to Groups.
  2. Click the Create a new segment button.
  3. Choose 'Contact information' from the dropdown menu, and click Add.
  4. Search for people by the field 'opt-in confirmed' and click Add.
  5. Choose to find people whose opt-in status is 'confirmed' or 'unconfirmed' and click Done.
  6. Name and save the segment.

Response history segments

You can search based upon response history to find your most or least active contacts. Exactly who you consider most active is up to you. For example, it might be everyone who has opened one of your mailings in the past three months. Or anyone who has clicked on a link at any time.

  1. On the main Audience page, click on the Segments tab next to Groups.
  2. Click the Create a new segment button.
  3. Choose 'Response history' from the dropdown menu, and click Add.
  4. From the dropdown menus, choose have or have not received, opened or clicked. Then choose the radio button for 'at any time' or enter a date range of your choice. Click Add and then Done.
  5. Name and save the segment.

Signed up/managed prefs segments

The recent activity feature at the top of the Audience page will show you who has signed up via a signup form or managed their preferences in the last 7 days or 30 days, but let's say you have a more specific date range in mind. You'll want to run an advanced segment.

  1. On the main Audience page, click on the Searches tab next to Groups.
  2. Click the Create a new segment button.
  3. Choose 'Signups/manage prefs history' from the dropdown menu, and click Add.
  4. From the dropdown menu, select a signup action, such as 'signed up' or 'managed their preferences.' Then choose the radio button for 'at any point,' 'within the last x days' or between a date range of your choice. Make sure to choose a particular signup form, and then click Add and then Done.
  5. Name and save the segment.

Segments with multiple criteria
Interested in more complex segments? You also have the flexibility to create searches based on multiple criteria. For example, find people in your Marketing Group who also clicked on a mailing in the last month. Or, find people in Arizona that have managed their preferences.