Drag & Drop Segmentation using Data Extensions

Overview

  • What is Segmentation?
  • Why use Segmentation?
  • What tools are available to segment subscribers?

What is Segmentation?

  • Segmentation allows you to define the who of your email campaigns.  In other words, who is going to receive your email?

Why use Segment?

  • Subscribers want to be thought of as individuals. Ultimately, you want your subscribers to open your email
  • You need to send the right message to the right person at the right time.  This is vital for a successful email campaign

Segmentation Tools

  1. Drag and Drop
    1. Is an easy to use tool
  2. Queries
    1. Uses SQL to segment data

Drag and Drop Segmentation

  • Drag & Drop Segmentation provides a simple way to filter your data to send targeted and relevant messages
  • When segmenting, you have the opportunity to build a random or filtered data extension

Random

  • A random sample is a selection of a subset of subscribers from a specific data extension
  • The segment can define the sample based on a percentage of subscribers from the data extension or a certain number of subscribers from the data extension
  • For example:
    • Group A must contain 25% of the subscribers from the Newsletter data extension
    • Group A must contain 1250 subscribers
  • In the data extension work space, you will see any data extensions that have been previously created
  • Select an existing data extension, from the actions menu select split
  • The create random data extension screen appears, click on Add Data Extension
  • The data extension name will be pre-populated with the data extension name with segment 0
  • You can give the data extension a size with either a percentage or # of records
  • Keep adding data extensions until the random data extension reaches 100% of original data extension
  • You can view your random data extensions by going under Data Extensions from the Subscribers drop down menu from the Email Application

Random Data Extensions

Filtered

  • A filtered definition is comprised of rules
  • It allows you to segment subscribers based on the data in a data extension
  • Each filter definition can contain multiple AND and OR statements
  • The rule can be very simple
    • For example:
      • If Gender = Male and Sport = Hiking OR Sport = Running
  • The rule can be more complex and have multiple and/or statements
    • For example:
      • (University = Notre Dame, Purdue, or Ohio State) AND (Graduation year between 2002 and 2012) and their GPA is equal to or higher than 3.0
      • (Birthday = Today plus 7 days) and (Postal Codes = 46032, 46033, 46074, 46038, or 46037)
  • To create a filtered data extension, select Data Extensions from the Subscribers drop down in the email application
  • Click on the filter icon in the actions row beside the data extension you wish to filter
  • The fields for the data extension will appear under the fields work space. To utilize drag and drop, simple select the fields from the fields work space and drag to the create filter work space
  • Choose and operator that makes sense with the type of field you choose.  For example, do not use the less than operator with a text field
  • Based on the data type for the field, the operators will vary

Filtered data extension

 

 

 

 

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