You can create user segments from the Audience section.
In this section, you have available all contacts that you have imported into the project you are working on, along with the attributes (also known as values, fields, columns or parameters) that you included at the time of the data import, such as name, telephone number, or country.
At this point, it is important to define what a Segment is: it is a group of users who meet a set of conditions. For example, a simple segment would be selecting those contacts whose email we know. Press 'Add filter' button to see a drop-down menu from which you can define these parameters.
When the first filter is created, all contacts that meet that condition are displayed, and you will be able to save the segment in order to easily access this group of contacts at any time.
The first decision when adding a filter is to choose whether the condition to be met is based on contact data (attribute), or on actions taken by the contact (activity).
Once the first condition is created, it is possible to add as many as you want.
When a second filter is created, it is necessary to indicate whether both conditions must be met simultaneously (AND), or if we want to see the contacts that meet one or the other (OR).
This example shows contacts from Spain, whose names we also know (both must be met). 'AND' box is clickable and, if activated, it is swapped with 'OR'.
Now, the contacts that are from Spain or that we do not have their name are shown (either of the two, as long as they meet a condition, they will be included).
As more filters are added, 'AND' and 'OR' can be combined to form a more complex segment with tree-like conditions.
For this last example, customers from Spain or Portugal (either of the two countries) would be shown, and we must not know their name.
We can also create segments based on activity data, depending on the technology you have connected and/or the campaigns you have sent.
This segment would show portuguese contacts who have never made a purchase and also customers from Portugal whose last purchase was more than 60 days ago and haven't clicked any links in our campaigns in the last 30 days. Let's call this segment 'cold users Portugal'.
When creating new segments, we can include or exclude segments we have already created.
These conditions would show all customers whose last order was more than 60 days ago, excluding the previously created segment we've named 'cold users Portugal'.
All saved segments will be available in the Segments section.At this point, it is important to define what a Segment is: it is a group of users who meet a set of conditions. For example, a simple segment would be selecting those contacts whose email we know. Press 'Add filter' button to see a drop-down menu from which you can define these parameters.
When the first filter is created, all contacts that meet that condition are displayed, and you will be able to save the segment in order to easily access this group of contacts at any time.
The first decision when adding a filter is to choose whether the condition to be met is based on contact data (attribute), or on actions taken by the contact (activity).
Once the first condition is created, it is possible to add as many as you want.
When a second filter is created, it is necessary to indicate whether both conditions must be met simultaneously (AND), or if we want to see the contacts that meet one or the other (OR).
This example shows contacts from Spain, whose names we also know (both must be met). 'AND' box is clickable and, if activated, it is swapped with 'OR'.
Now, the contacts that are from Spain or that we do not have their name are shown (either of the two, as long as they meet a condition, they will be included).
As more filters are added, 'AND' and 'OR' can be combined to form a more complex segment with tree-like conditions.
For this last example, customers from Spain or Portugal (either of the two countries) would be shown, and we must not know their name.
We can also create segments based on activity data, depending on the technology you have connected and/or the campaigns you have sent.
This segment would show portuguese contacts who have never made a purchase and also customers from Portugal whose last purchase was more than 60 days ago and haven't clicked any links in our campaigns in the last 30 days. Let's call this segment 'cold users Portugal'.
When creating new segments, we can include or exclude segments we have already created.
These conditions would show all customers whose last order was more than 60 days ago, excluding the previously created segment we've named 'cold users Portugal'.
Successively, segments can be created based on the purchased product, total number of purchases, date of the last purchase, average purchase ticket, etc. It is possible to create complex segments and, consequently, send highly targeted campaigns that yield better results.
All saved segments will be available in the Segments section.