Audience segmentation divides your customers and contacts into segments based on different attributes, like the number of purchases, products purchased, last order date, and more.
Using audience segments in your marketing campaigns can help you:
Deliver personalized messages - By creating marketing content that is tailored to the specific segment that is targeted.
Reduce costs and increase conversion rates - By targeting the right people at the right time. Most standard remarketing audiences retarget customers too soon, when they are least likely to repurchase. With audience segments, we can easily prevent this.
In this guide, we will learn how to create audience segments and how we can use them.
If you want to edit an existing audience segment, see the following guide.
How to create audience segments
Watch a video to learn how to create audience segments:
Or, follow this written guide.
Begin by navigating to your Segments dashboard.
This dashboard can help you to manage your contacts and existing segments.
Click on New Segment create a new segment.
Choose the rule you wish to filter your customers by, as seen below.
Using the +AND button will add a rule to your segment.
Customers must match the first and the second rules to belong to this audience segment.
Doing this essentially "narrows" your audience.
Using the +OR button will add a rule to your segment.
Customers must match the first or the second rule to belong to this audience segment.
Doing this essentially "broadens" your audience, adding more customers to it.
Let's review an example of an audience segment:
This segment includes
Customers who purchased more than twice in their lifetime
Haven't purchased in the last year.
Customers who spent more than 500$ in their lifetime.
Clicking on the rotating arrows in the bottom left will show how many people this segment consists of.
Name your audience so it will be simple to find later, and give it a description to help you remember who it consists of for future uses.
Lastly, use the checkboxes in the top right corner to configure if:
The segment will be available for use in your ads
The segment will be displayed in your BI dashboards.
Where can you use audience segments
The audience segments you just created can be used in various places.
Use your audience segments in your ad campaigns.
They can be used for new traffic or remarketing ads on Google and Facebook.
You can find your audience segments in the Audience selection screen when creating or editing a master ad.
Choosing "new traffic" will create a lookalike of the audience segment,
Choosing "remarketing" will target customers that are a part of the audience segment.
SMS and Email marketing
Use your audience segments to improve the effectiveness of your Email and SMS campaigns.
You can create segments of contacts that abandoned their cart in the past month or customers that purchased from specific collections and target them with personalized SMS and Email messages.
You can find your audience segments in the Recipients screen when creating or editing an SMS or Email campaign.
You can find your audience segments in a few BI dashboards and widgets.
They serve as an analytic tool to help you understand your customers and segments better.