Not all your customers are equally valuable. With segmentation, you can identify different customer groups and analyze behavioral patterns. Sync them with your marketing audiences to target your segments with specific campaigns, use them as input for lookalike audiences or exclusion groups.
While you may already be familiar with customer segmentation, our segment builder is such a powerful tool that there are likely capabilities you were not aware of.
How to Create Segments
Segments are groupings of customers defined by a set of conditions. To set up a new segment, navigate to in the navigation bar and click New Segment.
- Decide if you would like to either create a dynamic or static segment:
- Dynamic segment: Segment which updates daily. Customers are added and removed based on those conditions.
- Static segment: Fixed list of customers. After the segment has been created, the segment does not change anymore.
- Give your segment a name under which it will appear in your account.
- Use the segment builder to add conditions and specify who should be included in your segment.
- Once you are satisfied with the definition, click Create Segment.
Depending on the size of your segment, it may take 20 to 30 minutes to populate. If you're planning on using a segment, please allow time for your segment to populate before needed.
To create a new segment similar to one you have already defined, you can utilize our duplicate segment feature. To do this, navigate to ... in the segment overview and click .
When building a segment, you can use the following conditions:
- Customers who did: Identifies customers based on actions they did.
- Customers who have: Identifies customers based on properties attached to their profile.
- Customers who are in: Identifies customers who are part of a static segment.
After you decide on the condition, you can select the actions and properties you want to apply to it.
Filtering a Segment Condition
When building a new segment around the condition Customer who did, you have the opportunity to filter the selected action to refine your segment. To use a filter to add specificity to a segment:
- Select the condition Customer who did.
- Choose an action.
- Click to add a filter.
- Choose a property from the dropdown menu that appears.
- After specifying the operator, decide the value you'd like to filter on.
Using AND vs OR to Join Conditions
In RetentionX, there are two ways that you can connect conditions within the segment builder. These are AND and OR joiners. To add another condition, click and select either AND or OR:
- AND: Using the AND connector between conditions will make a segment more exclusive. When using an AND joiner, somebody must fulfill all the conditions of a segment in order to be included.
In the following example, only customers who have placed an order within the last year AND have an LTV of more than $600 will be considered. If someone has an LTV of more than $600 but has not made a purchase in the last 12 months, they will not be considered.
- OR: Using the OR connector between conditions will make a segment more inclusive. When using an OR joiner, somebody only has to meet one of the segments conditions in order to be included.
The following example includes customers who have placed an order within the last 12 months OR customers with an LTV greater than $600. So this segment includes anyone who is considered active and anyone who has a high LTV, even if there is no overlap between them.