Defining Marketing List Segments
Act-On allows you to easily create Segments within your marketing lists to maximize the success of your organization’s campaigns. Segments leverage a variety of available data points, including profile, behavioral, lead score, subscription preferences and more.
The Act-On / Simpleview CRM integration expands the power of segmentation by making CRM contact tags, interest tags, and UDF values available in Act-On. Users can set any of these data points to send to Act-On during the daily sync of contact-based advanced searches.
Accessing Marketing List Segments
Select the Contacts icon in your navigation sidebar and then select Marketing Lists.
You should see a new screen labeled ‘Marketing Lists.’
Click the arrow next to your Marketing List icon and title to display all existing segments.
Create a New Segment
Creating a new segment requires a few steps, some of which depend on your organization’s desired outcome. Use the guidelines below to create a segment.
- Locate the Marketing List you intend to segment and select the grey caret.
- Click ‘Create a Segment.’
- Use the Name field to define the title of your new segment. This value must be unique.
- Use the Method dropdown menu to select a segmentation method. Each method provides different options for locating and organizing contacts within a Segment. Note that this dropdown defaults to ‘Query.’ Choosing an alternate option offers other functionality for your segments. To understand each Segmentation Method use the information below.
- Use the ‘Combine expressions with’ option to define operators for how segments interact with contact data.
- And: This option requires that contacts meet all listed criteria.
- Or: This option requires that contacts meet at least one of the listed criteria.
- Custom: Use this option to define custom criteria.
- Apply your criteria to the segment, and click ‘Save.’ To disregard the changes, select ‘Cancel.’
Segmentation Methods
Each segmentation method provides different options for locating and organizing contacts within a segment.
Search
This method allows you to use specific values from your marketing lists to create segments. You can add multiple text values to expand the results. The example below illustrates searching for all contacts within a marketing list by a specific ‘Account’ value.
Direct Selection
This method provides a table of all contacts from a marketing list, allowing you specific selections for your segment. The table sorts contacts alphabetically. Chosen contacts are added to a ‘Selected’ list and will populate your segment.
Query
The Query method allows you to dynamically generate defined segments using Profile, Behavior or Subscription data points as outlined below.
Profile: Use this query method to create segments based on available data points. Contact Tags, interests, and UDF values from the CRM search synced to your marketing list appear in the dropdown. These data points help you segment based on values synced from your CRM master search.
Behavior: The Behavior query method allows segmentation using contact data. Using this data assists in identifying and grouping contacts based on interactions with your email messages. Behavioral data includes sent messages, opened messages, clicked messages, submitted forms and more.
Subscription: A contact’s subscription management preference is the data source for the Subscription query method. For example, you can create a segment of contacts that have opted in or opted out of your monthly newsletter. For more information about the Subscription query method, please contact your assigned Marketing Automation Specialist or Strategist.
