What is a segment
Automatically divide the objects that meet specific criteria into groups
Definition
Segments are dynamic groups generated based on predefined criteria, which update in real-time as user behaviors and attributes change. This feature simplifies the data management, allowing you to efficiently categorize and target objects without the need for manual updates or constant filtering. By utilizing segments, you can optimize your engagement strategies and ensure communications are personalized and relevant.
It's important to remember that segments are more complex than other segmentation options (user lists and tags) as they can be built on a combination of various filters (user attributes, events, etc) including user lists and tags.
Segments are dynamic. So, you don't need to think of the process of adding/removing the object to/from the segment (what you need to do with lists and tags). System synchronises the segments every 4 hours and checks if the object still fulfils the parameters of the segment. If not - the object will be automatically removed from the segment. Remember, that segments show the cached results between the synchronization moments.
You can also manage the segments and decide on the synchronization period. Read about it in this aticle.
Types of Segments
Each of these segment types allows for precise targeting and personalization, making your marketing, sales, support, and product management efforts more effective and tailored to the specific needs and behaviors of different groups. These types are:
User segments: a segment could include users who have visited your website more than five times in the last month or users from a specific geographic location who have purchased a particular product.
Company segments: these segments are used to group business clients or partner companies based on the combination of factors such as industry type, company size, customer value, or interaction history with your brand.
Product segments: you can use product segments to target marketing efforts around top-selling items or to promote slow-moving inventory to boost sales as well as create dedicated recommendations for different user groups.
Deal segments: sales teams might segment deals to prioritize high-value opportunities or to apply specific sales strategies to deals that are nearing the closing stage.
Activity segments: these segments focus on organizing tasks or actions assigned to team members, such as follow-ups, calls, emails, or other activities planned as part of customer relationship management.
Ticket segments: support managers can segment tickets to assign them efficiently among team members based on expertise or workload, ensuring quicker response times for high-priority issues.
How to create a segment
First of all you need to define what type of segment you want to create. Based don this choice you need to enter a specific section of the application.
User segments: Data > People Section
Company segments: Data > Company Section
Product segments: Data > Products Section
Deal segments: CRM > Deals > Table View
Activity segments: CRM > Activities
Ticket segments: Tools > Tickets Section
In any of these sections you need to find the filters and apply the key parameters for your segment. These can be a range of characteristics from different sources (attributes, events, tags, lists, etc).
Let's take user segment as an example.
Go to the People section in User.com app.
Click on the filter icon on the right side of the screen.
Choose the filters you want to create a new segment for and apply them. In the example below all users with the email address and marketing consent are filtered out to create a "Newsletter subscribers" segment.
On the bottom of the right-side menu, click the button "Create segment".
Update segment name and segment description. We highly recommend to name all the segments using the same style to keep the consistency and simplify the usage process.
Here you also set for whom this segment won't be visible among your agents.
Click "Confirm"
That's it! Your segment is going to be visible now:
in "Segments" dropdown in the related Data section (People, Companies, Deals, etc)
in "Segment" module in automation,
in filters in "Cached results" section.
Use Cases
Segments are invaluable for streamlining your workflow and gaining deeper insights about your database. By automating the process of grouping objects by various parameters, segments save time and improve efficiency across marketing, sales, and support functions.
User Segment to Increase the Retention
Let's say your goal is to address the users who have made multiple purchases in the past but have not visited the website in the last 40 days and have total order value of over $800. This marketing campaign should attract their attention and bring them back to the website to make a new purchase.
So, you need to create a segment based on these parameters and also include a marketing consent into this list:
Once the segment is defined, you can devise a targeted re-engagement campaign that includes sending personalized emails with special offers, showcasing new products similar to past purchases, and invitations to exclusive webinars. Just pick this segment from the list while creating your email/SMS caampaign or use it in the automation if you create a sequence of notifications.
As a result the targeted communications are highly personalized, reflecting the customers' previous interactions and preferences, making them more likely to re-engage with the brand. This approach helps in recovering potentially lost customers and boosting their lifetime value.