How to Create Segments in the CRM: A Step-by-Step Guide

This article explains how to create and manage segments in a CRM, helping you target your audience more effectively in email marketing campaigns. It covers setting up segments, using multiple conditions, and refining your audience with segment groups

In email marketing, personalization is key to engaging your audience and driving results. One powerful tool in the CRM that helps achieve this is segmentation. A segment is a specific group of contacts defined by a set of conditions such as actions taken, website visits, field values, and contact tags. By creating segments, you can send highly targeted campaigns, improve deliverability, and increase revenue.

Understanding Segments in the CRM

Segments allow you to group contacts based on specific criteria. For example, you can create a segment of contacts based on demographics, who clicked a link in your campaign, or those who have a specific tag. These segments are crucial for delivering personalized content to your audience.

Important Considerations

When using segments in the CRM, there are a few important points to keep in mind:

• Timing of Segment Inclusion: The segment will include all contacts who meet the conditions when the campaign is sent, not when it is scheduled. This ensures that your campaign targets the most up-to-date audience.

• Limitations of Segment Conditions:

  • You can use up to 20 conditions in a segment.
  • You can use up to 5 "Action" type conditions (e.g., email opens, link clicks).
  • You can use up to 3 conditions that use the "Contains" operator.

How to Create a Segment with Advanced Search

Creating a segment using Advanced Search allows you to include all contacts that meet your specified conditions, even inactive ones. Here's how to do it:

1. Navigate to Contacts: Click on the "Contacts" tab to go to the Contacts Overview page.

2. Open Advanced Search: Click the "Search contacts" field, then select "Advanced Search." This will open the segment builder at the top of the page.

3. Set Your Segment Conditions:

   • Click the left-most field to select a condition category from the dropdown.
   • After selecting a category, choose the specific condition you want to apply.
   • If necessary, select an operator in the middle field (e.g., "Equals," "Contains").
   • Enter the value for the condition in the right-most field.

4. Run the Search: Click the "Search" button. The page will reload, displaying all contacts who meet your conditions.

5. Save the Segment: Click the field that shows "(X conditions set)" to expand the segment builder, then click "Save As Segment." Enter a name for the segment and click "Save."

Adding Multiple Conditions to Your Segment

You can refine your segment by adding multiple conditions:

1. Add a New Condition: Click "+ Add another condition" to define another criterion.

2. Select Condition Logic: Choose whether the new condition should be combined using "And" or "Or" logic:

   • "And" Logic: Contacts must meet both conditions to be included in the segment.
   • "Or" Logic: Contacts must meet at least one of the conditions to be included.

3. Mixing Logic Types: If you need to combine "And" with "Or" logic, you must create a new segment group.

Creating Segment Groups

Segment Groups allow you to mix "And" and "Or" logic within your segment:

1. Add a Segment Group: Click the "Add a New Segment Group" button.

2. Define Conditions: Set conditions for each segment group as needed, following the same steps as creating individual conditions.

Segment Groups are useful when you want to create complex segments with multi-dimensional criteria, such as targeting contacts with a specific tag who also visited your website.

Creating a Segment During Campaign Creation

You can also create a segment while setting up a campaign:

1. Start a New Campaign: From the Campaigns Overview page, create a new campaign.

2. Select a List: During the "List" stage, select the lists of contacts who should receive the campaign.

3. Create or Select a Segment:

   • If you already have a segment, select it from the dropdown.
   • To create a new segment, click "Create New Segment," define your conditions in the modal window, and click "Done."

4. Proceed with Campaign Creation: The segment will be selected for the campaign. Click “Next” to continue designing your campaign.

Remember that when you schedule a campaign, the segment includes all contacts who meet the conditions at the time the campaign is sent, not when it is scheduled. This ensures that your audience is always relevant to your campaign's goals.

Creating and using segments in the CRM is essential for effective email marketing. By understanding how to create segments, manage conditions, and use segment groups, you can deliver highly personalized content to your audience, leading to better engagement and higher conversion rates.