+/- segments

Minus segment

You can start by making an ordinary segment where you filter that John is a seller and a city is London. However, you have some contacts who have already received the campaign, and in that case, you need to create a minus segment in which you filter that some contacts have already received a previous campaign. This way, you will find all contacts who have John as a seller and live in London, and you ensure that the contacts who have already received the campaign will not receive the campaign again.

This needs to be understood as one segment minus another segment – entirely according to your own rules.

Plus segment

You may also need to create a segment with all female contacts who live in a certain geographical area, and have VIP status in your customer club. In addition to them, you also need a segment with all female contacts from another list who have shown interest in a particular event. This will be a plus segment, as, in addition to your first segment, other contacts need to be included.

You can create your segments as simple or as complex as you need. Keep in mind that by sending your campaign to a segment and not to an entire list, you will better hit your audience with relevant content.

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With X days ago you can create a segment in which contacts will both enter and leave the segment over time. For example, if you have the need to send a campaign to anyone who has made a purchase in the last X days, or to those who have not made a purchase in the last X days, you can use X days ago segmentation form.

Examples:

• Show anyone who placed an order less than 10 days ago
• Remove anyone who placed an order less than 10 days ago
• Send a trigger to anyone one month after purchase – unless they have placed an order within the last 3 days
• Send a campaign to anyone who has an OTM date – less than 30 days ago, exclude anyone who has a date that is less than 3 days ago; send another campaign to those who have an OTM date – more than 30 days ago, and exclude anyone who has a date less than 30 days ago

These are all rules that can be made with this segmentation form.

Updated September, 20th 2019

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There are 4 types of e-commerce segments:

1. Bought from category – allows you to segment on a category a customer has bought from. The categories are read from your feed.

2. Purchased X times – you can segment on the number of purchases a customer has made.

For instance, if you select: Between 2 and 4, everyone who’s made 2, 3, and 4 purchases will be counted in the segment.

3. Purchase value + time – you can segment on the amount a customer spent on your webshop + date of purchase.

E.g. If you select: Purchase Value is between 50 and 500 (DKK) and Date is on 20/05/2021, then anyone who made purchases to the amounts between 50 and 500 (DKK) on the 20 May 2021 will be counted inside the segment.

4. Purchase frequency – filters profiles based on how often they buy on your webshop. The average is calculated from the total orders in your purchase data (OTM) and the number of subscribers with order data (i.e. data in the OrderID OTM field).

For instance, if you have 10 subscribers on the list, but only 4 of them have ordered from your shop (naturally, the number of orders will vary from subscriber to subscriber), eg. sub 1 -> 2 orders, sub 2 -> 3 orders, sub 3 -> 1 order, and sub 4 -> 1 order, the purchase frequency will be calculated as follows:

Total no. of orders: 2+3+1+1=7
Average order: 7÷4=1.75

The first condition in the segment – within average will be +/-10% of 1.75, the second – less than average below 1.75, and the third – more than average above 1.75.

5. Average Purchase Value – similar to Purchase value (n. 3) except that here you cannot use a specific value, i.e. amount spent in your shop. Instead, you can filter subscribers based on their average purchase value.

The average is calculated both for a list and for each buying customer. For a list, the total order value of your shop is divided by the number of subscribers with data in the OrderTotalAmountID OTM field (or buying customers). For each buying customer, the average is their total order value divided by the number of orders.

To illustrate how this segment works, let’s say that the Average Purchase Value for your list is 2,150 DKK. If a customer has two orders of 2,299 DKK and 1,599 DKK, his average order value is 1,949 DKK meaning they will not be counted under the ‘within average’ (+/-10% of 2,150) or the ‘more than average’ rule. The segment will only count them under the ‘less than average’ rule.

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