Depending upon the base rule for your segment, you get different options with which to formulate a rule.

There are five categories of segment rules:

There are also two blocks available which allow you to create flexible groupings for your rule sets.

Things you need to know:

The Behaviors section includes four rules for segmentation. You can create segments based on:

Segmenting based on open data lets you create targeted marketing campaigns by grouping contacts according to their engagement. By analysing which campaigns your audience has opened, you can gain insights into their interests and preferences, leading to more effective campaigns.

Segmenting on open data is only available for email campaigns.

There are four options for segmenting based on email opens:

After you choose an option, the segment tool gives you additional filter options to fine-tune your segment. Here you can find date filters and, for some options, open data filters.

Segmenting on clicks helps you to group your contacts based on how they interact with your content. By segmenting using clicks, you can pinpoint their specific interests and preferences, allowing for more targeted and relevant campaigns.

There are several options for segmenting based on clicks:

After you go through these options, the segment tool gives you additional filter options to fine-tune your segment. Here you can find date filters and, for some options, click data filters.

Segmenting on sends allows you to group your contacts based on the campaigns you've sent them, allowing you to see which contacts have received specific campaigns. By grouping contacts based on the campaigns you've sent them, you can customise your marketing communications and avoid overloading recipients with information, which helps to maintain a healthy sender reputation.

There are several main options for segmenting based on Sends:

After you choose an option, the segment tool gives you additional filter options to fine-tune your segment. Here you can find date filters and, for some options, data filters.

Segmenting on replies lets you identify and group your contacts who have actively engaged with your communications by responding to any messages. Doing this allows you to see which contacts are genuinely interested in your content and promotes stronger connections with them.

There are several main options for segmenting based on Replies:

After you choose an option, the segment tool gives you additional filter options to fine-tune your segment. Here you can find date filters and, for some options, the ability to select an email or SMS campaign, and to filter for replies.

The Data filter section includes two data type options for segmentation. You can create segments based on:

Depending on how many Insight data collections you have in your account, you see either an individual block for each collection, or a single Insight data block, which, once selected, allows you to select the collection you want using a drop-down menu.

Segmenting on data fields lets you organise contacts based the information you hold about them in contact data fields, such as interests, demographics, contact scoring data, and more. This enables you to tailor your marketing communications to the unique characteristics of each group, boosting the relevance of your campaigns.

You can filter your segment based on your contacts' data. In addition to any custom contact data fields that you've created, the following contact data fields are available by default:

The rules only work when appropriate data is available for each contact in the corresponding contact data field. The rules you can use depends on the type of contact data field you're using.

After you choose a data field to segment on, the segment tool gives you additional filter options to fine-tune your segment. Here you might find comparison operators, date filters, boolean operators, and more.

Segmenting based on Insight data allows you to create rules based on a whole range of information that you have gathered about your contacts, including consent data, website interactions, purchases, and more.

The Sources filter section includes two rules for segmentation. You can create segments based on:

Segmenting your contacts based on the subscription status of individual channels allows you to ensure that you are targeting your communications efficiently.

There are four options for filtering by Channels:

Once you have selected your filter rule, you can then select your channels; Email, SMS, or both.

Segmenting your contacts by list membership lets you combine groups of contacts effectively, making it easier to target specific audiences. Your lists might contain various customer groups, interests, or other relevant criteria that are important to your business. Therefore, by segmenting your contacts on lists, you can ensure that the right messages reach the right people.

There are three options for segmenting based on lists:

If you choose an option to segment on specific list, the segment tool then allows you to choose which lists to filter by.

Segmenting your contacts on their preferences effectively tailors your marketing and communications to each individual's interests, needs, and behaviours. This enables you to target specific groups with customised messages, promotions and offers that interest them.

There are several three options for segmenting based on Preferences:

After you choose an option to segment on, the segment tool gives you additional filter options to fine-tune your segment. Here you can find a list of preferences to filter with.

The Ecommerce section includes three types of rules:

These options allow you to build segments based around your contacts’ interactions with your store.

This block allows you to specify which RFM personas you want to include in or exclude from your segment. You can either select from the six standard personas, or create a custom one. If you select a standard persona, you see some insights into these customers, as well as some suggested actions to help increase their engagement with you.

This blocks lets you select from a grid of eRFM personas to highlight those contacts to include in or exclude from your segment. eRFM is our ecommerce behavioural model designed to help you better understand the potential of your contacts by creating customer personas from engagement score and RFM score.

The purchase block can be used to segment and target your contacts based on their purchase history. It offers additional options above those available when filtering directly on order insight data. For example, you can filter orders by the full set of product fields, metadata, and category data.

Customer predictions are a useful way to anticipate what your customers are likely to do next, and when; this can help you to prepare appropriate strategies to keep your customers engaged and continue purchasing your products or services.

You can create segments that contain predictive blocks, which lets you filter your contacts into segments based on their predictions, such as when they will next order, or their churn risk.

The Grouping options in the segment builder allow to build up more complex sets of rules to identify very specific subsets of your contact list. You can use these blocks to dictate whether contacts must meet all or any of the rules within a group.