Use this guide to understand how segmentation works in Digital Marketing Hub and how to use segments to send personalised messages to specific groups of clients. Segmentation helps you increase engagement, strengthen client relationships, and improve the performance of your marketing communications.
What is a segment?
A segment is a dynamic group of contacts who meet a set of defined conditions, such as contact field values, custom fields synced from Mercury, tags, campaign activity, or website behaviour. Segments update automatically in real time as contacts meet or no longer meet the conditions.
Tip: Use segments to target specific audiences, such as recent settlement clients, first home buyers, or self-employed clients ahead of EOFY.
How segments work in Digital Marketing Hub
Segments are created using the segment builder, which appears consistently across the platform. You’ll find the segment builder in:
Segments Overview (Contacts > Segments)
Campaign creation
Advanced Search
Automation Actions:
If/Else
Goals
Wait (until conditions match)
Using the Mercury list for segmentation
While you can create segments from any list in Digital Marketing Hub, we recommend using the Mercury list for most segmentation needs. This list syncs automatically with your Mercury CRM and ensures your client data is up-to-date and accurate. Other lists can still be used where appropriate, but their data must be managed manually.
Creating a segment
You can create segments in several areas, but can only save reusable segments from:
Segments Overview (Contacts > Segments)
Advanced Search
Campaigns Overview
Saved segments can then be reused through the Segment Library.
Create a segment during campaign creation
Begin a new email campaign and proceed through the setup until you reach the 'Recipient Selection' step. This is where you choose who will receive the campaign.
Choose "Mercury" from your 'Subscribed to list' options.
Click "Send using custom conditions". The segment builder model will open.
Choose your first condition. Click the condition dropdown (e.g., “Select a condition”). You’ll see groups such as:
Contact details
Contact list status
Custom contact fields
Actions
In this example, we'll create a segment for contacts in the "Consumer" category, so we will use the "Tag" field.
Select the appropriate operator, such as is (exact match), contains (partial match), is not, or is before / is after (dates).
The value field will change based on the type of condition. Enter or select a value.
Click '+ Add another condition' if you want to build a more targeted audience.
Choose AND or OR logic.
Use AND when all conditions must be met
Use OR when any condition can be met
(Optional) Add condition groups for more advanced targeting. Condition groups let you create advanced filters.
For example:
Group 1: Loan Type is Home Loan AND State is Victoria
OR
Group 2: Tag contains Refinancing
Click "Save" to apply the segment, or "Save as new segment" to use it again.
Working with logic and condition groups
AND means all conditions must be met
OR means only one condition must be met
Condition groups let you create more advanced segment structures by allowing multiple layers of AND/OR logic.
Saved segments and the Segment Library
All saved segments are managed in Contacts > Segments.
From this page, you can create, edit and delete segments, and view the number of contacts matching each segment.
Using saved segments
Selecting a saved segment in the segment builder will add its conditions to the bottom of your current segment. It does not replace your existing conditions.
Managing saved segments
In Contacts > Segments, you can:
Create and save reusable segments
Edit or remove existing segments
View how many contacts match each segment
Need help?
If you need help creating segments in Digital Marketing Hub, contact your Partnership Manager or email [email protected].