Use this guide to segment your campaign recipients using tags in the Digital Marketing Hub. This allows you to target specific contacts rather than sending the campaign to your entire contact list.
Creating People Categories
Before sending segmented campaigns, you must first create People Categories in the Digital Marketing Hub.
People Categories are used to group contacts so you can later target them using tags or segments when sending campaigns.
For example, you might create categories for:
New leads
Referral partners
First home buyers
Once categories are created and applied to your contacts, you can use them to filter recipients when sending email campaigns.
Important: If no People Categories exist, you will not be able to effectively segment contacts when sending campaigns.
See Create a new category in Mercury Nexus to use as a tag in Digital Marketing Hub for instructions on creating People Categories.
Assigning People Categories
After creating People Categories, you must assign your contacts to those categories before you can use them for segmentation.
Categories only work for campaign targeting once they are applied to contacts.
Assign a contact to a category
Open the contact record in Mercury.
Locate the People Categories section.
Select the relevant category or categories.
Save your changes.
Assign categories in bulk
You can assign categories to multiple contacts at once using bulk update tools.
This is useful when:
Uploading new contact lists
Reclassifying existing contacts
Preparing a campaign audience
Why this matters for campaigns
Only contacts with the correct categories (and associated tags, where applicable) will be included when you segment campaigns.
If categories are not assigned:
Contacts may be excluded from your campaign
Your recipient count may be lower than expected
Segmentation filters may return no results
Important: Always review and update contact categories before sending a segmented campaign to ensure accurate targeting.
See Assigning and Unassiging contacts to categories in Mercury for full step-by-step instructions on setting up categories before creating segmented campaigns.
Creating a campaign
Once your contacts are correctly categorised, you can create and prepare your email campaign in the Digital Marketing Hub.
This includes:
Creating or selecting a campaign
Designing your email content
See How to create and send an email campaign for step-by-step instructions.
Use this guide to select your recipient list and apply segmentation using Mercury CRM data when preparing an email campaign.
Select the Mercury Contact list
When setting up your campaign recipients, you must choose the correct contact list.
Go to the Campaign summary page.
Navigate to the Recipient selection section.
Under Subscribed to lists, select Mercury.
The Mercury list contains contacts synced from your Mercury CRM.
Once selected:
The Calculate recipients count will update automatically
This reflects the total number of eligible contacts in the Mercury list
Note: If a contact does not appear in this count, check that they are correctly synced and active in Mercury.
Segment the Mercury list using custom conditions
You can refine your audience by segmenting the Mercury list using CRM data fields.
Apply custom conditions
1. In the Recipient selection section, click the Send to field.
2. Select Send using custom conditions.
3. In the pop-up window, define your conditions using available Mercury fields.
This allows you to target specific groups of contacts based on criteria such as:
Contact attributes
Categories or tags
CRM data fields synced from Mercury
4. Under Select a Condition, typing in “Tag” and selecting from the dropdown menu.
5. From the right dropdown menu, you will be able to select from your custom People Categories created. Click Save once the category has been selected.
6. From the right dropdown menu, you will be able to select from your custom People Categories created. Click Save once the category has been selected.
7. The Calculate recipients count will update automatically.
Understand available fields
Custom conditions use fields integrated from Mercury CRM.
These fields determine how you filter your contacts when building a segment.
Tip: If you are unsure which fields are available, review the full list here:
Mercury CRM fields available for segmentation
Why segmentation matters
Using segmentation helps you:
Send relevant content to the right audience
Improve engagement and response rates
Avoid sending unnecessary emails to all contacts
Important: If your conditions are too restrictive, your campaign may return a very low or zero recipient count. Always check the Calculate recipients total before sending.
What happens next
Once your list and segmentation are set:
Review your recipient count
Confirm your campaign content
Send or schedule your campaign
See How to create and send an email campaign for the full campaign workflow.
Need Help?
If you need help selecting lists or segmenting contacts in the Digital Marketing Hub, contact your Partnership Manager or email [email protected].