A segment of a list is a subgroup of contacts that you can send highly targeted email campaigns to. Segments can be created by using any information available to you in the segment builder. This includes: standard and custom field information, tags, website visits, actions, and more.
Sending targeted email campaigns to a list segment has a variety of benefits. When contacts receive messages that are relevant to them, they're more likely to pay attention to your campaigns. For example, if you target clients who are researching their first home loan, owner occupiers looking to downsize or investors looking for a suitable property, then you will create a positive feedback loop where your campaigns are likely to be opened more and receive more clicks. This could not only help your deliverability, but will certainly strengthen your relationship with your contacts and will likely result in more business.
Our Digital Marketing Hub allows you to segment your client database according to defined segmentation criteria, which mirrors client information held in Mercury.
For example, you can send an email to:
clients who live in a certain area
clients who have a CBA loan, advising of a change in policy;
eligible clients announcing a special car loan offer;
to self employed clients with an EOFY offer;
anyone who has settled a home loan in the last six months.
The options are endless.
This article explains the data fields communicated between Mercury and Digital Marketing Hub, and ways to segment your database using them. As such, we will cover this in the following sections:
1. Data fields synced between Mercury and Digital Marketing Hub
Each segmentation criteria within the Digital Marketing Hub is directly related to a data field held in Mercury. Below is a list of all the segmentation criteria that we sync across from Mercury:
We recommend creating segments from your master database, which is the Mercury list in your Digital Marketing Hub. This is because the contact data within this list is updated daily via a sync Connective runs between Mercury and Digital Marketing Hub.
Contact data within other lists you create is not maintained by us. For more information, read more here.
2. Segmenting contacts during campaign creation
Once you start a new campaign, and arrive on the ‘List’ step of the campaign builder, select your main client list – this is called ‘Mercury’.
Select the Create New Segment button
Name your segment – e.g. Clients in Inner-Melbourne Suburbs
Select Add Your First Condition
Click on the Select a condition drop-down menu and select the relevant category option to create criteria to segment your client base.
Use the "Is" and "Is not" field to include or exclude individuals
The third field will provide options to select or free text based on the condition added in the “Select a condition” field
You can add as many conditions as you need by selecting the + Add another condition as shown below:
Using "And" logic would combine the conditions so that only contacts who match both conditions would be pulled into the segment.
Using "Or" logic would display contacts that match either condition.
You also have the option to create Segment Groups. With Segment Groups you can combine multi-dimensional conditions with "And and Or" logic.
Click Done.
This segment will now be saved and can be used for future campaigns too.
3. Segmenting contacts using Advanced search (use this method for Opportunity Data)
From the Contacts Overview page, click the "Search contacts" field then click "Advanced Search."
The segment builder will appear at the top of the page.
Begin creating your condition by clicking the left-most field that says "(Select a condition...)." This will display a drop-down of condition categories:
3. Click any category listed to display its conditions, then select the desired search condition by clicking it.
In this example, we want to create a segment of contacts based on their "Loan Type". To do this, we're going to use the "1_LoanType" condition listed under the "Custom Contact Fields" Category.
4. Depending on the search condition you select, you may or may not need to choose an operator when defining your own search criteria. To choose an operator, click the middle field and click the operator you would like to use.
Continuing with our example, we're presented with several operators to choose from: "Is", “Is not", etc. Since we want to create a segment of contacts with a "Loan Type" of “Home Loan”, we're going to choose the "Is" operator by clicking it.
5. Next, you'll need to provide a value for your segment condition.
Click the field that appears to the right of the condition you've selected and type your option or click one of the options listed if provided.
Note: It's not possible to create a segment based on blank fields.
To add another condition to your segment, click "+ Add another condition." This will display another row to define another condition. Note that there is a toggle to specify whether the additional condition is added with "And or Or" logic:Using "And" logic would combine the conditions so that only contacts who match both conditions would be pulled into the segment.
Using "Or" logic would display contacts that match either condition.
You also have the option to create Segment Groups. With Segment Groups you can combine multi-dimensional conditions with "And” and “Or" logic.
For example, you might have one segment group with conditions that look for link clicks within a single campaign and then you might have another segment group that looks for link clicks in another campaign. You could display only contacts who'd clicked the links in both campaigns (with an And) or contacts who'd clicked either group of links (with Or).
6. Once you have created your conditions, click the "Search" button.
The page will reload and all contacts who meet your conditions will be listed.
7. To save the segment, click into the field where it says "(X conditions set)".
8. The segment builder will expand and display your conditions. Click Save As Segment.
9. In the modal window, name your segment and click Save.
The next time you go to send a campaign, during the list selection step, your saved segment will appear in your list of segments.