Logically Speaking

Creating a basic segment is easy enough. If you want to create a segment of contacts who opened a message, the process to do this is pretty straight forward. But what if you wanted to create a segment of contacts who clicked on a link or converted more than $100 in a specific message, and appear on a certain list. Wow! That may seem like one crazy segment, but it’s really not all that difficult to create. As with all segments, it’s best to think of the segment you want to create in terms of a sentence. Once you do that, you can break the parts of the sentence down into individual parts. So let’s deal with first part of the sentence, “contacts who clicked on a link or converted more than $100 in a specific message.”

Adding Multiple Criteria

To accomplish the first part of our segment, we need to add multiple criteria. Our first criteria will be “contacts who clicked on a link”.

From here, we can add additional criteria to handle “or converted more than $100″. To add additional criteria, click Add Additional Criteria

Adding Additional Rules

To deal with the last part of the segment, “and appear on a certain list”, we need to add an additional rule. To add an additional rule, click Create new rule. Once we do that, a new rule will appear and you can complete the last part of the segment.

Switching Up The Logic

Let’s say you wanted a segment of “contacts who clicked on a link and converted more than $100 in a specific messages, or appear on a certain list”. In order to create this segment, you would need to switch up the logic used to create the segment by clicking the Select contacts who match one or more of the rules described below radio button.

When you click this radio button, the logic (the and and or) will be switched.

Segments are an incredibly valuable tool that allow you to send highly targeted messages to your contacts. Although it may seem daunting at first, I think you’ll find that creating more advanced segments is not all that difficult! Drop us a line in the comments section below if you have any additional questions.

John Gunther
Technical Writer/eLearning Specialist at Bronto
Editor of Brontoversity

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In this example, we are going to assume that your targeted list has a large amount of Gmail addresses that you would like to send to.  You can easily find this out by looking at the pie chart on your list’s overview page.  What you want to do now is create a segment from this list that includes only these Gmail addresses.

The Segment

On the Contacts tab, choose the Segments option.  This will take you to the “All Segments” page. Here you are able to see all of the segments in your account.  Click the “Create Segment” link in the top right of this page. Give your segment a name and make sure to mark the radio button next to “Select contacts who match all rules described below.”  Proceed to Rule one and establish the list that you are working with.  In this case we are using the Blog Post List. Choose “On List” from the first drop down and then choose your list in the second drop down. You should now be able to click on the “Calculate Criteria” link to see how many contacts are included in this list. In this case we are working with a list of 1,788 contacts.

Now, click the link to create a new rule.

You will need to establish your accounts Gmail.com contacts. In the first drop down, choose “Email address.”  In the second drop down list, choose “contains.”  The last field for this rule is a text field.  In this field you would add gmail.com. You can now click on the “Calculate Criteria” link now to see how many gmail.com addresses you have in your account.  It’s important to remember that this rule is showing you how many of these addresses you have across your whole account and not just on the list.

Click the link to “Calculate Full Segment” and you will now find the intersection between the contacts on your stated list and contacts with gmail.com in their address. In this example we have 135 contacts that now belong to this segment.  Save this segment and you are ready to send to your Gmail contacts.

Sending To This Segment

When you send your message in Bronto, just choose this segment from the “Select Recipients” area as you would any list you are sending to.It is important to remember that if you are sending another version of this same message to the rest of your list, you should select your original list for that delivery. Also for that delivery, you should choose the segment created above from the “Ineligible Recipients” area in the advanced sending options to ensure that the contacts on the segment created above don’t also receive the version of the message sent to the entire list.

The Power of Segmentation

This is only a small part of what makes segmentation in the Bronto application such a powerful marketing tool.  There are hundreds of ways to use segmentation to send targeted messages to select groups of contacts.  If you have any questions on creating a segment, please make sure to contact anyone in Client Services here at Bronto.

Frank Chapman
Bronto Client Service

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