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Segments as an analytical tool: FAQ

Segmentation is dividing the target audience into groups based on certain characteristics: age, city of residence, behavior on the site, interests, etc. How does segmentation work on the Altcraft Platform? You form a request where you set the conditions for a subscriber to enter the segment. The request is made for one or more profile databases. If a profile in that database meets the conditions, it is included into the segment.

Normally, a segment is created to personalize the newsletter. However, sometimes marketing experts use this service to analyze a marketing campaign. What about the summary report? The point is that the summary report responds to the question "how many?". Whereas the fast segment responds to the questions "who?" and "what?". For example, which recipient opened the email and what particular email, who clicked on what link, who unsubscribed. Knowing this information, you can consider your future communication with certain customers.

Use a quick segment for this purpose. It instantly provides you with the list of subscribers you need. If you want, you can save this list as a fully functional segment or download the data for later analysis. Below you can find answers to frequently asked questions that platform users face while working with segments.

You set up a trigger campaign and want to know to which subscribers the message has already been sent. Create a segment with a selection by "Email sent" and the condition "At least [n] times in a date range within campaigns".
You've sent a newsletter — a broadcast or a regular campaign — and then had a high percentage of unsubscribes. You have to understand who exactly unsubscribed in order to try to bring the lost subscribers back. To do this, create a segment with the selection by “Unsubscribe click in email” and the condition “At least [n] times within campaigns”.
This segment shows those who unsubscribed after a certain campaign. If you want to get the email addresses of all the profiles in a database or resource with unsubscribed status, open the database or resource and apply the “Status — unsubscribed” and “Any channel” filters, leaving the global status set to “Any status”.

Suppose you're sending a newsletter on behalf of a bookstore with current month's novelties. The sample includes books in a variety of genres. You want to know your subscribers’ interests so that you could further personalize the newsletter. To do so, you need to track who clicked on a particular link. How to do this?

In the message template, each link has its attribute name. Set the unique attribute for books of the same genre. For example, for fantasy books it's name=”genre_fantasy”.
Next, create a segment with the selection by “Specific link clicked in email” and the condition “At least [n] times”. Choose the required template and link name from the drop-down list.

Sooner or later the contact data in the customer base becomes outdated: users may delete or abandon their mailboxes, change their phone numbers, or block push notifications. Sometimes subscribers mark emails as spam, or there are invalid email addresses that are initially added to the database. The campaign still sends messages to such users, but they are not delivered. Thus, it may have a negative impact on the sender’s reputation. For this reason, it is recommended to clean the database from time to time.

To understand which of your subscribers are out of communication at all, create a segment with several rules.

  1. Email sent — does not exist.
  2. SMS sent — does not exist.
  3. Push sent — does not exist.
If you also want to clean the database of subscribers who recently haven't opened your messages, use segmentation with a selection by “Email opened” and “Push opened" and a selection condition of “Not happened during last [x] days”. Set a value of (x) — for example, 90 days. If required, select the resource in which you want to track communications.
You've done a newsletter and found user complaints about spam. Now you want to find out what exactly caused such a result. To do this, you need to find the users and the history of your interaction with them. Use a segment with several rules:
  1. Selection by subscription to a resource with the selection condition of “complainer”.
  2. Selection by email-openings with the selection condition of “at least [n] times in a date range”.

After the campaign is over, you go to the summary report and notice that the number of messages sent exceeds the number of messages delivered. Delivery failures can occur for a number of reasons: the recipient’s mailbox is full, the email address doesn’t exist, there are some problems on the mail server, spam filters are on, etc.

You need to find out to whom the message was not delivered. To do this, set up a segment with the selection by “Email delivered” and the condition “Not happened during last [x] days within campaigns”. Also, put a tick in the “Message sent” box.
Hard bounce is the status of a subscription. Hard bounces occur when you try to send emails to non-existing email addresses. As soon as a profile gets this status, communication with it stops, i.e. campaigns stop sending messages to it. It’s better to delete such addresses from your customer base.

If you have launched a campaign and want to know which profiles didn’t receive the email because that email address doesn’t exist, create a segment with several rules:

  1. Email is never delivered within the campaign, although it is sent. Specify the resource and the campaign.
  2. Profile status is hardbounced.

Soft bounce is not a subscription status, but a non-delivery of an email due to temporary problems with the recipient’s address. Soft bounces occur if:

  • the recipient’s mailbox is full;
  • there are some technical problems on the recipient’s mail server;
  • the email is too large (for instance, because of an attachment);
  • spam filters block the email because many recipients flagged it as spam.
To find the subscribers who didn’t receive the email for one of these reasons, you should first create a segment of profiles with the profile settings marked as hardbounced. See the paragraph above to discover how to do it. Save this segment as a dynamic one. Name it as, for instance, "Subscribers with the status Hardbounced".

Then create a new segment with two rules:

  1. Email is never delivered in the campaign, although it is sent. Specify the resource and the campaign.
  2. Profiles are not in the segment "Subscribers with the status Hardbounced".
When a user opens an email or clicks the links, the tracking domain traces the user’s location based on the IP address. This information is recorded in the "Reg country" field. You can segment subscribers by the information in this field:
To find out which profiles were captured in a scenario, create a segment with the rule "Scenario engagement" and the selection condition "At least once been".
If you want to check the dates of the profile being in and out of the scenario, open the digital profile of the particular client and move to the "Interactions" tab:
To get the data about openings and clicks in an email that was sent via a scenario, save the segment (the "Save as segment" button), and then export the history of the profiles.
When configuring the export, select the campaign used in the scenario. Tick all the events in the Email channel and set the value "Email" in the profile database fields. All this data is exported in csv file.
Click on the drop-down list icon to the right of the "Save as segment" button and select the "Export subscribers to file" option. In the new window, tick the boxes that you want to export. Click the "Export" button. Go to "View tasks" and download the resulting archive. Unzip it on your device.

Thus, the list of frequently asked questions comes to an end. If you can't find the answer here, please, contact our technical support ;)

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