Creating advanced customer segments
As you become familiar with grouping your customers, you may want to build segments using more complex conditions for more targeted segmentation. This article will cover creating an advanced segment, understanding segment rules and some common segmentation examples.
Before getting started, first take a look at our article 'Create Custom Segments', which explains the basic steps to creating a custom segment.
In this article:
Creating an advanced customer segment
Within Marsello, navigate to Customers > Segments. Click Create Segment and give your segment a name. From here, you can begin adding conditions which customers must meet in order to enter your segment.
In order to create advanced segmentation, you'll want to familiarize yourself with the following settings:
- The AND/OR button allows you to dictate how conditions interact.
- Selecting AND means that any conditions associated with that rule must all be met before a customer can enter the segment.
- Selecting OR means either condition can be met for a customer to enter the segment. Toggle the button to select the relevant rule. The rule in purple is the one currently selected.
Clicking this button will add another condition option to your segmentation. If you also add a group, you can choose to add a condition which applies within that particular group.
Clicking 'Add Group' will create a separate group which can contain separate conditions. Conditions can either apply to the group itself, or within the group. You can create multiple groups of conditions within other groups.
Understanding segmentation rules
When working with multiple conditions and groups, it can quickly become confusing as to which and/or rule belongs to which condition or group.
Groups are clearly distinguishable as they are divided into separate 'containers' connected by a grey relationship line.
Below, we can see a subgroup containing the conditions 'Total Purchases' or 'Total Spend' below two other conditions.
You'll notice each group or individual segment has an and/or rule sitting directly above it.
This rule applies to any multiple conditions or groups below. In the example above, we can see the first 'and' rule applies to the relationship between 'Current Points Balance', 'Age' and the entire group below.
The group below has an 'or' rule enabled, meaning any of the conditions within the group can be met, as long as the customer also meets the above conditions.
💡 Quick Tip: Follow the grey relationship lines to clearly see which conditions are affected by which 'and/or' rule.
Where there is only one condition beneath an 'and/or' rule, that rule won't apply
Take a look at the example below. For a customer to enter this segment, they must have a points balance greater than 100, be over 18 years of age and have made 10 purchases.
Even though the 'or' rule is selected within the subgroup, it doesn't apply in this case, as there is only one condition within that group.
💡 Quick Tip: Ensure the condition you want to apply to all other rules is created first
Advanced segment examples
1. Jason wants to send an automatic welcome email to customers who sign up via any of his forms. He only wants to email customers as they sign up, rather than those who have signed up previously.
📝 Note: The email mentioned in this example uses our custom automations feature.
2. Sophie wants to see a list of all females who have purchased from any of her three physical stores since the beginning of 2020.
3. Rhys wants to send an SMS message to a segment of customers with US mobile numbers who haven't opened one, or either of his last two email campaigns.
4. Charlotte wants to email any of her customers who have given feedback during 2020. These customers also need to have spent at least $500 and have made 10 or more purchases, or be in her 'Best' RFM segment.