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Act-On Software

Create my List Segments

List segmentation is a key activity when deciding who to send emails to, and what type of content to send. Query segments are the most dynamic and robust and this section provides more detail on available options.

When creating a segment based off of the query option, two attributes are available for searching for contacts: profile and behavioral. You must first choose whether you would like to require contacts to meet any or all of your search requirements.

1. Make sure you have created your Buyer Personas

Before creating your list segments, you will want to have an understanding of your buyer. To understand your typical buyer, you will want to develop a Buyer Persona. This is a process in which you will create a semi-fictional representation of your buyer based on real data from existing customers and market research through channels like surveys.

Your buyer persona should included a short bio of a typical customer and a description of the person, and includes information on the:

  • Buyers Background
  • Daily Activities/Behavior
  • Current Solutions to the Problem
  • What's important to this Buyer

Example Buyer Persona 

Facility/Operations Manage - Dave

Personal Background

  • Age: 45-55
  • Personal: Married with 1 child in High School
  • Education: Undergraduate

Role: Facilities or Operations Manager

  • Job measured: Space & operations efficiency, employee productivity
  • Skills required: People management, analysis, industry knowledge
  • Reports to: CEO or General Manager

Company Information

  • Industry: Distribution
  • Revenue: $20M
  • Employees: 100

Goals and Challenges

  • Success means: Raise & promotion
  • Values: Job security, family, recognition
  • Challenges: New systems, managing people

Shopping and Industry News Preferences

  • Preferred communication: Email, phone
  • Industry news: Specific industry publication - trade magazine


Things to keep in mind:

  • Make sure to make this unique to your business or industry.
  • Work on creating your Buyer Persona with your sales team.
  • Always validate in the market among customers - think surveying existing customer, market research, etc.
  • Choose to search for information that you already know about the contacts or prospects.
  • Click add to define a profile attribute search.
  • The field selection drop down menu will display the column headings (fields) you've defined in your list, select your field.
    Next, choose the condition you would like to apply to this search. 
  • You will also be prompted to define the value you would like to search for. If you'd like to search for multiple values you can separate them using semicolons.
  • Once you've completed the first profile query, you can choose to add an additional one or remove the one you've just created.
  • Choose whether you would like to search based on a Specific Set of BehaviorsOverall Behavior Score, or Campaign Behavior Score.
  • Designate the time frame you would like to the search to be based on.
  • Use the Add behavior drop-down menu to select a behavior to search on (such as Clicked On MessagesVisited Web Pages, or Opt-Out, etc.).
  • Once a type of behavior has been selected, define whether you would like people that have performed this action:
    • At Least This Many
    • At Most This Many
    • None of Thes
    • Some of These
    • All of These

For example, Clicked on Messages > At Least > 2, would return a list of people who have clicked on messages at least two times.

  • If selecting an item like Some of These or All of These you will then have the ability to click on a Choose like that will allow to select specific items related to your behavior!

4. Creating Nurture List Segments 

The goal of creating nurture list segments is to turn unengaged and anonymous visitors into engaged prospects. This will allow you to start tracking your website visitors and get a clear picture of your buyers typical buying behavior.

It is important to provide quality content to those at the top of your funnel so you can move them through the buyers journey into sales ready leads.


5. Enhanced Segment Editor

Using the enhanced segment editor in Act-On you can create tightly targeted lists that are segmented by any combination of factors in your database. To learn more, click here

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