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Act-On Software

Enhanced Segment Editor

AUDIENCE: Administrators, Marketing Users
OBJECTIVES:

 

Segmentation helps you make your email messages personal and relevant to your unique audiences, boosting prospect engagement and increasing conversion.

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.

1. Getting Started

  • Click Contacts, and choose Marketing Lists, or click Other Lists for Form Submissions, or Webinar Lists.
  • Hover over the list, and click the drop-down arrow.
  • Click Create a Segment.

 

2. Creating a Segment

Step 1. Choose a Segment Name and Method

Enter a name for the segment and select a segmentation method.

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, five attributes are available for searching for contacts: Profile, Behavior, Score, Subscription, System.

Create segments based on the prospects profile. You can segment based on names, email, company, job title, department, city, etc.

Example:

Create a segment based on prospects department. If you are targeting Training departments, select "department equals Training. Click the + sign to add an additional departments, for example eLearning.

 

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Segmenting based on behavior allows you to create lists based on prospects that were sent messages, opened messages, submitted forms, visited landing pages, etc.

Example:

Create a segment based on prospects engagement with your content over the last 7 days. For example - over the last 7 days, segment prospects that downloaded media at least 3 times. 

When using the Act-On Scoring Rules feature, you can create segments of your lists based on the scores you've defined.

Example:

You may wish to quickly see who the most active or highest-scoring leads are within a list. You could then create a specific email campaign or automated program just for this segment, or push the segment into Salesforce. You could also create a segment of low-scoring leads to target them for a lead nurturing campaign.

 

Segmenting based on email subscriptions will allow you to create list segments that will show you exactly which prospects, leads, and customers have subscribed to your emails. You can use these segments to send to or suppress against on your email campaigns.

Example:

Create a segment based on prospects email subscriptions. For example - create a segment based on a prospects job title and email subscription preferences. In the example below this would create a segment or Marketing Directors that have subscribed to your promotions and newsletter campaigns.

 

System

Segment based on when a prospect was entered or updated in your system.

Example:

Create a segment based on new prospects that have recently been entered into Act-On. For example - create a segment of prospects from a specific city that entered your system in November that have a lead score of at least 25.

 

The Search method is a blanket search tool that looks across all profile information known about a contact; an example of this would be a search for 'John' may return a contact with the first name of John, the last name of Johnson, someone who works for a Company named John's Industries, or a contact with the e-mail domain of @johns.com.

The Direct Selection method allows you to view a list of all contacts located in your list and you can choose which contacts you would like to appear in this particular segment.

Enter a name for the segment and select a segmentation method.

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, five attributes are available for searching for contacts: Profile, Behavior, Score, Subscription, System.

Create segments based on the prospects profile. You can segment based on names, email, company, job title, department, city, etc.

Example:

Create a segment based on prospects department. If you are targeting Training departments, select "department equals Training. Click the + sign to add an additional departments, for example eLearning.

 

Segmenting based on behavior allows you to create lists based on prospects that were sent messages, opened messages, submitted forms, visited landing pages, etc.

Example:

Create a segment based on prospects engagement with your content over the last 7 days. For example - over the last 7 days, segment prospects that downloaded media at least 3 times. 

 

When using the Act-On Scoring Rules feature, you can create segments of your lists based on the scores you've defined.

Example:

You may wish to quickly see who the most active or highest-scoring leads are within a list. You could then create a specific email campaign or automated program just for this segment, or push the segment into Salesforce. You could also create a segment of low-scoring leads to target them for a lead nurturing campaign.

 

Segmenting based on email subscriptions will allow you to create list segments that will show you exactly which prospects, leads, and customers have subscribed to your emails. You can use these segments to send to or suppress against on your email campaigns.

Example:

Create a segment based on prospects email subscriptions. For example - create a segment based on a prospects job title and email subscription preferences. In the example below this would create a segment or Marketing Directors that have subscribed to your promotions and newsletter campaigns.

 

Segment based on when a prospect was entered or updated in your system.

Example:

Create a segment based on new prospects that have recently been entered into Act-On. For example - create a segment of prospects from a specific city that entered your system in November that have a lead score of at least 25.

 

The Search method is a blanket search tool that looks across all profile information known about a contact; an example of this would be a search for 'John' may return a contact with the first name of John, the last name of Johnson, someone who works for a Company named John's Industries, or a contact with the e-mail domain of @johns.com.

The Direct Selection method allows you to view a list of all contacts located in your list and you can choose which contacts you would like to appear in this particular segment.

The new layout allows you to create custom criteria rules with boolean logic. In addition to using AND or OR to evaluate all criteria in a segment, custom boolean expressions can now be used as well (ie "1 AND (2 OR 3)".


Step 3. Add Segment Criteria

Begin building out your segment criteria by combining various segmentation methods listed in Step.2. Using the blue + sign you can add additional criteria that your prospect must meet to be included in the segment. 

Once you are finished creating your segment click Save in the upper right corner.

If you would like to store query segments that can be used to quickly build out your segments, click Store/load query settings. From here you can either save or load existing query settings. 

Classic Editor: When creating a new segment, you must first choose the segment type before continuing (Query, Search, Direct Selection)

New Editor: When creating a new segment, the most common Query type is automatically selected. You can still choose Search or Direct Selection instead.

Classic Editor: Choose ANY or ALL to determine the evaluation of the segment criteria.

New Editor: Verbiage has changed from ANY to OR, and from ALL to AND (with a new available CUSTOM option).

Classic Editor: Criteria can be added from two main sections, Profile and Behavior. Additional options are available in the Profile section for Subscription Management, Extension Lists, CRM Account and Opportunity data, and list record creation and update dates. An additional option for scores is available in the Behavior section.

New Editor: Criteria type is now chosen from a drop-down when adding new criteria. Each type of data is now available as its own selection if the drop-down.

Classic Editor: When adding profile criteria where more than one value can satisfy the criteria, those values should be separated by semicolons.

New Editor: Each value can be entered into its own input field. A "+" button lets you add more input fields as necessary. Semicolons will no longer be used as separators, but will be interpreted as part of the text value entered. Multiple values that have similar criteria may be entered for profile conditions. Just simply click the “Add Multiple Values” icon.

Include each profile value (i.e. multiple zip codes or job titles) on each line, and click Submit.

AOmegaphonesmall.pngNote for existing Segments:

When existing segments that used semicolons are opened in the new editor, those separated values will automatically migrate into the new format.

 

 

Classic Editor: When adding calendar-date-based profile criteria, dates are entered manually into the input field. Dates must be separated using a semicolon when used with the "Is Between" condition.

New Editor: Calendar dates and date ranges can now be selected using a new calendar picker. (Can optionally be entered manually as well)

Classic Editor: When creating profile criteria based on relative dates, such as "1 week ago", this value must be manually entered into the input field using shortcuts such as "1 week". Dates must be separated using a semicolon when used with the "Is Between" condition.

New Editor: Relative dates and date ranges can now be selected via drop-down options, invoked from a toggle on the regular calendar date drop-down.

Classic Editor: The "is between" profile conditions only evaluate the values in between the two numeric or date values you specify.

New Editor: This version of the "is between" condition has been renamed "is between and does not equal" to clarify the behavior. In the new editor, this option will only appear for segments that were already using it. When creating new segments going forward, a new version of this condition will be used -- "is between or equals". This condition will include the two date or numeric values being specified when determining whether contacts belong in the segment.

Classic Editor: When creating criteria based on subscription management, values had to be entered manually, using the general set of Profile conditions.

New Editor: Subscription-based criteria can now be selected via drop-down of membership statuses. "Preference Specified" and "No Preference Specified" refer to whether the contact has actually filled out the form and made explicit selections.

Classic Editor: When adding multiple behavior criteria the time period selected applies to all criteria.

New Editor: Each behavior criteria has its own time period.

Classic Editor When selecting behavior time period, you can choose from a preset list of date ranges and calendar months.

New Editor: You can now input the exact number of days ago or specific calendar month you're interested in, rather than choose from the preset list of options.

Classic Editor: When selecting assets for a behavior criteria, one of the conditions is "some of these".

New Editor: "some of these" has been renamed "at least one of these" to clarify the rule calculation.

Classic Editor: The behavior condition "received messages" refers to messages that have been sent out by our system.

New Editor: This has been renamed "was sent messages" to accurately reflect that they were sent, but without guaranteeing receipt.

Classic Editor: When choosing Opt In or Opt Out behaviors, the available conditions are "none" and "at least this many", with the option to select the number of interest.

New Editor: "At least this many" has been changed to "at least one" to accurately reflect the rule calculation.

Classic Editor: When adding specific assets to a behavior criteria, they are added as a row of icons below the criteria.

New Editor: The full name of each selected asset now displays below the criteria, in a vertical list. This list can be expanded and collapsed for easy readability on the page.

Classic Editor: Storing and loading previously saved query settings are handled in separate windows.

New Editor: These have been combined into one window.

  1. Custom boolean logic: In addition to using AND or OR to evaluate the criteria in a segment, custom expressions can be used as well, e.g., "1 AND (2 OR 3)". This appears in the AND/OR drop-down at the top of the page.
  2. The ability to reorder the criteria within the segment - click on the left side of a row and drop it anywhere else on the page. This feature adds readability to the page 3, and allows you to move items around to make custom logic easier to maintain.
  3. The ability to choose separate time periods for each behavior criteria.
  4. New relative date option for behavior time periods.
  5. The ability to add both score and behavior criteria in the same segment.
  1. After the feature is enabled, all existing segment values and query settings will migrate into the new editor format the next time a segment is edited. No editing is necessary on the users part, and segment calculations will not be affected.
Note:
Migrating query settings is done via script that a team member runs when enabling the new editor.
  1.  Migration of subscription management values: These values are now drop-down values, rather than entered directly into the Profile field. Existing segments with subscription management criteria will be migrated in the following manner:
  • "equals" or "contains" "true," "1," "yes," or "y" > migrates to a drop-down value of "opted in".
  • "not equals" or "does not contain" "true," "1," "yes," or "y" > migrates to a drop-down value of "not opted in".
  • "equals" or "contains" "false," "0," "no," or "no" will migrate to a value of "opted out".
  • "is not empty" > migrates to "preference specified".
  • "is empty" > migrates to "no preference specified".
  1. The numeric and date "Is Between" profile conditions are being deprecated. Any existing segment that already has them selected will continue to be able to use them in the new editor (under the new label "is between, but does not include"). If those segments are edited to unselect that condition, it will no longer be available. The conditions will not be available in the new segments going forward (unless stored as a reusable query setting).
  2.  (For Salesforce and MS Dynamics Users): When segmenting off a joined CRM account or Opportunity tables:
  • The CRM fields are not available for message personalization.
  • The CRM fields are not available when viewing the created segment. In the future, via the upcoming CRM model, these additional fields will be viewable for an individual contact via the Activity History window.

 

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