The key of overall email marketing strategy is recognizing the importance of recipient’s behavior, and moving forward by implementing a proper plan of email list segmentation. Segmentation of the data stored in your lists, makes it possible for you to send content that your subscribers wish to receive.
At more simple level, segmentation helps to create smaller and more targeted units of the subscribers called segments. Mumara well recognizes the importance of the list segmentation, and helps to create targeted segments of your lists, to achieve better results.
Reach “Segments” the 5th link in the sub-menu of “My Lists”.
Explore number of following filters to create more target segments out of your current email lists.
Formerly Mumara segments were designed to move, copy or export the filtered criteria to another list, therefore we didn't need to give a separate label or name while creating segments. But now, it is more convenient to play with the new segments you create. Now, you can save the segments, and can later move or export the saved segments if you wish.
As segments updated in the newer version, you now have the ability to straightaway send an email campaign by selecting particular saved segment, while scheduling of an email campaign, without the need of moving or copying it to another list. Saved segments now have the ability to act as "Lists", when it comes to schedule and send email campaigns.
"Segment Label" is the name you define for the filtered criteria you will put forward, like Opened Only, Unsubscribed or whatever you feel convenient to differentiate among the saved segments.
Select one or more subscriber lists to create smaller segments of subscriber data saved in the lists. Application will display all currently available subscriber lists, and the selection of one or more lists can be done by ticking the checkboxes with the name of each list that appears.
The search setting options allow separating out the records from the list based on the search criteria you'll define, to create more targeted segments. Following are the filters you can apply.
The first option is to filter the unsubscribed contacts from the selected lists. The dropdown of “Unsubscribed” opens up with the three options to select one of them. To separate out the unsubscribed contacts from the select list, select “Yes” from the dropdown.
Select "No" to search only those contacts who haven't been marked as unsubscribed within selected list.
Select "All" to ignore "Unsubscribed" filter
The dropdown lets you search the subscriber emails stamped as “Hard” or “Soft” bounce by the system, and also the both “Hard and Soft” simultaneously, by clicking the fourth option from the dropdown. Moreover, you can set the filter to exclude the hard or exclude the soft bounced while segmenting the selected list(s). Or exclude the both to ignore the bounced filter.
Search for the verified or unverified subscribes using the dropdown. If you are a subscriber of "List Verification" module of Mumara and you have verified the lists using this addon, you would already have the subscribers status categorized as "Verified" or "Doesn't Exist" within your lists.
You also can manually assign verification status to particular subscriber while adding it to the list.
This search filter will help you to search the subscribers with the status as "Verified" or "Doesn't Exist".
To ignore the filter, don't make any selection and keep the dropdown option on "All".
Add Subscriber to List
When you verify the subscriber list using list verification module, it asks that if you also want to verify the Geo Location of the subscribers? If you have verified the Geo Location of the subscribers, you can search them with their country using this filter.
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The dropdown helps to search the subscribers on three levels, filter and search relayed emails only, filter and search emails failed to get delivered, or search for the subscriber's emails that never set to send an email campaign to.
"All" to ignore the filter
It is the subscriber name filter that you can set to search subscribers with first name only, with last name only, with both first and last name or such other variations like without first name, or subscribers without first and last name etc.
"All" to ignore the "Subscriber Name" filter
The field next to “Email Contains” allows searching subscribers carrying some sought of commonality in their email addresses, like domain name or local part (Before @) of email addresses.
For example to search the email subscribers having Gmail as their domain name, select the list and type @gmail.com in the “Email Contains” field. It will search all the subscribers having “Gmail” as their domain in the selected list(s).
The preferred criteria to search all records which contain @gmail.com as their domain, keep the above dropdowns for “Unsubscribed” and “Bounced” at “All”. So that it may not apply any filter to the Gmail contacts, which have unsubscribed or bounced back.
It follows the same process as discussed above for “Email Contains”. It searches the word/phrase which the email address of the subscribers doesn't contain.
For example, to keep only the email addresses having “Gmail” as domain in the list(s), and separating out the rest of the subscribers, type @gmail.com into the field next to “Email Doesn't Contain”.
The preferred criteria to search all records which don’t contain @gmail.com as their domain, keep the above dropdowns for “Unsubscribed” and “Bounced” at “All”. So that it may not apply any filter to the Gmail contacts, which have unsubscribed or bounced back.
You can use the two fields to segment records by their creation date. The value in the first field will help to search and segment records created "After" specific date, and the value in the second field will help to create a segment of all the contacts created "Before" mentioned date. Both these fields "After" and "Before" can be used separately, or even together to search between specific dates. Like the following figure exemplifies creating a new segment for the contacts created between 01/01/16 to 04/01/16.
You can work with more than one above mentioned options to "Filter Search Results" . For instance, “Email Contains” and “Unsubscribed” can work together to search the particular email addresses which contain some similar word, domain or local name (Before @) ,and at the same time flagged as unsubscribed. You can explore as many combinations as are possible within the scope of “Filter Search Results” settings.
The recipients of one or more email campaigns who have opened the email which they have received are called openers; they are generally known as opens. Mumara offers numbers of different options to search the opens within the selected list(s).
Opens of an email campaign constitutes the best email list to achieve optimistic results. You can explore the following numbers of options with regard to the opens in the selected list(s).
The table followed by the Figure#2.6.6 elaborates the options offered by the first dropdown.
A dropdown next to the field “Status” offers three different options to perform three different actions. To search all the subscribers from the selected list(s), keep this dropdown on “All” and proceed. Selection of “All” will not apply any filter to the opens in the selected lists.
It will help to separate out the "Opens Only"
The Figure#2.6.6 shows all three options the dropdown offers, and selection of the second option “Opened Only” to create segment of "Opened Only" from the selected list(s)
The third one from the dropdown is for separating out only the subscribers who haven’t opened any of the email campaign they have received so far. And therefore haven't been stamped as opened in the selected list(s).
Some of the other options in regard to filter opened or unopened contacts are discussed in the following area.
The dropdown consists of all the countries to select one or more from them, and separate out opens of that particular country for the specific segment you are creating.
Application automatically fetches the relevant regions for different countries, it may be provinces, stats etc, according to the selected country. It will help to define even more targeted criteria for segmentation.
Separate out opens by city, application automatically fetches the cities according to the selection of "Country" and "Region" you have selected.
It helps to search opens with their Post/Zip codes.
Filter opens by their operating system, it can be Windows, Mac Os or it can be some mobile device software. Like the contacts who opened the emails using "Andriod" only.
Use "Start Date&Time" and "End Date&Time" fields to separate out opens between specific date and time. Following image demonstrates that filter is set to segment opens between 02/01/16 (12:00 AM) to 04/01/16 (12:00 AM).
If you want to be more specific, you can custom select only one or more campaigns to filter opens from. Tick the checkbox along with the campaign name to select the desired campaign(s). Dropdown will show all currently active campaigns.
All the fields in "Filter Clicks" sections are the same as discussed above for "Filter Opens", apart from the last dropdown which says "Link Clicked". The "Link Clicked" field will help to custom select one or more link from the selected campaign(s) to create a segment of the contacts who clicked only the selected links. This provides great help to recognize the potential buyers, and optimizing the current buyers for cross or up sale.
So work this way to filter "Clicks" as you earlier have learnt to work with "Filter Opens".
Towards the bottom of page "Segments", you will be able to apply filters on custom field/ data fields. Area under "Set Rule" will help to define custom criteria for the data field(s) to separate out particular records. Following are the combinations you can define using three fields under "Set Rules" to set filtered criteria. You can use one rule, or can use combination of multiple rules in one go.
Set Rule: You need to select one preferred option before you start defining data field rules for record segmentation. Here are the two options that the dropdown holds.
It will only segment the records upon matching all the data field(Custom Field) conditions that you will apply.
It will segment the records if any of the applied conditions match.
Figure#2.6.7 shows how you define creating custom rule combinations, adding and removing fields to apply rules.
Upon completing the criteria for segmentation, click "Save Segment" to save the segmented/filtered records.