How Segments and Clauses Work

Each segment is built using one or more clauses, which serve as the rules that determine which contacts are included. These clauses fall into four key categories:

1. Actions

Clauses in this category are based on how contacts interact with your marketing:

• Opens and Clicks
• Engagement Score
• Views (available with Clickstream integration)
• Page visits, session durations, and content interactions (with Clickstream)

Use these clauses to build behavior-driven segments, such as targeting highly engaged contacts or reactivating dormant ones.

2. Contact Fields

These clauses rely on the 90 customizable contact data fields in your account. Fields store data like:

• Geographic location (e.g., state, country)
• Demographics (e.g., age, job title)
• Loyalty scores or purchase history
• Sign-up dates or custom milestones

Field Types and Clause Options:

• Text & Unicode Fields:
  Equal to / Not equal to
  Contains / Does not contain
  Begins with / Ends with
  In / Not in
  Null / Not null

• Date Fields:
  Equal to / Before / After
  At or before / At or after
  Within the past / More than [X] days ago
  Between / Anniversary between
  Null / Not null

• Integer & Decimal Fields:
  Equal to / Not equal to
  Greater than / Less than
  In / Not in
  Null / Not null

Use these to build nuanced filters—like identifying VIP customers by purchase totals or sending birthday messages based on sign-up anniversaries.

3. Groups

Target contacts based on their inclusion in internal or system-managed groups. Examples include:

• Belonging (or not) to a contact category
• Having specific administrative roles

This type is helpful for internal announcements or administrative segmentation.

4. Scoring

Scoring clauses assess a contact’s engagement level, and vary by account tier:

• Standard scoring (Starter)
• Advanced scoring (Professional and Enterprise)

Combine scores with other clauses to build re-engagement or loyalty campaigns.

Best Practices and Tips

• Plan your field usage: With a 90-field limit, prioritize the most meaningful data points for your strategy.
• Use “Null” checks: Spot incomplete records and trigger follow-ups for missing data.
• Leverage “In” and “Not In”: Ideal for multi-value filters like targeting several states at once.
• Combine clause types: For example, pair an engagement score with a contact's location for pinpoint targeting.
• Refresh regularly: Segments should evolve to match new behavior or data changes.
• Exclude strategically: Remove contacts who are already in another workflow or have completed a previous goal.

Practical Use Cases

• Winback Campaigns: Use an Engagement Score clause to reconnect with low-engagement contacts.
• Regional Promotions: Filter by a Text field like “State equals Indiana” for location-based outreach.
• High-Value Offers: Identify VIPs using a Decimal field where “Purchase Total is greater than 100.”
• Profile Completion Requests: Segment contacts with missing data, such as “Phone Number is Null.”
• Internal Admin Notices: Use Group clauses to communicate only with users assigned system roles.

License Requirements

Segmentation is available across all Delivra plan levels. More advanced options, like Clickstream-based clauses and expanded scoring, are available in Professional and Enterprise tiers.

Additional Notes

• All accounts come with 90 contact data fields by default.
• Need to store more data or build relational segments? Reach out to your Customer Success Manager to explore custom tables.
• For integrations with platforms like Zapier, there are no Delivra-specific costs, though Zapier may charge based on your usage tier.
  

If you have any questions or need help building a segment, email our Support team at support@delivra.com and we’ll be happy to help!