Segmenting your audience is key to delivering relevant and personalized messages. In Delivra, you can build segments using a variety of contact data and behavioral insights. These segments define the audience groups for your email or SMS campaigns, enabling smarter targeting and engagement.
Each segment is built using one or more clauses, which are the rules that determine who is included in the group. Clauses are categorized into four main types:
Use this type to group contacts based on how they’ve interacted with your campaigns. Common behaviors include:
Opens
Clicks
Views (available with Clickstream integration)
Engagement Score
This is especially helpful for targeting active or inactive contacts based on specific behaviors over time.
This type targets membership within internal categories or system-defined groups, such as:
Belonging (or not belonging) to a specific contact category
Administrative role in the platform
Use this when internal classification is part of your communication strategy.
Leverage any data stored in a contact’s profile, including:
Geographic location (e.g., state or country)
Demographics (e.g., job title or age)
Preferences and custom fields
This is often used for dynamic personalization and segmentation based on declared data.
If Clickstream tracking is enabled in your account, additional behavior-based clauses will appear in the Actions section. These include more advanced website behavior data such as:
Page views on your site
Session duration
Specific content interactions
This deepens behavioral segmentation beyond email, enabling a more complete picture of a contact’s digital activity.
Combine clause types for precise targeting (e.g., engagement score + geography).
Use exclusions to narrow focus—e.g., exclude contacts already in another campaign.
Regularly refresh segments to keep your targeting relevant and timely.
Test segment performance by comparing campaign results between different segment groups.
Winback Campaign: Use Score clauses to target contacts with low engagement scores.
Location-Based Promo: Use Contact Fields to create a segment of subscribers in a specific state or region.
Behavioral Follow-Up: Use Actions to target contacts who clicked a specific link in your last email.
Internal Team Notices: Use Group clauses to message only system administrators.
The segmentation feature is available on all plan levels with additional clause types and integrations (like Clickstream) becoming more impactful on higher-tier plans.