Segment inclusion simplifies the way you create segments in CrossEngage by allowing you to reuse existing conditions and build on top of them. You can include segments with broader characteristics as a default audience and use it as a baseline. You can then drill down on this default audience by adding further characteristics that are important for user targeting.
In order to add an existing segment to the list of conditions, please follow the steps below. Please be aware that you need to have at least one existing segment to use the feature.
Enter your existing segment or create a new one
Click on “Add Segment” in the segment builder and choose the audience that should be the base for the segment you are currently creating
Once selected, click on “Add” on the right hand side of the dropdown
Apply segment conditions from the “Add conditions” block as before
Possible combinations of data with included segments
By combining multiple existing segments, you can either reach users that belong to all of the added segments (segment overlap) or exclude one group of users from another (exclusion of characteristics & past events).
For more precise targeting, you can pick two or more pre-built segments. Only audiences that share the characteristics of all included segments will be qualified for the campaign.
Exclusion of characteristics & past events
You can build a target group that does not possess certain characteristics or has not performed a specific action. Depending on available data, you can implement this in several different ways:
True/False fields: Data fields of boolean type allow you to select whether the entered value applies to a user (“true”) or not (“false”). Choose “false” if you want specific user information to be excluded.
Status fields: Your customers and their orders may be assigned to certain statuses. Providing “active” and “inactive” options is one of the most common examples. Should you, for example, want to target inactive customers, select the “inactive” status in the segment condition.
Exclusion of available options: Find out what available values you can use and define those you are not looking for by selecting the “unequals” operator in the segment condition. For example, if you’d like to reach all customers that live outside of Berlin, build a segment where the value for a user’s city does not equal “Berlin”.
Event history: Should you want to target users who have not reacted to a message or visited your website in a while, set the number of occurrences for this event to “0” and choose a specific timeframe if needed.
Common applications of the segment inclusion functionality
Optimization of RFM segment building
You can build base segments for users with each RFM score. With this in mind, you can include the date of their last order (Recency), purchase recurrence (Frequency), and total amount spent on purchases (Monetary Value). Once you have all three parameters in one place, you can add additional conditions to make targeting even more precise.
If you want to learn more about the RFM model and its automation in CrossEngage, please see the article here.
Management of business units, locales and languages
Divide users into business units, by adding all characteristics for each BU to the segment and add other conditions on top of it. This can help you save time, for example, when building multiple campaigns for Dutch-speaking Belgian users.
Opt-out management and blacklist
Create a segment that includes all subscribed users and excludes any blacklisted ones. Combine this segment with additional conditions to ensure that no matter what message you are sending, only customers who accept marketing communication from your brand can receive it.
More information about the management of marketing permissions can be found here.