Segmentation should be a huge part of your strategy because it addresses each part of today's marketing mantra: send the right message to the right person at the right time.
For that reason, we created the Audience Builder. You are able to query all your data in one tool, build complex audience rules and see the results in real-time.
The audience builder
The audience builder is used throughout the platform for searching contacts, sending messages, saving and recalling audiences, building audience trend reports, as well as filtering results in event dashboards and event data reports.
Audiences are built using one of more rules that enable you to query all the data in your account.
Segmentation and Personalization
Of course segmentation is only one part of the puzzle. The power of Cordial's personalization should not be overlooked because it could actually take the place of segmentation in some situations, reducing the need for unnecessary message clutter.
For example, you could create 2 separate messages each segmented according to gender, male or female, or you could create one message and use Cordial's template syntax (Smarty) to display conditional content based on if the contact is male or female. This example can be further extended to include other contact attributes such as language preferences or purchase history. The more you take advantage of personalization, the less you'll need to rely on segmentation and multiple messages.
The more data, the better
You work hard for the data, so hard for the data! (couldn't resist the Donna Summer reference).
The more data you collect, the more powerful your segmentation (and personalization) can be. Make sure you are capturing all available data points such as contact attributes, events, products and purchases. Learn more about data management and work with your developer to make sure you're capturing as much data as possible!
Some example segmentations you can perform using the audience builder include:
- Job Title
- Education Level
- Past purchases
- Buying frequency
- Birthdays and Anniversaries
- Email type
- Device type
- Cart items
- Browse behavior
The list could go on and on, but you get the point. Let's see the tool in action.