Installation & Setup
Segments are used to categorize and group subscribers based on their attributes (first name, last name, country, products they have purchased, etc.) and/or their activities (email opens, link clicks, etc.).
In Oempro, segments are “real-time” generated audience groups. This means, when you can send an email campaign to a segment or browse subscribers of a segment, you always get the up-to-date results.
Segments can be created in two different sections:
- Global Segments: These segments can be created in the admin area. The goal of global segments is to “flag” specific recipients based on attributes and/or activities and re-route the outgoing email to a different delivery server.
- List Segments: These segments can be created by users inside lists. These segments belong to their owner subscriber lists and they can be used for targeting specific group of recipients when sending an email campaign.
In this chapter, we will explain how to create a global segment and why you should use global segments for better email deliverability.
Global Segments and Email Deliverability
When it comes to email deliverability, identifying your active subscribers and using the correct email delivery server for them is crucial. To learn more about how to build an email delivery reputation the right way, please watch the following webinar replay:
By using global segments, you can identify your active and engaged audience and use your primary email delivery server for them. On the other hand, you can use a different email delivery server for your inactive audience. In this way, your primary email delivery server will have always maximized delivery reputation and your emails will be delivered to the inbox.
Most importantly, when a recipient from your inactive audience opens or clicks a link inside your email, they will be a member of your active audience global segment and starting from the next email delivery, emails will be delivered from the primary delivery server.
As mentioned above, the purpose of global segments is to identify the recipient based on global segment rules during the email delivery and re-route the email through the selected delivery server.
We have listed some example (and inspiring) use cases for global segments below:
- Rule: Identify recipients who have a @gmail.com email address and opened at least one email in the last 30 days Action: Utilize “delivery server A” for users of the “test group A” user group. Utilize “delivery server B” for users of the “test group B” user group.
- Rule: Identify recipients who have a @gmail.com email address but haven’t opened any email in the last 30 days Action: Utilize “delivery server C” for users of the “test group A” user group. Utilize “delivery server D” for users of the “test group B” user group.
Creating a New Global Segment
In order to create a global segment, login to the Admin Area and click “Global Segments” link on the drop down menu:
If this is the first time visit to this section, you will see an empty list. Click “Create Global Segment” tab. Give a name to your global segment. For example, you can name it “Active Subscribers” if you are going to target anyone who has opened an email in the last 30 days.
Then choose the rule match type. “All rules” means, “recipients who match all rules in this global segment will be”. “Any rule” means, “recipients who match any rules in this global segment”.
Choose target user groups which you would like to apply this global segment and then choose target delivery server to utilize for subscribes that match rules of this global segment.
As the last step, set rules for matching subscribers and click the “Create Global Segment” button.
As you can see in the below example, we have created a global segment which reroutes outgoing emails of “Default User Group” and “CemHurturk.com” for any subscribers that have a @gmail.com email address and opened at least 1 email in the last 30 days.
You can create as many global segments as you need. These global segments will be applied to their enabled user groups.
Global segment feature is a very expensive feature when it comes to system resource usage. The email delivery speed may decrease and system resource usage (ex: CPU usage) may increase if you have too many global segments with complex rules and a moderate server hardware.
For more complex audience segmentation such as trailing segments or email campaign targeting, please refer to Subscriber List Segments which can be found here.