Segmenting your broadcast recipients

Ometria’s broadcast campaign builder allows you to create multiple custom variants of a single broadcast campaign in one place (including split tests).

As you add variants, the segments cascade down and right across the screen, like a waterfall:

This means you can segment your recipients in the campaign itself, rather than creating segments separately in the segment explorer.

Mutual exclusivity is ensured, meaning that a contact cannot appear in more than one variant.

See also: Excluding multiple segments from broadcast campaigns

Navigation

Go to: Campaigns > Broadcast campaigns > click Create new campaign > Recipients tab

Set up your basic recipient information (starting contacts, exclude contacts etc.) and apply a blueprint if you like.

Now you can start segmenting your broadcast recipients.

See:

• Adding new broadcast variants
• Split test with winner
• Estimate broadcast audience

Broadcast segmentation examples

Send variants based on gender

Use the broadcast builder to create variants based on the gender of your recipients:

• Men
• Women
• NB/other

Add a segment tile for each gender; men, women and ‘other’ (or non-binary/NB).

Add split tests as you like, and name each tile as you go.

Once you’re happy with your variants, move on to the Content tab:

Your variants display as tabs at the top of the screen and you can customise each template as you go.

Send to customers based on purchase behaviour and country location

Target your campaign at customers who have purchased specific brands, and then further segment them based on their country, e.g. UK, France, US.

Set up your first segment as follows:

• Everyone who match all of these blocks
• + ADD CONDITION > Purchase Activity: Has placed an order that matches…
• + ADD CONDITION > Order includes product with attribute > Which is one of: Category

Select your attributes (i.e. brands to include).

Click Apply filter.

Create another segment for another brand by duplicating the first segment and apply that too:

You now have two customer segments which display as tiles.

Start segmenting by country.

Select the + icon to the right of the segment and filter based on the following:

• Everyone who match all of these blocks
• + ADD CONDITION > Customer Attributes: Is from country which is: UK

Name this segment then select the + icon below that and repeat for as many countries as you like:

Any contacts who purchased from your selected brand and were from the UK will enter the first variant. Those from France in the second, etc, etc.

Repeat this segmentation for your second brand, then add split tests if you like:

Once you’re happy with your segmentation and your splits, Save and continue to the Content tab.

Schedule variants to send at different times

When you use the Campaign settings tab to schedule, this time applies to all of your variants by default.

You can schedule different variants to send at different times by selecting each variant tab and setting the time as required.

Use the Review tab to confirm your timings per segment.