Our advanced segmentation tool takes basic audience segmentation to the next level. Create complex segments that combine both any and all logic in a single segment, and target your campaign content to specific sets of contacts.
In this article, you'll learn how advanced segments work and what you can do with them.
Advanced segments aren't available in automated campaigns.
How advanced audience segments work
Advanced segments are similar to basic segments, but you'll find more depth to the logic and structure of advanced segments. While basic segments help you find contacts with simple, straight-forward logic, advanced segments provide complex controls, so you can target contacts on a more granular level.
Advanced segmentation can help you streamline how you filter contacts and test your campaigns. With advanced segmentation, you can add a set of nested conditions that allow for different combinations of data you’ve collected—like purchase activity, gender, age range, and more.
For example, instead of sending two campaigns to two basic segments, you can send a single campaign to one advanced segment that includes all the same contacts.
When you combine any/all logic in a single segment, you're able to include contacts who meet significantly different conditions. There's no limit to the number of conditions in an advanced segment, but the process may slow down as you add more criteria.
Advanced segmentation is a powerful tool for when you need to build complex relationships to filter your contacts. But if you don't need as many options to find the contacts you're looking for, create a basic segment instead. Take a look at our Getting Started With Segments article to learn more.
Advanced segmentation logic
Advanced segments combine individual conditions to sort contacts in nested groups. A top-level condition is required, and shares its logic with groups that follow it. Secondary logic can be applied to the conditions inside each group, but each group is taken as a whole, and weighted equally.
The condition types available in advanced segmentation are slightly different from basic audience segmentation, so the uses and combinations vary also. The data available in the audience you're working with determines which conditions are available to you.
When you choose your segment conditions, you'll see these options.
Email marketing status
A contact's email marketing status tells you what their relationship is to your email marketing campaigns with parameters such as subscribed, unsubscribed, non-subscribed or cleaned. All advanced segments include this condition.
-How your contacts are tagged
Filter by a saved tag.
Personal details about your contacts
This category contains conditions based on a variety of data about your contacts, including email address, email client, info changed in the contact profile, language, contact rating, VIP status, email marketing engagement, predicted gender and age range, and website engagement.
If you've connected your online store, you can segment by purchase activity, such as timeframe, campaign, store, product, product category, and total spent.
What your contacts have done
Segment based on your contacts’ email campaign activity, such as whether or not an email campaign was sent, opened, replied to, or clicked.
Email marketing engagement
Segment your contacts based on how they interact with your email campaigns. We take that activity, compare it to how long they’ve been in your audience, and classify them on an engagement scale like new, rarely, sometimes, or often.
Customer lifetime value
Segment your contacts based on how much they are likely to spend in your store.
If you’ve added custom events through the API, you can segment based on if and when an event occurred, as well as specific event properties.
If you've enabled tracking for a published website, you can segment based on if and when a page visit occurred.