Segmentation by Campaign Activity

You can segment contacts by their activity in campaigns over a certain period of time and send them relevant campaigns.

To activate segmentation by campaign activity, please contact us at support@esputnik.com. After activation, parameters for segmentation will get available in Contact parameters.

Contact parameters

Campaign activity parameters available for segmentation:

  • Send;
  • Delivery;
  • Delivery error;
  • Open;
  • Click;
  • Unsubscribe;
  • Spam.
  •  

Send

Campaign activity available for segmentation

Within Send, you can segment contacts by the following parameters:

  1. Sent: sent messages that equal, are more or less than the specified value.
  2. Message type: channels of sent messages.
  3. Campaign type: all sent bulk or triggered campaigns.
  4. Message language: language of the necessary campaign.
  5. Bulk campaigns: particular sent bulk campaigns by channel.
  6. Triggered campaigns: particular sent triggered campaigns by channel.
  7. Send time: time range within which messages were sent.

Delivery

Campaign activity segmentation

Within Delivery, you can segment contacts by the following parameters:

  1. Delivered: delivered messages that equal, are more or less than the specified value.
  2. Delivery rate, %: delivered messages in percentage that equal, are more or less than the specified value.
  3. Message type: channels of delivered messages.
  4. Campaign type: all delivered bulk or triggered campaigns.
  5. Message language: language of delivered messages.
  6. Bulk campaigns: particular delivered bulk campaigns by channel.
  7. Triggered campaigns: particular delivered triggered campaigns by channel.
  8. Delivery time: time range within which messages were delivered.

Delivery error

Parameters for segmentation by campaign activity

Within Delivery error, you can segment contacts by the following parameters:

  1. Delivered: delivery errors that equal, are more or less than the specified value.
  2. Message type: channels of messages with delivery errors.
  3. Campaign type: all bulk or triggered campaigns with delivery errors.
  4. Message language: language of messages delivered with errors.
  5. Bulk campaigns: particular bulk campaigns with delivery errors by channel.
  6. Triggered campaigns: particular triggered campaigns with delivery errors by channel.
  7. Delivery error time: time range within which messages were delivered with errors.

Open

Parameters for segmentation

Within Open, you can segment contacts by the following parameters:

  1. Opened: opened messages that equal, are more or less than the specified value.
  2. Open rate, %: opened messages in percentage that equal, are more or less than the specified value.
  3. Time between send and open: time period between send and open that equals, is more or less than the specified value.
  4. Message type: channels of opened messages.
  5. Campaign type: all opened bulk or triggered campaigns.
  6. Message language: language of opened messages.
  7. Bulk campaigns: particular opened bulk campaigns by channel.
  8. Triggered campaigns: particular opened triggered campaigns by channel.
  9. Open time: time range within which messages were opened.

Click

Segments by campaign activity

Within Click, you can segment contacts by the following parameters:

  1. Clicked: clicked messages that equal, are more or less than the specified value.
  2. CTOR: Click-to-Open Rate that equals, is more or less than the specified value.
  3. CTR: Click-Through Rate that equals, is more or less than the specified value.
  4. Message type: channels of clicked messages.
  5. Campaign type: all clicked bulk or triggered campaigns.
  6. Message language: language of clicked messages.
  7. Bulk campaigns: particular clicked bulk campaigns by channel.
  8. Triggered campaigns: particular clicked triggered campaigns by channel.
  9. Click time: time range within which messages were clicked.
  10. URL link: number of clicks on a certain link. The entered link should fully correspond to the link used in the campaign.

Unsubscribe

How to segment by campaign activity

Within Unsubscribe, you can segment contacts by the following parameters:

  1. Reason: unsubscribe reasons. You can copy unsubscribe reasons from the corresponding analytics in Campaigns > Unsubscribe reasons.
  2. Campaign type: all bulk or triggered campaigns recipients unsubscribed from.
  3. Message language: language of messages recipients unsubscribed from.
  4. Bulk campaigns: particular bulk campaigns by channel recipients unsubscribed from.
  5. Triggered campaigns: particular triggered campaigns by channel recipients unsubscribed from.
  6. Unsubscribe time: time range within which recipients unsubscribed from campaigns.

Spam

Segmentation by Campaign Activity

Within Spam, you can segment contacts by the following parameters:

  1. Spam: spam reports that equal, are more or less than the specified value.
  2. Campaign type: all bulk or triggered campaigns that were reported as spam.
  3. Message language: language of messages that were reported as spam.
  4. Bulk campaigns: particular bulk campaigns by channel that were reported as spam.
  5. Triggered campaigns: particular triggered campaigns by channel that were reported as spam.
  6. Spam time: time range within which recipients unsubscribed from campaigns.

Examples of Segmentation by Campaign Activity

Segmentation of VIP contacts who haven't received important information

You send bulk campaigns to all contacts, paying and nonpaying. At the same time you know that paying customers have big order values, so each is valuable to your business.

To make sure all paying customers have received the campaign with important information, segment contacts by delivery error, sort out the paying based on data from CRM, and transfer them to the call center. The same can be done for a segment of contacts who received the campaign but didn’t open it.

Segmentation of engaged subscribers to increase the campaign frequency

You can segment contacts who, for example, have opened more than 50% of your campaigns in the last month. Since they’re likely to be interested in your offers, you can increase the send volume. This process can be automated: in the workflow, add a condition under which only engaged contacts will receive campaigns with increased frequency. As soon as the contact campaign activity falls below the specified open rate, they get automatically excluded from the segment and start receiving campaigns at normal frequency.

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