Segments - The Basics
Segments let you define targeted outreach to each segment (sub-group of prospects in your campaign) that you create. In the Segment Designer, you can craft a series of Touches catered to each segment: customize the number of Touches, Touch types (new thread, bump email, Salesforce call task) and timing to best target each group of prospects.
New Campaign Default - One Segment
By default, a new campaign will have one segment (the "Catch All" segment) where all prospects receive the same series of touches unless you define additional segments. Click into Segments in the Campaign Builder to add a segment to your campaign.
Segments - Example: SF Blitz campaign
Below we've created an example three segment campaign: Segment 1 (prospects in sales), Segment 2 (prospects in marketing) and Segment 3 (everyone else).
To determine which Segment a prospect is placed in (and which series of Touches a prospect will receive), Sendbloom will try and match each prospect first with Segment 1. If the prospect's Title contains sales, she will receive Segment 1 Templates. If the prospect's Title does not contain sales, Sendbloom will check Segment 2 (Title contains marketing) and add her to Segment 2 if she meets those rules. If a prospect doesn't meet criteria in any defined segments, she will be added to the final "Catch All" segment.
Segment Rules - My Data vs. Sendbloom Data
You can create Segment Rules to define Segments from any prospect data you've uploaded to Sendbloom ("My Data") and additional publicly available data pulled from websites related to the prospect ("Sendbloom Data"). To find Sendbloom Data, we use the domain of the prospect's email to pull standard information found on the company's LinkedIn page ("Company," as labeled when creating a Segment Rule above), the Company's website ("Tech") and the prospect's LinkedIn page ("Person").
Add a Segment
To create a Segment, determine the criteria you’d like to use to define your segment (i.e. job Title contains sales). Click ‘Add segment rule’ and select that merge tag from available tags in My Data or Sendbloom Data (Company, Tech or Person). To finish defining your segment, select 'Choose’ and pick the value(s) to define your segment rule (i.e. contains "sales").
Segment Rule Operators
You can define a Segment Rule with an exact match ("="), partial match ("contains") or relational match for numerical data (">" or "<").
Equals ("=") requires an exact match while "contains" only requires that the keyword is found within the data point for a prospect (i.e. title contains "sales" would include a prospect with Title = Director of Sales, West Coast).
Keywords used for Segment Rules using "contains" are not case sensitive. To add more than one keyword (i.e. Title contains sales or commercial) press Enter after the first keyword (i.e. sales) and add a second keyword "commercial" to the rule.
Stacking Segment Rules
To further define a segment, stack Segment Rules vertically. Prospects must meet all criteria to fall into a Segment with more than one rule. Adding a Segment Rule horizontally defines a new Segment.
Segments to Touches
After you've defined your segments, you're ready to craft a series of tailored emails to each Segment in Touches.