In the article “ 16 parameters for subscriber base segmentation, ” we talked about signs that can unite groups of subscribers. It’s time to learn how to move to a new level of segmentation using custom fields.
Unlike a tag, a custom field has not only a name, but also a meaning according to which filters can be created. This may be a certain age, date of purchase, actions on the site. The beauty of custom fields is that they can be assigned either manually, when loading the database, or automatically, when importing contacts and data from CRM . In the future, these data can be used for segmentation.
By the way, segmentation is an integral part of marketing automation .
Step 1. Create custom fields
In the Contacts menu, go to the Custom Fields section and select Add Custom Fields .
Here we enter the name of the field – you can use uppercase Latin letters, numbers and underscores. We select the type of stored data – the main ones: date, number, text, and also the display format – the most universal – “text string”.Field The value of the field can be left blank. Most often it makes sense to tick the “Do not show this custom field to contacts. I need it for official purposes. ”
Different data types are needed to perform different operations with fields: for example, when segmenting by a numeric field, you can use the operators “more”, “less”, “greater or equal”, and in the field “date” – “before”, “after” , “Certain date”.
Numeric fields are suitable for storing information about the amount of purchases made, the number of products purchased, the date for birthdays, the date of the last purchase, a visit or the expiration of the contract. Text fields are for everything else.
Important: after creating a field, changing its name, type and format is no longer possible.
Step 2. Import contacts with custom fields
In the file with contacts, each custom field corresponds to a separate column. In the columns can be both different (age, city, amount of purchases), and the same data for each subscriber.
In the second stage of the import, we specify custom fields for data from different columns. You can also select data that will not be imported:
In this case, the city will go to the field of the same name, and we will save the value from the “segment” column in the Comment field. Further steps are no different from importing without custom fields.
Step 3. Create segments
To create a segment, you need to go to the segmentation panel. To do this, go to the Contacts menu , select Search and click the Add condition link . On the panel we indicate the conditions we need: you can filter subscribers by different campaigns, subscription dates, activity in letters. But we are interested in custom fields.
Add a condition Custom field , select the desired field (“Comment” – comment, “City” – city) and match type (“is”, “is not”, “contains” and others for text fields), click the Apply button . In response to this action, a list of subscribers matching the condition is displayed.
Next, follow the link Save as a selection , specify the name. Now the segment can be used when sending.
Important: Segments are dynamic samples and subscribers who fall under their conditions are automatically added to them, regardless of when they began to meet the conditions of the segment – before it is created or after.
Step 4. Sending a mailing to a segment
Here, everything is the same as when sending to the list, but we tick the name of the desired segment in the item Select saved selections :
Custom fields allow you to come to more subtle segmentation, which will help automate processes and create personalized campaigns for different groups of subscribers. Using this instruction, you can easily create subscriber segments within GetResponse.