Our Segment Assistant is designed to help you build the perfect segment for your use case, and business. In this article, we'll walk you through how to build a segment designed to serve an Email Capture experience to.
The first decision you need to make is if you want to start with Intent Data, or Visitor Context.
Starting with Intent Data
Starting with Intent Data
Intent Data is the best way to start if you don't already have an idea of the visitors you wish to target.
To start with, you can select which Objective Phase you'd like to target. Those earlier on in their journey, in Engage or Build Intent. Or those later through their journey, in Maintain Intent or Convert.
For an email capture experience, we'd recommend surfacing the experience to visitors in all phases, and using their Behavioural State as a key trigger. However their Phase can be used to help personalise the content of the email capture. For example, those in an earlier Phase may respond better to messaging around 'Staying up to Date', or 'Learn more about our Brand' vs. those in a later Phase where a '10% off your first order', or 'Sign up for price drops / sales' may be more effective.
After you've selected the Phase you'd like to target, you can then choose what the visitors current Intent to Purchase is. Similarly to Phases, you can personalise content based on a visitor's intent. This can be particularly powerful to only giving a 10% off code to those with a higher intent, as your audience size will be smaller, so you'll be more targeted with your discount.
Once you've chosen both of these, you'll then be asked to choose what Behavioural State the visitor is in; Focus, Struggle or Abandon. Those in Focus are progressing as we'd expect, so it may be a segment of visitors you leave alone. However, a 10% off sign up discount with email capture can help to maintain momentum for these visitors. Visitors in Struggle and/or Abandon are perfect to serve your email capture to, to help prevent exit or encourage a future return. You can test the creative and messaging between these two states as well. Those in Abandon may need a stronger message than those in Struggle.
You've now got the perfect base segment for your email capture use case. However, you might want to add more visitor context to it, such as;
Page Info; is the visitor on a specific page (do you just want this to fire on PDPs?), or shopping on a specific category (you may wish to personalise the email capture content based on this).
Marketing Source; to help you personalise content of the email capture.
Product & Page Affinities; you may want to serve visitors a specific email capture if they have an affinity to a specific product. For example; if a customer has an affinity to a product, your email capture could be a product reminder to 'Save their Product'.
Buying Stage; you can add additional Intent Buying Stage context of a visitor to show an email capture to. For example, if your email capture includes a 10% off, you may wish to only serve it to those who are in Evaluating onwards.
Starting with Visitor Context
Starting with Visitor Context
Visitor Context is useful if you already know something around where you want the experience to fire, and who you want it to fire to.
You'll first be asked what visitor context you'd like to start with;
Page Info; is the visitor on a specific page (do you just want this to fire on PDPs?), or shopping on a specific category (you may wish to personalise the email capture content based on this).
Marketing Source; to help you personalise content of the email capture.
Product & Page Affinities; you may want to serve email captures specific to a category, brand, or even individual product. Or, just to visitors have an affinity to a specific product. For example; if a customer has an affinity to a product, your email capture could be a product reminder to 'Save their Product'. More information on affinities can be found here.
Buying Stage; you can start with Intent Buying Stage context to personalise the type of email capture a visitor sees, or who to show it to. For example, if your email capture includes a 10% off, you may wish to only serve it to those who are in Evaluating onwards.
After selecting your context, you'll then move to choosing which Objective Phase the visitor is in. Visitors earlier on in their journey, in Engage or Build Intent. Or those later through their journey, in Maintain Intent or Convert.
For an email capture experience, we'd recommend surfacing the experience to visitors in all phases, and using their Behavioural State as a key trigger. However the Phase can be used to help personalise the content of the email capture. For example, those in an earlier Phase may respond better to messaging around 'Staying up to Date', or 'Learn more about our Brand' vs. those in a later phase where a '10% off your first order', or 'Sign up for price drops / sales' may be more effective.
After you've selected the Phase you'd like to target, you can then choose what the visitors current Intent to Purchase is. Similarly to Phases, you can personalise content based on a visitor's intent. This can be particularly powerful to only giving a 10% off code to those with a higher intent, as your audience size will be smaller, so you'll be more targeted with your discount.
Finally, you'll be asked to choose which Behavioural State the visitor is in; Focus, Struggle or Abandon. Those in Focus are progressing as we'd expect, so it may be a segment of visitors you leave alone. However, a 10% off sign up discount with email capture can help to maintain momentum for these visitors. Visitors in Struggle and/or Abandon are perfect to serve your email capture to, to help prevent exit or encourage a future return. You can test the creative and messaging between these two states as well. Those in Abandon may need a stronger message than those in Struggle.
As you change any of the conditions within your segment, you can look at the Audience Estimator on the right hand side to understand the visitor group you are targeting.