About Advanced Segmentation

Our advanced segmentation tool takes basic audience segmentation to the next level. Create complex segments that can combine 'and' and 'or' logic in a single segment. Use your segment to target your email content to specific sets of contacts.

In this article, you'll learn how advanced segments work and what you can do with them.

Things to know

• Advanced segmentation is included with the Standard plan or higher.
• Advanced segments aren't available in automations.

How advanced audience segments work

Advanced segments are similar to regular 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.

Here are the differences between segment types.

What you can do with advanced segmentation

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 2 emails to 2 regular segments, you can send a single email to 1 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.

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.

Read our article on advanced segmentation logic to learn how to construct your segments and view examples of advanced segments.

Segmentation options

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/SMS 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.
• E-commerce activity
  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.
• App engagement
  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.
• Website engagement
  If you've enabled tracking for a published website, you can segment based on if and when a page visit occurred.

To learn more about the conditions listed here, take a look at All the Segmenting Options.