Creating a source segment
Websand is built for data driven marketing, so segmentation is a key feature within the platform. This section explains how to create a source segment, a lead generation segment to manage and understand the locations you’ve collected your data from.
Segment by source
In Websand speak “source” refers to the last place you collected the subscriber information.
So creating a segment based on source will help you to identify your customers based where you collected their data. Be that where they signed up or purchased from you.
The source field is a mandatory within Websand, you’ll always have that information within your platform.
Source based segments are really important to help you understand which sources of acquisition perform the best for you. Not just in terms of number of new customers, but also in terms of the customer lifetime value they generate.
Once you truly understand where your best customers are coming from, you can change your acquisition planning and budget and make sure you sign up only the most fabulous and valuable customers from now on.
Creating your source segment
Step 1: Select the source segment
Select Segment from the Websand Menu and then hit the [+ new segment] button in the top right corner of the screen.
Select Source from segmentation options and that will bring you into the Source Segment screen.
Step 2. Select your Source
Choose the relevant source from the available dropdown list.
The list will only show the source options you’ve processed into Websand. So if you have a new source, you’ll need at least one entry for that source option available for segmentation. (Hint: import a test file with your ‘new’ source and it will be added to the source options)
Step 3. (optional) Select the time frame for the segment
Once you’ve selected your source, you can then filter the segment and make it even more dynamic based on the date the customer or subscriber first signed up.
Signups with that source in the last [number] of days
Signups with that source that have been recorded within a specific date range – between [start date] and [end date].
This is an optional step. If you don’t select a time option, don’t worry. The segment will be created based on the total number of people with the selected source code.
Step 4. Name and create the segment.
Use a name you and your peers can easily understand for your segment, for example – “Sign ups from the Shopify Landing Page”
Click the ‘create’ button to create your segment.
Boom! You’ve just created a new segment to help you manage your audience. From that day forth (until you decide otherwise), your customers will be segmented accordingly.
Step 5: Review the results
See the list of people that meet the criteria of your segment. This will update dynamically based on the behaviour of your customers. Depending on the criteria of the segment you’ve created, as new data is collected, new people will join the segment and others could leave the segment.
What’s next? Here are some options.
Use this segment to power a marketing automation campaign – source is a great segment for Welcome messages, the starting point of any lead generation programme.
Monitor this segment as a measure of business intelligence (keep an eye on the growth or shrinkage).
Combine this segment with another segment and create a ‘super-powered segment’.
Or, you could simply use this segment to send a one off marketing message.
Need help to get started with segmentation?
If you need more help to create customer segmentation or simply want to know more about how we can help you create data driven email programmes that perform off the scale, get in touch.
Email firstname.lastname@example.org or give us a call +44.113.2045925.