What is the difference between lists and segments
What you will learn
Learn the difference between segments and lists, which are two tools you can use to keep track of your subscribers and contacts. Segmentation is one of the most important aspects of your account. Not only can you get extremely granular with your data, but segmentation is quick, allowing you to immediately use it in your data-driven marketing. Therefore, it is important to understand the difference between sections and lists.
What is list segmentation?
Unlike a traditional subscriber list, its segments are defined by a set of conditions. For example, a segment could include everyone who made a purchase even once, visited your website in the past week, and browsed a specific category or opened a specific email. Segments are dynamic, updated daily and scaled based on customer behavior. They are usually used in three ways:
- To send targeted campaigns
Instead of sending a campaign to your entire newsletter list, you can use a portion of it to send more relevant content. eg, you can contact everyone on your newsletter list who has shown interest in the last 30 days on the list for a specific product/service category. - To enable automated emails
If you want to trigger an automated email process whenever someone meets a set of conditions for the first time (eg they've made exactly one purchase), you can use a segment to trigger a specific process. - For analysis
Since segments are automatically updated in real time, they provide an easy way to see what's happening with your audience. E.g. you can immediately see what is the percentage of your repeat customers or what is the percentage of customers who placed at least 3 orders with a total purchase amount of more than 200 euros. So you will always be sure to have your most important customers close by.
E.g. you can immediately see what is the percentage of your repeat customers or what is the percentage of customers who placed at least 3 orders with a total purchase amount of more than 200 euros. So you will always be sure to have your most important customers close by.
What is an email list?
Unlike dynamic segments, lists are static. They contain anyone who has subscribed to the list and will only increase or decrease when a new user joins or an existing user is removed. As a general best practice, we recommend that you have a single master list (eg a newsletter list) that contains all of your active profiles that have consented to receive marketing communication.
Lists Vs Segments
Lists are a collection of people's email addresses that are grouped together and either manually added by you (be sure to have proof of contact with the email owner) or subscribed via a popup or static form on your website.
Segments are defined by a set of conditions, as explained above, rather than a fixed list of people - a segment will increase as new people qualify and decrease as people no longer meet them
Lists are used to develop an audience that you can then keep in touch with through automated feeds and campaigns.
Segments can be used to help with a variety of additional marketing efforts:
- Clear list
An example, people who have received but not opened your last 20 emails should be separated from the main list you are sending to. Continuing to send emails everywhere can only do harm. - cross sell
Create a segment of people who bought a specific product but haven't bought one or more related products. E.g. someone bought the new iPhone but hasn't bought any related accessories. - Marketing
Create a segment of people who have never purchased from a certain category or visited certain pages on your website. Give them extra incentives to make them customers. - loyalty programs
Create a segment of people who have spent over a certain threshold. Reward them and treat them accordingly as they are your most important customers and under no circumstances should you lose them.
Segments, unlike lists, will automatically refresh from all subscriber profiles in your account based on conditions you set - that's why it's important to limit your segments to a specific list (like your newsletter list of your newsletters) if you are going to send them a campaign email. Otherwise, segments will be pulled from everyone in your account, including people who haven't necessarily opted in to receive marketing messages from you.
Likewise, because segments are dynamic and based on predefined conditions, contacts will only be added to a segment when they match the segment's conditions. Therefore, you cannot manually add subscribers to a segment, but you can do this for a list.
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