Refine your target groups with the Flexmail segmentation

Would you like to email your contacts with relevant information? If so, segmentation is an essential part of your strategy. In this new playbook you'll learn how to divide your contacts in specific target groups with the Flexmail segmentation.

What is segmentation?

Contacts are different from each other. They have different needs and interests, and can respond differently to your communication. To respond accordingly, you need to seperate your lists into smaller groups. By using the segmentation, you can group contacts with similar characteristics into smaller segments. That way, you can better target different groups.

On what can you segment?

The characteristics on which you're going to segment can be chosen in several ways. You can segment on geographic or demographic characteristics or based on interest. Below you'll find some examples:
  • Age
  • Country/ city/ province
  • Sex
  • Phase in life (student, looking for a job, working, retired)
  • Interest (clicking behavior or preferences)
  • Profiles (loyalty, frequency)
Of course these are just examples. It all depends on which target groups you want to address. Someone of 25 wants to be treated differently than someone who is 65. And you maybe want to offer a long-time customer different content or benefits than someone who made a purchase last week. It's important to determine which new target groups could be interesting for the success of your business before you start segmenting.

How can you set your own segmentation?

To create a new segmentation, you first go to Contacts. Next you choose the list you want to segment. Click on the gear and next on ‘Segment list’.

Now you see a new screen. Here, you're going to set your segmentation.

The settings

Segmentatie instellingen

In the first field you need to fill in the name of the new list. Below, you choose the language of the new list and the type of list you wish to create with your segmentation.

Static or dynamic lists

When you're creating a new segmentation, you need to choose between a static main list or a dynamic sub list.

With a static main list you're creating a one-time segmenation. The new list will be saved as a mailing list in the category you've chosen. Changes to contacts in the original list won't have any consequences for the new static main list.

With a dynamic sub list there is a real time connection between the original mailing list and the dynamic sub list. The new sublist will be subordinate to the original list.  Changes to contacts that are made in the original list also apply to the dynamic sub mailing list.

If you also wish to add separate settings, you can use the advanced settings.

The segmentation

Once you've chosen your settings, you can create the segmenation.

With Trigger you need to choose if you want to segment on a contact field, or on an interest group.

Contact field

With a contact field, you need to choose the field. With "Function" you need to choose if you want to check for the exact content of the field, or a part of the content or the value in the field. Next, you need to fill in the value of that field.

Interest group

For an interest group you first need to determine on which group you want to check. With Function you choose if the contast should be a member of the interest group, and if you want how many times they had to click on a link to be accepted to the segmentation.

Working with different triggers

By clicking on the plus icon you can use multiple triggers in one segmenation. A new value will be added: the operator. You can choose between AND and OR. With the AND operator the contacts needs to meet both the triggers to become a member of the segmentation.
With the OR operator one of both triggers is enough.

Pay attention if you're working with more than 2 triggers. In that case the order of execution becomes important. You can use brackets. The example below explains it:

By adding the brackets, Flexmail will first check if a contact lives in Belgium or The Netherlands. Next, to contact should also be a member of the interest group Promotions to be added to the new segment.

Number of contacts

At the bottom of the screen Flexmail will calculate the number of contacts automatically. While adding new triggers, you can always check the final number of contacts when you click on it.

Segmentation on multiple levels

Besides segmenting a list, you can also segment a sub list. That way, you can further divide an exesting segment into more specific target groups. In certain situations you would for example mail to your entire English customer base, while for certain specific promotions, you only want to mail to English contact who've shown interest to a specific product group. In the example below, we've started with the situation of a wholesaler.

By further exploring specific segments you can send a different communication to contacts with specific characteristics in one segment.

Let's get started!

How can you use segmentation for your company? How can you target your message to specific segments in your list? Of course it's important that you have the necessary data. Check which information you have about your contacts and how you can use that for targeted email communication.


Would you like to make your email communication more efficient with segmentation or personalisation? Have a look at the personalization and targeting categories on our blog!