Standard segmentation fields

When you create a list, you’ll have the option to add Heyloyalty’s standard fields, which you can use to create segments.

Below is a description of what each of the standard segmentation fields means. The fields are: automations, campaigns, created, open rate, emails sent, text messages sent, email status, mobile status, updated, email, gender, birthday, first name, last name, mobile number, address, ZIP code, city, country, reference, store, and age.

Note: Some segmentation options may not be visible to you. This depends on which fields you selected when you created your list.

Automations

This field concerns the automations you have set up under the Automations menu item. Here, you can segment those who have received an email in your flow (“Has/have been received”) or those who have not received it (“Has/have not been received”). You can target those who have opened or not opened the email in the flow (“Has/have been opened”/“Has/have not been opened”). In addition, you can segment based on whether the member has clicked (“Has/have been clicked”) or not (“Has/have not been clicked”).

Campaigns

Here, you can segment by sent campaigns that “Has/have been received,” “Has/have not been received,” “Has/have been opened,” or “Has/have not been opened.” You can also select contacts who have clicked (“Has/have been clicked”) or not clicked (“Has/have not been clicked”) the campaigns.

Created

This segmentation option refers to the date the contact was created. If you select “Is later than,” you’ll segment by all contacts created after the selected date. The same applies to “Is later than or equal to,” but in this case, it includes the selected date (e.g., on or after February 28, 2014). With “Is before,” you select those who signed up before the selected date. The same applies to “Is before or equal to,” but here it also includes the selected date (e.g., on or before February 28, 2014).

Open rate

Here, you segment by the percentage of your campaigns that contacts open. Enter the desired percentage in the box on the right (without the %). For example, it could be “50.” With “Similar to,” you can segment by everyone who has opened 50% of your campaigns; with “Not similar to,” you can select those who have opened either less than or more than 50%. If you select “Greater than,” it includes all contacts who have opened more than 50%. The same applies to “Greater than or equal to,” except that it also includes those who have opened exactly 50%. “Less than” includes all contacts who have opened at a rate below 50%, while “Less than or equal to” includes contacts on the list with an open rate of 50% or lower.

Sent emails and text messages

Here, you can segment based on how many campaigns you’ve sent to your contacts. Enter the number in the box on the right. For example, it could be “10.” If you then select “Similar to,” you’ll get everyone who has received exactly 10 campaigns. “Not similar to” includes everyone who has received any number of campaigns other than 10. “Greater than” refers to anything over 10; the same applies to “Greater than or equal to,” except that you’ll also get the contacts who have received exactly 10. “Less than” includes all those who have received fewer than 10 campaigns, while “Less than or equal to” includes those who have received 10 or fewer.

Email status

Here you can see the status of your contacts’ email addresses. It can be “Active” (meaning they receive your emails), “Soft bounce” (the contact’s address is temporarily blocked), “Hard bounce” (the member’s address is blocked) or “Spam complaint” (contacts who have marked you as spam in their email client). Select “Status email” in the “Field” dropdown and “Has/have selected one of” under “Operator,” and then choose the status you want to segment by in the last field.

Mobile status

This is about whether your text messages reach the contact. With “Has/have selected one of” and “Active,” you segment all those whose cell phone numbers are active (they receive your text messages)—if you switch to “Has/have not selected,” you select everyone else who hasn’t received anything. With “Has/have selected one of” and “Bounce,” you select those who—for various reasons—do not receive your text messages. If you switch to “Has/have not selected,” you select the contacts whose text messages have not bounced.

Updated

This option is based on the date on which each contact updated their information. You can select “Is later than” to filter contacts who updated their information after the selected date. The same principle applies to “Is later than or equal to,” but here the date is included (e.g., on or after March 1, 2014). With “Is before,” it’s the exact opposite: here you select contacts who updated their information before the selected date. You do the same with “Is before or equal to,” but the difference is that it includes the selected date.

Email

Choose to segment by members’ email addresses. You can then select a specific email address (“Similar to”) or exclude that exact address and select all others (“Not similar to”). You can also segment by email addresses that are “Starting with” or “Ending with” a specific value (e.g., “Hans” or “@loyalitetsbureauet.dk”). You can select “Contains” or “Does not contain” (e.g., “hotmail”), and with the last options, “Is/are empty”/“Is/are not empty,” you select contacts based on whether you have their email address. Then, if you have their cell phone numbers, you can, for example, send a text message asking them for their email address.

Gender

For example, you can select all the men on the list by choosing “Has/have selected one of” and “Male”—and vice versa by selecting “Female.” If you select “Has/have not selected” and “Male,” you’ll send the message to all the women and to anyone who hasn’t specified their gender—and vice versa if you select “Female.”

Date of birth

Here, you can segment your contacts by age. You can select everyone born after the date you choose in the field (“Is later than”)—the same applies to “Is later than or equal to,” but in this case, the selected date is included. You can select everyone born before a specific date (“Is before”)—you can also do this with “Is before or equal to,” but in this case, it includes the date you select.

First name and last name

When you want to segment by the contact’s first or last name, you can, for example, select everyone on the list named “Maria” (“Similar to”) or everyone named anything other than “Maria” (“Not similar to”). You can also select those whose name starts with “M” (“Starting with”), ends with “e” (“Ending with”), or does or does not contain “M” (“Contains”/“Does not contain”). With the last options (“Is/are empty”/“Is/are not empty”), you indicate whether you have the member’s name, so you can, for example, select everyone on the list whose name you don’t have.

Mobile phone number

If you enter a complete cell phone number in the box on the right and select (“Similar to”), you can select everyone on the list with exactly that number, or you can choose (“Not similar to”) to select everyone else. You can also select numbers that start with (“Starting with”) or end with (“Ending with”) specific digits, and you can select numbers that contain (“Contains”) or do not contain (“Does not contain”) specific digits, such as “45.” With (“Is/are empty”), you select those who haven’t entered a cell phone number, and with (“Is/are not empty”), you select all those who have entered a number.

Address

Write the desired address in the box on the right. If you choose (“Similar to”), you will get everyone at that address. With (“Not similar to”), you get everyone who does not have that address. You can also segment by addresses that start or end with the text you entered (“Starting with”/“Ending with”) or that contain or do not contain parts of an address (“Contains”/“Does not contain”). With (“Is/are empty”), you select those who have not provided an address, and with (“Is/are not empty”), everyone who has provided an address.

ZIP code and city

Filter members by geographic location by entering a ZIP code or city in the box on the right. For example, if you enter “8000” or “Aarhus,” you can select those who live there (“Similar to”) or those who do not live there (“Not similar to”). You can enter the beginning or end of a ZIP code or city and select those whose ZIP code or city starts with (“Starting with”) or ends with (“Ending with”) the specified value. You can also enter parts of a ZIP code or city and select those whose ZIP code or city “Contains” or “Does not contain” the specified text. With (“Is/are empty”), you select those who haven’t provided a ZIP code or city, and with (“Is/are not empty”), you select all those who have provided one.

Country

In the dropdown menu, you’ll find all countries. Select the one you want to segment by—for example, “Denmark.” If you then select “Has/have selected one of,” you’ll add everyone on the list who resides in Denmark to your new segment. If you select “Has/have not selected,” the segment will include everyone other than those who have specified Denmark as their country. The same principle applies to all other countries.

Reference

If you have created membership numbers for your members, you can write a number (or part of it) in the box on the right. You can then segment by everyone whose number matches (“Similar to”) or does not match (“Not similar to”) it. You can select those whose membership number starts with (“Starting with”) or ends with (“Ending with”) the number. You can also pick out members whose numbers contain or do not contain (“Contains”/“Does not contain”) the specified number. If you choose (“Is/are empty”), you select those who have no reference—and vice versa with (“Is/are not empty”).
Reference: This is the current reference, and it always shows the most recent one assigned to the member.
Reference (history): These are all reference values that have been saved for the member.
Reference (date): This is the time a reference was created. It consists of a date and a time.

You can combine the fields listed above into segments as needed.

Retail center

The stores you have created will be visible in the box on the right. If you select the desired store and “Has/have selected one of,” you will select the members who have chosen that store. The “Has/have not selected” option shows those who have specified a store other than the one you selected in the box.

Read about Retail Center here.

Age

It’s also possible to segment by your members’ age, provided you’ve created a birthday field in your list. Here, you can select (“Is/are exactly”) and enter 40, for example. This will show you all your 40-year-old members. If you select (“Is/are not”), you’ll select everyone except those who are 40. You can also choose “Is/are older than” or “Is/are under,” which means you can select, respectively, all those who are older than 40 or all those who are younger than 40. If you select (“Is/are at least”) or (“Is/are max.”), the principle is the same, except that the selected number (in this case, 40) is included in the segment. With this segmentation option, you can, for example, set up age ranges by selecting members whose age (“Is/are at least”) 30 and (“Is/are max.”) 40. This way, you’ll create a segment that lets you send messages to all your members between the ages of 30 and 40.

You’re now ready to segment using Heyloyalty’s standard fields

You now have an overview of the standard fields you can use to segment your contacts in Heyloyalty. By combining these fields, you can tailor your communication and send more relevant emails to different groups of contacts.

The next step is to turn these opportunities into specific segments. In the Simple segmentation guide, you can see how to create and set up a segment in Heyloyalty.

Experiment with different criteria and combinations to find the segments that make the most sense for your communication and your contacts.

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