What is a Segment?

What is a Segment?

A Segment is a group of users that share similar characteristics. These characteristics are based on your user data—attributes and events. For example, if you track the user attributes "location" and "plan", you can create the following Segments:

• Customers in Lagos – users that have "Lagos" as their "location" attribute.

• Customers in a Pro plan – users that have "Pro" as their "plan" attribute.

• Customers on Pro plan in Lagos – users that have "Lagos" as their "location" attribute and "Pro" as their "plan" attribute.

In other words, you can use users' data to dynamically group them in a meaningful way so you can easily send these groups personalized campaigns.

Some other examples of Segments you can create are "Customers that have not logged in in 30 days", and "Customers that spent over $1,000 this month".

The process of creating a Segment is called Segmentation.

Segments are dynamically managed by Engage. Users are automatically added or removed from a Segment based on changes to their attributes or events. What this also means is that you cannot manually add or remove a user from a Segment. If you want to group users in a way you can manually modify, take a look at Lists.

Use of Segments

Here are some of the importance of Customer Segmentation:

1. Understanding user clusters

Creating Segments gives you an idea of how your users are clustered based on specific events, attributes, or a combination of both. For example, you may want to know what percent of your users performed the event "Sign up" but did not perform the event "Complete their KYC" after 3 days.

2. Sending manual broadcasts to specific groups of users

Once you create a Segment, you can send a broadcast to the Segment. An example use-case would be to create a Segment for customers who have used their virtual card more than 5 times in the last month and send a broadcast with a discount to that Segment.

3. Triggering automated messages

Engage lets you trigger an automated message workflow based on when a user is added or removed from a Segment. We call this Automation. For example, you may want to automatically send a reminder to complete a form if it hasn’t been done after 3 days of signing up. To do this, you can create a Segment for customers who have not performed the "Complete form" event in 3 days. You then create an automation triggered by a user joining that Segment. The automation performs just one action—send an email reminder to complete the form.