Create Marketing Pro Segments

Overview

Create segments to hyper-target the list of contacts who receive your marketing content. Segment targeting happens based on attributes about someone or something. Attributes about someone relate to the customer's account or contact, while attributes about something relate to the customer's estimates, services, or properties. You can create segments to acquire new customers or retain existing ones.

Things to know

• You need to have at least one segment archived to go to the Archived tab on the Segments screen.

• The reach for all active segments is recalculated daily so the list of customers tied to the segment is kept up-to-date. The reach is not recalculated for a segment after it's archived.

• All dates related to the segment are in the time zone configured for your account.

• You can use the available merge tags when creating content for a marketing campaign. The data for these merge tags is pulled from the customer data for the segment associated with the campaign. The following data are available from the segmented customer base:        

  • Account data

  • Data for the entity—account, property, estimate, or service—selected within the Primary Segment

Create a segment to retain existing customers

1. Go to the navigation bar and click Marketing .

2. In the side menu, go to Audiences > Retention Segments.

3. On the Retention Segments screen, click Create Segment. 

4. On the Create Segment pop-up that opens, enter a unique Segment Name with at least two characters, then click Create. 

5. In the Segment Inclusion Group, click Add Filter to define your inclusion criteria. 

6. Click Select Attributes and select what type of filters you want to add for the group. Options include:        

   • Attributes about someone: Filters related to the customer's account, such as Account Status or Account Tags.

   • Attributes about something: Filters related to the customer's estimates, services, or properties. 

7. Add inclusion filters to the group. For example, filter for customers with the Due for replacement tag in their Customer Record. 

8. (Optional) Add additional criteria to the group. You can:        

   • Click + And to add criteria that customers must meet in addition to the current criteria to qualify for the segment. 

   • Click + Or within the Segment Group to add criteria that customers can meet instead of the current criteria to qualify.

   • Click + And below the Segment Group to add an additional group of criteria that customers must meet to qualify for the segment. 

9. In the Segment Exclusion Group section, click Add Filter to define the exclusion criteria.

10. When finished, click Save. This saves the criteria and calculates the Reach for the segment.

Example retention segment

You can create segments that target customers based on two types of attributes: attributes about someone and attributes about something.

For example, you could create a segment to target customers who haven't called in the last year. This falls under attributes about someone, as it relates directly to the customer's account.

You can refine the segment further by excluding customers with open estimates or active memberships since these show the customer is engaging with your company. These exclusions fall under attributes about something, as they relate to the customer's estimates and services.

For more segment examples, see View examples of commonly used segments.

Create a segment to acquire new customers

1. Go to the navigation bar and click Marketing .

2. In the side menu, go to Audiences > Acquisition Segments.

3. Click Create Segment > Acquire New Customers.        

   Note: You can only use Acquisition Audiences to acquire new customers through the Direct Mail feature in Marketing Pro.

   

4. In the Create Acquisition Segment pop-up that opens, enter a unique Segment Name with at least two characters then click Create. The Acquisition Audience Builder opens with an interactive map interface of your local service area. This data comes from public and local home assessment records. The Acquisition Audience Builder can help you market more effectively and acquire new customers within your local area. 

5. Select the ZIP codes you want to target in your Service Area by searching for them specifically, or by searching for the city you want to target through your direct mail marketing campaign.        

   Note: You can only filter for up to five zip codes at a time.

6. Add the inclusion and exclusion criteria you want to filter properties by.

7. (Optional) Select Excludes your existing customers from this audience to exclude your existing customers from this segment. This is selected by default.

8. When finished, click Continue.

Acquisition Audience Builder inclusion and exclusion criteria

When creating segments to acquire new customers, you can use the following filters to target properties based on their characteristics. For example, you may want to target properties with a Total Assessed Value greater than $200,000 or properties with a pool.

Want to learn more?

• See Manage Marketing Pro Segments

• See Marketing Pro Segment detail overview

• See Create Pro campaigns