How to Create a Customer Segment

Not all customers behave the same... and looking at averages can hide what is really driving your business. Segmentation lets you break your customer base into meaningful groups, compare how they perform, and activate those groups in your marketing channels.

With RetentionX's powerful segment builder, you can define exactly which shoppers belong in each group; from customer characteristics and purchase behavior to advanced behavioral sequences.

How to Create Segments

Segments are groups of customers defined by a set of conditions. To create a new segment, navigate to Customer Segments in the navigation bar:

1. Click + New Segment.

2. Decide whether you want to create a dynamic or static segment:

   Dynamic segment: Updates daily. Customers are added or removed as they start or stop meeting the segment conditions. Static segment: Creates a fixed list of customers that does not change after the segment is created. Learn more here.

3. Give your segment a name under which it will appear in your account.

4. Use the segment builder to define who should be included by adding one or more conditions.

5. Decide whether you want to enable analytics for this group of customers.

6. Click Create Segment to start populating your segment.

You can quickly create a new segment based on an existing one by selecting Duplicate from the … menu in the segment overview.

Segment Conditions

When building a segment, you can use the following types of conditions:

• Customers who did: Identifies customers based on actions they performed.
  
   

• Customers who have: Identifies customers based on properties attached to their profile.
  
   

• Customers who are in: Identifies customers who are part of a static segment.
  
   

After selecting a condition type, choose the action or property you want to apply.

Once you have connected your Gorgias and Recharge accounts to RetentionX, you can segment by support- and subscription-related actions as well.

Filtering a Segment Condition

When building a segment around a Customers who did condition, you can filter the action to make the segment more specific. To add a filter:

1. Select Customers who did.

2. Choose an action.

3. Click the filter icon to refine the condition.

4. Choose a property from the dropdown menu.

5. Select an operator and define the value you want to filter on.

Connecting Conditions

Once your segment contains more than one condition, the way you connect those conditions determines who qualifies. RetentionX gives you three ways to connect them:

• AND narrows the segment
• OR widens the segment
• BEFORE / AFTER defines the order in which actions happened

To add another condition, click + and choose the connector you want to use.

AND vs. OR: Same Conditions, Different Reach

AND and OR can connect the exact same conditions, but they produce very different segments.

With AND, a customer must meet every connected condition to qualify.

In the following example, only customers who have placed an order within the last 12 months AND have an LTV of more than $600 will qualify. A customer with an LTV above $600 who has not made a purchase within the last 12 months will not be included.

With OR, a customer only needs to meet one of the connected conditions.

The following example includes customers who have placed an order within the last 12 months OR customers with an LTV greater than $600. This means customers can qualify by meeting either condition—or both.

Using BEFORE and AFTER to Sequence Actions

BEFORE and AFTER are used when both actions must have happened, but the order also matters. With AND, both conditions simply need to be met. With BEFORE or AFTER, RetentionX also checks which action happened first.

For example, if you want to identify customers who bought a full-size product after trying a sample, you can build:

If an action happened multiple times, RetentionX uses the first qualifying occurrence of each action to determine the sequence.

Activating Analytics

Decide whether you'd like to enable the calculation of all reports for the segment. With analytics segments, you can go beyond identifying customers who meet specific segment conditions and creating audiences: you can also view and compare RetentionX reports for each segment.

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