Using advanced segmentation in your contact lists

AND: Contacts will be pulled into the segment if they match all your criteria simultaneously.
Example: Contacts who purchased more than 3 times AND clicked through any promo email in the last 30 days.
OR: Contacts will be pulled into the segment if they match only one of your criteria.
Example: Contacts who clicked through email X OR visited the webpage for product Z.

You can apply AND or OR:

when adding a criterion to your segment.
when creating groups of criteria in your segment.

Use cases

Engaging frequent shoppers
- Goal: Sending a special offer to customers who purchase often and actively interact with your emails.
- How to do it:
  - Condition: Purchased more than 3 times AND clicked through promo emails in the last 30 days.
- How it works: The AND condition ensures your offer will be sent to people meeting both criteria: loyal shoppers who have shown engagement recently (ie. a high-converting audience).

Winning back sleeping customers
- Goal: Reconnecting with preivously engaged people who lost interest or stopped shopping with you.
- How to do it:
  - Condition: Did not purchase in the last 6 months OR did not open any emails in the last 3 months.
- How it works: The OR condition will encompass contacts meeting at least one criterion. This pulls both those who stopped shopping and those who stopped engaging into a set of “inactives”, primed for a win-back campaign.

Birthday campaign for VIP customers
- Goal: Sending a birthday gift to your high-value shoppers.
- How to do it:
  - Condition: Type of customer field is "VIP" AND birthday within the next 7 days.
- How it works: The AND condition ensures your campaign targets VIP shoppers close to their birthday.

"First look" campaign for frequent shoppers and top leads
- Goal: Letting high-value customers or leads know about your product launch.
- How to do it:
  - Condition: Purchased more than 2 times in the last 3 months OR visited the product launch webpage in the last week.
- How it works: Using OR encompasses both your regular shoppers plus those who've shown interest in your new product, amassing a large high-converting audience.

Loyalty offer for multi-profile customers
- Goal: Promoting a loyalty offer to multiple customer profiles: those who shop often and those who engage with your emails.
- How to do it:
  - Segment 1: Customers who purchased more than 5 times in the last 6 months.
  - Segment 2: Customers who opened promo emails in the last 3 months AND clicked through at least once.
  - Combine: Segment 1 OR Segment 2.
- How it works: By combining two segments with OR, your'll be targeting both loyal shoppers and people highly driven by your campaigns but who didn't necessarily shop, reaching across multiple loyalty profiles.

Cross-selling offer
- Goal: Sending an upgrade subscription offer to users with high-converting potential.
- How to do it:
  - Condition: Purchased at least once AND are Basic plan users AND opened emails about the Premium plan in the last 30 days.
- How it works: Using AND will give you current Basic plan users who have shown interest in going Premium.

"Our new shop in your city" launch
- Goal: Notifying local, frequent shoppers about the opening of a new shop in their town.
- How to do it:
  - Segment 1: Customers who live in city X.
  - Segment 2: Customers who interacted with the last email campaign in the last 15 days.
  - Combine: Segment 1 AND Segment 2.
- How it works: Combining these segments with AND will bring together shoppers from that location who are also highly engaged with your brand, boosting attendance to your new brick-and-mortar store.

Requirements

Any E-goi account.
A contact list with contact data to segment.

Even if you've only got email addresses in your list and nothing more, you can segment it by opens and clicks right after sending your first email campaign.

Costs

Advanced segments are available in any E-goi account. The amount of contacts you can segment will depend on your E-goi plan.

Before you begin

Data for segmenting

To get the most out of E-goi's advanced segmentation, be sure:

Your contact list has good data: If you already got a lot of info about your contacts (besides just their name and email) and you are about to import them into E-goi (as an Excel or CSV document), ensure your data is properly sorted by columns and that you create E-goi extra fields for any data not matching your original database fields.
You know your target audience: Before segmenting, set out clearly who you want to reach. Understand how such group of people reacts and behaves.
Set campaign goals: Knowing what to achieve (new sales, engagement, win-backs) will help you create the best segments for your goals.

Segmentation criteria

You can use a wide range of criteria for slicing and dicing your database:

Contact info

Criterion	Description	Operators
ID	Unique identifier for the contact in E-goi.	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Subscription Date	Date the contact was subscribed to the list.	Equals, Different, Greater than, Less than
Subscription Method	Method used to subscribe the contact.	Equals, Different
Removal Method	Method used for the contact's removal.	Equals, Different
Removal Date	Date the contact was removed from the list.	Equals, Different, Greater than, Less than
Removal Reason	Reason the contact chose to remove themselves from the list.	Equals, Different
Subscription Status	Current status of the contact's subscription.	Equals, Different
Date of Last Modification	Date the contact's data was last modified.	Equals, Different, Greater than, Less than
Language	Language assigned to the contact.	Equals, Different
First Name	First name of the contact.	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Last Name (or nickname)	Last name of the contact.	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Date of Birth	Date of birth of the contact.	Equals, Different, Greater than, Less than
Consent	Consent given by the contact to receive communications sent via E-goi.	Equals, Different
Consent Date	Date the contact gave their consent.	Equals, Different, Greater than, Less than
Email	Email address of the contact.	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Mobile (or cell phone)	Mobile number of the contact.	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Phone	Landline number of the contact.	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
List	E-goi contact list the contact is in.	Equals, Different
Last Submitted Form	Last E-goi form the contact submitted.	Equals, Different
Tag	Tags for the contact.	Equals, Different

Email campaigns

Criterion	Description	Operators
Campaign Response Date	Last date the contact responded to an email campaign you sent them via E-goi.	Equals, Different, Greater than, Less than
Last Email Sent Date	Last date you sent an email campaign via E-goi to the contact.	Equals, Different, Greater than, Less than
Email Opens	Number of times the contact opened email campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Emails Sent	Number of email campaigns you sent via E-goi to the contact.	Equals, Different, Greater than, Less than
Number of Email Responses	Number of times the contact responded to email campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Email Client (desktop)	Email client software used by the contact the last time they opened an email campaign you sent them via E-goi.	Equals, Different
Email Client (webmail)	Webmail service used by the contact the last time they opened an email campaign you sent them via E-goi.	Equals, Different
Email Client (mobile)	Smartphone email app used by the contact the last time they opened an email campaign you sent them via E-goi.	Equals, Different
Average Open Rate	Contact's average open rate based on the emails you sent them via E-goi.	Equals, Different, Greater than, Less than
Average Click Rate	Contact's average click rate based on the emails you sent them via E-goi.	Equals, Different, Greater than, Less than
Recommendations	Number of times the contact recommended an email campaign you sent them via E-goi.	Equals, Different, Greater than, Less than
Conversions	Number of times the contact converted an email campaign you sent them via E-goi.	Equals, Different, Greater than, Less than
Clickthroughs	Number of times the contact clicked an email campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Bounces	Number of times the contact's email address bounced back from email campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Soft Bounces	Number of times the contact's email address returned a soft bounce on email campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Hard Bounces	Number of times the contact's email address returned a hard bounce on email campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Country of Last Open	Supposed country the contact was located in the last time they opened an email campaign.	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Region of Last Open	Supposed region the contact was located in the last time they opened an email campaign	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
City of Last Open	Supposed city the contact was located in the last time they opened an email campaign	Equals, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Social Shares	Nr of times the contact shared on social networks an email campaign you sent them via E-goi.	Equals, Different, Greater than, Less than
No Opens Since a Certain Date to Now	Contacts who, from a specific date up to now, haven't opened any email you sent them via E-goi.	Equals, Different, Greater than, Less than

SMS campaigns

Criterion	Description	Operators
Last SMS Sent Date	Last date you sent an SMS campaign via E-goi to the contact.	Equals, Different, Greater than, Less than
Date of Last Interaction with SmartSMS	Last date a contact interacted with a SmartSMS campaign you sent them via E-goi.	Equals, Different, Greater than, Less than
SMS Sent	Number of SMS campaigns you sent via E-goi to the contact.	Equals, Different, Greater than, Less than
SMS Delivered	Number of SMS campaigns you sent via E-goi and were delivered to the contact.	Equals, Different, Greater than, Less than
Interaction with SmartSMS Link	Number of times the contact interacted with the link within SmartSMS campaigns you sent them.	Equals, Different, Greater than, Less than
SMS Undelivered	Number of SMS campaigns you sent via E-goi to the contact but were not delivered.	Equals, Different, Greater than, Less than

Push campaigns

Criterion	Description	Operators
Android App Token	Contact token for receiving push notifications on Android.	Equals, Different
iOS App Token	Contact token for receiving push notifications on iOS.	Equals, Different
Last Push Sent Date	Last date you sent a push campaign via E-goi to the contact.	Equals, Different, Greater than, Less than
Push Sent	Number of push campaigns you sent via E-goi to the contact.	Equals, Different, Greater than, Less than
Push Delivered	Number of push campaigns you sent via E-goi and were delivered to the push message distribution service.	Equals, Different, Greater than, Less than
Push Undelivered	Number of push campaigns you sent via E-goi but were not delivered to the contact.	Equals, Different, Greater than, Less than
Push Received	Number of push campaigns you sent via E-goi and were delivered to the contact.	Equals, Different, Greater than, Less than
Push Opened	Number of times the contact opened push campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Push Canceled	Number of times the contact rejected push campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than
Push Clicked	Number of times the contact clicked on push campaigns you sent them via E-goi.	Equals, Different, Greater than, Less than

Web push campaigns

Criterion	Description	Operators
Last Web Push Open Date	The last date when the contact opened a web push campaign sent to them via E-goi.	Equal, Different, Greater than, Less than
Last Web Push Clickthrough Date	The last date when the contact clicked on a web push campaign sent to them via E-goi.	Equal, Different, Greater than, Less than
Last Web Push Bounce Date	The last date when a web push campaign sent to the contact via E-goi was rejected.	Equal, Different, Greater than, Less than
Last Web Push Delivery Date	The last date the contact received a web push campaign sent to them via E-goi.	Equal, Different, Greater than, Less than
Last Web Push Sent Date	The last date you sent a web push campaign via E-goi to the contact.	Equal, Different, Greater than, Less than
Web Push on Chrome	E-goi web push app through which the contact will receive web push campaigns on Chrome.	Equal, Different
Web Push on Firefox	E-goi web push app through which the contact will receive web push campaigns on Firefox.	Equal, Different
Web Push on Opera	E-goi web push app through which the contact will receive web push campaigns on Opera.	Equal, Different
Web Push on Edge	E-goi web push app through which the contact will receive web push campaigns on Edge.	Equal, Different
Web Push Sent	Number of web push campaigns you sent via E-goi to the contact.	Equal, Different, Greater than, Less than
Web Push Opens	Number of times the contact opened web push campaigns sent to them via E-goi.	Equal, Different, Greater than, Less than
Web Push Clicks	Number of times the contact clicked on web push campaigns sent to them via E-goi.	Equal, Different, Greater than, Less than
Web Push Delivered	Number of web push campaigns you sent via E-goi that were delivered to the contact.	Equal, Different, Greater than, Less than
Web Push Not Delivered	Number of web push campaigns you sent via E-goi that were not delivered to the contact.	Equal, Different, Greater than, Less than

Voice broadcast campaigns

Criterion	Description	Operators
Last Voice Call Sent Date	The last date you sent a voice campaign via E-goi to the contact.	Equal, Different, Greater than, Less than
Voice Calls Sent	Number of voice calls you sent via E-goi to the contact.	Equal, Different, Greater than, Less than
Voice Calls Delivered	Number of voice calls you sent via E-goi that were delivered to the contact.	Equal, Different, Greater than, Less than
Voice Calls Answered	Number of times the contact answered voice calls sent to them via E-goi.	Equal, Different, Greater than, Less than

E-commerce via E-goi's Track & Engage

Criterion	Description	Operators
Last Purchase	Date of the last purchase made by the contact in your online store.	Equal, Different, Greater than, Less than
Last Visit	Date of the contact's last visit to your website.	Equal, Different, Greater than, Less than
Date of Last Goal Achieved	Date of the last goal set in Track & Engage that the contact reached.	Equal, Different, Greater than, Less than
Date of Last Cart Update	Last date the contact updated the shopping cart in your online store.	Equal, Different, Greater than, Less than
Products in Cart	ID codes of the products the contact has in the shopping cart in your online store.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Products	ID codes of the products from your online store that the contact purchased.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Category of Purchased Products	Category of the products from your online store that the contact purchased.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Total Spent	Total amount the contact spent on purchases in your online store.	Equal, Different, Greater than, Less than
Number of Purchases	Number of times the contact has made purchases in your online store.	Equal, Different, Greater than, Less than
Total Visits	Number of times the contact visited your website.	Equal, Different, Greater than, Less than
Track & Engage Goals	Track & Engage goal the contact reached.	Equal, Different
Number of Products in Cart Now	Number of products the contact currently has in the shopping cart of your online store.	Equal, Different, Greater than, Less than
Categories of Products in Cart	Categories of products the contact currently has in the shopping cart of your online store.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Last Products Purchased	ID codes of the last products purchased by the client in your online store.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Categories of Last Products Purchased	Categories of the last products purchased by the client in your online store.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Total of Last Order	Total amount the contact spent in the last purchase in your online store.	Equal, Different, Greater than, Less than
Purchases	Number of purchases made by the contact in your online store.	Equal, Different, Greater than, Less than
Last Goal Achieved	Last goal of Track & Engage that the contact reached.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Last Products Viewed	ID codes of the last products viewed by the client in the online store.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Date of Last Product View	Last date the contact viewed a product in your online store.	Equal, Different, Greater than, Less than
Cart Value	Total amount that the contact has in the shopping cart in your online store.	Equal, Different, Greater than, Less than

Automations

Criterion	Description	Operators
Automation	Automation the contact was funnelled through.	Equal, Different
Trigger	Trigger of the automation the contact was funnelled through.	Equal, Different
Action or Condition	The automation's action or condition the contact was funnelled through.	Equal, Different

UTM parameters

Criterion	Description	Operators
UTM Parameters	UTM parameter assigned to the contact when they subscribed to a form or signup page.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Click ID	Click ID parameter assigned to the contact when they subscribed to a form or signup page.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Referrer URL	Referrer assigned to the contact when they subscribed to a form or signup page.	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with

Built-in Egoi segments

In addition to your segmentation criteria, E-goi provides a number of ready-made segment templates. You can use them as one-offs or combine them with any other segment you create.

Name	Description
Loyal Subscribers	Contacts who have at least 10 opens and 2 clicks on the email campaigns they received via E-goi.
Non-engaged Subscribers	Contacts with fewer than 10 opens and 2 clicks on the email campaigns they received via E-goi.
New Subscribers	Contacts who were added to the contact list in the last 3 months.
Old Subscribers	Contacts who have been in the contact list for more than 3 months.
Manual and Import Sign-ups	Contacts who were imported or manually added to the list (contacts subscribed via other methods such as forms are excluded).
Form and Recommendation Sign-ups	Contacts who subscribed via signup forms or from the recommendation of an email campaign (contacts subscribed via other methods such as imports are excluded).
Who Didn't Open the Last Email Campaign	Contacts who did not open the last email campaign sent to the contact list.
Contacts Who Responded	Contacts who responded to any email campaign already sent.
Contacts Who Did Not Respond	Contacts who did not respond to any email campaign already sent.
Frequent Buyers	Contacts who made at least one purchase in your online store in the last 30 days.
Non-frequent Buyers	Contacts who visited your online store at least once but did not make any purchase.
Who Has Products in Cart	Contacts who have at least one product in the shopping cart of your online store.
Who Bought At Least Once	Contacts who have made at least one purchase in your online store.
Loyal Buyers	Contacts who have made at least 5 purchases in your online store.
Non-frequent Buyers	Contacts who made only 1 purchase more than 30 days ago in your online store.
Who Bought Only Once	Contacts who made only 1 purchase in your online store.

Step-by-Step

Creating your Segment

1) Click the Collect menu, go to Contacts and click on Contacts for the list you'll be segmenting.

2) You'll see all contacts in your list. Under New search, choose whether the contact will match or will not match your criteria and whether they'll match all conditions or just one of them.

The All conditions setting is the same as AND. The Just one of them setting is the same as OR.

3) Choose the criterion you want (eg. "email" "ends with" "gmail.com").

Add other criteria

Click on Add to include more criteria in your segment.

Cloning and deleting criteria

The Clone icon adds a copy of the criterion right below the current one. The Delete icon will remove the criterion.

4) Click Filter. Only those contacts in your list matching your criteria will be shown (at the top of the listing you'll see the number of contacts matching your criteria).

5) Click Save new and give the segment a name. It'll be ready to use when, for example, sending a campaign or creating an automation.

Important! The segment name can't have any special non-English accentuated characters.

6) To create a new segment from scratch, click Clear search to remove the filter and show all contacts again.

Adding a group of criteria

1) Create a segment with a set of criteria or load a previously saved one. Click Add new group.

2) Click AND or OR to choose how the group will relate to the previous group.

3) Choose the criteria to use for this group.

4) Click Filter to view the contacts matching the groups of criteria you created.

Important! If your segment is too complex, its contacts won't be shown immediately. You can wait for the segment to be created in the background or keep using E-goi (you'll be notified as soon as the segment is ready).

Embedding a segment into an existing segment

1) Create a segment or load an existing one. Under the criteria, select Segment, choose if the criterion will be equal to the segment or different from the segment and select your existing segment.

2) Click Filter to view the contacts matching the criteria you chose.

Loading a segment you already created

1) Click the Collect menu, go to Contacts and click Contacts for the list you'll be segmenting.

2) You'll see all contacts in your list. On the left-hand panel, choose (or search using the magnifying glass icon) the segment you want.

3) The segment will load and the contacts matching its criteria will appear.

Exporting contacts from a segment

1) Create a segment or load an existing one.

2) On the upper right corner of the contact list, click Export.

3) Choose whether your contacts will be exported in CSV or XML. The exported file will include only the columns visible in the list. If you'd like to export all of them, enable Export all columns in the export window.

Frequently asked questions

What is the difference between using AND and OR when segmenting contacts?

AND requires all contact criteria to be met at once. OR allows just one of the contact criteria to be enough.

Can I segment contacts by an extra field I've created in the list (eg. "customer address")?

Yes. If you've created extra fields in your contact list and you've got contacts with data in those fields, you can segment using them as you would any other field.

Depending on the type of extra field, you can segment your contact's data in different ways:

Type of extra field	Example	Operators
Text	Customer's postal address	Equal, Different, Contains, Does not contain, Starts with, Does not start with, Ends with, Does not end with
Number	Number of classes attended	Equal, Different, Greater than, Less than
Date	Date of first appointment	Equal, Different, Greater than, Less than
List of Entries	Preferred colors	Equal, Different

Are contacts in segments updated automatically and in real time?

Yes. When contacts you have in E-goi match or stop matching the criteria you set, they'll be automatically included or excluded from your segment.

How can I check that the segment I created is working fine?

Whenever you load a segment in your E-goi contact list, you'll see all contacts matching that segment. Also, before sending a campaign, E-goi will estimate the number of contacts that will be sent your campaign based on the segments you chose.

Any criteria limitations for segmenting?

There are no specific limits on how many or how complex your criteria can be, but you should simplify your segments (or split them into multiple segments) when possible, as very complex segments may take longer to process.

Can I create segments straight from my campaign reports (eg. non-openers)?

Yes. When viewing a campaign report, for any metrics you can segment you'll see:

A Create segment button for main metrics.

A funnel icon for secondary metrics.

Clicking the above will create a segment drilling down into contacts for those metrics (which works as kind of retargeting).

Example: Your email campaign report shows 43% unique opens. Hitting Create segment will generate a segment with all contacts who opened that campaign, so you can engage them later.

Metrics you can segment as a report drill-down

For the email report
- Sent
- Delivered
- Unique opens
- Unopened
- Unique clickthroughs
- Recommendations
- Conversions
- Facebook shares
- X shares
- LinkedIn shares
For the SMS report
- Sent
- Delivered
- Not delivered
- Hard bounces
For the SmartSMS report
- Sent
- Delivered
- Not delivered
- Interactions
- Hard bounces
For the voice broadcast report
- Delivered
- Not delivered