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Segments for messages

Segmenting your message recipients is an important process that allows you to engage with your audience more effectively.

Segmentation helps to:

You can customize segments in enKod via: Data → Segments → New segment → for messages

Conditions can be given their own calculation rule:

The settings are as flexible as possible: you can even create groups of conditions within the general list of conditions, for each of which a different calculation rule - “all” or “any” - can be configured separately.

By contact information

These subconditions take into account the date of contact's subscription, the contact mailing groups, RFM segments, presence of unsubscribes, tags, data fields with specific conditions.

Field

Material in the process of writing

Mailing group

How operators work for conditions by mailing group:

For example, if you need to select contacts who are not subscribed to any mailing group, use the “none of” operator and select all mailing groups in the account.

Subscription date

The segment takes into account all possible ways for a contact to subscribe to a mailing group in enKod.

The conditions depend on the selected channel:

For email and SMS you need to select the appropriate mailing group or groups. Operators available:

Note that the fact of subscription is taken into account, not the current state of the contact. That is, if a contact was subscribed, but has already unsubscribed at the moment of segment recalculation - he will still be found by the segment as falling under the conditions.

A mandatory subcondition for any channel is the subscription time subcondition:

Birthday

You choose in which of your pre-created data custom fields you want to store the date of birth. Include this field in the segment and configure the necessary subconditions. Within the birthday subcondition you can use data fields of the following types only:

In this case, unlike the basic segmentation by date and date-time, the birthday condition always ignores years, hours, minutes and seconds.

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This condition can be customized relative to the desired date:

Unsubscribed

The segmentation takes into account all possible unsubscribe methods handled by enKod.

How the group selection operators work:

When calculating the segment, it is the fact of unsubscribing that is taken into account, not the current state of the contact. That is, even if a contact is currently subscribed to a mailing group, but has unsubscribed from it once before, it will be counted in the “unsubscribed from” segment. If you need to find unsubscribers who are currently still subscribed to certain groups, you can combine the unsubscribe condition with the mailing group condition.

By clicking on “+” you can customize the “by unsubscribe reason” sub-condition. The available reasons depend on the selected channel:

Unsubscribe reason segmentation:

  • an action in the contact card
  • an action in the segment
  • removing a contact

recalculates only those contacts that were removed after 11/21/2024

Tag

You can segment by contact tags using conditions:

How the operators for tag conditions work:

For example, if you need to select contacts that have no tags, use the “none of” operator and select all tags in the account.

RFM-segments

Segmentation works by RFM tags (segments) of contacts assigned to them during RFM analysis. If you manually changed the names of RFM segments, you will see the ones you set yourself in the condition.

There are a total of two types of conditions available:

With these conditions you can select contacts:

Blacklist

Segmentation works on contacts that are in your contact base at the time of segment recalculation and, depending on the selected sub-condition, are (or are not) in:

By messages

With this condition, you can segment contacts by the fact of doing (and not doing) various actions on messages:

Sent

Any messages activated in the enKod interface are considered as “Sent” in the segment:

Not every sent message can be delivered. In some cases (e.g. for Email and WhatsApp channels), external factors and message content affect deliverability. Read more in the articles:

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Contacts who have received sent messages can be segmented by:

All (any/any channel specific) sent messages can be segmented by sub-conditions:

Additional sub-conditions are also available for any messages:

The “Not Sent” condition works similarly with identical sub-conditions.

Opened

Opening means:

This usually happens when a contact opens the email in any email client, but in rare cases fake opens can be counted due to preloading of the pixel by email clients such as:

Note: If an email message weighs more than 102 KB, Gmail will hide some of the content under the “Show full version” button. If the email was opened in Gmail, but the recipient did not click this button - the opening will not be counted.

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Contacts can be segmented by:

The “Not opened” condition works similarly with identical subconditions.

Clicked

Clicked means:

The condition counts for any and/or specific channel messages:

Contacts clicked in any/specific messages of Email, SMS, Web Push, Mobile Push channels can be segmented by sub-conditions:

Additional sub-conditions are also available for any messages:

Only for specific email channel messages is an additional segmentation sub-condition available - clicking on a specific link.

The “by link” subcondition:

You can specify the link you want in 3 ways:

Segmentation works differently for different ways of specifying a link:

The list and link map display links only for the most recent version of the email.

Manual link entry can be used to segment contacts who clicked on links in an older version of the email, even if those links no longer exist in the email.

Example: You use the same link in different parts of a particular email: header, body, and footer -

  1. link.com
  2. link.com
  3. link.com

Each of the three links was clicked on by 3 different contacts (a total of 3 people clicked on the email).

Select Link → Link Map

You will see the layout of the selected message with highlighted clickable elements (links). Select the link you need by clicking on the corresponding highlighted block.

Select link → List

The links in the list are displayed in the order in which they are specified in the email layout. This is done to make it easier to find the necessary link in case the same link is used in different places in the email.

In the search bar you can enter the link you need or a part of it - the search works by incomplete matching and will find all matching results.

In order to select the link you need for segmentation, click on it.

Display and recalculation of references in a segment

In the list, such links are specified with all the final set of UTM and URL-parameters that were set when sending the message, regardless of the way these tags were set (specified in the layout or set in the sending settings of the Message Wizard). In case tags are specified both in the settings and in the layout, the links with the layout tags will be displayed, since they will be prioritized over the tags from the settings (and they will be substituted).

If a message that has never been sent before is selected on the link map or in the list of links, the links with tags will still be displayed for it.

Even if you mix up the labels when manually filling in the link, this will not affect the result of the recalculation (all clicked contacts will be found).

For example, when segmenting by https://www.shop.ru/katalog/?utm_source=google&utm_content=email will also take into account references of the form https://www.shop.ru/katalog/?utm_content=email&utm_source=google (tags in a different order).

In the list of links, dynamic content is displayed in the form in which it was specified in the layout, i.e. before the generation of this dynamic content.

For example: a link is specified in the layout -

https://www.shop.ru/{{extraField.Name}}/

In the list of links and once selected, the link is displayed as:

https://www.shop.ru/{{extraField.Name}}/ (not as: https://www.shop.ru/ivan/)

Segmentation is available for all system links (e.g. web version link), except unsubscribe and unsubscribe manager links. To find all clicked links to the web version, type {{link_view_in_browser}} in the input field or select a link on the map or in the list.

Links obtained when generating dynamic content (for example, outputting a product link from a product feed via the GetCart method) will be displayed on the link map and in the list of links. When you select them, the segment will find all contacts who clicked on each of them, regardless of what was generated for a particular recipient.

For example, you output three links to three different products in an email, using the {{url}} variable three times. Once generated, each of the links will take on a unique value (since the links are for different products). You can use the segment to find contacts that:

In the list or link map, links of the form <a href=“{{Snippet(‘snippetName’)}}”> are displayed in the form in which they were specified in the layout: ({{Snippet('snippetName')}}). When manually entering a snippet link in the link address field, use the same logic - enter {{Snippet('snippetName')}}.

Freestanding snippets without the <a href> HTML tag will not appear on the map or list, and will not be counted in segmentation.

Features of segment setup by click

Let's look at the different situations in detail.

You sent an e-mail

After sending the email, you edited the links in the email via Message Details → Edit Links

Only new, edited links will be displayed in the list and map of links. However, if you select such a link, the segmentation will include contacts who clicked on the old link that was previously in the same place.

After activating the email, you edited the layout

The list and link map will display the data of the new version of the email and when selecting a link from the map or from the list, contacts who clicked only in the new version will be counted.

You want to find contacts who clicked on any link in an email from any of the versions

Use the “clicked in email” condition with no additional conditions.

The “Not clicked” condition works similarly with identical sub-conditions.

Delivery bounces

Delivery bounce is the reason why the recipient did not receive the message sent to him.

The segment works for channels:

You can segment by:

For all (any/specific messages) listed channels a sub-condition is available:

For all any messages a subcondition is additionally available:

For any SMS channel messages, an additional sub-condition is available:

Subconditions are additionally available for the Email channel:

enKod groups bounces' causes by keywords in the text of the bounce itself, since the error code is not always true.

The condition “Not returned delivery bounces” works the same way with identical subconditions.

Read

The condition is available only for WhatsApp channel.

A message is considered read if the customer has opened the incoming message in WhatsApp.

The segment can be configured for any or specific message. In both cases, a sub-condition is available:

For any messages a subcondition is additionally available:

The “Not read” condition works in the same way with identical subconditions.

By data tables

SQL templates are used for segmentation by data tables.

SQL template

SQL template is a pre-prepared fragment of SQL code that can be used repeatedly to perform certain tasks when working with data tables. Templates allow you to standardize and automate the execution of repetitive queries, in the case of working in enKod - selection from tables of contacts according to certain parameters for further communication with them.

After creating a SQL template for segments, it can be used in conditions of the form “Matches/Not matches SQL template”, where:

If you have previously created a template with variables (the template in this case will be universal, and the parameter can be customized for each individual segment and task), fill the value of the variable to what you need directly from the segment editor (the template itself will remain universal).

By behavior on the website

With these conditions, you will be able to segment contacts based on their actions on your site (the site must have tracking enKod enabled for this).

Viewed products

The product view event can be passed to enKod using API method or script method 'productOpen'. Transmission of these events is available when the “Tracking” module is activated.

When transmitting events of product views, you can use them to recalculate contects, fulfilling the following conditions:

The “Not viewed products” condition works similarly with identical sub-conditions.

Looked at the categories

The category view event can be passed to enKod using the API method or script method 'categoryOpen'. Transmission of these events is available when the “Tracking” module is activated.

When passing events, category views can be used for contact segmentation under the following conditions:

The “Didn't look at the categories “ condition works similarly with identical sub-conditions.

Added products to cart

The adding products to cart event can be passed to enKod using API-method or script method 'productAdd'. The transmission of these events is available when the module ”Tracking” is activated.

The “Added products to cart” condition finds contacts who have ever performed the action of adding a product to the cart on the website with tarcking activated. That is, contacts that have had time to remove a product from the cart and/or currently have an empty cart are also counted.

You can segment contacts by added products to cart events using conditions:

The “Not added products to cart” condition works similarly with identical sub-conditions.

Placed an order

The placed an order event can be passed to enKod using API-method or script method 'productBuy'. Transmission of these events is available when the “Tracking” module is connected.

The 'placed an order' condition finds contacts that have ever performed the action of placing an order. That is, contacts that have placed an order return at the time of segment recalculation are also counted.

Based on the transmitted checkout events, you can segment contacts using the following conditions:

The “Not placed an order” condition works similarly with identical sub-conditions.

Added products to favorites

The added products to favorites event can be passed to enKod using API-method or script method 'productLike'. The transmission of these events is available when the “Tracking” module is activated.

The “Added products to favorites” condition finds contacts that have ever performed the action of adding an item to favorites on the website. That is, contacts that have had time to remove an item from their favorites and/or currently do not have any favorites are also counted.

Based on the change of favorites events, you can segment contacts using the following conditions:

The “Not added products to favorites” condition works similarly with identical sub-conditions.

Added products to comparison

The event of adding to product comparison can be passed to enKod using the API method or script method 'productComparison'. The transmission of these events is available when the “Tracking” module is activated.

When passing these events to enKod, contacts can be segmented by conditions:

The condition “Not added products to comparison” works similarly with identical sub-conditions.

Visited pages

The visited pages event can be passed to enKod using API-method or script method 'pageOpen'. Transmission of such events is available when the “Tracking” module is activated.

When passing page visit events, contacts can be segmented according to them using conditions:

The “Not visited pages” condition works similarly with identical subconditions.

By custom events

If you have created in enKod and installed user events on your site, you can use this condition to track contacts for which:

After selecting a custom event from the list of created events in enKod, you can configure the following sub-conditions:

Use the segment

You can use the conditions of another segment (separately and in view of a group of conditions) in segments via this condition.

You can save a segment template and reuse it in this way. To do this, just select the desired segment in the modal window and all its internal logic and conditions will be displayed in the preview. You can't change the conditions through the preview - you need to change them either in the original segment or inside the new segment.

Important:

  • limits of added segments are not copied;
  • if there were deleted mailing groups, data fields, etc. in the added segment - they will be replaced by a void, which you will have to fill in manually

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The logic of adding a segment repeats the logic of copying a segment.

General logic of subconditions by time

For some conditions of groups by messages (sends, opens, clicks, bounces), by subscription date, by page visits, enKod provides subconditions by event time. Below is a detailed description of exact time indicators taken into account in these subconditions and how they are counted.

Exactly n seconds ago - a one-second interval is considered

If it is 12:40:10 and the condition is “exactly 5 seconds ago”, then contacts with an event time of 12:40:05 are eligible.

More than n seconds ago - a strict inequality is used to calculate the interval

if it is 12:40:10 and the condition is “less than 5 seconds ago”, then contacts with the event time from 12:40:06 to 12:40:10 (when the segment was recalculated) are eligible.

Exactly n minutes ago - only minutes are counted

If it is 12:40:10 and the condition is “exactly 5 minutes ago”, then contacts with event time from 12:35:00 to 12:35:59 are eligible.

More than n minutes ago - a strict inequality is used to calculate the gap

If it is 12:40:10 and the condition is “more than 5 minutes ago”, then contacts with event time from 12:34:59 and earlier are eligible.

Less than n minutes ago - a strict inequality is used to calculate the gap.

if it is 12:40:10 and the condition is “less than 5 minutes ago”, then contacts with the event time from 12:36:00 to 12:40:10 (when the segment was recalculated) are eligible.

Exactly n hours ago - only hours and minutes are counted

if it is 12:40:10 and the condition is “exactly 1 hour ago”, then contacts with the event time from 11:40:00 to 11:40:59 are eligible.

if it is 12:40:10 and the condition is “more than 5 seconds ago”, then contacts with the event time 12:40:04, 12:40:03, etc. are eligible.

Less than n seconds ago - a strict inequality is used to calculate the gap

More than n hours ago - a strict inequality is used to calculate the gap

if it is 12:40:10 and the condition is “more than 1 hour ago”, then contacts with event time from 11:39:59 and earlier are eligible.

Less than n hours ago - a strict inequality is used to calculate the gap.

if it is 12:40:10 and the condition is “less than 1 hour ago”, then contacts with the event time from 11:41:00 to 12:40:10 (when the segment was recalculated) are eligible.

Exactly n days ago - only days are counted

If it is any time 22.02 and the condition is “exactly 2 days ago”, then contacts with event date from 20.02 00:00:00:00 to 20.02 23:59:59 are eligible.

More than n days ago - a strict inequality is used to calculate the gap

If it is any time 22.02 and the condition is “more than 2 days ago”, then contacts with event date from 19.02 23:59:59 and earlier are eligible.

Less than n days ago - a strict inequality is used to calculate the gap

if it is any time 22.02 and the condition is “less than 2 days ago”, then contacts with the event date from 21.02 00:00:00 to 22.02 any time (at the moment of segment recalculation) are eligible.

Exactly n months ago - only the date and month are counted

if it is 22.02 and the condition is “exactly 1 month ago”, then contacts with the date of the event from 22.01 00:00:00 to 22.01 23:59:59 are eligible.

More than n months ago - a strict inequality is used to calculate the interval

If it is 22.02 and the condition is “more than 1 month ago”, then contacts with event date from 21.01 23:59:59 and earlier are eligible.

Less than n months ago - a strict inequality is used to calculate the gap

if it is 22.02 and the condition is “less than 1 month ago”, then contacts with the event date from 23.01 00:00:00 to 22.02 (hours, minutes, seconds at the moment of segment recalculation) are eligible.

Exactly n years ago - only the year, month and date are counted

if it is 22.02.2023 and the condition is “exactly 1 year ago”, then contacts with the event date from 22.02.2022 00:00:00 to 22.02.2022 23:59:59 are eligible.

More than n years ago - a strict inequality is used to calculate the interval

if it is 22.02.2023 and the condition is “more than 1 year ago”, then contacts with the date of the event from 21.02.2022 23:59:59 and earlier are eligible.

Less than n years ago - a strict inequality is used to calculate the interval.

If it is 22.02.2023 and the condition is “less than 1 year ago”, then contacts with the event date from 23.02.2022 to 22.02.2023 (hours, minutes, seconds at the moment of segment recalculation) are eligible.

Between dates - only the date, month and year are considered

if it is 12.09.2024 13:52:47 and the subcondition between dates from 1.08.2024 to 12.09.2024 was set up, then all actions performed between 01.08.2024, 00:00 - 12.09.2024, 23:59 (at the time of segment recalculation) will be taken into account.

So the logic is as follows: