Segmentation Guide

Category: How-To Guide | Severity: P3

Overview

Maximize the impact of your messages with Springbig's segmentation tools. Strategically segment your audience using recipient filters, ensuring your messages reach the right people at the right time through the right channels. By default, every campaign you create will be sent to all of your customers unless you apply recipient filters.

Accessing Recipient Filters

For each campaign you create, you will send it to all of your customers unless you use recipient filters. To access these filters from the campaign or autoconnect creation page, click Recipient Filters.

Many of the recipient filters are customizable. To customize them, navigate to Settings > Groups in the left navigation tab and select the corresponding filter you would like to edit. The parenthesized number that appears under recipient filters represents how many people are in your selected target audience, and this number updates as you apply filters.

Filter Logic

When adding multiple filters, choosing segments under the same header (for example, Location: Store 1 and Store 2) works as OR logic. Adding additional filters from other segments works as AND logic. For example, selecting two locations along with "visited in the last 30 days" and "spent $50+" will target customers who belong to either selected store and fit into both additional categories.

Location-Based Filters

Location-based filters help retailers segment customers by location, which is useful when running location-specific specials or events, or making location-specific announcements. These are especially helpful to retailers with several locations or a mix of medical and recreational stores.

Locations: Filters customers based on the location or locations where they've shopped or been associated with. Locations can not be manually added as they populate from integrations with Springbig.

Area Code: Filters customers based on their area code.

Zip Code: Filters customers based on their zip code.

Primary Location: Filters customers based on the primary location they've indicated in their wallet.

Engagement-Based Filters

Engagement-based filters allow retailers to filter customers based on their engagement with the store. These filters are useful when targeting customers who have shown (or haven't shown) a certain amount of interest in your store as a whole, or in specific campaigns you've run.

Days Since Last Visit: Filters customers based on how long it has been since their last visit, targeting customers who fall on or outside the selected number of days. You can select between a range as short as 1 day and as long as 6 months.

Visiting Total: Filters customers based on how many times they've visited. Click Add Sub Filters to select a date range for the filter to apply to.

Clicked on Campaign: Filters customers based on whether they've clicked any links within the past campaign.

Campaign Engagement Filter

The campaign engagement filter allows retailers to filter customers based on how many times they clicked previous campaigns or visited after them. For example, selecting the Member Clicks (1/5) filter targets customers who clicked on only 1 of the last 5 campaigns they received. Selecting the Member Visits (3/5) filter targets customers who visited after 3 of the last 5 campaigns you sent.

You can always create new filters or edit existing campaign engagement filters that cover a wider range of your previous campaigns. To do this, go to Settings > Groups > Campaigns.

Visit Recency Filter

The visit recency filter segments customers based on whether they've visited within a certain time period. For example, you can group customers who have made a purchase within the last 7 days, 30 days, between 31 and 60 days ago, and so on. To make edits to existing visit recency groups or to create your own, open the Settings dropdown from your Springbig dashboard, then click Groups.

To update an existing visit recency group, click Edit. To remove a group from your list, click the X to delete the segmentation option. To add your own option, click New Visit Recency Segment and create your own.

Email Activity Filter

The email activity filter allows retailers to filter customers based on how many previous emails they've opened, and whether they've opened, not opened, received, or not received a specific email. The email activity filter consists of five subfilters: Email Opens, Email Received, Did Not Receive Email, Opened Email, and Did Not Open Email.

You can edit the Email Opens subfilter to encompass more or less of your previous emails by going to Settings > Groups > Email Opens.

Purchase-Based Filters

Purchase-based filters allow retailers to filter customers based on their purchase history. These filters are extremely powerful and can be used to run targeted campaigns to customers who have purchased certain brands or categories, or who have proven to spend above a certain amount each time they visit. Using these filters for product or category-specific campaigns to high spenders can boost sales and yield strong ROI.

Average Spend: Filters customers based on their average spend. Click Add Sub Filters to select a date range.

Spending Total: Filters customers based on the total amount they've spent. Click Add Sub Filters to select a date range.

Brands: Filters customers based on a specific brand they've purchased in the past. Click Add Sub Filters to select a date range and to further filter based on the amount spent on that brand.

Categories: Filters customers based on a specific category they've purchased in the past. Click Add Sub Filters to select a date range and to further filter based on the amount spent on that category.

Order Type: Filters customers based on the order type they've made in the past, including in-store, online, delivery, and pick-up. Click Add Sub Filters to select a date range.

Discounts: Filters customers based on whether they fall into a specific discount group. To create a discount group, go to Settings > Groups > Discounts and click New Discount.

Customer Information Filters

Customer information filters allow retailers to filter customers based on customer-specific information. These are helpful when sending personalized messages for events like birthdays and loyalty anniversaries, or when targeting customers based on attributes such as their interests.

Carrier: Filters customers based on their cell carrier, including AT&T, Verizon, and T-Mobile.

Pin Code Status: Filters customers based on whether or not they've set up their pin code.

Interests: Filters customers based on interests they've indicated within their customer profile.

Join Date: Filters customers based on when they joined your program.

Birthday: Filters customers based on their birthday.

Gender: Filters customers based on their gender.

Med / Rec: Filters customers based on whether they're medical or recreational customers.

Point Balance: Filters customers based on their point balance.

Other Filters

Customer Groups: Create customer groups and use them to filter customers. To create a custom group, go to Settings > Groups > Custom Groups and click New Custom Group.

Next Visit Time: Filters customers based on their predicted next visit time (not the day). After a customer visits 3 times, this filter can attempt to predict the time of their next visit, which is useful for targeting customers with deals, offers, or information tied to a specific time frame.

Misc.: Additional filters including customers with no birthday, no email, and no interests. Useful for targeting customers who are missing vital information and prompting them to add it to their account.

Editing and Adding Extra Filters

To edit and add additional filters, go to Settings > Groups. Here you'll see all of the recipient filters which you can edit and add to. Select the specific recipient filter you'd like to edit, then click New ___ to add a new filter, or click Edit on an existing one to modify it. Some filters, such as Locations, require assistance — reach out to your Springbig point of contact in those cases.

Add Example: To create a new custom group, click the Custom Groups dropdown, click New Custom Group at the bottom, then enter the name of your new group.

Edit Example: To edit an email opens filter, click the Email Opens dropdown and select the Edit button next to the group you want to modify. Enter your new parameters and click Close.

Best Practice: Start small when layering filters — combining too many AND conditions can quickly narrow your audience to very few customers. Preview the audience count as you add filters to ensure your segment is large enough to drive meaningful results.