Being able to gather information and execute marketing efforts based on certain customer or visitor characteristics is vital to your marketing success.

When it comes to initializing email and newsletter campaigns, Samba gives you the ability to decide to whom those communications are going to go to:

  1. Everyone: Both Active and Inactive segments
  2. Active: Those “active” subscribers who have interacted with your business to some degree within a certain time frame
  3. Inactive: Those “inactive” subscribers who have NOT interacted with your business to some degree with a certain time frame

Those segments, and being able to decide the parameters of those designations, will help you optimize your email and newsletter communications.

In this simple guide, we go over the few steps you need to take to set and analyze your segmentation.

Setting Your Active/Inactive Segments

To get started, first click on the icon for your settings in the top right of your administration panel. From there, click on “Segmentation”.

You should see something like the following:

From here, you can set your Active segment, based on the following criteria:

  1. When did they last visit
  2. When did they last open an email
  3. When did they last make a purchase

Keep in mind

Be defining what you consider to be your “active” customers, you are, in turn, defining those who aren’t, or your “inactive” segment

You also have the option to decide to whom your emails will be sent by default: active segment, inactive segment, or everyone.

Customer Notification Limit

After you’ve defined your Active segment, you have the option to select the minimum amount of days between newsletters/emails. Your default segment will never get more than 1 during that span of time.

Results

After you’ve set all the values according to your needs, click the “Save and recalculate” button (pictured below).

After which, your Active segment will be saved and your default audience and notification limit will be set.

In addition, you’ll be able to view, within the table on the right-hand side, who falls into each category, based on your new segmentation criteria.

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