The article outlines strategies for effective audience segmentation in CRM systems. It stresses the importance of ensuring no contact is overlooked, as data points can vary based on collection timing. It suggests using available data, like country, to fill in gaps such as language. The article recommends creating base segments based on language, country, and demographics. It includes a use case for segmenting Spanish and English speakers and highlights the need to understand custom fields to improve audience profiles.

There are a few important steps to creating the perfect segment to reach any subgroup of your audience.

Don't let anyone fall through the cracks

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  • It is normal that each contact has varied amount of data points. This can depend on the following:
    • How and when you collected their contact information.
    • If they are a repeat visitor or club member.
  • It is normal that a percentage of your audience will be missing data.
    • If 30% of your audience does not have language, but does have country we can use country to choose what language to email them in.

 Create Base Segments

These are simple categories, generally around 1 main data point:

• Language
• Country
• Club Member (True or False)
• Age, Gender, or other demographic data.

Use Case

If you communicate predominately in Spanish and English, and recently have an increase in new contacts from Canada and Eastern European, you will want to include them in the English segment.

1. Create a Spanish Language Base Segment
2. Create a segment of English & Everyone else:
   • Create a new segment, where the filter is "Select Segment" -- "Spanish Language" -- "Exclude"

Don't forget to take the time to get to know your custom fields and use "exists" or "doesn't exist" to better understand your audience data profiles.