Dynamic Segments: Sophisticated, Automated Segmentation Strategy

Dynamic Segments are an included feature in every BlueHornet solution. When it comes to segmentation and sending messages, the BlueHornet database has built-in tools that enable some truly heavy lifting.

Dynamic Segments

Dynamic Segments were created to address the challenge of needing BlueHornet's email solution—eMarketing Suite Enterprise (eMS)—to create list segments on the fly. These list segments are created by client-determined segmentation and targeting rules, which are met automatically for every message sent.

Dynamic Segments allow marketers to define business rules that dictate how a population of subscribers can be automatically segmented. Think of a Dynamic Segment as a saved search query.

For example, suppose a retailer is performing a simple search query for all subscribers who made a purchase in the last 30 days. This search can be saved as a Dynamic Segment and used repeatedly. The system will run a query daily for subscribers who match the criteria. As it locates subscribers who match the criteria, they are automatically added to the Dynamic Segment. When they no longer match the criteria, they are automatically removed.

Any segmentation data that can be searched on in eMS—domains, recency/frequency data, group associations, custom field data, etc.—can be saved as a Dynamic Segment.

Pair Dynamic Segments with Recurring Message Functionality

An easy segmentation strategy to enact in BlueHornet is pairing Dynamic Segments with eMS's Recurring Message engine, which will give you the ability to create and trigger messages based on auto-segmented lists without manual intervention.

Example #1:
Software trialware programs frequently send a stream of triggered messages encouraging trialware participants to convert to paying customers. A Dynamic Segment queries trialware start dates held in custom fields to pull lists of people who began their trial 1, 7, 14 and 28 days in the past. Upon each of these milestones, a recurring message is sent to notify subscribers that their 30-day trial is ending and encourage them to purchase the software.

Example #2:
A cosmetics company uses Dynamic Segments to query their database for people who placed a first time order exactly one day in the past. They send a welcome letter to thank them for trying their product, and a subsequent stream of messages at varying intervals with application tips, add-on products, and refill notifications.

Use Dynamic Segments with Dynamic Content

Dynamic Content messaging is a highly effective targeting strategy that enables sending unique message content to specific segments of your subscriber database—without creating multiple messages. Dynamic Content allows you to build content "modules" that fit into a single static template.

The system uses Dynamic Segments to determine which piece(s) of content it will display upon sending.

For example, a retailer wants to send different content to male subscribers and female subscribers. Using one template, the retailer can drop in content specific to each subscriber's gender (Dynamic Segments, of course, define whether a subscriber is male or female).

The eMS's Dynamic Fields library allows the retailer to create "modules" of content applicable to each gender. For the men, a dedicated image and a link to 30% off sport coats is inserted. For the women, a dedicated image and a link to 25% off cashmere sweaters is inserted.

In the template itself, a dynamic tag is placed. Upon sending, this tag gets replaced with the content applicable for each subscriber based on their Dynamic Segment. "Send" is hit only one time—everything else is automated based on segmentation rules.

Segmenting and targeting subscribers based on their preferences and behaviors increases relevance and readership of your emails. Rely on Dynamic Segments to make intelligent segmentation easier. Look forward to increased ROI, a better brand reputation, and deeper trust from your subscribers.