Segmentation is a powerful tool that allows you to sort and group customers based on their past orders, profile characteristics and even their abandoned carts! Basically you are free to segment on as many data points as you collect via your PrestaShop store! Use these insights to send very customized content, for example:
- Send a special promo to customers who have made 10+ purchases of a particular brand
- Offer an incentive to customers that do not pay by credit card and have average sales, including tax, between $5,000 and $12,500
- Target female customers, aged 30 and above, who live in England and have not ordered in the past 9 months
Also, any segment can be converted to a contact list ready to receive specific marketing campaigns! The advantage of granular segmentation is that you can connect with your customers on an individual level and send the right message to the right group of clients.
Segmentation works with your language settings and date formats found in the ‘Localization’ settings in PrestaShop. The Mailjet plugin has been currently translated into EN and FR. It is recommended to set the ‘Default language’ / ‘Default country’ to English / United States or Français / France, respectively. It will be translated into additional languages in the future. Please follow us at https://twitter.com/mailjet to stay informed.
Creating a Segment¶
From the Home screen, click on ‘Segmentation’, then on the ‘Create a New Segment’ button.
On the Segment Module screen, there are two main areas - Add a Segment and Group Association.
Add a Segment¶
In this section, you can create an unlimited number of segments, view the results, download results and update your Mailjet contact lists.
At the heart of segmentation are the Rules.
A rule is a filter allowing you to include or exclude data, select a range of dates or values based on the customer profile, customer orders or their abandoned cart information. Multiple rules can be combined together to identify broad groups or pinpoint a specific group.
A rule consists of several components:
- Action - The two choices are straightforward: Include or Exclude the selected group of data
- Contact Group - The default and only selection is Clients
- Source - Select the datasource: Orders, Clients, Shop or Lost Carts
- Indic - A list of properties based on the selected Source
- Data, Value1 and Value2 - Based on the Indic selected, either an individual value is entered (Data) or a range of values/dates (Value1, Value2).
When you add an additional rule, you have a choice of ‘operators’: And, Or, +
- And - The conditions of Rule 1 AND Rule 2 are applied to the data.
- Or - The resulting data must meet the condition of Rule 1 OR Rule 2.
- ‘+‘ - The rule with this operator will be executed first, then all other rules are executed in remaining numerical order.
We will go through a few segmentation examples in the next section, using all three operators. At any point, while creating the rules you can:
- ‘View’ to the resulting record set.
- ‘Export’ the results to a .CSV file.
- ‘Save’ the segmentation.
- ‘Create/Update’ a new Mailjet contact list (must ‘Save’ the segmentation first).
Quickly & easily assign the resulting customers to a new or existing PrestaShop Group.
Select from existing Groups, or create a new one. Upon selecting ‘New’, an additional field for the new Customer Group name will appear.
Replace or add¶
To remove customers from all other Groups, and only add to the selected group, click on ‘Replace’. Otherwise, click on ‘Add’.
Associate in real time¶
If you wish to automatically assign new customers to this group, select ‘Yes’.
For example, you create a group for all men who have purchased watches within the last 30 days. If you ‘associate in real time’, the next man who purchases a watch will automatically be added to this group, and to your Mailjet contact list.
Otherwise, select ‘No’ to just add the current set of customers.
Assign group selection¶
To apply your selections, click on the ‘Assign Now’ button.
Segment Contact List Update¶
When you create a Segment and Save it, you have the option to ‘Create / Update Mailjet List’. By clicking on that button you will create a new list with contacts that match the conditions set out in the respective segment. An important thing to remember is that both subscribed and unsubscribed users are added to the list - of course, the unsubbed users will remain unsubscribed in the contact list as well.
Like the PrestaShop Customers Master List, the segmentation lists are also automatically updated. However, unlike the Master list, unless specified in the segment itself, unsubscribed users are added as well.
This means that whenever a new or existing customer subscribes or unsubscribes in PrestaShop, regardless of whether it was done by the customer themselves or via the PreshaShop admin, the subscription status will be transferred in the respective segment contact list. Contacts are automatically removed from the lists only when they have been deactivated or deleted via the admin.
Segment Example #1¶
The following sample segment will group all male customers who have made more 5 or more purchases. Two rules will need to be created: one to select male customers AND one to select customers with 5 or more purchases.
Enter the Segment name, and the description (which is optional).
The first rule to create is “Select all male customers”. For this rule, the source will be Clients.
Select the specific contact property: Gender.
And lastly select the contact property value: Male.
Click on ‘View’ to see the resulting record set.
In our case, 19 customers are returned.
To add the second rule, click the ‘plus’ sign:
Select the ‘AND’ operator.
The second rule to create is “select customers with 5 or more purchases”. In this case, the source will be ‘Orders’.
Then select ‘Number of Orders’.
Two new fields will appear: Value1, Value2
The Value1 and Value2 fields can be used in several ways in a query:
A Range of Values - e.g. customers who made 1 to 10 orders.
Exact Value - e.g. customers who have ordered exactly once.
Greater/Later than or equal to - e.g. customers who have ordered 5 or more times
And this last use of the Value1 and Value2 fields concludes the example segment, returning only one male customer who has made 5 or more purchases!
Segment Example #2¶
The following example will show how the “+” operator can affect the resulting data set.
Let’s first create a segment that will show customers who have visited your website in a particular week or have sales for an amount between $50 and $160, who all are subscribed to your marketing emails / newsletters.
We will need 3 rules, and use both the AND and OR operator:
All customers who receive your newsletter (Rule 1) AND:
- visited your website in a particular week (Rule 2)
- have sales between $50-$160 (Rule 3)
Rule 1 will select all customers who receive your newsletter.
And there are eight customers who receive your newsletter.
Rule 2 will select all customers who have visited your website between March 27th and March 31st.
The resulting data set shows four customers who receive the newsletter AND have visited your site between March 27 and 31.
Now, we will move on to Rule 3 - select all customers who have sales between $50 and $160, regardless of their visit dates. This third rule will use the OR operator.
The resulting data has now expanded to six customers, meaning that two customers (Brad, Bill) have sales between $50 and $160 and receive the newsletter, but have not logged in between March 27th and March 31st.
Using ‘+’ Operator¶
What would happen if you wanted to run Rule 3 first? This is where the “+” operator comes into play.
A rule that has the “+” operator is executed first, then the remaining rules are fired in numerical order.
To run Rule 3 first, change the operator from OR to “+”.
The rules will now fire in the following order: Rule 3 AND Rule 1 AND Rule 2.
The operator associated with Rule 1 is always AND.
The resulting data set has one customer who has sales between $50-$160, has visited the website between March 27-31, and receives your newsletter.
Now that you have the basics of this powerful tool, you’re free to create as many segments as you want and to assign the resulting data to whichever contact list you wish!