Target groups

A target group is a subset of recipients defined by specific rules and conditions. Each target group may contain several rules and conditions and a logic relation between them. Use target groups to send a mailing to a predefined group of recipients (such as recipients in the US) or to create dynamic content and subject lines. Dynamic paragraphs let you show, for example, different items to male and female recipients. You can use dynamic subject lines to create specific attention even before a recipient has opened the mailing.

You can define a target group using the following classes of conditions:

• Action-based conditions. Criteria based on an action or event (such as click, open) that a recipient has performed. Those conditions apply only after a mailing is sent. An example for an action is: Recipient has received a specific mailing and has clicked on a specific link in it.
• Recipient list-based conditions. Determines whether recipients are contained in specific recipient lists.
• Recipient data-based conditions. Criteria based on any field of the recipient list (such as City or Interest).
• Optimizely Campaign-based conditions. Determines whether recipients are currently passing through or already passed through Marketing Automation campaigns.
• Target group-based conditions. Determines whether recipients are contained in another target group.

If your client is configured for post-click tracking Tracking method that measures and analyzes the click path that site users follow after clicking a link in an email., you can track actions that are made on your website. For example, select recipients who have bought a certain product from your shop or have spent a certain amount in your shop. To configure a target group with post clicks, select Actions from the first drop-down list and then has created one or more post clicks.

Example: Define a target group that contains male recipients in the US. You may now vary this target group by adding further rules, such as recipients who clicked on a specific link in the last mailing they received. Use this target group to send a special offer or a promotional email to selected recipients. If you apply the target group to the whole mailing, only the target group receives the mailing. If you apply it to a paragraph, it is shown only to these recipients, while the others receive the regular mailing.

Managing target groups

To manage target groups, open the Optimizely Campaign menu and select Recipients > Target Groups. Existing target groups appears. If you click a target group, its definition appears in the bottom of the window. Every target group definition is made up of one or more rules. For example, The email address contains "@example.com" or The first name is "Mark".

Creating target groups

You can create a new target group from scratch or based on an existing target group.

New target group

1. Click Create > New….
2. In the Client drop-down list, select the client for which you want to create a target group.

   

3. Under Target Group Definition, define the rules and conditions for the target group by clicking + and performing steps described in Defining a target group.
4. Optionally, you can execute a target group analysis.
5. Click Properties.
6. Select the folder where you want to save the target group. See also: Lists and folders.
7. Enter a name and an optional description for the new target group.
8. Click Create.

From existing target group

1. Click Create > Copy….
2. In the Source Client drop-down list, select the client of which you want to use a target group as template.

   

3. In the Target Group drop-down list, select a target group.
4. In the Client drop-down list, select the client for which you want to create a new target group.
5. Under Target Group Definition, define the rules and conditions for the target group by clicking + and performing steps described in Defining a target group.

   If you select a different target group template afterwards, the target group definition is overwritten.

6. Optionally, you can execute a target group analysis.
7. Click Properties.
8. Select the folder where you want to save the target group. See also: Lists and folders.
9. Enter a name and an optional description for the new target group.
10. Click Create.

Copying target groups

1. Select a target group you want to copy and click Copy….
2. In the Client drop-down list, select the client to which you want to copy the target group.
3. In the Target Group Definition area, define the rules and conditions for the target group by clicking  + and performing steps described in Defining a target group.
4. Optionally, you can execute a target group analysis.
5. Click Properties.
6. Select the folder where you want to save the target group. See also: Lists and folders.
7. Enter a name and an optional description for the new target group.
8. Click Create Copy.

Editing target groups

1. Select a target group you want to edit and click Edit…. The Edit Target Group window opens.
2. In the Target Group Definition area, edit the rules and conditions or add new ones for the target group. To edit a rule, click it and perform steps described in Defining a target group.
3. Optionally, you can now execute a target group analysis.
4. Click Properties.
5. You can change the name or description of the target group, or add and edit rules and conditions.
6. Click Save.

Using Optimizely Visitor Intelligence segments as target group

If you have Optimizely Visitor Intelligence on your website, you can use segments as target groups for your campaigns. See Creating a marketing segment for an instruction on how to create a segment in Optimizely Visitor Intelligence based on website visitor profiles. You can then use the created segments in Smart Campaigns and Marketing Automation.

See Using marketing segments as target groups for mailing campaigns.