In this article, we will explain how to build segments in CustomerIO and target users in your workspace based on their behavior, engagement levels and profile attributes.
What is a segment?
Unlike a mailing list, segments are groups of contacts defined by a set of conditions*. With INDY, cinemas can build segments from the following conditions:
What a user has (or has not done)
Select from a list of tracked events (e.g. page view, ticket purchase, and more) to target users with shared or similar behaviors
What attributes a user has (or does not have)
Select from a list of profile attributes (e.g. favorite_movies, top_genres, membership_type_name) to target users with similar interests or shared characteristics
What messages a user has (or has not) received
Select from a list of campaigns, transactional emails or broadcasts
*Segments can also contain users who are not opted in to marketing emails. We will discuss how to check for marketing permissions in the next section.
To create a new segment, log into CustomerIO, go to the Segments tab and click the purple "Create Segment" button in the top-right.
To edit a segment, select it and select the "Edit Conditions" button. To duplicate, archive or delete a segment, select the segment and click on the Options dropdown.
There is also an Export option which will allow you to download the segment and upload the mailing list to advertising platforms like Meta.
Example of duplicating a segment
Marketing Subscription Segments
If you are sending a marketing email, you must include a segment (or conditions in your segment) which checks that the user is subscribed to marketing emails. Failure to honor users’ marketing subscriptions will result in a temporary removal of admin privileges, and INDY maintains the right to permanently remove access to marketing features for repeated instances.
You can view and add new marketing subscriptions by logging into INDY Admin and going to Settings > Website And Marketing > Marketing Subscriptions. Please read the Support article on Marketing Lists for more information about this feature.
INDY recommends creating a segment for each marketing subscription (as well as an unsubscribe link to go in the email bodies). If you need assistance with creating marketing-friendly segments, please contact INDY Support.
To create a marketing-friendly segment, create a segment which includes one of the subscription attributes (we also recommend a check for email validity, circuit and site ID too). Please note that for cinemas with multiple sites, the marketing subscription will be unique. Here is a video explaining Marketing Subscription segments and how the segment below was built.
Site IDs for UK, New Zealand and Australia with have a prefix (e.g. "uk_33", "nz_33", "au_33")
Behavioral Segments
The following segments allow you to target users based on their recent activity.
Opened / Clicked (Last 30 Days)
In this video, we cover how to create a segment for subscribers who have clicked or opened an email within the last 30 days. This segment can be configured to cover a shorter or longer time span, focus on a specific email or link click, and more. Here is an example segment:
Page View (Last 30 Days)
In this video, we cover how to create a segment for subscribers who have visited the website within the last 30 days. This segment can be configured to cover a shorter or longer time span, as well as focus on a specific page. If configuring this segment for film listings only, we recommend using the event Viewed Movie Page instead of Page View.
Showtimes subscribers who have viewed any page on the website in the last 30 days
Showtimes subscribers who have viewed any movie page on the website in the last 30 days
Placed Order (Last 30 Days)
In this video, we cover how to create a segment for subscribers who have placed an order within the last 30 days. This segment can be configured to cover a shorter or longer time span. Other conversion events you can track include: Remote Order, Purchased Ticket, Concession Item Purchased, Points Used, Used Voucher. If you are using Purchased Ticket, you can edit the conditions to focus on a specific film. Here is an example segment:
Showtimes subscribers who have placed an order within the last 30 days on the website in the last 30 days
Attributes Segments
Top Genre, Favorite Films, Watch List
In this video, we cover to use the top_genre, watch_list_movies and top_movies attributes to target people based on their interests and favorite films.
Example of Showtimes Subscribers who may enjoy the Mario movie based on a user's watch list, top genres and favorite films
User Types & Memberships
In this video, we cover to use create segments which focus on user types and memberships.