Segmentation - Email

Segmentation is where you choose which recipients from your Contact List you will send your Email to. You may not want to send it to the entire Contact List you selected at the beginning.

The Segmentation screen will look empty at first. To the top right of the screen, below View Report, you will see the total number of Contacts in your Contact List, and the number of those Contacts with valid opted-in Email addresses and Mobile phone numbers.

This figure for valid opted-in Email addresses is the total number you can potentially send your Journey to, not the overall Contact List figure. As people on the Contact List opt in and out of Email notifications, or if an Email bounces, this figure will change.

To begin Segmentation, click the blue Add Condition + option within the Conditions box.

A popup window will open allowing you to Select a Condition. On the leftside of the popup are the selectable Contact Field Conditions, and on the rightside are the Behaviour Conditions.


In Contact Field Segmentation Conditions, you are segmenting by available information in your Contact List i.e., First Name, Email Address, Consent to Marketing etc. You can choose to Segment by whether any Field is Equal to, Starting with, Contains or Is Empty of any specified data.

With Behaviour Segmentation Conditions, you are segmenting by the Behaviour of Contacts in your Contact List, i.e., you can choose to only send your Email to recipients who Opened a previous Email or previous SMS of yours. You can designate which Email or SMS from your archive of previous Journeys in Which50.

Step 1:


Step 2:

Step 3:

Clicking once in any of the boxes creates a tick, clicking twice creates an X. Therefore, you can choose to only send to Contacts who Opened a previous Email, or only send to Contacts who did not Open a previous Email etc.

Segmentation is a very important step and must be manually selected each time for a New Journey. Click Save in the top right when you are finished making your selections. You will see the figure for number of Contacts with valid opted-in Email addresses has changed accordingly.

When implementing Segmentation settings for your Journey, you can choose AND as well as OR Segmentations. With AND Segmentations, you are stipulating that the Contacts to be targeted must meet all the Segmentation Conditions selected. With OR Segmentations, Contacts to be targeted need only meet one of the Segmentation Conditions.

Be aware of the grey OR divider line on this Add Conditions screen, as it separates the AND and OR conditions you can select.

The more AND conditions you introduce, the lower your figure for number of contacts with valid opted-in Email addresses will be. If OR conditions are introduced, the number will rise again.

Time-Bound Filtering: 

When using Behavioural Segmentation, you can now choose to only send your communications to anyone who has or hasn't received an Email/SMS within the last x number of days/weeks/months/years.

This is done via the Step 1 and 2 previously mentioned, and then when you have selected a past Journey, choose the 'Sent' option as shown below.


A new drop-down menu will appear on the right hand side, and with this you can select the time period for filtering contacts who have been previously sent a Journey. (Of course using an X instead of a in the segmentation box will exclude those contacts instead).

Target Source File:

A useful Contact Field Segmentation Condition is Target Source. With this Condition in place, only Contacts on your Excel Source File will receive your SMS when this Source File is Merged into a previously uploaded Contact List in Which50. You can learn more about Merging here.

To introduce the Source File Condition, click Add Condition + and choose Source File from the bottom of the Contact Field column) as shown below.


Ensure that Source File is ticked, and choose "In File" from the dropdown in the middle if not already selected. Then, from the dropdown on the rightside, choose the actual Source File you want to target.

Once Segmentation is complete, click Save. The next and final of the four phases is Schedule.

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