Add List Segments to a Direct Marketing Effort
You can assign list segments to marketing efforts and specify how to use them — whether the segments are a test, retest, continuation, or reuse. When you assign a list segment to a marketing effort, the base list cost, and any additional costs for the segment, and the assigned record count default to the marketing effort. If these costs change, such as when you receive discounts from your vendor, you can override the quantity of records and additional costs for segments.
You can move a list segment and treat it as you would any other segment. A list segment can also have test segments. When you refresh the marketing effort, you process matchbacks for the list segments as well. The matchback process attempts to match the source codes entered on gift records to the source codes on each segment in your marketing effort.
If you add a source code, the matchback will match accordingly to the segment even if the constituent is in a different segment initially. If you only populate the Appeal on a constituent, the effort data also populates but only if the Appeal is linked to that single marketing effort. If the Appeal is linked to more than one effort, the Effort field does not automatically populate. You can leave it blank or choose a linked effort. For more information about matchbacks, see Refresh Marketing Efforts.
For more information about how costs are calculated for list segments and lists, see Calculate Costs for List Segments and Lists.
Note: The address processing and name format options selected for the marketing effort do not apply to list segments. The program uses the format from the import file.
From a direct marketing effort record, select the Segments tab.
Select Add, List segment. The Add list segment screen appears.
In the Segment field, select the list segment to add to the marketing effort.
If you select a segment with a source code part value assigned, that value defaults into the appropriate position in the source code field below.
Note: To edit the selected segment, select the Edit button to open the Edit segment screen. When you edit a segment from a marketing effort, you cannot change the segment’s code. Also, if you edit the underlying segment after the segment is saved to the marketing effort, all existing calculations are cleared from the Segments tab.
The List field displays the list associated with the segment.
In the Usage field, select how to use the segment in the marketing effort:
Test: Test a sample of a rented or exchanged list
Retest: Retest the sample of the list or to test a different sample of the same list.
Continuation: When a sample list tests well, you can create a continuation to use the entire list with a marketing effort.
Reuse: When a list performs well, you can reuse it with other marketing efforts.
In the Package field, select the package to associate with this segment. You can select only packages with the same channel as the marketing effort. If you select a package with a source code part value assigned, this value defaults into the source code field below.
The Source code field displays the full source code. If code parts are missing values, select the Source Code tab to complete the source code. You must enter code part values that meet the formatting requirements of the layout. A red X or green checkmark indicates whether the full code is valid.
In the Ask ladder field, select the ask ladder to associate with this segment. If you include ask ladders on a marketing effort, the Ask Ladder field is required for all segments you add to that marketing effort.
Note: You can add ask ladder overrides to apply different ask ladders to selections than the one specified for their segment.
The list's rental and exchange costs and quantities appear in the grid. To update these amounts, for example, if you received discounts from the vendor, select Override costs and quantities and enter the amounts to use for this marketing effort.
Select Save. You return to the Segments tab, where the new segment appears.