Add a segment to a marketing effort
From a direct marketing, membership renewal, or sponsorship effort record, select the Segments tab.
Select Add, Constituent segment/Membership segment/Sponsorship segment. The Add segment screen appears,
On the Details tab, enter details and assumptions about the segment.
In the Segment field, select the 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.
To use this segment as an exclusion, select Exclude from effort but show counts. Segment exclusions (also known as "remainder" or "no mail" segments) allow you to quality check your marketing efforts and ensure that all donors are accounted for even if they do not receive the effort. Segment exclusions also allow you to group remainders from a segment so they are not included in other segments. For more information, see Segment Exclusions. When you select this option, all other options are disabled.
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, that value defaults into the appropriate position in 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 the marketing effort to apply different ask ladders to selections than the one specified for their segment.
In the Response rate and Gift amount fields, enter the expected response rate for the segment and the expected gift amount from respondents. You can compare the expected response rate to the actual when you analyze the marketing effort.
In most cases, you will include in the marketing effort all records the segment contains. However, it is sometimes useful to include only a portion of a segment to hold down costs, ensure all segments are equally sized, or account for limits on marketing effort materials. To include only a sampling of the segment, in the Sample size field, enter the sample size as a percentage or total number of records. Then select whether to add records at random or every nth value. For example, if you enter “50” and select “Percent” and Random, the segment includes a random sampling of records equal to 50 percent of the records in the segment. If you enter “50” and select “Records” and Random, the segment includes 50 randomly sampled records.
Some marketers think every “nth” record more thoroughly represents a set of records than a random selection. The nth value depends on your other selections in the Sample size field and the total number of records in the segment. For example, if you enter “50” and select “Percent” and nth, and the total number of records in the segment is 100, then 100 divided by 50 equals two, so every second record from the original 100 records is selected until 50 records are collected for the segment.
If you enter a sample size, you can select Exclude remaining records from the marketing effort to exclude any records that are not included in the sample from other segments below the current segment in the Segments grid. (Segments are processed for a marketing effort in order from top to bottom.)
If you clear Exclude remaining records from the marketing effort, any records that are not in the sample are available to other segments below the current segment (if the records exist in the segments below; otherwise, they are not included in the marketing effort at all). If a record meets the criteria for multiple segments, it is included in the segment closest to the top.
Select the Address Processing tab. On this tab, you can specify the address and name format to use.
Note: The Address Processing tab appears only when you select Allow individual segments to override the address processing/name formats of the efforton the Address processing tab of the template.
To use different address processing and name format options than those set on the marketing effort, select Override address processing/name formats.
Select which name format and address processing options to use:
Use primary address, primary addressee, and primary salutation—Select this option to use the primary address, addressee, and salutation selected for records included in the marketing effort. If a constituent has no primary address, primary addressee, or primary salutation, then the record is exported with a blank address, addressee, or salutation. To ensure that every constituent has a proper addressee and salutation, make sure to define at least one default name format with a specified primary addressee and primary salutation.
Use the following address processing and name formatting options—Select this option to choose custom address processing and name format options for the marketing effort. For example, you can use a unique address processing option set for your holiday appeal.
Address processing options — Select a pre-defined set of address processing options or create a new set.
Consider seasonal addresses as of — Select a date to take seasonal addresses into consideration when a marketing effort is processed to ensure delivery to the correct location. For example, if a constituent stays at a vacation home in December, you can send your marketing effort there rather than the primary address.
Name format options — Select a pre-defined set of name format options or create a new set.
Note: You set name format and address processing options in Marketing and Communications, under Configuration. For more information, see Address Processing Options.
Select the Source Code tab. The Source code field displays the layout selected for the marketing effort. The fields under the layout display the code part values assigned to the layout. If any values are missing, you can enter them here.
Note: The Source Code tab appears only when the marketing effort has a source code that includes a segment part.
Select the Business units tab. This tab displays the business units selected for the marketing effort. To use other business units for the segment, select Override marketing effort business units.
Note: The Business units tab appears only when you select Override appeal business units in the effort and/or in segments on the Start setup form of the communication template and select Allow individual segments to override the business units of the efforton the Business Units tab of the template.
In the Business unit column, select which units to credit for the revenue.
In the % Credit for revenue column, enter the percentage of the revenue to credit to the selected business unit.
To divide the credit amount evenly among the selected business units, select Split evenly. To give each unit full credit for the revenue, select Split fully.
Select Save. You return to the Segments tab, where the new segment appears.