Sending the same email to your entire list is a rookie mistake. Smart Segmentation allows you to filter your audience based on their actual behavior and data. By sending targeted messages to specific groups, you’ll see higher open rates, fewer unsubscribes, and more sales.
What is a Smart Segment?
Unlike a static List, a Segment is dynamic. It is a “saved search” of your subscribers that updates in real-time. If a subscriber meets your criteria today, they are in the segment. If they don’t tomorrow, they are automatically removed.
Popular Ways to Segment in Onyx:
- Engagement-Based: * Example: Create a segment of people who opened your last 3 emails but haven’t clicked a link.
- Goal: Send them a special “limited time” offer to push them over the edge.
- Action-Based: * Example: Segment everyone who clicked a specific link in your “Bridge Page” (Task 22).
- Goal: Follow up with more details about that specific offer.
- Data-Based: * Example: Segment by signup date (e.g., “New Leads – Last 7 Days”).
- Goal: Send them a dedicated welcome or “Indoctrination” sequence.
How to Create a Segment
- Go to the Audience menu and select a Smart Segments.
- Click on the Segments tab and select Create New.
- Define your Rules: Choose from conditions like
Email Open,Link Click,Date Added, orCustom Tag. - Save & Preview: Onyx will instantly show you how many subscribers match those rules.
Why Segmentation Boosts Your Deliverability
When you send to a highly engaged segment (people who always open your emails), ISPs like Gmail see a high engagement rate. This builds a “VIP” reputation for your sending domain, making it much more likely that your future broadcasts to the entire list will land in the Primary Inbox.
Pro Tip: The “Re-Engagement” Segment
Every 30 days, create a segment of people who haven’t opened an email in the last 60 days. Send them one final “Are you still there?” email. If they don’t respond, move them to your Global Blacklist (Task 30) to keep your list clean and your costs low.
Summary Checklist:
- [ ] Create a “Hot Leads” segment (Clicked in the last 48 hours).
- [ ] Create a “Newbies” segment (Joined in the last 7 days).
- [ ] Use segments during Campaign setup to increase your CTOR (Click-to-Open Rate).