By popular demand, segmentation capabilities for self-service have arrived! This guide walks through how to create effective segments that represent the unique ways you speak to particular audiences. Whether you’re targeting Gen-Z, First-time Visitors, Inactive Customers, or more, we can help you configure a segment that you can select when generating or improving content.
How to Create Segments
The Persado team will assist in creating your segments per the steps below.
1. Share Your Existing Segmentation Resources
To allow Persado to configure segments for you, please send any documentation about the audiences that you want to reach to your Persado representative. This could be any files around personas, user base segments, or more. Information around the following is particularly helpful:
Segment attitudes: Basic values, priorities, and perspectives
Segment behaviors and preferences: Typical actions, habits, and decision-making processes around your brand
Segment pain points: Challenges or sources of frustration with regards to products, service, and customer experience (especially in your industry)
How to speak to a segment: Any current guidance on tone, language, and key points to emphasize.
2. Persado Generates Segments for Review
Per the below turnaround times, Persado will generate segments that we can review together and continue to iterate on.
Persado pre-built segments: 1 day (see here for an idea of pre-built segments we offer)
Under 10 custom segments: 1 week
Over 10 custom segments: We’ll coordinate timelines directly with you to let you know the ETA.
3. Edit Segments As You See Fit
Once Persado has set up your segments, you can review them by clicking the ‘Segments’ tab in Portal. Then, click into any segment to view more information.
A First-time Visitors segment, for example, could look something like the below. Edit any fields as needed by simply clicking in and typing as usual.
Keep in mind that if you need to make major changes, we recommend reaching out to the Persado team so we can assist you and continue to iterate.
How to Apply Segments
Once segments are set up, you’ll see a new ‘Target Segment’ field that you can fill in whether you’re generating or improving content. Simply select the segment you’d like to apply for the content at hand, and our LLM will consider the segment definition in the generation of the output.
FAQs
What pre-built segments does Persado offer?
Our list of segments is constantly evolving, but here are some segments we can currently offer “out of the box:”
Financial Services:
Inactive Cardholders
Retirement Account Holders
Cross Sell Prospect
Established Savings
Form Abandoners
Growth Segment
Rich Credit History
Small Business Owners
Retail:
Gift Shoppers
Loyalty Members
Luxury Shoppers
Baby Boomers
Gen X
Millennials
Gen Z
Vacation Seekers
Industry Agnostic:
Deal Seekers
Engaged Customers
First-time Visitors
Inactive Customers
Trying out one or more of these segments can be a great way to get started, and is quick for Persado to set up (1 day). Please reach out to your Persado representative if you’re interested.
What Portal user roles can create or edit segments?
Currently, only Portal admin users can create or edit segments.
When should I create segment(s)?
Your segmentation needs will be unique to your business, but here are a few criteria to keep in mind when creating a segment:
You would use different language to speak to the proposed segment, versus another group of people.
The proposed segment has different needs than others (they must be distinct!).
Customers in the segment may be pursuing the same offers as those in other segments, but with different motivations. (If customer X and customer Y will always be pursuing different offers, consider if segmentation would even be impactful, or if you should simply generate and improve content as usual for the particular offers at hand.)
Customer segmentation is a broad topic. For some baseline best practices and processes, check out this helpful guide from HubSpot.
What information does Persado use to create segments?
The information added in the segment creation form is used by our LLM to tailor the tone and concepts used in the content being generated to the specific segment. For predefined segments that Persado already has data for (e.g., Gen-Z) this data will be used to create high performing content for that segment. For new, custom segments, our platform will be able to converge to the best language concepts for each segment as more in-market data is being uploaded.