Understand AND vs OR for segments

Summary

This video script offers a guide to targeted marketing through effective segmentation using Clavio. It explains the importance of choosing between 'and' (exclusive) and 'or' (inclusive) connectors when defining segment conditions. The example of B's bakery illustrates how to precisely target past shoppers who live near a new store opening. The script also addresses negative conditions and emphasizes the segment catchphrase 'and is exclusive, or is inclusive,' ensuring viewers can confidently target the right audience with relevant content.

Takeaways

• 📈 Targeted Marketing: The script emphasizes the importance of building robust segments for more effective marketing strategies.
• 🔗 Segment Conditions: Conditions are criteria used to form a group, such as proximity to a new store and previous purchase history.
• 🏪 B's Baked Goods Example: The script uses the example of a bakery to illustrate how to build a target segment for an announcement email.
• 🔍 Proximity and Purchase: Two main conditions for B's team are the customer's distance from the new bakery and their past purchase of baked goods.
• 🤝 AND Connector: The 'AND' connector is used to make an exclusive segment where both conditions must be met, as desired by B's team.
• 👋 OR Connector: The 'OR' connector is inclusive, allowing inclusion in the segment if any one of the conditions is met.
• 🚫 Negative Conditions: The script explains how to use negative conditions to exclude people, such as those who live far from the store or haven't ordered.
• 📝 Segment Catchphrase: 'AND is exclusive, OR is inclusive' is a key phrase to remember when building segments to ensure the right audience is targeted.
• 📋 Exclusive vs. Inclusive: The script clarifies the difference between exclusive (both conditions required) and inclusive (either condition suffices) segments.
• 🛍️ Content Relevance: Using the correct connector ensures that the content is relevant to the segment, avoiding irrelevant communications.
• 👀 Audience Confidence: By understanding segment connectors, marketers can confidently target the right audience with the appropriate content.

Q & A

What is the main purpose of segmenting in marketing?

The main purpose of segmenting in marketing is to create targeted groups based on specific criteria, allowing for more effective and relevant marketing communications.

Why is it important to connect segment conditions correctly in Clavio?

Connecting segment conditions correctly in Clavio is important because it determines who is included or excluded from the group, ensuring that the marketing message is relevant to the audience.

What does the 'and' connector represent when building segments in Clavio?

The 'and' connector represents an exclusive condition, meaning that individuals must meet all the criteria connected by 'and' to be included in the segment.

What does the 'or' connector represent when building segments in Clavio?

The 'or' connector represents an inclusive condition, meaning that individuals only need to meet one of the criteria connected by 'or' to be included in the segment.

What is the significance of the segment catchphrase 'and is exclusive, or is inclusive'?

The segment catchphrase 'and is exclusive, or is inclusive' is a mnemonic to help remember that using 'and' makes the segment exclusive, requiring all conditions to be met, while 'or' makes it inclusive, requiring only one condition to be met.

How does the bullas baked goods team plan to use segmenting for their new storefront announcement?

The bullas baked goods team plans to use segmenting to send an announcement email to past shoppers who are both near the new storefront and have previously ordered their products.

What would happen if the bullas baked goods team used the 'or' connector instead of 'and' for their segment conditions?

If the bullas baked goods team used the 'or' connector, the segment would include any past shopper regardless of whether they live near the new store, potentially sending the announcement to people who may not be interested.

What is a negative condition in segmenting and how can it be used?

A negative condition in segmenting is used to exclude people based on what they have not done. For example, a team might want to include people who do not live near their store and have never placed an order.

Why is it crucial to consider the inclusivity or exclusivity when choosing between 'and' and 'or' connectors?

It is crucial because the choice between 'and' and 'or' determines the size and relevance of the audience. 'And' ensures a more targeted approach, while 'or' casts a wider net that may include less relevant individuals.

How can the understanding of segment conditions and connectors improve marketing strategies?

Understanding segment conditions and connectors allows marketers to create more precise and effective marketing strategies by ensuring that the right message reaches the right audience at the right time.

What additional resources are available for learning more about segmentation strategies as mentioned in the script?

For additional learning about segmentation strategies, viewers are encouraged to like, subscribe, and visit the Clavio Academy in the description below.