Segmentation best practices

As you learn your way around Voyado you will start to notice that our segmentation tool can be found in almost every corner of the system. This is where you create groups of contacts based on criteria, for example age groups or previous purchases. 


We built Voyado this way to provide maximum flexibility and to give you the possibility to add rules to each event without having to flip back and forth to create new segments for each activity. Whether you are about to assign promotions, customize triggers, send messages or convert points to vouchers – the segmentation tool can be used to set the terms.

The tool is based on three standard conditions - All, Any and None. Although this might sound very basic (and in many ways it is!) it can get a bit tricky when you are building complex queries. But don't worry - we wrote this guide to help you along the way!

Set criteria by selecting data fields

Start building your query by adding rules based on the data you have stored in Voyado. Groups are used to create a subset of criteria within your query. When you create a new group you will once more get the option to choose if all-, any- or none of the criteria should apply in your isolated group.

Best practice

  • Try to build inclusive queries

    Searches based on many groups of criteria can take more or less time to process depending on how the query is built. It is not necessarily the number of criteria or the length of your query that takes time to process - it is more about the combination of criteria that together form a complex query. So we don't have a best practice that will work for every occasion but, generally speaking, you will most likely get quicker search results if you try to use inclusive queries (“All”) rather than exclusion queries (“none”).

    Example: It is easier for the database to find All: Purchased for: €0 The last: 6 months than it is to find None: Made a purchase: The last: 6 months

  • Explore the power of Retail KPI's

    What if you had all of your receipts in a box at home and wanted to calculate how much you have spent in each category and you only want to include the receipts in which you have spent over €50. You would first have to go through all of the recipes in the box to determine which are over €50 then sort them in to different piles based on category and finally calculate how much you have spent in each. Since you have to read every receipt down to every item line, it gets very time consuming. The same applies in Voyado.

    So to speed things up we recommend you to use Retail KPIs whenever possible (eg. Sum of all purchases, Average receipt, etc.). The Retail KPIs are pre-calculated for you every night and therefore much faster to read than reciepts.

    Here is an example to show how two different ways to find all contacts that has shopped for €50 or more during the last year.

    If you use Receipts the database has to go through the following steps:

    1. Look though all transactions ever made
    2. Sort out the receipts with a date within the last year
    3. Calculate the sum of all receipts
    4. Check if the sum is more or less than €50

    If you use the Retail KPI: Sum of all purchases the last 12 months the database has to go through the following steps:

    1. Check if the field “Sum of all purchases the last 12 months” is over €50.

    Easier? Much easier!

  • Free-text fields

    Free-text fields are very flexible to use but they can be a bit time consuming to process. Think about it as if you are trying to find people in a phone book.

    It is relatively easy to find everyone that starts with “A”, right? But what if I told you to find everyone with a name that contain “A” or ends with “A”. Then you would have to go through every name in the entire phone book to find them all – the same applies to Voyado.

    So to speed things up we recommend you to use "Items that starts with: jacket" instead of "Items that ends with: jacket. whenever possible. But the best option when creating segments based on specific purchases is to work with item categories and groups instead. Then you simply select the item category "Jackets" which is much faster for the database to process and you will have time over to do other fun stuff!

  • Use Target audiences

    We recommend you to use your Target Audiences whenever possible as they are pre-calculated for you every night. When you pre-save a segment as a Target audience, Voyado only has to check if contacts are included in the Target audience ( e.g. Target audience=Active hipsters=yes/no) instead of checking if all the criteria for the Target audience are fulfilled (Men, age 25-40, has purchased home brewing equipment or beard care products for over €20 the last year and has clicked in an email the last month).

    This saves time and performance and is especially powerful for the segments that you use repeatedly. Remember that the stats connected to Target audiences will show what was true the last time they were calculated, not live data.

  • Try to be specific when using Status and Activity

    Queries based on how your contacts has responded to your communication can be very powerful in your campaigns as well as in your automated flows. If you want to build a query based on if your recipients has opened or clicked in messages we recommend you to be as specific as possible. For example by selecting a time frame. This will narrow down the search and you will get quicker results.

  • Channel status

    Channel status is where you can find all opt-setting criteria and optimized filters so you can see who is reachable by email, SMS or snail mail. It’s now much easier to make selections ex. in automation splits or target groups.

    When calculating a segment you will see the number of contacts who are reachable by email, SMS and postal send outs. Since the number is already calculated you don't need to use reachable by in your segments. Here are the definitions:

    Reachable by email 💌
    The contact accepts email, the email field is not empty and the email is not blocked

    Reachable by SMS📱
    The contact accepts SMS, the phone number field is not empty and the number is not blocked

    Reachable by postal🐌
    The contact accepts postal communication and the address-, zip code- and city field is not empty.

    Channel status does not take duplicates in to consideration, they will however be excluded when you prep your communication and pre-calculate your number of recipients in the message module.

    And last but not least! Voyado will not send anything to contacts that doesn't accept communication so you are not required to add channel status criteria to your search.
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