The main purpose of this artifact is to maintain a source of truth for the segments created in our email engagement tool, which we intended to reuse in other activation tools as well. Defining the segments in such detail helped us think about them more thoroughly before setting them up for our lifecycle email campaigns. If we ever decided to switch to a different tool, it would be a breeze to replicate the segments there.

The user segments artifact is best used by growth and marketing team members who run data-powered experiments and campaigns. The artifact is also useful for data teams to understand how growth teams use the data that’s made available in their activation tools.

Moreover, thoroughly documenting the various segments also helps teams identify missing events or properties that they need to run certain experiments, and make a case for that data to be instrumented and synced to the right tools.

The artifact was a collaboration between me and my team member who was responsible for our lifecycle email campaigns. Our process was to first discuss our campaign goals, document the segments, write down the conditions, and only then create the segment in the activation tool.

Moreover, this process wasn’t always linear and therefore, helped us refine our segments to create hyper-personalized campaigns.

Later, we added a field in the document to include the campaigns where each segment was in use and linked it to another doc where we maintained a log of every campaign we were running or intended to run.

As I moved on from the company, artifacts like this one made the transition very easy for my successor who had everything they needed to jump right in.

I believe the extreme detail in which we documented everything and the fact that it was part of the workflow to keep the doc updated with the latest data was one key reason this worked.

Arpit Choudhury

This document helped us create a source of truth for how we were creating segments in our email engagement tool, CustomerIO, along with other activation tools we’d planned for future use.

User segments are groups of users based on their actions and properties. These segments are being created with CustomerIO in mind but many of them can be used for targeting flows via 

User Segmentation for Email Engagement at Integromat

User Segments

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