Segments - Combination Examples

In this guide, we'll recommend some examples to create targeted email segments by combining personal attributes and actions that a contact has or hasn’t taken.

Based on attributes about a person

Attributes about a person allow you to target contacts based on their personal details, such as property information or service preferences. These segments help ensure you’re reaching the right people at the right stage in the process.

Segment - Homeowners interested in selling

• Attributes:
  • Property status = Owner-Occupied
  • Property sales valuation price > £300,000
  • Property type = House
• Goal: Target homeowners who may be interested in selling their property.
• Action: Send targeted emails with selling tips, recent market trends, and advice on listing their property.

Segment -Landlords with expiring tenancies

• Attributes:
  • Tenancy end date = Next 3 months
  • Tenancy status = Active
• Goal: Target landlords whose tenancy agreements are soon to expire.
• Action: Send reminders about renewing tenancy agreements, and offer property management services.

Segment - Applicants ready to buy

• Attributes:
  • Applicant status = Active
  • Buying position = Ready to purchase
  • Property preference = 3+ bedroom house
• Goal: Target active buyers who are ready to make a purchase.
• Action: Send targeted property listings and sales opportunities that match their needs.

Segment - Tenants interested in upgrading

• Attributes:
  • Tenant service level = Managed
  • Tenancy status = Active
  • Tenant address = Specific area (e.g., Central London)
• Goal: Target tenants who may be interested in upgrading to a new property.
• Action: Send information on available properties in their preferred area and provide details on upgrading their tenancy agreement.

Based on actions someone has or hasn’t done

Actions someone has or hasn’t done refers to specific interactions a contact has had with your agency, such as booking valuations, attending viewings, or opening emails. These actions allow you to create segments based on engagement level or stage in their journey.

Segment - New contact interested in sales valuation

• Actions:
  • New contact in Street CRM
  • Instant valuation completed
• Goal: Target new contacts who have shown interest in property valuations.
• Action: Send a follow-up email offering a more detailed valuation or a consultation.

Segment - Leads who haven’t responded to sales valuation

• Actions:
  • Booked a sales valuation
  • Did not respond to sales valuation
• Goal: Target leads who booked a sales valuation but didn’t follow through.
• Action: Send a reminder email to re-engage them and offer assistance.

Segment - Potential buyers who missed a viewing

• Actions:
  • Booked a sales viewing
  • Missed a sales viewing
• Goal: Target buyers who showed interest but missed a scheduled viewing.
• Action: Send an email offering to reschedule the viewing or showcase similar properties.

Segment - Landlords who missed a lettings valuation

• Actions:
  • Booked a lettings valuation
  • Missed a lettings valuation
• Goal: Target landlords who missed a lettings valuation appointment.
• Action: Send a follow-up email offering a new appointment and showcase successful lettings stories.

Using AND/OR operators

By combining multiple filters with AND and OR operators, you can create more specific and targeted segments to narrow down your audience even further.

Segment - Homeowners looking to sell AND buy

• Attributes:
  • Property status = Owner-Occupied
  • Property sales valuation price > £300,000
• Actions:
  • New contact in Street CRM
  • Instant valuation completed
• Goal: Target homeowners looking to sell and potentially buy a new property.
• Action: Send an email offering both selling and buying services, highlighting available properties for purchase.

Segment - Landlords OR tenants interested in lettings

• Attributes:
  • Landlord OR Tenant (using OR to combine both)
  • Tenancy end date < 3 months (for landlords) OR Tenant service level = Managed (for tenants)
• Goal: Target both landlords and tenants who may be interested in lettings services.
• Action: Send information about lettings opportunities or management services, with tailored messaging depending on whether they are a landlord or tenant.

Segment - Applicants looking for 2-3 bedroom homes OR apartments

• Attributes:
  • Property preference = 2-3 bedroom house OR apartment
  • Applicant status = Active
• Goal: Target applicants actively looking for properties that match their preferences.
• Action: Send emails with new listings or upcoming properties matching their criteria.

Combining attributes and actions for highly targeted campaigns

The most effective segments combine both attributes and actions. This allows you to target contacts not only based on personal details but also on their engagement and actions taken.

Segment - Homeowners who haven’t responded to sales valuation

• Attributes:
  • Property status = Owner-Occupied
  • Property sales valuation price > £250,000
• Actions:
  • Booked a sales valuation
  • Did not respond to sales valuation
• Goal: Target homeowners who have not responded to a sales valuation request.
• Action: Send a follow-up email offering additional information or an incentive to schedule a valuation.

Segment - New applicants interested in buying OR renting

• Attributes:
  • Applicant status = Active
  • Property interest = High
• Actions:
  • Instant valuation completed
  • New contact in Street CRM
• Goal: Target new applicants who are interested in both buying and renting properties.
• Action: Send a targeted email showcasing properties for sale or rent that match their interest.