Step-by-Step Guide: Segmenting Your Audience in UnityBuilder

Let's transform your imported contacts into strategic segments that will help you deliver the right content to the right people at the right time.

Step 1: Define Your Segmentation Strategy

1. Log into your UnityBuilder account

2. Grab a notepad or open a document to plan your segments

3. List 3-5 key ways to group your audience (examples below):

   • Engagement level (highly engaged, occasional, inactive)

   • Content interests (what topics they respond to most)

   • Purchase potential (cold lead, warm lead, ready to buy)

   • Platform preference (Instagram, TikTok, YouTube followers)

   • Geographic location (if relevant to your content)

Step 2: Create Custom Fields for Segmentation

1. In UnityBuilder, click on "Settings" in the bottom left corner

2. Select "Custom Fields" from the menu

3. Click the "+ Add Field" or "Create Custom Field" button

4. For your first segmentation field, enter:

   • Name: "Engagement Level"

   • Field Type: "Dropdown"

   • Options: "High", "Medium", "Low", "Inactive"

5. Click "Save" or "Create"

6. Repeat for other segmentation fields you need:

   • "Content Interest" (with your specific topic categories)

   • "Purchase Potential" (with values like "Cold", "Warm", "Hot")

Step 3: Apply Initial Tags to Your Contacts

1. Go to "Contacts" in the left sidebar

2. Filter to view your imported contacts (using the tag from your import)

3. Click the checkbox at the top to select all contacts

4. Click "Actions" or "..." menu

5. Select "Add Tags"

6. Create a new tag like "Needs Segmentation" and apply it

7. Click "Apply" or "Save"

Step 4: Create Your First Segment

1. Navigate to "Marketing" or "Segments" in the left sidebar

2. Click "+ Create Segment" or "New Segment"

3. Name it "High Engagement Potential"

4. Set segment rules:

   • Click "Add Rule" or "Add Filter"

   • Select the tag from your initial import

   • Add any other known data points (like those who provided both email and phone number)

5. Click "Save Segment"

Step 5: Identify Your VIPs (Most Engaged Followers)

1. Create a new segment called "VIP Followers"

2. Set rules to identify your most dedicated followers:

   • Those who interact with you the most

   • Followers who've been with you longest

   • People who've already shown purchase interest

3. Save this segment

Step 6: Set Up a Quick Engagement Campaign to Refine Segments

1. Go to "Marketing" or "Campaigns" in the left sidebar

2. Click "Create Campaign" or "+ New Campaign"

3. Select "Email Campaign" or "Email Broadcast"

4. Name it "Segment Survey Campaign"

5. Select your imported audience as the recipient list

6. Create a simple email asking followers about their interests

7. Include 3-5 different links representing different content preferences

8. Set up link tracking to update contact fields when clicked

9. Schedule and send the campaign

Step 7: Create Automation to Update Segments Automatically

1. Go to "Automations" or "Workflows" in the sidebar

2. Click "Create Automation" or "+ New Automation"

3. Name it "Segment Updater"

4. Set up triggers:

   • When a contact clicks a specific link in your email

   • When a contact opens multiple emails

   • When a contact fills out a form

5. Add actions to update the contact's custom fields based on their behavior

6. Add actions to apply appropriate tags

7. Click "Save" or "Activate" automation

Step 8: Create Interest-Based Segments

1. Return to "Segments" or "Audiences"

2. Create segments for each major content topic you cover

3. Name them clearly (e.g., "Fitness Content Fans," "Nutrition Enthusiasts")

4. Set rules based on:

   • Link clicks from your survey email

   • Tags applied through your automation

   • Custom field values

5. Save each segment

Step 9: Create a Re-Engagement Segment

1. Create a new segment called "Need Re-Engagement"

2. Set rules to identify disengaged followers:

   • Haven't opened last 3-5 emails

   • No clicks in last 30-60 days

   • Tagged as "Low Engagement"

3. Save this segment

Step 10: Test Your Segments with Targeted Messages

1. Create a simple email or SMS message for each segment

2. Personalize the content to match each segment's interests

3. Send a test broadcast to each segment

4. Check your open and click rates to evaluate segment accuracy

5. Refine your segments based on the results

Step 11: Schedule Regular Segment Maintenance

1. Set a calendar reminder for monthly segment review

2. During each review:

   • Check segment sizes

   • Verify engagement patterns

   • Update segmentation rules as needed

   • Move contacts between segments based on behavior

Step 12: Create a Segment Dashboard

1. Go to "Dashboard" or "Reports" in UnityBuilder

2. Create a new dashboard called "Audience Insights"

3. Add widgets showing:

   • Size of each segment

   • Growth/shrinkage of segments over time

   • Engagement rates by segment

   • Conversion rates by segment

4. Save your dashboard for quick reference

With these steps completed, you've transformed your basic contact list into a strategic asset that allows you to deliver highly targeted content and offers to the right people at the right time!