This article will walk you through creating and working with segmenting your customer database. A segment is a selection of your customer database to which you can send an email campaign.
To access Email Marketing, you must have an active ThinkMarketing subscription for your account. See here for more on getting started.
Once Email marketing has been enabled, you can access it from clicking "Email Marketing" from the main menu, then selecting "Segments".
To create a new email segment, click the New button on the top right of the Email Marketing Segments page. To review or edit an existing segment, click on the segment in the list.
Segment name: This is a name for the segment that makes sense for you to identify later. This is an internal use only name.
ALL vs. ANY: How it works
Find customers that match ALL or ANY of the following criteria.
When filtering customers, you can choose between ALL and ANY to define how multiple criteria are applied:
ALL: Customers must meet every selected condition. This is useful when you need a highly specific segment.
Example: Guests who are Repeat Customers AND their "Reason for Stay" is Wedding.
ANY: Customers only need to meet one or more of the selected conditions. This helps create broader segments.
Example: Customers who's "Reason for Stay" is Wedding OR "How did you find us?" answer was "The Knot Weddings Magazine".
Search Criteria
Several fields can be used to filter your customer database. Combine multiple fields to get even more specific so your segment contains all the customers needed for your email marketing template.
Arrival Date
Departure Date
Stay Date
Reservation Creation Date
Point of Sale Creation Date
First Name
Last Name
Full Name
Email
Home Phone
Cell Phone
Work Phone
Company
Street Address
Extended Address
City
State
Postal Code
Country
Customer Notes
Repeat Customer
Total Amount Spent
Total Number of Nights Stayed
As well as any custom Reservation Attributes
Working with the Segment:
Depending on the field, you will have options to select, such as a date, amount, Yes/No, etc.
Click "Add another match criterion" to add another field for your segment.
To delete a field, click the x in the red circle.
To review what customers meet the criteria so far, click the Preview segment button. The customers will be shown below.
Make sure to click the Save button to save your work when done at the bottom of the page.
Alternatively, click the Cancel button to discard your changes.
Once you save your changes, you can review the segment options later from the list under "Segments" and edit them again as needed.
Now that you have a segment, you will be able to select it for your one-time email campaign.