Build an email segment from stages and call outcomes
The segments the phone team already uses are the ones worth emailing: reached but not qualified, renewal coming, quiet for 60 days. Same filter builder, same record.
Most email tools make you rebuild your audience as a list. Here the audience is a filter over the record the calls and WhatsApp write into, so the segments that matter are already expressible: who we reached but did not qualify, who bought and is coming up for renewal, who went quiet. This tutorial builds three of them.
Before you start
- Lead stages that match how you sell.
- Call outcomes being logged honestly, because two of these segments read them.
Steps
Reached but not qualified
Stage is Contacted, last call outcome is Reached — spoke, last activity within 30 days. The person you spoke to who did not commit. An email with the thing they hesitated over is the cheapest second touch you have.
Won, renewal coming
Stage is Won, a renewal date attribute within 60 days. If you do not have that attribute, this segment is the reason to add one. Typed as a date, so it filters.
Quiet enquiry
Stage is New or Contacted, last activity more than 60 days ago, no terminal outcome. The people a campaign gave up on. An email costs nothing and occasionally revives one.
Always: open stages, and consent if you record it
Filtering on open stages excludes DND automatically. A consent attribute, if you have one, is the other filter that should be on every marketing segment.
Save each as a view
A saved view stores the rule and re-evaluates when opened, so "quiet enquiries" is always today's quiet enquiries. Name it for the rule, not for the person who made it.
Open three records from each
Counts lie. Three contacts, read end to end, is the test that catches a filter returning a plausible number and the wrong people.
Check it worked
Send each segment its own message rather than one message to all three. The whole point of segmenting from the record is that you know something different about each group.
The parts people get wrong
- These segments only work if call outcomes are logged. "No answer" logged honestly is what keeps somebody out of the wrong segment.
- A saved view is also a campaign audience. Build once, use for both.
The ones people actually ask
Can I use the same segment for a campaign?
Yes. A saved view is a filter, and a campaign audience is a filter. Build it once in Contacts and both can use it.
The segment is much bigger than I expected.
A rule does not mean what you think. Add conditions one at a time and watch the count after each — a jump from four thousand to three is caught at the second condition, not the fifth.