This article highlights how you can set up segments in ROLLER to target specific guests and get the most of your email marketing campaigns. 

Segments allow you to group your guests based on specific rules. These groups can then be targeted using Campaign Monitor or other CRM tools.

Refer to the guide Campaign Monitor + ROLLER before continuing.

Group all guests who have opted in

This segment is useful for any general marketing where you want to get as much reach as possible. 

To accomplish this scenario:

• From Venue Manager, go to Guests > Segmentation > Create segment.
• Give your segment a name.
• For the segment rules, select Accept marketing > True

Target guests using their postcode/zipcode data

We recommend that you create a list in Campaign Monitor with a postcode custom field prior to making this segment.

If you want to target guests at a particular postcode/zipcode just use the below scenario:

• Select Postcode > is equal to > select the postcode/zipcode you wish to target

If you want to target guests from multiple postcodes/zipcodes you can combine them by selecting OR between each line

Target guests who are VIPs or big spenders

This segment is useful to target your highly engaged guests who visit your venue often and spend the most money. 

If you want to target guests who have an average spend over $50 use the below scenario:

• Average Spend > is greater than > $50

Average spend is calculated from total spend divided by the total visit.

If you want to target guests who have a total spend of more than $500 use the below scenario

• Total Spend > is greater than > $500

Target guests who purchased a specific product

In this example, we are targeting guests who purchased a fitness class, but you can also use this same scenario to target guests who have purchased annual passes, season passes, gift cards, parties & more. 

To accomplish this scenario:

• Select Product > is in > select all products offered that are Fitness related.
  AND
• Optional: select Booking status > is booked (unless you also want to reach out to guests who cancelled their booking as well). 

Target customers who booked during a specific period the previous year

In this example, we're targeting people who booked during the school holidays the previous year to encourage repeat visitation.

To accomplish this scenario:

• Booking date > is between > choose the date range of the school holiday period. If you want to add multiple school holiday periods click OR and add multiple booking date ranges.
  AND
• Optional: Booking status > is booked (unless you also want to reach out to guests who cancelled their booking as well). 
  
  

Target customers who've booked a birthday party the previous year

We recommend creating a segment for each month, in case the customer has booked several parties for each child over the course of the year.

There is only one booking date field and it will overwrite with the most recent booking if the segment is set for the entires year.

See example, for creating this scenario for January (we encourage you to repeat this for every month):

• Booking date > is between > 1 - 31 Jan 
  AND
• Product > is in > select all party products
  AND
• Optional: select Booking status > is booked (unless you also want to reach out to guests who cancelled their party booking as well). 

 

Target guests who've cancelled bookings over the past year

A great way to encourage guests to rebook after cancelling is to offer them a discount code.

See below for an example on creating this scenario:

• Booking date > is between > select dates for the previous year
  AND
• Booking status > is cancelled

Want advice on creating a segment to suit your particular scenario? Submit a support request here.