How to Use Segmentation Rules

Introduction

Segmentation rules in BetterMerge let you send emails only to recipients that match specific criteria. This helps improve targeting, engagement, and deliverability.

By default, filtered and hidden rows in Google Sheets are automatically skipped during sending. On top of that, segmentation rules provide an additional layer of filtering, allowing you to define conditions based on spreadsheet data and email engagement.

How Segmentation Works

BetterMerge offers two types of segmentation:

1. Sheet Column Filters – Select recipients based on values in specific spreadsheet columns.
2. Tracking Status Filters (Follow-ups Only) – Filter recipients based on whether they opened a previous email or clicked a link.

These rules use an AND-based approach, meaning all conditions must be met for a recipient to be included.

Using Segmentation Rules

1. Sheet Column Filters

This method filters recipients based on values in your Google Sheet.

• Select Filter Type: Sheet Column
• Choose the column to filter by
• Define a condition:
  • Text is exactly – Matches the exact value
  • Text contains – Includes the specified text anywhere in the value
• Enter the value to match

Example:

A rule like this:

• Company is exactly “Acme Inc”
• Interest contains “marketing”

Will ensure only recipients working at “Acme Inc” who have “marketing” in their Interest column receive emails.

2. Tracking Status Filters (Follow-ups Only)

This method filters recipients based on past campaign interactions.

• Select Filter Type: Tracking Status
• Choose a Tracking Type:
  • Email Open – Filter based on whether the recipient opened the email
  • Link Click – Filter based on whether they clicked a link
• Define a status:
  • Opened / Not Opened (for email opens)
  • Any link clicked / Not clicked (for link clicks)

Example:

If you want to follow up only with engaged recipients, you can set a rule:

• Tracking Type: Email Open
• Open Status: Opened

This will include only those who opened the previous email.

Best Practices

• Use Google Sheets filtering for temporary adjustments. If you just need to exclude some contacts for a single campaign, hide or filter them in Google Sheets.
• Use segmentation rules for precise targeting. These rules persist across multiple campaigns, making them useful for ongoing audience filtering.
• Combine Sheet Column and Tracking filters. If you’re sending a follow-up, you can filter based on both spreadsheet data and engagement metrics.
• Keep conditions clear and meaningful. Avoid overly broad or restrictive filters to ensure the right audience receives your email.