Seventh Sense's AI automatically categorizes your audience by engagement level into easy-to-use segments. Before you start using them, it can be helpful to test each level to see how they perform.
For a deeper dive into what Engagement Segments are, and how to use them, please see this article.
Creating engagement segments using the Contact Properties Extension
To create our engagement segments, we'll be making use of the contact properties extensions which is currently available (in beta) to all Seventh Sense users. To use it, scroll down to the Seventh Sense section of available workflow actions and select Contact Properties Automation as seen below.
When contacts pass through the automation step, they will be assigned to one of the four engagement segments: Active, Passive, Inactive, or Evaluating.
The easiest way to use these segments for testing or reporting is via a Simple Branch. To do this Select Simple Branch.
Add a simple branch action below the Contact Properties Automation in your workflow as shown below. Select "Engagement Segment" under "Contact Properties Automation" as the property to split on.
Check the box that says "Create a separate branch for each value in the property" as shown below:
This will create 4 branches, one for each of the engagement segments: Active, Evaluating, Inactive and Passive.
Clone your email 4 times, and label each of the 4 cloned emails for the engagement segment that it will be sent as shown below.
Note: While rare, it is possible that there may be error's with the HubSpot API and some contacts may be not assigned to an engagement segment. If it's critical that all contacts receive an email, put a default version on the "None met" branch.
To evaluate the results of your test, simply compare the open rates, click rates, and other metrics such as read rates across your test emails to see how each of the activity segments performed.