What is the Left a Segment Entry Event?
The Left a Segment event is a journey that is triggered in Listrak's NextGen platform when a contact who was previously a member of a segment (e.g. Recent Clickers) is removed from a segment when they no longer fit the criteria (for example, when a contact is no longer clicking on messages).
How does it work?
When building a journey, you will select a segment to monitor.
A contact must have previously been a member of the segment to be eligible for the journey.
The contact who no longer meets the criteria when the segment is next processed will enter the journey flow.
The segment event is processed at the top of the hour and will enter any contacts into the journey who have left the segment in the 60 minutes prior.
Inspiration & Use Cases
The use cases for the Left a Segment journeys are only limited by the data you are sending to Listrak. Data is the key to a successful journey to ensure you are targeting the correct contacts.
Target lapsing engagement (e.g. not recently opened or clicked)
Target VIPs who have not recently purchased
Target contacts who have a change in product-related affinity
⚠️ Must have Predictive data enabled in the Listrak platform
Target lapsing site visitors
Target contacts who have a loyalty points balance that dropped below a set value
Building the Journey
Step 1: Create the Segment
Before you can begin creating the journey triggered flow, you first need to identify the segment a contact leaves to trigger the flow.
If you have not previously created the segment, navigate to Contacts > All Contacts to begin building. Learn more about how to create segments in the NextGen platform.
Step 2: Create the Triggered Journey
With the segment created, you can now build the flow.
Navigate to Automation > Journeys.
Click New Journey in the top right.
Click Start from Scratch on the top right.
Select the Left a Segment card from the popup.
💡 Click the Contacts category on the left to quickly find the event.
Give your journey a name.
Click Save.
Step 3: Determine the Journey Logic
Once the journey is created, you can begin building the logic including decision splits, messages, and coupons, for those you wish to target.
Entry Event Properties
Before you can set up the rest of the logic, you need to set up the entry event. This determines which segment a contact leaves before entering the flow as well as if there are any reasons they should not enter, even if eligible.
Click on the entry event on the canvas to edit the properties.
Select the segment created in Step 1 from the Segment dropdown.
Add a re-entry frequency if you want to limit how often a contact can enter the flow.
💡 If a contact moves in an out of a segment multiple times they would be eligible for a Left a Segment journey more than once.
Add an entry prevention rule to prevent contacts from entering, if desired.
⚠️ If you are using both segment entry and left a segment entry event, a contact may be eligible for multiple journeys at the same time, depending on the criteria.
Exit Event Properties
Like the entry event, the exit event can add a layer of logic to your flow. If your journey contains multiple messages, the exit event can stop a contact from receiving any additional messages in the flow if they meet certain criteria or take an action.
Click on the exit event on the canvas to edit the properties.
Select an event from the drop-down.
Click Add Event to add any additional events.
Add Additional Steps
Once you have determined who can enter and if they should exit the journey, you can set up the specific messages contacts will receive.
Drag and drop steps onto the canvas from the side panel or click on the plus sign and select a step type.
Give your step a name.
Select a list. A contact must be subscribed to this list in order to receive the message.
Build net-new messages in Listrak Composer or in HTML.
Copy an existing saved message you previously created.
Enhance messages with personalization via a profile field or a product recommendations block.
Give your step a name.
Select a short code. A contact must be subscribed to the short code in order to receive the message.
Create a net-new SMS or MMS mobile message.
Enhance messages with personalization via a profile field.
Select a coupon pool from previously created pools.
Display a unique dynamic or static code in a message.
Data Management Step
Subscribe contacts to a list based on eligibility for the journey.
⚠️ This is a requirement for journeys sending to the Post Purchase list, but for other lists be sure that you have consent to add them to the list.
Create different experiences based on a contact's previous actions (e.g. past purchase history).
Add up to 9 different paths and a default for any split type.
Use the segment split to target sub-groups of contacts who have left the segment in your entry event (e.g. previous tier name for contacts who have expired points).
Step 4: Testing a Flow
Once you have built your flow, you can test the flow if you desire.
The contacts listed in the test activation modal must be a member of the segment when the test is activated.
A contact must then leave the segment in order to enter the journey.
Any personalization will reflect the profile field data or activity associated with the email address or phone number entered in the testing modal.
Step 5: Activating the Journey
Once you have finalized the journey flow and creative, click Activate.
The journey will now send contacts through the journey at the top of the next hour if any contacts have left the selected segment.
💡 It may take more than an hour for contacts to begin receiving messages depending on when the journey is activated, the segment size, and how often contacts become ineligible.
Example Journey Build
In the example flow above, the goal of the journey is to re-engaged lapsing contacts. A contact is determined to be lapsing when they leave the ActiveLast90Days segment. In this specific example, active includes purchasers, clickers, and site visitors in the last 90 days. If a contact was previously engaged, but has not completed at least on of these activities in the last 90 days, they will exit the segment.
Lapsing contacts will then receive an email, SMS method, or both, depending on their status. The contact must be opted-in to the SMS short code or email list in order to receive the message. Non-opted-in contacts will skip the message. The messages have quiet hours enabled to ensure contacts to do not receive messages during non-business hours.
The engagement split monitors a contact's engagement with the email and SMS message during the next 10 days after receiving the message. If a contact clicked a link in either message they will continue down the empty paths and exit the journey. These contacts will now be considered active again and do not need to be re-engaged. Contacts who have not engaged during the 10-day waiting period will move down the default path and receive a second message attempting to re-engage them.
Lastly, an exit event of in segment was added to remove contacts during the 10 day period if they move back into an active state. This could occur if they visit the site organically by typing it into the navigation bar, engaging with another email, or making a purchase.