# FAQ: audience segmentation for festivals - Nevent

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      "@type": "Question",
      "name": "How many filters can I combine?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "There is no technical limit, but the practical recommendation is: simple campaigns 2-4 filters, segmented campaigns 5-8 filters, ultra-specific campaigns 10+ filters. More filters means a smaller, more specific audience."
      }
    },
    {
      "@type": "Question",
      "name": "Are segments updated automatically?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, segments are dynamic by default. Every time you run a campaign, Nevent recalculates who meets the criteria at that moment. You can save static (frozen) segments that lock the list at a specific point in time."
      }
    },
    {
      "@type": "Question",
      "name": "Can I save a static (frozen) segment?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, when saving a segment you can choose dynamic (recommended), which updates automatically, or static, which freezes the fan list at that exact moment. Useful for cohort studies, multi-step campaigns and historical analysis."
      }
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      "@type": "Question",
      "name": "Can I export my segment?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, you can export the fan list to CSV for external analysis, import to other platforms, stakeholder reports or backup. The export includes name, email, phone and basic fields."
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      "@type": "Question",
      "name": "How do I know if my segment is too small?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Quick guide: fewer than 50 fans is very small (consider broadening), 50-200 small (OK for exclusive offers), 200-1,000 medium (ideal for segmentation), 1,000-10,000 large (optimal for campaigns), more than 10,000 very large (consider sub-segmenting)."
      }
    },
    {
      "@type": "Question",
      "name": "What happens if a fan belongs to multiple segments?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "They will receive multiple emails if they are in multiple active campaigns. To avoid this: use exclusions (did not receive email in the last 7 days), plan your calendar by spacing campaigns out, prioritise segments or use fatigue filters."
      }
    },
    {
      "@type": "Question",
      "name": "Can I see which fans are in my segment before sending?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, the Preview function shows you the total estimated number, a list of 10-50 example fans with full profiles, geographic distribution and distribution by Nevent Temperature. Use it to validate before running."
      }
    },
    {
      "@type": "Question",
      "name": "Do segments affect deliverability?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Indirectly, yes. Well-built segments improve deliverability: engaged fans open more (better sender reputation), fewer spam complaints, relevant messages (fewer unsubscribes) and a high open rate. Poorly built segments worsen it with low open rates, over-contacting and irrelevant messages."
      }
    },
    {
      "@type": "Question",
      "name": "Can I combine existing segments?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Not directly, but you can replicate the logic. View the filters of Segment A and Segment B, then create Segment C that combines both with AND/OR logic."
      }
    },
    {
      "@type": "Question",
      "name": "What exactly is Nevent Temperature?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "It is a predictive score (0-100) that Nevent calculates automatically based on attendance frequency, purchase recency, total spend, email engagement, platform interaction and purchase speed. The scale runs from Frozen (0-16) to Very Hot (84-100)."
      }
    },
    {
      "@type": "Question",
      "name": "Can I create my own custom criteria?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes, through custom fields. You create a field, assign values to your fans, use the 'Custom field' criterion in segmentation and filter by that field and value."
      }
    },
    {
      "@type": "Question",
      "name": "Do groups change over time?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "No. A fan will always be in the same group. Assignment is based on a hash of the user_id, which is deterministic and permanent. This is crucial for consistency in long-term A/B tests."
      }
    },
    {
      "@type": "Question",
      "name": "Can I select multiple groups for a campaign?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. You can send to a single group, a range of groups or specific groups. For example: Week 1 sends to Group 1 (pilot test), Week 2 sends to Groups 2-10 (full rollout)."
      }
    },
    {
      "@type": "Question",
      "name": "How long does it take to calculate a large segment?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "It depends on size and complexity. Fewer than 10K fans with simple filters: less than 1 second preview. 100K-500K fans with complex filters: 3-8 seconds preview, 45-90 seconds full execution. More than 500K: 10-15 seconds preview, 2-5 minutes execution."
      }
    },
    {
      "@type": "Question",
      "name": "Do segments consume credits or cost anything?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "No. Creating and running segments is unlimited and free. You only pay for emails sent, SMS sent and push notifications according to your plan."
      }
    },
    {
      "@type": "Question",
      "name": "What is the best segment size for early bird?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The optimal early bird segment size varies by event type: 30-20% for small venues (500-2,000), 15-10% for medium venues (2,000-10,000), 10-7% for medium festivals (10,000-50,000), 5-4% for large festivals (50,000-200,000), and 2.5-7.5% for macro festivals (200,000+). The general rule is 5-15% of total capacity."
      }
    },
    {
      "@type": "Question",
      "name": "How do I segment attendees who opened an email but did not buy?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Segment fans with criteria: specific campaign email opened, tickets purchased 0, days since email open between 2-7. Implement a 3-email recovery sequence over 7 days: reminder with FAQ (day +2), urgency and scarcity (day +4), and final incentive with 10% discount (day +6). Expected recovery rate: 25-40%."
      }
    },
    {
      "@type": "Question",
      "name": "Can I segment by preferred music genre?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Yes. Nevent automatically assigns music genre preferences based on purchase history (60%), email clicks (25%) and web behaviour (15%). Available genres: Electronic, Rock, Indie, Hip Hop/Urban, Pop, Metal, Latino, Experimental and others. Genre segmentation increases open rate 2.3x vs generic messages."
      }
    },
    {
      "@type": "Question",
      "name": "How does segmentation affect deliverability?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Segmentation SIGNIFICANTLY IMPROVES deliverability. Advanced segmentation achieves 35-45% open rate vs 12-18% for mass email, reduces spam reports from 0.3-0.8% to below 0.1%, and increases inbox placement from 70-80% to 92-97%. It improves deliverability by increasing engagement (a positive signal for ISPs such as Gmail and Outlook)."
      }
    },
    {
      "@type": "Question",
      "name": "How do I identify VIPs at risk of churning?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "The VIP At Risk segment uses criteria: total historical spend ≥€500, number of events attended ≥3, days since last purchase 180-365, email opens in the last 30 days ≤2. These are high historical-value fans (LTV €800-2,500) with low recent activity. A 3-email win-back campaign achieves a recovery rate of 15-25% with ROI of 48.9x."
      }
    }
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:::tip[Quick definition]
**How many filters can I combine in a segment?**

No technical limit. Recommendation: simple campaigns 2-4 filters, segmented 5-8, ultra-specific 10+. Each additional filter reduces the audience by roughly 30-50% and increases precision. Optimal balance: 4-6 filters for most cases.

**Example:** A segment with 6 filters (Temperature: Very Hot, Events: ≥2, City: Madrid, Genre: Electronic, Spend: ≥€300, Email opens: ≥3) = 850 ultra-qualified fans from a 50k base (1.7%).
:::

# Frequently Asked Questions

Quick answers to the most common questions about segmenting attendees at festivals, venues and events.

---

## General

### How many filters can I combine?

**Answer**: There is no technical limit, but the practical recommendation is:

- **Simple campaigns**: 2-4 filters
- **Segmented campaigns**: 5-8 filters
- **Ultra-specific campaigns**: 10+ filters

More filters = smaller, more specific audience.
**Tip:** Start with 2-3 filters. If your audience is too large, keep adding more criteria.

---

### Are segments updated automatically?

**Answer**: Yes, segments are **dynamic** by default.

Every time you run a campaign, Nevent recalculates who meets the criteria at that moment.

**Example:**
- **Today**: You create a "Hot Temperature" segment → 1,000 fans
- **Tomorrow**: 50 new fans become "Hot"
- **You run the campaign**: It sends to 1,050 fans (the current ones)

**Exception**: You can save "static" (frozen) segments that lock the list at a specific point in time.

---

### Can I save a "static" (frozen) segment?

**Answer**: Yes, when saving a segment you can choose:

- **Dynamic** (recommended): Updates automatically
- **Static**: Freezes the fan list at that exact moment

**When to use static segments:**
- Cohort studies (longitudinal tracking of the same group)
- Multi-step campaigns where you need consistency
- Historical analysis ("Fans who attended Festival 2024")
- Compliance (preserving who gave consent on date X)

---

### Can I export my segment?

**Answer**: Yes, you can export the fan list to **CSV** for:

- External analysis (Excel, Google Sheets)
- Importing to other platforms
- Stakeholder reports
- Backup

**The export includes**: Name, email, phone and basic fields.
**GDPR:** Only export fans who gave consent and use the data responsibly in accordance with data protection law.

---

### How do I know if my segment is too small?

**Answer**: Quick guide by campaign type:

| Size | Assessment | Action |
|------|------------|--------|
| < 50 | Very small | ⚠️ Consider broadening |
| 50-200 | Small | ✅ OK for exclusive offers |
| 200-1,000 | Medium | ✅ Ideal for segmentation |
| 1,000-10,000 | Large | ✅ Optimal for campaigns |
| \> 10,000 | Very large | ⚠️ Consider sub-segmenting |

**Exception**: If your total base is small (< 500 fans), a segment of 30-50 may be reasonable.

---

## Behaviour and Logic

### What happens if a fan belongs to multiple segments?

**Answer**: They will receive **multiple emails** if they are in multiple active campaigns.

**How to avoid this:**

1. **Use exclusions**: "Did not receive email in the last 7 days"
2. **Plan your calendar**: Space out your campaigns
3. **Prioritise segments**: Define a hierarchy (VIPs first, then general)
4. **Use fatigue filters**: Nevent can automatically limit emails per fan per week

---

### Can I see which fans are in my segment before sending?

**Answer**: Yes, the **Preview** function shows you:

- Total estimated number
- A list of 10-50 example fans with full profiles
- Geographic distribution (if applicable)
- Distribution by Nevent Temperature

Use this to **validate** before running and make sure the segment makes sense.

---

### Do segments affect deliverability?

**Answer**: Indirectly, **yes**.

**Well-built segments improve deliverability:**
- ✅ Engaged fans open more → better sender reputation
- ✅ Fewer spam complaints → ISPs trust you
- ✅ Relevant messages → fewer unsubscribes
- ✅ High open rate → Gmail/Outlook prioritise you

**Poorly built segments worsen deliverability:**
- ❌ Sending to inactive fans → low open rate → spam folder
- ❌ Over-contacting → spam complaints
- ❌ Irrelevant messages → unsubscribes
- ❌ Cold audience → low engagement

**Conclusion**: Effective segmentation is **key** to good deliverability.

---

### Can I combine existing segments?

**Answer**: Not directly, but you can replicate the logic:

**Process:**
1. View the filters of **Segment A**
2. View the filters of **Segment B**
3. Create **Segment C** that combines both with AND/OR logic

**Example:**
- **Segment A**: "Fans from Barcelona"
- **Segment B**: "VIPs with spend > €500"
- **New Segment C**: "Fans from Barcelona **AND** VIPs with spend > €500"

---

## Criteria and Categories

### What exactly is "Nevent Temperature"?

**Answer**: It is a **predictive score** (0-100) that Nevent automatically calculates for each fan based on:

- Frequency of event attendance
- Purchase recency
- Total historical spend
- Email engagement (opens, clicks)
- Platform interaction
- Purchase speed (early bird vs last minute)

**Scale:**
- 🔥 **Very Hot** (84-100): Ultra-engaged super fans
- 🔥 **Hot** (67-83): Very active fans
- 🌡️ **Warm** (51-66): Moderate engagement
- ❄️ **Cold** (34-50): Low engagement
- ❄️ **Very Cold** (17-33): Little engagement
- 🧊 **Frozen** (0-16): Inactive or very new

**Practical use:**
- 🔥 **Very Hot**: Target for VIP and exclusives
- 🌡️ **Warm**: Most general campaigns
- ❄️ **Cold**: Reactivation and win-back campaigns
**Note:** You do not need to understand the algorithm. Simply interpret the temperature as "how likely is this fan to buy or engage".

---

### Can I create my own custom criteria?

**Answer**: Yes, through **custom fields**.

**How it works:**
1. Create a custom field (e.g. "Client Type")
2. Assign values to your fans (e.g. "Business", "Individual", "Press")
3. Use the "Custom field" criterion in segmentation
4. Filter by `Field = "Client Type"` and `Value = "Business"`

**Useful custom field examples:**
- Loyalty tier (Bronze, Silver, Gold, Platinum)
- Industry (Tech, Finance, Healthcare)
- Acquisition source (Facebook, Google, Referral)
- Assigned Customer Success Manager

---

### I cannot find the criterion I am looking for — what should I do?

**Possible reasons:**

1. **It is in another category**: E.g. looking for "City" in Spend instead of Fan Attributes
2. **Not yet synchronised**: The field has not been imported from your ticketing platform
3. **You need a custom field**: You need to create it manually
4. **It does not exist**: The functionality is not yet available

**Solution:**
- Check the [full categories reference](/en/segmentation/segmentation-engine/categories)
- Contact support: support@nevent.ai
- Request new criteria (product roadmap)

---

## Groups and Testing

### Do groups change over time?

**Answer**: **No**. A fan will always be in the same group.

Group assignment is based on a hash of the `user_id`, which is **deterministic** and **permanent**.

**Example**: If Fan X is in Group 5 of 10 today, they will still be in Group 5 in 6 months.

This is crucial for **consistency** in long-term A/B tests.

---

### Can I select multiple groups for a campaign?

**Answer**: Yes. You can send to:

- **A single group**: Group 1
- **A range of groups**: Groups 1-5
- **Specific groups**: Groups 1, 3, 7, 9

**Usage example:**
```
Week 1: Send to Group 1 (pilot test)
Week 2: If it works, send to Groups 2-10 (full rollout)
```

---

### How do I split 13,456 fans into 10 groups?

**Answer**: Nevent does this **automatically** with balanced distribution:

- Groups 1-6: ~1,346 fans each
- Groups 7-10: ~1,345 fans each

The difference is minimal (±1 fan). The algorithm guarantees balance.

---

### Can I see which fans are in each group?

**Answer**: Yes, in the **segment preview** you can:

1. Select a specific group (e.g. Group 3)
2. View the full list of fans in that group
3. Export that group to CSV if needed

---

## Performance and Technical

### How long does it take to calculate a large segment?

**Answer**: It depends on size and complexity:

| Base Size | Complexity | Preview Time | Full Execution Time |
|-----------|------------|--------------|---------------------|
| < 10K fans | Simple (2-3 filters) | < 1 sec | 5-10 sec |
| 10K-100K | Medium (5-7 filters) | 1-3 sec | 15-30 sec |
| 100K-500K | Complex (10+ filters) | 3-8 sec | 45-90 sec |
| \> 500K | Very complex | 10-15 sec | 2-5 min |

**Preview** uses sampling to be ultra fast (P95 < 2 sec).
**Full execution** processes all fans for the send.

---

### Do segments consume credits or cost anything?

**Answer**: **No**. Creating and running segments is **unlimited and free**.

You only pay for:
- Emails sent
- SMS sent
- Push notifications (according to your plan)

You can create, edit, preview and run segments without limit.

---

## What is the best segment size for early bird?

The optimal early bird segment size varies by event type and total capacity. The general rule: **5-15% of total capacity** sold in the early bird phase.

### Recommended sizes by event type

| Event Type | Total Audience | Early Bird Segment | Recommended % | Timing |
|------------|---------------|-------------------|---------------|--------|
| **Small venue** | 500-2,000 | 150-400 | 30-20% | 7 days before |
| **Medium venue** | 2,000-10,000 | 300-1,000 | 15-10% | 14 days before |
| **Medium festival** | 10,000-50,000 | 1,000-3,500 | 10-7% | 30 days before |
| **Large festival** | 50,000-200,000 | 2,500-8,000 | 5-4% | 60 days before |
| **Macro festival** | 200,000+ | 5,000-15,000 | 2.5-7.5% | 90 days before |

### Recommended criteria for early bird segment

**Optimal combination (AND):**
- **Temperature:** Very Hot + Hot (highly engaged fans)
- **RFM:** Champions + Loyal (strong purchase history)
- **Past events:** ≥2 purchases in the last 12 months

**Example — Festival with 50,000 capacity:**
```
Temperature: ≥Hot
AND RFM Score: Champions, Loyal
AND Past events (specific festival): ≥1
AND Days since last purchase: ≤365
```

**Expected result:**
- Segment: 3,500-4,500 fans (7-9% of 50k)
- Conversion: 12-18%
- Early bird tickets sold: 420-810
- Revenue: €189,000 - €364,500 (price €450)

### Common mistakes to avoid

❌ **Segment too small (&lt;500 fans):**
- You do not reach the early bird target
- You miss critical revenue in phase 1

❌ **Segment too large (&gt;20% capacity):**
- Reduces scarcity (no urgency)
- Leaves fewer tickets for phases 2 and 3
- Risk: not filling the event in later phases

❌ **Including cold fans (Cold/Frozen temperature):**
- Low conversion (2-4% vs 12-18% for Hot fans)
- You waste early bird access on an audience that will not convert
- Better to save them for phase 2 once more of the lineup is confirmed

### Best practice

**Two-phase strategy:**
1. **Phase 1A — Super exclusive (48h):** Champions + Very Hot only (1-2% capacity)
2. **Phase 1B — General early bird (7-14 days):** Loyal + Hot (5-8% capacity)

**Benefit:** Generates FOMO in phase 1B ("Champions already bought, fewer tickets left")

---

## How do I segment attendees who opened an email but did not buy?

This is an **email cart abandonment** segment (opener non-buyer) with a typical recovery rate of **25-40%** if you act within a 48-72 hour window.

### Full segment: "Email Opener — Non-Buyer"

**Criteria (AND combination):**
```
Email opened: Specific campaign (e.g. "Early Bird Primavera 2026")
AND Tickets purchased: 0
AND Days since email open: ≥2, ≤7
```

**Interpretation:** Fans who showed interest (opened) but did not complete a purchase. The 2-7 day window lets you act before they lose interest.

### Recommended recovery sequence (3 emails)

#### Email #1 — Reminder + Answer Questions (Day +2)

**Subject:** "Questions about [Festival]? We have the answers"

**Content:**
- We noticed you opened our email about the early bird
- Something holding you back? Here are the 5 most common questions:
1. **Lineup:** Will more artists be announced? Yes, we confirm 80% of the remaining acts in February
2. **Refund policy:** 100% refund up to 30 days before
3. **Accommodation:** Hotel + ticket packages from €280
4. **Groups:** Can I buy multiple tickets? Yes, up to 10 in one order
5. **Payment:** We accept card, PayPal and instalment payments (3 months interest-free)

**CTA:** "Buy my early bird ticket"

**Expected recovery rate:** 8-12%

---

#### Email #2 — Urgency + Scarcity (Day +4)

**Subject:** "⏰ Last chance for early bird — X tickets left out of 4,500"

**Content:**
- Real-time counter of remaining tickets
- "3,200 of 4,500 early birds already sold (71%)"
- "Last year they sold out 48h before the deadline"
- Testimonial: "I bought last year and it was the best decision — María, 2023-2024"

**Visual:** Progress bar showing % sold

**Urgency CTA:** "I do not want to miss out"

**Expected recovery rate:** 10-15%

---

#### Email #3 — Final Incentive (Day +6)

**Subject:** "💔 Special 10% discount just for you — Last chance"

**Content:**
- "We noticed you have not bought yet — we want you to come"
- Unique discount code: **COMEBACK10** (valid 48h)
- Discounted price: €405 (vs €450 standard)
- "This code is personal — only you have it"
- Countdown timer: 48h until expiry

**Guarantee:** "If you change your mind, 100% refund up to 30 days before (no questions asked)"

**CTA:** "Use my discount COMEBACK10"

**Expected recovery rate:** 7-13%

---

### Expected performance — Full sequence

| Email | Timing | Sent | Opens | Clicks | Purchases | Revenue |
|-------|--------|------|-------|--------|-----------|---------|
| #1 FAQ | Day +2 | 1,200 | 45% (540) | 25% (135) | 10% (120) | €54,000 |
| #2 Urgency | Day +4 | 1,080 | 38% (410) | 30% (123) | 12% (130) | €58,500 |
| #3 Discount | Day +6 | 950 | 42% (399) | 35% (140) | 10% (95) | €38,475 (net of discount) |
| **TOTAL** | 7 days | - | - | - | **345** | **€150,975** |

**Total recovery rate:** 345 out of 1,200 opener non-buyers = **28.75%**

**Campaign ROI:**
- Cost: 3 emails (€0 on Nevent) + discount email #3 (95 fans × €45) = €4,275
- Revenue: €150,975
- **ROI: 35.3x** (3,530% return)

### Automation in Nevent

**Configure triggers:**
1. Email #1: Automatic +48h after open with no purchase
2. Email #2: Automatic +96h after open with no purchase
3. Email #3: Automatic +144h after open with no purchase
4. **Stop trigger:** If they purchase at any point, exit the sequence

**Exclusions:**
- Already purchased a ticket (at any time)
- Unsubscribed
- In another active campaign

### Common mistakes

❌ **Sending all 3 emails to everyone:** Bombardment. Better to stagger based on engagement
❌ **Discount from email #1:** Trains fans to wait for a discount
❌ **Window &gt;7 days:** They lose interest. Optimal window: 2-7 days after open
❌ **No personalisation:** Generic email does not resonate. Mention "we saw you opened..."

### Variation for VIPs

If the opener non-buyer is a VIP (RFM Champions/Loyal), **do NOT send email #3 with a discount**.

**Replace with:**
- Email #3 VIP: "Exclusive backstage access included — Just for you"
- Incentive: Free upgrade to VIP (not a discount)
- Preserves premium perception

---

## Can I segment by preferred music genre?

**Yes.** Nevent automatically assigns music genre preferences based on the fan's historical behaviour (events attended, email clicks, pages visited).

### How automatic assignment works

Nevent analyses 3 data sources:

1. **Purchase history (weight: 60%):**
   - Fan's past events
   - Main genre of each event
   - Example: Attended 3 electronic festivals → Preference: Electronic

2. **Email clicks (weight: 25%):**
   - Artists clicked in newsletters
   - Most visited lineup sections
   - Example: Always clicks the EDM lineup → Preference: EDM

3. **Web behaviour (weight: 15%):**
   - Time spent on event pages by genre
   - On-site searches
   - Example: Searches "techno festival 2026" → Preference: Techno

**Minimum confidence:** 2-3 interactions to assign a genre with high confidence

### Genres available in Nevent

| Main Category | Sub-genres |
|---------------|------------|
| **Electronic** | EDM, Techno, House, Trance, Dubstep, Drum & Bass |
| **Rock** | Classic rock, Alternative rock, Garage rock |
| **Indie** | Indie rock, Indie pop, Indie folk |
| **Hip Hop / Urban** | Rap, Trap, Reggaeton, R&B |
| **Pop** | Mainstream pop, Electropop, K-pop |
| **Metal** | Heavy metal, Death metal, Hardcore |
| **Latino** | Reggaeton, Salsa, Bachata, Regional Mexican |
| **Experimental** | Avant-garde, Noise, Industrial |
| **Other** | Jazz, Soul, Funk, Blues, Country |

### Example segment: EDM festival

**Criteria:**
```
Preferred genre: Electronic, EDM, Techno, House
AND Past events (any electronic genre): ≥1
AND Temperature: ≥Warm
```

**Typical result:**
- Total base: 80,000 contacts
- Electronic fans: 18,000-22,000 (22-27%)
- Final segment with filters: 15,000 fans

**Personalised email:**
- **Subject:** "🎧 [EDM Festival] — Techno/house lineup confirmed + Early Bird"
- **Hero:** Only prominent EDM artists (do not show rock/indie)
- **Content:** Electronic stage schedules, after-parties

**Performance vs generic message:**
- Open rate: **32%** vs 18% generic (+14pp)
- Click rate: **28%** vs 12% generic (+16pp)
- Conversion: **6.5%** vs 2.8% generic (+3.7pp)
- **Lift: 2.32x revenue per fan**

### Multi-genre segmentation (OR operator)

**Use case:** Festival with a diverse lineup (Primavera Sound: rock + indie + electronic)

**Criteria:**
```
Preferred genre: Rock OR Indie OR Electronic
```

**Result:** 45,000 fans (56% of 80k base)

**Personalisation by dominant genre:**

| Fan's Dominant Genre | Email Hero Image | Featured Lineup | Personalised Subject |
|---------------------|------------------|-----------------|----------------------|
| Rock | The Strokes (rock headliner) | 60% rock, 40% other | "🎸 Primavera 2026: The Strokes + rock lineup" |
| Indie | Arctic Monkeys (indie headliner) | 60% indie, 40% other | "🎵 Primavera 2026: Arctic Monkeys + indie" |
| Electronic | Daft Punk (EDM headliner) | 60% electronic, 40% other | "🎧 Primavera 2026: Daft Punk + EDM" |

**Technology:** Dynamic content blocks in email (1 template, 3 versions)

### Continuous improvement of assignment

**Nevent learns with every interaction:**

1. **Fan with no genre assigned (new):**
   - Send generic email with full lineup
   - Track clicks: Which artists did they open?
   - Assign genre based on first 3 clicks

2. **Fan with 1 genre assigned (medium confidence):**
   - Highlight main genre (70% of content)
   - Show related genres (30%)
   - If they click a secondary genre → Add preference

3. **Fan with 2-3 genres assigned (high confidence):**
   - Advanced personalisation by dominant genre
   - Cross-sell events in secondary genres

### Limitations and considerations

**Automatic assignment works best when:**
- ✅ Fan has a history of 2+ events
- ✅ Festival/promoter sends regular newsletters (to track clicks)
- ✅ Genres are clearly differentiated (easy: rock vs EDM, difficult: indie rock vs indie pop)

**Assignment may fail when:**
- ❌ Fan buys tickets as gifts (not their own preferences)
- ❌ Fan is a "musical omnivore" (equally likes everything)
- ❌ Multi-genre event with no data on which stages they visited

**Solution:** Allow fans to update preferences manually (link in email footer: "Update my music preferences")

### Real case: Sónar Barcelona

**Segment:** Electronic fans for Sónar 2026

**Criteria:**
```
Preferred genre: Electronic, EDM, Techno, House, Trance
AND City: Barcelona, ≤100km (locals + nearby)
AND Past events (any electronic): ≥1
```

**Result:**
- Segment: 12,500 fans from a base of 95,000 (13%)
- Open rate: 38% (vs 22% general base)
- Conversion: 8.2% (vs 3.1% general base)
- Tickets sold: 1,025
- Revenue: €184,500

**Key insight:** Genre + Geo combined increase relevance exponentially (2.6x conversion)

---

## How does segmentation affect deliverability?

**Segmentation SIGNIFICANTLY IMPROVES deliverability** because it increases engagement (opens, clicks) — the most important signal for ISPs (Gmail, Outlook) when evaluating sender reputation.

### Impact on Sender Reputation

| Metric | Mass Email | Basic Segmentation | Advanced Segmentation |
|--------|------------|-------------------|----------------------|
| **Open rate** | 12-18% | 20-28% | 35-45% |
| **Click rate** | 2-4% | 5-9% | 12-20% |
| **Spam reports** | 0.3-0.8% | 0.1-0.3% | &lt;0.1% |
| **Unsubscribes** | 0.5-1.2% | 0.2-0.5% | 0.1-0.3% |
| **Bounce rate** | 2-5% | 2-5% | 1-3% |
| **Domain reputation** | 6-7/10 | 7-8/10 | 8-9/10 |
| **Inbox placement** | 70-80% | 82-90% | 92-97% |

### Why segmentation improves deliverability

**1. Increases engagement rate (positive signal for ISPs)**

When you send relevant emails to a specific audience:
- More fans open (high open rate)
- More fans click (high click rate)
- ISPs interpret: "This sender delivers valuable content"
- Result: Inbox placement increases

**Mathematical example:**
- Mass email: 80k sends × 15% open = 12,000 opens
- Segmentation in 5 groups: 80k sends × 28% open = 22,400 opens
- **+10,400 positive signals for ISPs (+87%)**

**2. Reduces spam reports (negative signal)**

Irrelevant email → Fan marks as spam
- Mass email: "I am not interested in electronic" → SPAM (0.5%)
- Segmentation: Only send electronic content to electronic fans → SPAM (0.05%)

**Impact:** Reducing spam rate from 0.5% to 0.05% = **90% fewer negative signals**

**3. Reduces unsubscribes (negative signal)**

A fan who only receives relevant emails does not unsubscribe:
- Mass email: 1% unsubscribe rate
- Advanced segmentation: 0.2% unsubscribe rate

**Secondary benefit:** You keep your database longer (less churn)

### Case study: Cruïlla Festival 2024

**Initial situation (January 2024):**
- Strategy: Mass email to 150k fans
- Domain score: **6.8/10** (Gmail Postmaster Tools)
- Inbox placement: **76%** (24% to spam/promotions)
- Spam report rate: **0.6%**

**Change implemented (February 2024):**
- New strategy: Segmentation into 8 groups (RFM + Geo + Genre)
- Frequency: Reduced from 2 emails/week to 1 email/week (but more relevant)

**Results after 3 months (May 2024):**
- Domain score: **8.4/10** (+1.6 points)
- Inbox placement: **94%** (+18pp)
- Spam report rate: **0.18%** (70% reduction)
- Average open rate: 18% → 32% (+14pp)

**Revenue impact:**
- May 2024 early bird campaign: +52% revenue vs May 2023 (same audience)
- Attributable to: Higher inbox placement (more fans see the email) + higher open rate

### ISP factors improved by segmentation

**Gmail (Google Workspace):**
- Engagement rate (opens/clicks) is factor #1
- Spam reports are factor #2
- Segmentation improves both → Better inbox placement

**Outlook/Hotmail (Microsoft):**
- Domain reputation (calculated from opens, clicks, spam)
- Segmentation increases reputation → Less to Junk folder

**Apple Mail (iCloud, me.com):**
- User engagement + machine learning
- If fans open consistently → Inbox
- If they never open → Promotions tab

### Best practices to maximise deliverability with segmentation

**1. Segment by historical engagement as well**

Do not only segment by demographic/RFM criteria — also segment by engagement:

```
Segment A — Super engaged:
Temperature: Very Hot
Email opens last 90 days: ≥5
→ Always send (inbox placement: 98%)

Segment B — Moderately engaged:
Temperature: Hot, Warm
Email opens last 90 days: 2-4
→ Send main campaigns

Segment C — Low engagement:
Temperature: Cold, Very Cold
Email opens last 90 days: 0-1
→ Only send critical campaigns (early bird, sold-out warning)
→ Consider sunset (clean up) if 6 months without opening
```

**2. Clean up inactive contacts (sunset policy)**

Fans who do NOT open emails for 6-12 months damage deliverability:
- ISPs see: "You send to people who do not want your emails"
- Solution: Win-back campaign (one last attempt) → If they do not open, remove from active base

**Example:**
- Base of 150k fans, 40k (27%) have not opened in 12 months
- Action: Sunset 40k inactive fans
- Result: Domain reputation rises from 6.5 → 7.8 in 2 months

**3. Differentiated frequency by segment**

Not all segments tolerate the same frequency:

| Segment | Maximum Frequency | Reasoning |
|---------|-------------------|-----------|
| Champions (Very Hot) | 2-3 emails/week | High engagement, they want information |
| Loyal (Hot/Warm) | 1 email/week | Moderate engagement |
| Promising (Warm) | 2 emails/month | Building trust |
| At Risk (Cold) | 1 email/month + win-back | Avoid fatigue |
| Cold/Inactive | Critical campaigns only | Minimise spam reports |

### Tools for monitoring deliverability

**Google Postmaster Tools (free):**
- Domain reputation (0-10)
- Spam rate
- Feedback loop (spam complaints)
- URL: https://postmaster.google.com

**Microsoft SNDS (free):**
- IP reputation for Outlook/Hotmail
- Colour code: Green (good), Yellow (warning), Red (bad)
- URL: https://sendersupport.olc.protection.outlook.com/snds/

**Return Path / Validity (paid):**
- Full inbox placement (Gmail, Outlook, Yahoo, Apple)
- Competitor benchmarking
- Price: ~€200/month

### Myths about segmentation and deliverability

❌ **Myth:** "Segmenting reduces volume, which damages reputation"
✅ **Reality:** ISPs do not penalise low volume. They penalise low engagement. Better to send 10k emails at 40% open than 100k at 10% open.

❌ **Myth:** "If I segment too much, each email varies a lot — ISPs will find that suspicious"
✅ **Reality:** ISPs do not compare content between emails. They only measure engagement per individual send.

❌ **Myth:** "Deliverability only depends on SPF/DKIM/DMARC"
✅ **Reality:** SPF/DKIM/DMARC are minimum requirements (table stakes). Engagement is what actually determines inbox vs spam.

### Conclusion

Segmentation = More relevance = More engagement = Better deliverability = More revenue

**Virtuous cycle:**
1. You segment → Relevant emails
2. Fans open more → High engagement
3. ISPs see engagement → Inbox placement rises
4. More emails reach the inbox → More fans see your email
5. More conversion → More revenue
6. Reinvest in better segmentation → Repeat cycle

---

## How do I identify VIPs at risk of churning?

VIPs at risk of churning are fans with **high historical value** (heavy spend, frequent purchases) but **low recent activity** (no purchase in the last 6-12 months). Winning them back is critical because their average LTV is **€800-2,500**.

### "VIP At Risk" segment

**Criteria (4 AND filters):**
```
Total historical spend: ≥€500
AND Number of events attended: ≥3
AND Days since last purchase: ≥180, ≤365
AND Email opens in the last 30 days: ≤2
```

**In plain English:** A fan who has spent heavily (≥€500) and attended repeatedly (≥3 events) but is now inactive (last purchase 6-12 months ago, barely opens emails).

### Typical VIP At Risk profile

**Demographics:**
- Age: 28-42 years
- Historical spend: €800-2,500
- Events attended: 3-6 (spanning 2-4 years)
- Last purchase: 6-12 months ago
- Open rate last 90 days: 0-15% (vs 45-65% when active)

**Additional red flags:**
- Has not visited the website in the last 90 days
- Has not interacted on social media (if they follow the promoter)
- Changed email (bounces) or city (moved)

### Expected segment size

**Depends on total VIP base size:**

| Total VIP Base | VIP At Risk (5-10%) | LTV at Risk | Recoverable Revenue Potential (20% win-back) |
|----------------|---------------------|-------------|----------------------------------------------|
| 5,000 | 250-500 | €200k-1.25M | €40k-250k |
| 10,000 | 500-1,000 | €400k-2.5M | €80k-500k |
| 20,000 | 1,000-2,000 | €800k-5M | €160k-1M |

**Insight:** Recovering 20% of VIPs At Risk can generate **six figures of revenue** at large festivals.

### Why they become "At Risk"

**Main reasons (based on post-churn surveys):**

1. **Event fatigue (28%):**
   - "I have been 4 years in a row, I need a break"
   - Solution: Offer other events from the portfolio (cross-sell)

2. **Change in circumstances (24%):**
   - New partner, children, relocation, job change
   - Solution: Emails with a "come back with friends/partner" angle

3. **Competition (18%):**
   - Discovered a similar/better festival
   - Solution: Emphasise unique differentiators

4. **Price (15%):**
   - "It has got too expensive"
   - Solution: VIP discount (15-20%)

5. **Lineup not convincing (10%):**
   - "They no longer book artists I like"
   - Solution: Survey for desired artists, personalise lineup highlights

6. **Other (5%):**
   - Previous negative experience, etc.

### Recommended recovery campaign

**3-email sequence over 14 days (see full example in Use Cases #2: VIP Reactivation)**

**Email #1 — Nostalgia (Day 0):**
- Subject: "We miss you, [Name] 💔"
- Content: Recap of past events, photos, artists they saw
- Soft CTA: "See upcoming events"
- **No hard sell** (emotional reconnection only)

**Email #2 — Incentive (Day +5):**
- Subject: "20% special discount — Only for former VIPs"
- Content: Unique code VIPBACK20, expires in 7 days
- Testimonial: "I came back after 2 years and it was better than ever"
- CTA: "Use my VIP discount"

**Email #3 — Last chance (Day +10):**
- Subject: "⏰ Your VIP discount expires tomorrow"
- Content: Urgency + featured lineup + countdown
- CTA: "Claim my discount now"

**Expected win-back rate:** 15-25% of the At Risk segment

**Example with numbers:**
- VIP At Risk: 680 fans
- Win-back rate: 20% (136 fans)
- Average ticket value: €180
- Revenue recovered: €24,480
- **Campaign cost:** €500 (time + discounts)
- **ROI: 48.9x**

### Impact of NOT acting

**What happens if you ignore VIPs At Risk:**

| Metric | No Action (12 months) | With Win-back Campaign |
|--------|----------------------|----------------------|
| **VIP At Risk churn rate** | 60-70% (become Lost) | 30-40% (half recovered) |
| **LTV lost** | 680 × 70% × €850 = €404k | 680 × 40% × €850 = €231k |
| **Revenue recovered** | €0 | 136 × €180 = €24.5k |
| **Difference** | — | **-€173k LTV saved + €24.5k revenue** |

**Conclusion:** Not acting costs hundreds of thousands in LTV + immediate revenue.

### Prevention: stopping Champions becoming At Risk

**The best strategy is to prevent churn BEFORE fans reach At Risk:**

**Early warning signals (intervene when you spot):**
1. A Champion who did not buy early bird (first time in 3 years)
2. Open rate dropped from 60% to 30% in the last 3 months
3. Has not visited the website in 60 days (vs monthly visits before)

**Preventive action:**
- Personalised email: "We noticed you did not buy early bird this year — everything OK?"
- Offer a call with an account manager (large festivals)
- Survey: "What can we improve?"
- Gentle incentive: 10% discount (not 20% — save that for At Risk)

**Prevention is 3x more effective than recovery:**
- Prevention: Retain 70-80% of Champions with early risk signals
- At Risk recovery: Only 15-25% win-back rate

### Tools in Nevent

**Automatic alert:**
Nevent can send you a notification when a fan enters "VIP At Risk":
- Configuration: "Alert when a VIP (≥€500 historical) does not purchase in 180 days"
- Method: Email to account manager or dashboard alert
- Frequency: Weekly

**VIP Health dashboard:**
- Visual segmentation: Champions (green), Loyal (blue), At Risk (yellow), Lost (red)
- Trending: How many Champions → At Risk this week?
- Forecast: "Projection: 120 VIPs at risk of churning in the next 90 days"

### Real case: Mad Cool Festival

**Situation (January 2024):**
- VIPs At Risk identified: 680 fans
- LTV at risk: 680 × €850 = €578k
- Historical without action: 65% churn (442 fans lost)

**Action (win-back campaign, February 2024):**
- 3-email sequence (Nostalgia → Incentive → Urgency)
- Discount: 20% (VIPBACK20)
- Timing: 14 days

**Result (March 2024):**
- Win-back: 22% (150 fans out of 680)
- Immediate revenue: 150 × €180 = €27,000
- **LTV saved:** 150 × €850 = €127,500
- Churn reduced: 65% → 45% (-20pp)

**Key insight:** For every €1 invested in VIP win-back, you recover €54 in LTV.

---

## More Help

Did not find your answer?

- 📖 [Back to Introduction](./index)
- 📚 [See Use Cases](./use-cases)
- 💬 Contact support: support@nevent.ai

---

**Ready to master segmentation?** 🎯

[Back to the Segmentation Engine: complete guide with 6 categories and RFM →](./index)