How to choose media recipients and create media segments in Nippy PR
Nippy allows you for powerful and easy target media segmentation according to geographic, demographic, and behavioral parameters.
Nippy segmentation allows you to send emails, to save selection as a segment for reuse, quickly load existing segment for email campaign or for edit and save changes.
Media segmentation criteria in Nippy
There are four inclusion types of criteria in Nippy: geographic, demographic, psychographic, and behavioral.
Geographic segmentation
Start media segmentation with broadest criteria of where your target media is situated. There are two available parameters - country and city.
In the media audience selector you will see a list of all countries and cities, available for the media in your database.
Demographic segmentation
Demographic segmentation includes five criteria, related to both media and media representatives: Media name, Media type, Media department, Media role, and Editorial topics.
Under each criteria type, there are in-built criteria, which you can enhance and enrich with your own. In-built parameters are subject to change.
Criteria type
In-built criteria
Media name
This will show all media in your database.
Media type
Newspaper, Magazine, Daily, Weekly, Monthly, Radio, TV, Website, Podcast, Newsletter, Online video, News agency, Specialized, National, LocaL
Media department
Advertising, News
Media role
Reporter, Editor, Editor-in-chief, Blogger, Columnist, Photojournalist, TV host, Producer
Editorial topics
General new, International news, Politics, Environment, Health & Wellness, Education, Business, IT, Consumer electronics, Enterprise IT, Telecom, Networks, Cybersecurity, Storage, Cloud, AI, Music, Lifestyle, Women, Fashion, Tourism & Travel, Culture, Science, Engineering, Public sector, e-Health, Public finance, Corporate Finance, Air Travel, Logistics, Auto, Transport, Mining, Energy, Sports, Real estate, Design, Utilities, Media & Entertainment, Semiconductors, Insurance, Fintech, Banks, Financial services, Healthcare
Media significance*
*Coming soon
Tier 1, Tier 2, Tier 2
Behavioral segmentation
Behavioral segmentation includes criteria, related to each media representative's email engagement, as well as their media response to press release outreach, interview pitches, and press events invitations.
Criteria type
In-built criteria
Press releases
Delivered: Email is delivered to the recipient's mailbox.
Opened: Recipient has opened or clicked on the email.
Published: The press release was published by the media recipient.
Media published: The message was published by the media, but not by the targeted media representative.
Interviews
Delivered: Email is delivered to the recipient's mailbox.
Conducted interviews: Interview was conducted.
Press events
Delivered: Email is delivered to the recipient's mailbox.
Opened: Recipient has opened or clicked on the email.
Confirmed: Media representatives, who has confirmed attendance.
Attended: Media representatives, who has attended.
How to create segments and choose recipients in Nippy PR Email
You can create media segments in both email recipicents selector and Media database.
Best approach to media recipients segmentation is to start with the broadest criteria - geographic country or city. If you don't select a geographic criteria, you include all available media, regardless of their location.
Next, you can narrow your segment size by narrow targeting according to their demographic or behavioral profiles.
For example, if you choose only the country Ireland, you will select all contacts in Ireland. But if you additionally select editorial topics like Business and IT, for example, this will create a list of Business and IT media in Ireland. If you don't select a geographic region, but only editorial topics, you will choose as recipients all contacts undet the selected editorial topics, regardless of their location.
Next to some parameters you will see AND and OR operators. Selecting AND means that all selected conditions must be satisfied. Selecting OR means that any of conditions can be independently satisfied.
For example, if you select Ireland, Business, IT, AND editors, the resulting recipients will be the Business and IT editors in Ireland.
But if you select Ireland, Business, IT, OR editors, this will result in a list that includes Business and IT media in Ireland, together with all editors in your database.
To create segments or choose recipients, do the following:
- Go to My emails.
- Click to create new email or hover over the name of existing email and click edit to open the Email Editor.
- In the email editor, click on TO in the email recipients field
- Select recipients. AND will require all criteria to be true and this will narrow your target segement. OR requires any of the conditions to be true and this will expand your media segment.
- Click SEND TO SELECTED to send email to selected recipients; click SAVE AS NEW SEGMENT if you want to save selection for future use
