Personalisation splits

The Orbit journey builder offers the capability to add splits, which you can define using either percentage allocation or audience criteria. You can apply these splits in the Personalisation section of the journey builder.

Personalisation strategy helps you increase engagement with your campaign. Using personalisation splits, you can separately test:

  • Email copy

  • Subject lines

  • Images

This separation helps you analyse the different components of your campaign in isolation and think about how they work together as a whole. There are two personalisation split options in Orbit:

  • Percentage split: Split your audience by a percentage to test customer responses.

  • Segment split: Split your audience and send different content based on audience selection criteria.

Setting up splits

To set up your splits:

  1. Open your Campaign in the Orbit journey builder.

  2. Add required data variables or text personalisation into the Personalisation area.

  3. Click + Add Split underneath the new content field.

  4. Click + Add Split, and select Percentage Split or Segment Split.

Percentage split

To add a percentage split:

  1. Click + Add Split, then Percentage Split.

  2. Choose the Number of Branches required. By default, there is one branch specified.

    Example: We are going to split the Offer Code into a 50%/50% split, testing which Offer results in the most customer response. The split is a random allocation of recipients to the different variations.

  3. Click the + icon to add an additional branch to allow for a 2 way split.

  4. Increase the percentage splits to 50% each.

  5. Give each branch a name. In this case we are testing offers, so rename appropriately.

  6. Click Add.

    The splits appear in the Personalisation section.

    Example: In this case, all the campaign audience is catered for.

    Note: If there are recipients who are not included in the split criteria, the default OfferCode applies. In this case, the default OfferCode is Offer123, as specified at the top of the Personalisation section.

Segment split

A segment split enables recipients to receive different content based on different audience selection criteria. For example, recipients can be split into new/existing customers to receive different imagery or product recommendations.

Example: In this case, create a segment split based on the new/existing customer segments. Present different recommended products based on their life stage with us.

To start, we need to add content by including the variable ‘NextBestOffer’. See the steps above to add your content.

Adding a segment split

To add a segment split:

  1. Click + Add Split, then Segment Split.

  2. To split the campaign recipients, search for and select the Audiences or Files you want to use. In this case, we chose New Customers and Existing Customers so that we can customise the copy and image based on the length of the relationship with us.

  3. Once added, the segment splits appear in the side panel. Here we can make changes to the variables picked up for each segment.

    Example: We are going to change the variable for our New customers to receive a Year1 version of product offerings. For everyone else, they receive product recommendations made by another modelled variable.

  4. Click on the variable for the New Customer segment.

  5. Search for the alternative variable for this Segment. In this example, select Y1_NextBestOffer.

  6. The side panel updates to show that this variable has been applied to this segment.

    Example: In this case, all recipients of the campaign are considered.

    Note: If there are any recipients who do not meet the split criteria, then the default NextBestOffer variable is applied, as specified at the top of the Personalisation section.