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Segmentation Filters vs. Activation Filters
Segmentation and activation use different filters for different purposes. Apply filters to a segment to narrow your audience. Use activation filters to narrow down relevant values with related attributes that personalize messages.
For example, as an online retailer, you want to run an email campaign targeting your customers that have purchased video games in the past 2 months. You want to personalize the message by including the product name of the video game that the customer most recently purchased.
Begin the process in segmentation by applying filter criteria to narrow your audience to customers who have purchased video games in the past 2 months.
In activation, add the Product Name related attribute to include the product names of the items that the customers have purchased. However, during the past 2 months, customers could have made other purchases in addition to video games. To include only video game purchases in the email, apply a filter to the attribute, such as Product Category is equal to Video Games. If you don’t apply a filter to the attribute, other products that the customer has purchased are included in the email.
