Email/Email address

There are two main use cases for the Email attribute. The first is to identify all users with an email address (or those without). The second is to search for a specific profile to find more information about the profile, as emails are used for unification in the Hub.

Identify profiles with an email address

If you want to email an audience, you can exclude those that have no email, or hashed email, associated with their profile. This helps provide a more accurate number of the audience you are activating to throughout the process.

*Hashed emails can be used in the same way as regular emails, they just add an additional level of security by changing an email address to an anonymous code. ‍

Let's say you are trying to create a segment to send to Klaviyo for email activation in a new campaign. The campaign could be trying to target customers that have made an online purchase in the last 30 days. These customer need to have an email or hashed email associated with their account to allow you to send through the campaign.

Let's jump into the hub and do some searching!

1. Navigate to Understand > Segment.

2. Search for the Email attribute in the Segment Builder. Drag this down to the SHOULD HAVE AT LEAST 1 OF THESE filter.

3. Search for the Hashed Email attribute in the Segment Builder. Again, drag this down to the SHOULD HAVE AT LEAST 1 OF THESE filter.

Now we can add the campaign parameters to the search.

4. Add the Order attribute from our Smart Search feature. Within the Order attribute add Order Date > Last 30 days, and the Channel filter > Online.

You can now Save this segment to use in your activation.

Finding a specific profile

The Email attribute can be a great resource in Segment when you need to find a profile for additional information about that customer.

Let's have a look in the Hub.

1. Navigate to Understand > Segment.

2. Search for the Email attribute. Open up the attribute by clicking on it. Add the email of the user you are searching for. Click SEARCH and the profiles you're searching for should come up.

You can then look through the attributes and segments associated with this profile for the information you need.

The Email attribute allows for unification of multiple profiles with the same email from different sources. For more information about Unification, we have a great article on Learn outlining the process here.