Segments

Segments are saved, dynamic filters on a list: "everyone in Copenhagen", "opened something in the last 30 days", "placed at least 2 orders". Subscribers move in and out automatically as their data changes, so a segment is always up to date when you send to it.

Create a segment

1. Go to Segments and click create segment
2. Pick the email list the segment filters
3. Name it and add your segmentation criteria

Each criterion is a field, an operator and a value. You can combine multiple criteria.

What you can filter on

• Profile fields: email, name, phone, birthday, gender and any custom field on the list
• Engagement: opens and clicks
• E-commerce activity: orders placed, with amounts

Behavioral criteria support a time window: over all time or in the last X days. "Placed order at least 1 time in the last 90 days" is your active-customers segment; flip the operator to zero times for the winback audience.

Custom field criteria take the value as key:value. Text operators (key equals, key contains) match the stored text; the numeric operators (key is greater than, at least, less than, at most) compare the stored value as a number, so loyalty_points:250 with "key is at least" finds everyone with 250 points or more. Subscribers whose value is not a number never match a numeric operator. The same operators are available in automation profile filters.

Using segments

• Campaigns: choose the segment as the audience instead of the whole list
• Automations: the new subscriber trigger can enroll from a segment, and profile filters can require segment membership
• Segment membership counts update automatically; open a segment to see who is currently in it

Segment ideas that earn money

• VIPs: placed order at least 3 times over all time - reward them, ask for reviews
• Winback: placed order at least 1 time, but zero times in the last 120 days
• Engaged non-buyers: clicked in the last 30 days, zero orders - a nudge or first-order coupon converts these
• Locals: a city custom field for store events

Segments versus lists

Use lists for genuinely separate audiences (customers versus wholesale partners). Use segments for everything else - they keep one profile per person and update themselves. If you find yourself exporting and re-importing to "move" people, a segment is almost always the better tool.