Segments

Segments let you group customers based on their behavior, status, or any criteria you choose. Instead of sending the same message to everyone, you can target exactly the right people.

Why Use Segments?

Sending the same message to everyone rarely works well:

Scenario	Without Segments	With Segments
Upgrade offer	Sent to everyone (including those already upgraded)	Sent only to eligible members
Re-engagement	Sent to active customers (annoying)	Sent only to inactive customers
VIP reward	Sent to everyone (loses exclusivity)	Sent only to top-tier members

Segments help you send the right message to the right customers at the right time.

How Segments Work

Segments automatically update as customers meet (or stop meeting) your criteria.

Example: "Gold Members"

• Automatically includes everyone with Gold tier status
• New Gold members are added instantly
• Downgraded members are removed automatically

Creating a Segment

Step 1: Define Your Criteria

Set the rules for who should be included:

By Customer Data:

• Tier equals "Gold"
• Points greater than 1,000
• Member since before 2024

By Activity:

• Made a purchase in the last 30 days
• Visited 5 or more times
• Spent more than $500 total

By Status:

• From a specific template
• In a specific project
• Has (or doesn't have) certain custom fields

Step 2: Preview Results

Before saving, see how many customers match your criteria:

Segment Preview: "High-Value Active Members"
-------------------------------------------
Matching customers: 1,247
-------------------------------------------

If the number seems wrong, adjust your criteria and preview again.

Step 3: Save the Segment

Give it a clear name that describes who's in it:

• Good: "Gold Members Active Last 90 Days"
• Good: "Customers Ready for Silver Upgrade"
• Bad: "Segment 1"
• Bad: "Test"

Filter Options

Here's what you can filter by:

Basic Filters

Filter	Example
All Passes	Everyone in the workspace
By Template	Only loyalty card holders
By Project	Only holiday promotion recipients

Custom Field Filters

Filter by any custom data you track:

Condition	Example
Equals	Tier equals "Gold"
Not equals	Status not equals "Inactive"
Greater than	Points greater than 500
Less than	Points less than 100
Contains	Email contains "@company.com"
Is empty	Birthday is not set

Activity Filters

Filter by what customers have done:

Condition	Example
Event count	Made 5+ purchases
Total value	Spent $500+ total
Recent activity	Visited in last 30 days
No recent activity	No purchase in 60 days

Combining Filters

Create precise segments by combining multiple criteria:

Example: "Upgrade Candidates"

1. Tier equals "Silver" AND
2. Points greater than 900 AND
3. Made a purchase in the last 60 days

All three conditions must be true for a customer to be included.

Example Segments

Loyalty Program

Segment Name	Criteria
Ready for Silver	Bronze members with 400+ points
At Risk Gold	Gold members with no activity in 60 days
VIP Customers	Platinum tier OR lifetime spend > $5,000
New Members	Joined in the last 30 days

Retail

Segment Name	Criteria
High Spenders	Total purchases > $1,000
Frequent Shoppers	10+ store visits
Lapsed Customers	No purchase in 90 days
Email Subscribers	Email is not empty

Events

Segment Name	Criteria
Past Attendees	Attended any previous event
No-Shows	Had ticket but didn't check in
VIP Ticket Holders	Ticket type equals "VIP"

Managing Segments

Viewing Segment Members

Click on any segment to see:

• Total number of matching customers
• List of customers in the segment
• When the segment was last updated

Editing Segments

Change the criteria and members update automatically.

Using Segments in Campaigns

When creating a campaign, select which segment to target:

Campaign: "Gold Member Appreciation"
Target: [Gold Members Active Last 90 Days]

Only customers in that segment will receive the campaign.

Best Practices

Naming Segments

Use clear, descriptive names:

Bad	Good
Segment A	Inactive Silver Members
Test 2	Customers Without Email
Promo List	Holiday 2024 Promotion Recipients

Keeping Segments Useful

• Review regularly - Check that segments still make sense
• Archive unused - Remove segments you no longer need
• Document complex logic - Add descriptions explaining the criteria

Avoiding Common Mistakes

• Too broad - "All customers" isn't really a segment
• Too narrow - A segment of 5 people might not be worth maintaining
• Overlapping - Make sure segments don't conflict with each other

Segment Size Matters

Consider segment size when planning campaigns:

Size	Good For
1-50	Personal outreach, VIP treatment
50-500	Targeted promotions, specific offers
500-5,000	Major campaigns, broad communications
5,000+	Announcements, company-wide updates