What is a segment?

A segment is essentially a saved search that automatically groups contacts based on the rules or filters you set.

Instead of manually filtering your database each time, you can create a segment once and the system will keep it up to date for you. For example, if you build a segment for “Customers who visited in the last 30 days”, anyone who meets that condition will automatically be included, and anyone who no longer matches will drop out.

This makes segments dynamic and always current, helping you reach the right audience for campaigns, automations, and personalised communication.

Topics:

Key characteristics of a segment

Using Segments to Target Your Contacts

How to Create a Segment

Tips for Naming and Reuse Segments Effectively

Best-Practice Tips

Example Segments You Can Use in Campaigns

Key characteristics of a segment

• Dynamic searches → Segments update automatically as contacts meet (or stop meeting) the defined criteria.

• Reusable → Once created, you can use a segment across multiple campaigns, automations, or reports without having to re-build the filters.

• Complex combinations → Segments can combine multiple filters (e.g., visit history + preferences + consent status), giving you very targeted audience groups.

• Time-saving for campaign targeting → Rather than manually filtering each time, you save effort by reusing your segment.

• Naming & reusing tips → Use clear, descriptive names so you and your team can easily identify and reuse segments later (e.g., “VIPs – last 60 days” instead of “Segment 1”).

✨ Why it matters: Paying attention to how you create and name segments ensures you build a powerful library of audience groups that can be quickly reused, saving time and ensuring consistent targeting across your marketing.

Using Segments to Target Your Contacts

Tips for Naming and Reuse Segments Effectively

💡 Tip: Clear naming makes it easier for your whole team to find and reuse segments.

• Use clear, action-oriented names:

  • Loyal Wine Customers

  • Birthday This Month

  • SMS-Eligible Engaged

  • Haven’t Visited 60D

• Keep criteria minimal to start then refine later.

• Save any search you plan to reuse more than once

• Pair each segment with a matching message or offer:

  • Lapsed 60D → send a win-back offer

  • VIPs → give early access to a new menu

Best-Practice Tips

• Start simple, then refine with extra criteria if needed.

• Keep names descriptive so teams know what each segment is for.

• Avoid overly complex queries (e.g. combining too many behaviours). This can slow performance. Instead, narrow your scope or split searches.

Example Segments You Can Use in Campaigns

Setting up segments helps you target the right contacts for your campaigns, automations, and personalisation. Below are common segment ideas you can create quickly, along with the criteria that define them.

Use these as inspiration and adjust the criteria to match your own business goals and customer data.

✨ With these segment examples, you can quickly tailor campaigns to the right audiences, boost engagement, and deliver more relevant, personalised experiences.