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A segment is a group of contacts defined by a set of conditions. Unlike a static subscriber list, segments are dynamic, meaning they grow as contacts meet the segment's conditions and shrink as contacts no longer meet them.
Segmented email sends often return more revenue per recipient than unsegmented sends as they can be tailored to a particular situation and thus are more relevant to the recipients. A few examples of how you might use segments to reach different audiences include:
- Send a special promotion to customers who currently have any amount in their shopping cart and have never made a purchase.
- Attempt to re-engage inactive subscribers who signed up at least six months ago but haven't been seen recently or haven't opened your last few emails.
- Send a thank you or special reward to VIP customers who have purchased at least X times before or have spent over X amount of money.
- Send a special offer to engaged contacts.
Custom segments
Custom segments allow you to target a group of your contacts by combining various filters. These segments are built from scratch, making them highly customizable to your situation.
Create a custom segment
To create and apply a custom segment to a newsletter:
- Navigate to Campaigns and select or create the email that you'd like to segment.
- Select the Edit button next to the Send email to heading in the Settings step.
- In the menu that opens, select the Custom Segment option.
- In the dropdown menu that appears, determine if you'd like the segment's contacts to Match any or Match all of the filters you eventually select.
- Now, click the Add filter dropdown menu and add the desired conditions. When building a segment, you can use the following conditions:
By display: Include contacts based on their previous display signups.
Last seen: Include contacts based on the last time they visited your site.
Sign-up date: Include contacts based on when they signed up for your email list.
By country: Include contacts based on the country reported by the contact's IP address.
Custom field: Include contacts based on their custom field values. These values are provided via an import or when submitting a display.
Imported: Include contacts based on whether or not they have been manually imported directly from another service or via CSV.
Name / Email: Include contacts based on their exact name or email address.
Tagged: Include contacts based on the tags applied to their contact profile.
Clicked email: Include contacts that clicked a specific email.
Did not open: Include contacts that did not open a specific email.
Opened: Include contacts that opened a specific email.
Was not sent: Include contacts that were not sent a specific email.
Cart value: Include contacts based on the current value of your BigCommerce, Shopify, Squarespace, or Weebly cart.
First order: Include contacts based on when they first ordered from your store.
Last order: Include contacts based on when they last ordered from your store.
Lifetime spend: Include contacts based on their total spending in your Shopify store.
Order count: Include contacts based on the number of orders they have placed in your Shopify or Weebly store.
Purchase history: Include contacts based on the products they have or have not purchased in the past 180 days from your Shopify store.
- Once the desired filters have been applied, select the Save button. An estimated number of recipients will appear on the card. If the selected segment is over 10,000 contacts, a 10,000+ value will appear.
Reuse a custom segment
To reuse an existing custom segment:
- Navigate to Campaigns, locate the email with the desired custom segment and select the Duplicate () option.
- The previous segment will auto-populate into the copy.
Smart segments
Smart segments allow you to quickly target a group of your contacts without the hassle of creating a custom segment. These segments make sending the right message to the right contact at the right time much more straightforward and typically result in increased deliverability rates and email engagement. Some of the available segments include:
- Current Customers: This segment targets the contacts that have placed at least one order with your store.
- Engaged Contacts: This segment targets the contacts that opened or clicked an email at least once in the last 90 days.
- Potential Customers: This segment targets the contacts that have not yet placed an order with your store.
Use a smart segment
To apply a smart segment to a newsletter:
- Navigate to Campaigns and select or create the email that you'd like to segment.
- Select the Edit button next to the Send email to heading in the Settings step.
- In the menu that opens, select the Smart Segment option.
- In the dropdown menu that appears, select one of the prebuilt smart segments and then select the Save button. An estimated number of recipients will appear on the card. If the selected segment is over 10,000 contacts, a 10,000+ value will appear.
