Segment filters let you target specific groups of contacts based on their profile data, behavior, or purchase history.
Every rule set in the Segmentation menu offers a wide range of filters, organized from broad categories to more specific conditions.
Before You Begin
All segment filters are available on all Omnisend plans.
Segmentation is based on real-time data. Filters work dynamically, so contacts enter or exit segments automatically as their data or behavior changes.
Each filter includes subfilters that allow you to refine your segmentation with greater precision.
Use Omnisend’s AI Segment Builder. This tool can help you generate relevant segments based on your prompts.
Anniversary Filters
Anniversary filters allow you to create segments based on birthdays or other recurring customer milestones. These filters focus only on the month and day, giving you precise control over date-based targeting.
Use the YYYY-MM-DD date format when you're importing anniversary dates and not collecting them through Omnisend forms.
Use the following Anniversary filters to segment your contacts based on birthdays or recurring milestones:
Filter | Use |
Birthdate | Filters contacts based on the date of birth saved in their profile. |
Date of Addition | Represents the date when the contact was added to your Omnisend audience. |
ExternalCreated | Refers to the original creation date of the contact in your e-commerce platform or any other third-party app (not when they were added to Omnisend). |
💡 Custom Anniversary Dates
You can also collect additional anniversary dates using custom properties, as long as they are recorded in the correct date format. For example, if you've collected a custom date like wedding_date, you can seamlessly use it in your segments.
Using the “Anniversary Is In The Next” Operator
The anniversary is in the next operator filters contacts whose anniversary falls within a defined number of days from today. It is useful for birthdays, wedding anniversaries, or any recurring date.
For example, the following filter identifies contacts whose birthdate occurs in the next 7 days. The segment updates each day dynamically:
You can adjust the value to target different timeframes:
Events Today (This captures all events happening today)
Date Property > anniversary is in the next > 1 > days
Events Tomorrow (Now, this includes events coming up tomorrow)
Date Property > anniversary is in the next > 2 > days
Events in the Upcoming Week (Next 7 days, extend your filter to cover events in the next seven days)
Date Property > anniversary is in the next > 7 > days
Contact Properties Filters
Contact Properties filters let you segment contacts based on data associated with their profile. This data is usually collected through order info from your store and can also be collected via Omnisend, third-party signup forms, or manually imported.
Use the following Contact Properties filters to segment contacts based on their profile data:
Filter | Use |
Consent | |
Customer Lifecycle Stage | Classifies contacts according to their status within the Omnisend Customer Lifecycle Stages (e.g., recent customers or loyalists). |
Email Address | Filters by exact email address, domain (e.g., email address contains gmail.com), or pattern (e.g., email address ends with .ma). |
First Name | Targets contacts by their first name value in the profile. |
Gender | Segments contacts based on gender information stored in their profile. |
Last Name | Filters contacts using the last name field. |
Phone Number | Filters contacts based on phone country code, prefix, or number pattern |
Subscription Status | Identifies contacts based on whether they are Subscribed, Unsubscribed, or Non-Subscribed for each channel (Email, SMS, Push). |
Tag | Segments contacts by assigned tags. You can include or exclude contacts based on one or multiple tags. |
💡 Subscription Status Filter
You can target contacts who are subscribed to a specific channel or those subscribed to two or more channels simultaneously.
Contact Location Properties Filters
Contact Location Properties filters let you segment contacts based on their geographic data, collected either through cookies or through their previous orders.
Use the following Location filters to segment contacts based on their geographic data:
Filter | Use |
City | Filters contacts based on the city value saved in their profile. |
Country | Filters contacts by the country listed in their profile (usually synced from checkout or shipping address). |
Last Detected City | Identifies the most recently detected city based on the contact’s IP address during a tracked event, such as viewing a product page. |
Last Detected Country | Similar to Last Detected City, but identifies the most recent country where the contact was active. |
Physical Address | Filters contacts by the street-level address in their profile (usually synced from checkout or shipping address). |
State | Filters contacts based on the state, province, or region value in their stored address. |
Zip | Filters contacts by postal code or ZIP code from their address. |
Engagement Filters
Engagement Filters let you segment contacts based on their activity across your marketing channels. You can identify whether someone has opted in or opted out, received and interacted with your messages, or taken actions on your website.
Use the Engagement filters to segment contacts based on their interactions with your marketing activities:
Filter | Use |
Clicked Message | Tracks contacts who clicked at least one link in a message (email, SMS, or push). You can filter based on message title, URL, channel, etc. |
Marked Message as Spam | Identifies contacts who reported one of your emails as spam. You can filter this segment based on message or marketing activity details as well. |
Message Delivery Failed | Includes contacts where Omnisend attempted to send a message, but it failed. Failures may be hard bounces (e.g., invalid address) or soft bounces (e.g., temporary issues). |
Message Sent | Segments contacts who were successfully sent a message, regardless of whether it was opened or clicked. You can filter based on message or contact details. |
Opened Message | Tracks contacts who opened your message. You can filter based on message or contact details.
Note: SMS opens are not tracked. Use link clicks to track engagement for SMS. |
Opted In | Filters contacts who have subscribed to receive marketing messages for a specific channel (email, SMS, push). |
Opted Out | Filters contacts who have unsubscribed from a specific channel. You can filter based on channel and opt-out reason. |
Viewed Page | Tracks contacts who visited a specific page on your website. You can filter by URL visited or contact details. |
Orders Filters
Orders filters let you segment contacts based on their shopping behavior, whether they placed an order, bought a specific product, or started the checkout process.
Use these Order filters to segment contacts based on their purchase behaviors:
Filter | Use |
Order Canceled | Tracks orders that were canceled after being placed. |
Order Fulfilled | Triggered when an order’s fulfillment status changes to Fulfilled in your e-commerce platform. |
Order Refunded | Fires when an order is partially or fully refunded in your store. |
Paid for Order | Triggers when a payment is successfully captured for an order, meaning the order status changes to paid. |
Placed Order | Tracks contacts who completed an order on your store, meaning the order was successfully created. |
Started Checkout | Triggers when a contact initiates checkout but doesn’t necessarily complete it. |
💡 Subfilters
Every order event is passed with order data, including order ID, products, collection, total price, and more. After selecting your order filter, you can add subfilters. For example, Product ID is [value].
Products Filters
Product filters let you segment your contacts based on their interactions with your products on your website. You can create groups of contacts who just viewed a product page or added a product to their cart.
Use the following Product filters to segment contacts based on their engagement with your store products:
Filter | Use |
Added Product to Cart | Filters contacts that add a specific product to their shopping cart but haven’t necessarily checked out yet. |
Ordered Product | Triggers when a contact completes an order that includes a specific product. |
Viewed Product | Identifies contacts who viewed a product page on your website. |
Note: Products only appear in the Ordered Product filter dropdown after at least one customer has completed a purchase recorded in Omnisend. If a product has no orders yet, it will not appear in the filter list. Once a purchase is recorded, the product becomes available.
Custom Events Filters
In Omnisend, you can sync custom events from third-party apps through the API. Once these events are synced to Omnisend, you can use them in your segments to identify all contacts who have that event recorded.
If you sync additional data alongside your custom event, you can use that data for further filtering within the same segment.
Custom Properties Filters
Custom properties are extra data fields you add to a contact's profile, beyond the default ones, such as name, email, or country. You can add them through imports, forms, or third-party apps. Once a custom property exists on at least one contact, it becomes available as a segment filter.
For example, if your brand sells skincare products and you've collected customer preferences through a custom property in Omnisend forms, you can segment contacts directly based on those preferences.
Computed Traits Filters
Computed Traits filters let you segment contacts based on their purchase history and behavior. These are auto-generated filters that dynamically calculate average order value and total spend from a contact's order history. Use them to build high-value customer segments and power retention or upsell strategies.
Use these Computed Traits filters to segment contacts based on their orders data:
Filter | Use |
Average Order Value | Filters contacts based on the average value they spend per order. |
Total Spent | Segments contacts based on the sum of all orders they have placed in your store that are synced to Omnisend. |
Note: The total spent value and order value date filters simply sum up the overall order value of your contacts without deducting any canceled, voided, or refunded orders.
Advanced Segmentation Options
Omnisend provides several advanced features to help you refine your targeting further.
Use negative events to identify customers who haven’t performed a specific action. For example, contacts that haven't clicked your message.
Use date filters to define segments based on time-related conditions. You can specify exact dates, ranges, or relative timeframes.
Use auto-suggest to find and select the correct values quickly, reducing the chance of typos and saving time.
Use ANY OF filter to build segments that include contacts matching any of the listed criteria. A contact will be added to the segment when they meet at least one of the selected conditions.
Use copy-and-paste logic with filters that require long lists (e.g., tags, ZIP codes, or custom properties). Omnisend allows you to copy and paste multiple values directly into the field. For example, if you’re building a segment based on a list of ZIP codes, you can paste up to 100 codes at once into one rule.
Segment filters allow you to target the right audience at the right time. By combining filters and creating simple or more complex segments, you can deliver more personalized, relevant messaging that drives better engagement and results.
FAQ
Do segment filters work in real-time?
Yes, segments in Omnisend are dynamic, meaning contacts are automatically added or removed as their data changes.
Can I combine multiple filters in one segment?
Yes. You can use multiple filters within a single group, or across different groups, using AND or OR logic. Within one group, all conditions share the same operator. To mix both operators, create separate filter groups and connect them with the operator of your choice. Learn how to combine segment groups.
My segments were archived automatically. How do I prevent this?
Segments inactive for 90 consecutive days are automatically archived. To prevent this, mark key segments as Favorites by clicking the star icon. Favorited segments are never auto-archived. To restore an archived segment, go to Audience → Segments → View archived segments, then select Restore. Learn more about segment archiving.
If you have questions about building segments or using filters, reach out to our team via in-app chat or email [email protected].