Segmentation helps you send personalized, targeted messages that boost engagement and revenue. This guide covers 10 practical segment ideas – from basic demographics to behavior-based targeting – plus 2 bonus segments.
Use these ideas to better understand your contacts, refine your messaging, and drive more sales.
Before You Begin
Always adjust timeframes (e.g., 30, 60, or 90 days) based on your store's typical purchase cycle.
Engaged in 30/60/90 Days Segment
Targeting engaged contacts improves open and click rates, protects your sender reputation, and signals to email providers (Gmail, Yahoo) that you're a quality sender.
If you send to your entire list – including disengaged contacts – your emails may land in spam folders. For lists with 10,000+ subscribers, send most campaigns to this engaged segment.
To build this segment, use the following filters:
Subscription statusisSubscribed to Email channel;Opened messageat least1 timein the last30 dayswhereMessage channelisEmail,
OR;Clicked messageat least1 timein the last30 dayswhereMessage channelisEmail.
💡 Tip: Adjust to 60 or 90 days to include more subscribers, depending on your sending frequency.
Country-Based Segment
Build segments based on customer country data to promote region-specific offers (e.g., free shipping for US customers) or localized campaigns.
To build this segment, use the following filter:
CountryisUnited States
To also include contacts who haven't provided location data, use their browsing location with the following filter:
Countrydoes not exist ANDViewed PagewhereCountry is US
💡 Tip: If you have a list of Zip codes, copy and paste multiple zip codes or countries directly into the filter.
Past Purchasers Segment
Target customers based on purchase history to promote complementary products or win-back campaigns.
To build this segment, use the following filter:
Placed orderat least1 timewherecollectionis[your selected product collection].
💡 Example use case:
If you sell motorcycle gear, segment customers who bought a helmet (Product name contains "helmet") and promote riding jackets or gloves.
Remember to exclude recent buyers if you're offering a discount by adding the following filters:
Placed orderat least1 timenot in the last2 weeks.
Exclusion Segment
Prevent email fatigue and wasted sends by excluding:
Recent buyers (last 14 days – adjust for your shipping time);
New subscribers in a Welcome Automation (first 7 days);
Contacts who received automation messages in the last 24 hours.
To build this segment, use the following filters:
Placed orderat least1 timein the last14 days, OR;Opted inat least1 timeis in the last7 dayswherechannelisEmail, OR;Message sentat least1 timein the last7 dayswhereMarketing activity nameis[your welcome automation title].
On the Recipients step of your campaign, click Exclude segment and select this segment.
VIP Segment
Reward your highest-value customers to strengthen loyalty and increase lifetime value. Exclusive offers and early access make VIPs feel valued.
Use Customer Lifecycle Stages to target Loyalists, Champions, or High-Potential Customers and combine them with order frequency.
To build this segment, use the following filters:
Customer Lifecycle Stageis any ofLoyalistandChampionandHigh-Potential Customer, OR;Placed orderat least3 times.
Non-Buyers Segment
Identify contacts who have never placed an order and encourage them by offering discounts or incentives.
To build this segment, use the following filter:
Have not
Placed orderat least1 timein total.
💡 Example use case:
In an Abandoned Cart automation, split contacts by buyer status. Send non-buyers a 20% discount; send past buyers a standard reminder.
At Risk or Can't Lose Segment
Re-engage customers before they churn. "At Risk" and "Can't Lose" Lifecycle Stages identify previously active buyers who haven't purchased recently.
To build this segment, use the following filter:
Customer Lifecycle Stageis any ofCan't loseandAt risk.
💡 Trigger an automation when contacts enter this segment – send personalized offers, feedback requests, or win-back campaigns.
Opened / Not Opened Promotion Segment
Identify contacts who opened your promotion messages but didn't convert and re-engage them by sending them a re-engagement campaign or survey to win them back.
To build this segment, use the following filters:
Opened messageat least1 timein the last30 days, AND;Have not
Placed orderat least1 timein the last30 days.
💡 Set a booster for the re-engagement campaign you send to this segment as a second chance to contacts who miss it.
Inactive Segment
Remove contacts who haven't engaged in 3–6 months to improve deliverability, reduce costs, and maintain a healthy list.
💡 Send one final re-engagement campaign. If no response, unsubscribe them.
To build this segment, use the following filters:
Message sent at least
12 timesin total whereMessage channelisEmailandMarketing activity typeisCampaign, AND;Have not
Opened messageat least1 timein the last3 months, AND;Have not
Placed orderat least1 timein the last3 months.
💡 Benefit: Removing inactive contacts boosts open/click rates and improves your sender reputation. Learn more about segmenting and unsubscribing inactive contacts.
Custom Property-Based Segment
Collect subscriber preferences (e.g., pet type, favorite product category) as custom properties to send hyper-targeted campaigns.
Add custom properties to your Signup Forms or Preference Management Center. Then segment by:
[Custom property name]is[your selected value].
💡 Example use case:
Pet supply store: Ask "Do you have a cat, dog, or hamster?" in your signup form. Segment by pet type and promote relevant products.
Bonus: Segment for Testing
Test campaigns, automations, and forms before sending to your full list. Catch formatting or content issues early.
Create a segment of your testing email addresses (of different email inbox providers such as Gmail, Outlook, Yahoo, etc), and send your campaign to this segment before it reaches your customers.
To build this segment, use the following filter:
Email addressis[email protected].
⚠️ Don't use your sender email address or role-based addresses.
Bonus: Tag-Based Segment
Tags categorize contacts based on behavior, interests, or source (e.g., "Black Friday Shopper," "Webinar Attendee"). Add tags via contact profiles, imports, or automation workflows.
Create segments based on tags and send personalized offers to these contacts.
To build this segment, use the following filter:
Tagis[your selected tag].
💡 Example use case:
Tag contacts who enter your Abandoned Cart automation. Later, retarget them with Facebook or Google Ads.
FAQ
How often should I clean my inactive list?
Every 3–6 months. Adjust based on your sending frequency and purchase cycle.
Should I use 30, 60, or 90 days for engaged segments?
Start with 30 days for active stores. Extend to 60 or 90 days if you have fewer campaigns or longer purchase cycles.
Can I combine multiple segment ideas?
Yes! Example: VIP + Country-Based = "US-based customers who've spent $500+."
💡 Remember, segmentation is an ongoing process. Continuously analyze performance and adjust your strategy based on engagement, conversions, and customer behavior.
If you have any questions or need help, please contact us at [email protected] or via in-app chat.