Segments are created according to the attributes. Attributes are characteristics that describe your subscriber, for example, email, first name, last name, country, city, date of birth, etc.

When creating a new segment, you have a list of attributes to choose from. Here’s a short explanation of what they mean.

  • Email. Subscriber’s email address.
  • First name. Subscriber’s first name.

Consider a special offer for the subscribers with a particular name, why not? ("20% discount for all Johns out there!")

  • Last name. Subscriber’s last name.
  • City. A city the subscriber resides in.

Create a segment of a particular city residents, e.g., "Customers from NYC".

  • Country. A country the subscriber resides in.

Create a segment of a particular country residents e.g., "Customers from USA" and send country-specific newsletters (e.g.,"Special offers for July 4").

  • State. State the subscriber resides in.

Create a segment of a particular state or region residents e.g., "Customers from Florida".

  • Gender. Subscriber’s gender. Select m (male) or f (female) from a drop down list.

For example, create a segment of women for sending newsletter announcing the sale of beauty products.

  • Date of birth. Subscriber’s date of birth.

A segment of subscribers that fall into certain age category, e.g., 25 and older.

  • Phone number. Subscriber’s phone number. 
  • Address. Subscriber’s physical address.
  • Size. Useful for apparel, footwear and other retailers of products that come in different sizes.

An example segment could be women wearing medium-sized clothes.

  • Created. Indicates the exact time when the subscriber was created in Omnisend.
  • Select value “greater than” or “less than” and pick a date from the calendar.
  • Bounced date. Indicates the date when newsletter sent to particular subscriber was bounced. Bouncing means that the email address is no longer active.
  • Newsletter opt-in. Indicates the date when the custumer subscribed for your newsletter.
  • Segment of new subscribers for "Welcome" emails, subscribers of a specific day, etc.
  • Newsletter opt-out. Indicates the date when the custumer unsubscribed.
  • Universal. You may have business-specific details about your subscribers that doesn’t fit in any of our listed attributes. Use Universal for those.

Let's say, you’re a bookseller and you have collected the data on genres of books that your customers have purchased. Make it as a Universal attribute and create a segment of, for example, science fiction lovers and send a newsletter with new books they might be interested in.

  • Universal complex. It’s the same as Universal, except you can assign several values for this attribute.

Continuing the bookseller example, you can add several genres of books customer has purchased. Let’s say there is a customer who buys not only science fiction books, but also romance novels. If you create a segment of science fiction fans, he or she will still be added to this segment.
All other attributes are legacy. They were popular few years ago (with old functionality) and are now used only by our legacy users.

Combine the atrributes

Select several attributes for precise segments and highly-targeted newsletters.

Let’s say, there’s a period of heavy showers coming to Florida and you have quite a big quantity of medium-sized raincoats left unsold. Perfect time for a clearout. You just need to create a segment of women (Gender is equal f ) that buys M-sized clothes (Size is equal to medium) and lives in Florida (State is equal to FL) and send a newsletter encouraging to grab a raincoat that soon will be in need.

If you would like to extend, for example, the area covered of your segment, click Add value and select other state that you wish to include. Repeat the action as many times as you want values to include.

For more information about segments check out here.

Also, learn why segmentation rocks in email marketing.

Have any additional questions? Feel free to contact us at

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