Use segment filters in Omnisend to target specific groups of contacts based on shared characteristics or behaviors. Every rule set in the Segmentation menu offers a wide range of filters, organized by priority, from broad categories to more specific conditions.
In this guide, you'll learn the different segment filters in Omnisend and how you can use them to build highly tailored segments to support personalized marketing, improve engagement, and drive better results from your campaigns and automations.
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 the prompt you are given.
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
When you segment based on an anniversary filter, the "anniversary is in the next" operator simplifies the process of filtering events based on their closeness to today. Whether it's birthdays, weddings, or any other significant date, this operator lets you filter contacts whose anniversary is approaching within a defined number of days.
For example, the following filter identifies contacts whose birthdate occurs in the next 7 days. The segment is updated dynamically each day:
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 allow you to segment contacts based on data associated with their profile. This descriptive 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 allow you to segment your contacts based on their geographic data, which is either collected 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 allow you to segment contacts based on their customer 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 allow you to segment contacts based on their shopping behavior. Whether they ordered from you, bought a specific product, or purchased a number of products.
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, etc. After selecting your segment filter, you can add subfilters such as Product ID is XXX.
Products Filters
Product filers allow you to segment your contacts based on their interaction with your products on your website. You can create groups of people 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. |
Submitted Product Review | Segments contacts that have submitted a review for one of your products.
Note: This filter works only for the Omnisend native product reviews feature. |
Viewed Product | Identifies contacts who viewed a product page on your website. |
Custom Events Filters
In Omnisend, you are able to sync custom events from third-party apps through the API. Once these events are synced to Omnisend, you'll be able to use them in your segments as well. The segment helps you identify all contacts that have the event synced for them.
If you also sync any additional data with your custom event, you'll be able to use it for additional filtering.
Custom Properties Filters
Custom properties in Omnisend are extra data fields you add to a contact’s profile, beyond the default ones, such as name, email, or country. These properties can be added through imports, forms, or third-party apps. Once a custom property is added to one of your contacts, you'll be able to select it in your segment filters.
For example, let's say your brand sells skincare products and you have collected customers' preferences through a custom property in Omnisend forms. Once contacts fill out your form, you'll be able to segment them based on their preferences.
Computed Traits Filters
Computed Traits filters allow you to segment contacts based on their purchase history and behavior. These are auto-generated filters that dynamically calculate attributes for average order value and total spend based on a contact’s order history. You can use these segments to create high-value customer segments and power your retention and upsell strategies.
Important: This filter is available by default for all new Omnisend accounts. If you're using an older account and don't see this filter, you can easily activate it by contacting our support team via in-app chat or by emailing [email protected].
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
Within the list of filters that you can use in your segment, Omnisend also provides several advanced segmentation features to help you refine your targeting even 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 & 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?
Absolutely! You can use multiple filters within a single group of filters or across different filter groups using AND or OR logic to refine your audience. You can learn more about combining segment groups here.
If you have questions about building segments or using filters, reach out to our team via in-app chat or email [email protected].