Using segmentation, you can organize your contacts based on data synced from your store and collected through Omnisend. You can group contacts by interests, shopping behavior, demographics, and more, making it easy to send relevant, personalized messages.
Continue reading to learn how to create, manage, and use segments in Omnisend.
Before You Begin
Segmentation is available on all Omnisend plans.
You can segment all contact types (subscribed, non-subscribed, and unsubscribed), but campaigns can only be sent to subscribed contacts. Learn what messages can be sent based on subscription status.
Some filters may not be available in your account, depending on your eCommerce platform and the data it syncs with Omnisend. If you're using an API-connected store, learn how to pass all key events here.
Once a segment is created and saved, it updates automatically, adding and removing contacts in real time based on the defined filters. Read about segment update timing.
Segment Filters
Omnisend offers a wide range of segmentation filters to help you create targeted contact groups. You can segment based on personal data, message or store engagement, purchase behavior, order value, and more.
Creating a Segment
Step 1. Go to the Audience tab → Segments → click on the Create segment button.
Step 2. Choose how you'd like to create your segment:
Select a prebuilt segment
Or click Create from Scratch to build a custom segment
💡 Segment Presets
Omnisend offers ready-made segment presets with built-in filters for common use cases. They're a quick way to start segmenting and can be customized after selection to better fit your goals.
Step 3. Add the necessary filters by clicking Add filter, then select the filters you want to apply. When you're done, click Save segment to view the contacts that match the filters.
⚠️ Important: When using multiple filters, choose AND if contacts must meet all conditions, or OR if they should meet any condition. Learn more about AND and OR operators.
Step 4. Name your segment. This name is internal and helps you identify the segment in your saved segments list.
Step 5. After saving, your segment will appear under the Segments tab. Use the Sort button (↓) to organize segments alphabetically or by creation date.
💡 Mark a segment as favorite to pin it at the top of your segments list.
That's it! Your segment is done and will update automatically once a new contact meets the defined filters.
Managing Segments
Once a segment is created, you can take additional actions to manage it or organize your segment list.
The following options are available:
Edit — Modify an existing segment by adding, removing, or adjusting filters. After making changes, click Save to update the segment based on the new filters.
Copy — Create a duplicate of the segment to make quick adjustments without starting from scratch.
You can also copy segments between stores (of the same eCommerce platform) under the same account.
Export — Download all contacts in the segment as a CSV file.
Sync to Google or Facebook — Connect your segment to Facebook Custom Audience or Google Ads for use in targeted ads
Archive — Archive segments that are no longer in use. Archived segments become read-only, and all contacts are removed from them.
You can restore archived segments anytime from the View Archived Segments tab.
Delete — Permanently remove the segment from your list. This action only deletes the segment’s filter set; it does not delete any contacts within the segment. Deleted segments cannot be restored.
⚠️ Note! If you edit, archive, or delete a segment that’s used in an automation or form, a warning will appear. Any changes made to the segment will directly affect the automation or form it’s connected to.
💬 Learn more about other actions you can apply to your segments:
Using Segments
Segments in Campaigns
With segments, you can send campaigns only to targeted audiences, improving engagement and conversion rates. This also allows you to tailor your message content based on the audience type.
You can:
Choose segments — Send your campaign to one or more selected segments.
Exclude segments — Prevent one or more selected segments from receiving the campaign.
💡 You can include or exclude segments for all campaign channels: Email, SMS, and Push Notification.
Segments in Automation
Segments can be used as triggers for automation workflows. You can set an automation to send messages when a contact enters or exits a selected segment. Learn more about segment entry/exit automation.
Segments can also be used for more precise targeting in automations with other triggers. They can be applied as an audience filter or a conditional split within a workflow.
Segments in Forms
You can use segments in Forms Targeting Settings, choosing which audience group can see your form.
Include Segments — Show your form for selected segments.
Exclude Segments — Prevent selected segments from seeing your form.
💡 You can also use segments to perform bulk actions on your contacts. Select all contacts within a segment to add or remove tags, change their subscription status, unsubscribe them, or delete them.
Segmentation Best Practices
Segmentation helps you better understand customers’ behavior and organize contacts based on meaningful criteria. Use the following best practices to get the most out of your segments:
Segment by source tags – Identify how contacts were added (e.g., signup form, import, store checkout).
Segment by activity – Target engaged vs. inactive contacts based on opens, clicks, and purchases.
Create an inactive contacts segment – Find contacts who haven't opened emails or purchased recently.
Create an unsubscribed segment – Track churn and identify unsubscribe reasons.
Create a Cross‑Sell segment – Target customers who bought a specific product or category.
Segment by browsing behavior – Use tags to retarget cart abandoners with ads.
FAQ
Why don't products appear in my Ordered Product or Viewed Product filter?
The "Ordered Product" filter only shows products that have been purchased by at least one customer. If no one has ordered that product yet, it won't appear in the dropdown. Similarly, "Viewed Product" only shows products that have been viewed at least once.
Can I manually add contacts to a segment?
You cannot manually add contacts to a segment. Contacts automatically enter or exit based on the filters you define.
However, you can work around this by:
Using the “Email address is” or “Phone number is” filter to include specific contacts;
Or applying a tag to contacts and using that tag as a segment filter.
If you still have any questions or need any assistance, feel free to contact us at [email protected] or via in-app chat.