Read this article to learn more about creating different segments with Omnisend, based on the information about your contact: interests, consumption habits, demographics, email opening rates, etc.

Before You Start

Segment requirements:

  • Allows you to work with all your contacts (subscribed, non-subscribed, unsubscribed). This way you can see how many contacts with different statuses match your rules and act accordingly. Note, your communication can only be sent to those, who accept such correspondence.
  • The scope of data you can segment might depend on the type of integration and your e-commerce platform. If your e-commerce platform does not provide us with some data or your integration does not yet support it, you would not be able to segment your customers based on those particular criteria.
  • Available on all plans with all filtering options

Segment options

With segmentation on the fly functionality, we offer an extensive range of segmenting options and you can create a segment based on 4 rule sets (along with lots of their filters):

  1. Channels
  2. Shopping behavior
  3. Email campaign activity
  4. Contact properties

Omnisend lets you combine OR and AND operators, as well as any of the rule sets.

Rules set

All of the properties can be used to:

  • add a set of rules 
  • add additional rule to the ruleset

Both options are pretty similar and perform the same function, however, when you need to connect your rules with both AND and OR operators, you need to specify the rule with higher priority.

For example, there is a clear difference between these two rules:

  • customer is subscribed AND (opened the email OR purchased a product)
  • (customer is subscribed AND opened the email) OR purchased a product

To be added to the first segment, the customer has to be a subscriber, while for the second, the customer needs to be subscribed and open the email or simply purchase a product.


After selecting a rule, you need to choose a more specific filter from the set of filters available for each of the Segment options. These filters can be added from the main menu when adding a rule or by clicking on the Add filter to rule set option.

All of the filters can be categorized as:

  • Multiple options
  • Number
  • Boolean
  • Date

Some of them may combine multiple options, boolean and number or date and boolean, and so on. For example, after selecting the rule Placed order, filter Order Feedback, you can check whether any of your customers left feedback or what feedback did they leave.

1. Channels

Channel rule allows you to segment your contacts by their subscription to promotions status in the following channels:

  • Email channel
  • SMS channel
  • Browser push notifications channel

2. Shopping behavior

Shopping behavior rule allows you to segment by order or purchased product activity and contains multiple options:

  • Placed order
  • Purchased product
  • Not purchased product
  • Purchased from category
  • Not purchased from category 

Choosing either of the rules opens additional filtering options by date, type, quantity, etc.

3. Email campaign activity

Email campaign activity filters allow you to add rules based on the subscriber activity with your email campaigns. These filters include:

  • Been sent email campaign 
  • Not been sent email campaign
  • Opened email campaign
  • Not opened email campaign
  • Clicked email campaign link (allows you to enter a particular link)
  • Not clicked email campaign link (allows you to enter a particular link)

4. SMS campaign activity

SMS campaign activity filters have the same functionality as the previous filters do, but for the SMS channel. These filters include:

  • Been sent SMS campaign 
  • Not been sent SMS campaign
  • Clicked SMS campaign link (allows you to enter a particular link)
  • Not clicked email campaign link (allows you to enter a particular link)

Note we are not able to track opens for the SMS Campaigns. If you want to see your Campaign performance, you need to include a link to the message and rely on the click rate.

5. Contact properties

This filter allows you to use all collected descriptive data as a rule for your segment. This descriptive data usually comes with order info from your store, can be collected via Omnisend or third party signup forms or manually imported. Filter contains:

  • Date added (date, when contact was first created; might be different from opt-in date)
  • Email opt-in (date, when contact subscribed to email channel)
  • Email (email address)
  • First name
  • Last name
  • Gender (if collected)
  • Birthday
  • City
  • State
  • Country
  • Postal code
  • Phone
  • Tag (all tags that you have added on Omnisend or have been imported from your store)
  • Custom property (any custom property you have added to the customer; read more on custom properties)

Segments setup

Follow the below steps to create a reusable segment that you could, later on, use for your campaigns and automation filtering:

1. Click Create segment to start creating the segment

2. Add all necessary filters. Your filtered contacts will automatically appear below your ruleset to give you a better idea of who exactly is on that segment. Click Save segment once you are done. 

If you wish to re-select the rule before saving the segment, you can click Cancel any time while creating the segment.

3. Name your segment. This name is internal and will help you identify the segment in the segment list.

4. Once you are done with a particular segment, you will find it under the Saved segments tab. Now it will dynamically update itself and you can start using it for your campaigns, automations, or sync to Facebook or Google.

You can copy, export, or delete a segment from your store:


Segmentation use cases

  • Customers that purchased any product from you at least once are more likely to buy from you again
  • Use contact tags and build your contact lists via segments to send topic-based promotions for better open and click rates
  • Customers that were unsubscribed from your list manually, by the user action
  • Customers that did not purchase anything from you after a specific date so you can share a special promotion with them
  • Customers based in a particular country so you could send promotions based on the National holidays
  • Inactive customers so you can filter those contacts, unsubscribe them or delete them permanently to keep your list healthy and maintain good sender reputation
  • Contacts created after a specific date so you can invite your new signups with a special Welcome promotion

Anything you cannot find? Our Support team will help you out.


Is it possible to Segment based on the website activity? Currently, it is not possible, but we track and show that data in the Live View. It is also possible to trigger automation workflows and tag your customers based on the pages they have visited.

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